Drawing from academic research in psychology, the entire book culminates a powerful 7step persuasion process that follows the acronym, methods. Persuasion definition persuasion is a method of changing a persons cognitions, feelings, behaviors, or general evaluations attitudes toward some object, issue, or person. The effective use of persuasion by apple to drive sales on january 9, 2007, steve jobs, the enigmatic cofounder and ceo of apple, inc. Determining which routetopersuasion the opposing party is applying and how to best appeal to that route is a crucial skill for the effective negotiator. There follows a consideration of three contemporary persuasion theories, each of which treats persuasion as a product of a distinctive cognitive process. When we process things by the central route, we pay attention to the details. Communication and persuasion central and peripheral routes. In fact, a peripheral route to persuasion may not even be noticed by the. Spam or selfpromotional the list is spam or selfpromotional. Indeed, this cognitive learning model of persuasion is most reasonable. Inappropriate the list including its title or description facilitates illegal activity, or contains hate speech or ad hominem attacks on a fellow goodreads member or author. The central route to persuasion occurs when a person is persuaded to act based on the arguments or the content of the message.
Youll learn how to use those principles to influence peoples thoughts in your own life. For darkness shows the stars by diana peterfreund, persuading annie by melissa nathan, the last best kiss by claire lazebnik. On the other hand, under the peripheral route, persuasion results from a persons. When elaboration is higher, people use central route processing requiring conscious cognition. An individual who is using the central route will be more engaged in processing and evaluating the merit of the opposing parties proposal. Communication and persuasion central and peripheral routes to. For example, when presented with the fact, 9 out of 10 college students drink alcohol, and your cognitive response is, yeah, i would say most of the people at my school are drinkers. The psychology of persuasion is far and away the best sales marketing book ive ever read. Theres the systematic, or central, route and theres the superficial or peripheral processing route.
Well educated, analytical, thoughtful, involved audiences travel the central route of persuasion. A ppc paradigm powered by persuasion and cognition thincr llc on. For example, a car company seeking to persuade you to purchase their model will emphasize the cars safety features and fuel economy. Written in a clear and accessible style that assumes no special technical background in research methods, the third edition has been thoroughly revised to reflect developments in persuasion studies. Oct 15, 20 methods of persuasion reveals that secret for the first time. Two routes to persuasion petty and cacioppo 1986a, 1986b state that there are two routes to persuasion. Truth be told, its close to the only sales marketing book ive found to have been worth my time to read off the top of my head the only other two i could name would be crossing the chasm and raving fans and this is far better than either of those. Persuasion may affect both attitudes and behaviors. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Petty and caccioppo 1983 defined the cognitive route as the direct route, and the. The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the. The cognitive approach to persuasion while the communication approach focuses on the who, whom, and what of persuasion, more recent cognitive approaches focus on the role that thinking and information processing play in persuasion.
We can reduce cognitive dissonance by bringing our cognitions, attitudes, and behaviors in. Attitude changes that occur via the peripheral route do not. If involvement is low, and processing ability is low, the peripheral route will. The central root say that if people are motivated and theyre highly involved, and they have the opportunity and the ability to process marketing messages, then the way to persuade them is through central cues in messages. The elaboration likelihood model elm of persuasion is a dual process theory describing the. Attitudes and persuasion introduction to psychology. The cognitive response model of persuasion locates the most direct cause of persuasion in the selftalk of the persuasion target, rather than the content of the message anthony greenwald first proposed the theory in 1968. Determining which route topersuasion the opposing party is applying and how to best appeal to that route is a crucial skill for the effective negotiator. The cognitive response model shows that learning our cognitive responses to persuasion provides a basis for understanding the persisting effects of communication. In a lot of ways, a discussion on persuasion and influence could begin and end with carnegies book. On the other hand, the peripheral route to persuasion is based more on non cognitive factors that surround the message. Methods of persuasion reveals that secret for the first time.
The article outlines a series of persuasion theories in social psychology. There is no doubt that cognitive behavioral therapy trainings emphasize the important of helping people change the way they think. It is widely accepted that cognitions bearing on the object of an attitude form a major component of the. We will see that persuasive messages may be processed either spontaneously that is, in a rather cursory or superficial way or thoughtfully with more cognitive elaboration of the message and that the amount and persistence of persuasion will vary on the processing route that we use. Communication and persuasion central and peripheral. If a person pushes too hard, he will risk being aggressive.
In order for the central route of persuasion to be effective in changing attitudes, thoughts, and behaviors, the argument must be strong and, if successful, will result in lasting attitude change. According to the elm, there are two cognitive routes to persuasion. When a receiver is doing central processing, he or she is being an active participant in. The dynamics of persuasion resources chapter 5 routledge. Attitudes, behavior, and persuasion 2012 book archive. These two routes to persuasion are 1 the central route and 2 the peripheral route. Which of the following cognitive routes to persuasion involves direct cognitive processing of a messages content.
Central and peripheral routes to advertising effectiveness. It stimulated much research in the 1970s and 1980s, especially at ohio state university. Persuasion is typically defined as human communication that is designed to influence others by modifying their beliefs, values, or attitudes simons, 1976, p. Attitudes, behavior, and persuasion principles of social. This route is much more analytical and is concerned with the. Citeseerx document details isaac councill, lee giles, pradeep teregowda. Received september 6, 1989 the effectiveness of a persuasive communication often depends on the nature of recipientgenerated cognitive. Sep 01, 2014 therere two different ways, or two different routes, to persuasion.
This could be the emotional impact of the communication, the credibility and characteristics of the sender, the visual design and even the length of the message. In order to understand persuasion influences on attitude change, analyzing the cognitive process is essential. Journal of experimental social psychology 27, 180200 1991 cognitive responses in persuasion. Cognitive behavioral therapy persuasion techniques. Having developed over a long period of time, many cognitive theories of persuasion have been tested. Start studying cognitive dissonance, attitudes and persuasion. Received september 6, 1989 the effectiveness of a persuasive communication often depends on the nature of recipientgenerated cognitive responses. Persuasion can attempt to influence a persons beliefs, attitudes, intentions, motivations, or behaviors in business, persuasion is a process aimed at changing a persons or a groups attitude or behaviour toward some event, idea, object, or other persons, by using written, spoken words or visual tools to convey information, feelings, or. Incorrect book the list contains an incorrect book please specify the title of the book. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. Direct responses are relevant to the material being presented and can increase persuasion. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications the study of attitudes and persuasion began as the central focus of. The psychology of persuasion, i was eager to see if there was valuable advice i could use.
Okeefe 1990 argued that there are requirements for the sender, the means, and the recipient to consider something persuasive. Cognitive psychology immediately available upon purchase as print book shipments may be delayed due to the covid19 crisis. How to use 10 psychological theories to persuade people. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of.
Theory and research, third edition is a comprehensive overview of socialscientific theory and research on persuasion. In influence robert cialdini presents eyeopening ways that influence is used on you regularly. Attitudes and persuasion provides an up to date overview of the crucial role that attitudes play in our everyday lives and how our thoughts and behaviour are influenced. The audio presentation portion is provided on a usb thumb drive. In considering cognitive theories of persuasion, it is important to keep in mind that their emphasis on cognitive mediation reflects a relatively longstanding tradition in this area e. Therere two different ways, or two different routes, to persuasion. Elaboration likelihood model a theory of persuasion. The central route is taken when the topic is of high interest or. The central route is taken when the topic is of high interest or importance and when there is plenty of time to analyze things. An advertisement using a peripheral route of persuasion might show very attractive people consuming the product while spending time on a beautiful, sunny beach. Greenwald and rosita daskal albert and dallas cullen and robert love and joseph sakumura who have, title cognitive learning, cognitive response to persuasion, and attitude change, booktitle in, year 1968, pages 147170, publisher academic press. The central route and peripheral route to persuasion petty and cacioppo 1981 suggested that there are two different ways or routes to persuasion.
Influence, the classic book on persuasion, explains the psychology of why people say yesand how to apply these understandings. A ppc paradigm powered by persuasion and cognition. Outline the principles of cognitive dissonance and explain how they can account for the influences of behavior on attitude. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The central root say that if people are motivated and theyre highly involved, and they have the opportunity and the ability to process marketing messages, then the way to persuade them is. Elaboration likelihood model is a general theory of attitude change. As we write this, we are aware of six new volumes on persuasion that are in. As we note in chapter 1, we began our studies of persuasion at a time when social psychology was in crisis, and interest in research on attitude change in particular was declining. To the extent that increasing the number of arguments in a message affects persuasion by enhancing issuerelevant cognitive activity, the central route to persuasion has been followed.
The cognitive processes that underlie the phenomena of persuasion are the central processing or systematic route to persuasion, people attend carefully to the message, and they consider relevant evidence and underlying logic in detail. This assumed learning persuasion relation is based on a reasonable analogy between the persuasive communication and an. His thirtyfive years of rigorous, evidencebased research along with a threeyear program of study on what moves. Most generally, we will see that persuasion is effective. A weakly held b personally relevant c composed of negative elements d composed of positive elements. Cognitive dissonance, attitudes and persuasion flashcards. The two routes to persuasion persuasion depends on receiver motivation to thinkcare, that is, personal relevance of the issue and ability to think about the persuasive topic. Persuasion occurs when ones attitudes, beliefs, or decisions are influenced in manner consistent with a message. The central route to persuasion consists of thoughtful consideration of the arguments ideas, content of the message. This could be the emotional impact of the communication, the credibility and characteristics of the sender, the visual design and even the length of. It is a common assumption that the effectiveness of a persuasive communication is, at least in part, a function of the extent to which its content is learned and retained by its audience. Robert cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. Here is just a segment of the book s table of contents, filled with ideas on kindness.
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