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Persuasion
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What Paths Lead to Persuasion?

Central route to
persuasion
Peripheral route to
persuasion
Different routes for
different purposes
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The Elements of Persuasion
The communicator
Credibility
Attractiveness
Liking
The message content
Reason versus emotion
Discrepancy
One-sided versus two-sided appeals
Primacy versus recency
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Six Persuasion Principles
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The Elements of Persuasion
The Message Content
Reason versus emotion
Discrepancy
One-sided versus two-sided appeals
Primacy versus recency
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The Elements of Persuasion
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The Elements of Persuasion
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The Elements of Persuasion
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The Elements of Persuasion
The communication
channel
Active experience or
passive reception
Personal versus media
influence

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The Elements of Persuasion
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The Elements of Persuasion
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The Elements of Persuasion
The audience
How old are they?
What are they thinking?

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The Elements of Persuasion
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Extreme Persuasion: Cult Indoctrination
Attitudes follow behavior
Compliance breeds acceptance
Foot-in-the-door
Persuasive elements
The communicator
The message
The audience
Group effects

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Resisting Persuasion
Strengthening personal commitment
Challenging beliefs
Developing counterarguments
Real-life applications: Inoculation programs
Inoculating children against peer pressure
Inoculating children against advertising
Implications of attitude inoculation
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Resisting Persuasion
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Supplemental Slides
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Processing Messages
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Processing Messages
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Routes to Persuasion
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Routes to Persuasion
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Changing Attitudes
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Effects on Persuasion
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Information Campaigns
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Information Campaigns