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Social Psychology book cover
Social Psychology, 7/e
David G Myers, Hope College
Persuasion

Chapter Outline

The Paths to Persuasion

The Elements of Persuasion

  1. Who Says? The Communicator
    1. Credibility
    2. Attractiveness
  2. What Is Said? The Message Content
    1. Reason Versus Emotion
    2. Discrepancy
    3. One-Sided Versus Two-Sided Appeals
    4. Primacy Versus Recency
  3. How Is It Said? The Channel of Communication
    1. Active Experience or Passive Reception?
    2. Personal Versus Media Influence
  4. To Whom Is It Said? The Audience
    1. How Old Are They?
    2. What Are They Thinking?

Case Studies In Persuasion: Cult Indoctrination

  1. Attitudes Follow Behavior
    1. Compliance Breeds Acceptance
    2. The Foot-In-The-Door Phenomenon
  2. Persuasive Elements
    1. The Communicator
    2. The Message
    3. The Audience
  3. Group Effects

Resisting Persuasion: Attitude Inoculation

  1. Strengthening Personal Commitment
    1. Challenging Beliefs
    2. Developing Counterarguments
  2. Case Studies: Large-Scale Inoculation Programs
    1. Inoculating Children Against Peer Pressure to Smoke
    2. Inoculating Children Against the Influence of Advertising
  3. Implications
  4. Personal Postscript: Being Open But Not Naive








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