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Features of the source of the persuasive message include the credibility of the speaker (Hovland&Weiss, 1951) and the physical attractiveness of the speaker (Eagly&Chaiken, 1975; Petty, Wegener,&Fabrigar, 1997). Thus, speakers who are credible, or have expertise on the topic, and who are deemed as trustworthy are more persuasive than less credible speakers. Similarly, more attractive speakers are more persuasive than less attractive speakers. The use of famous actors and athletes to advertise products on television and in print relies on this principle. The immediate and long term impact of the persuasion also depends, however, on the credibility of the messenger (Kumkale&Albarracín, 2004).

Features of the message itself that affect persuasion include subtlety (the quality of being important, but not obvious) (Petty&Cacioppo, 1986; Walster&Festinger, 1962); sidedness (that is, having more than one side) (Crowley&Hoyer, 1994; Igou&Bless, 2003; Lumsdaine&Janis, 1953); timing (Haugtvedt&Wegener, 1994; Miller&Campbell, 1959), and whether both sides are presented. Messages that are more subtle are more persuasive than direct messages. Arguments that occur first, such as in a debate, are more influential if messages are given back-to-back. However, if there is a delay after the first message, and before the audience needs to make a decision, the last message presented will tend to be more persuasive (Miller&Campbell, 1959).

Features of the audience that affect persuasion are attention (Albarracín&Wyer, 2001; Festinger&Maccoby, 1964), intelligence, self-esteem (Rhodes&Wood, 1992), and age (Krosnick&Alwin, 1989). In order to be persuaded, audience members must be paying attention. People with lower intelligence are more easily persuaded than people with higher intelligence; whereas people with moderate self-esteem are more easily persuaded than people with higher or lower self-esteem (Rhodes&Wood, 1992). Finally, younger adults aged 18–25 are more persuadable than older adults.

Elaboration likelihood model

An especially popular model that describes the dynamics of persuasion is the elaboration likelihood model of persuasion (Petty&Cacioppo, 1986). The elaboration likelihood model considers the variables of the attitude change approach—that is, features of the source of the persuasive message, contents of the message, and characteristics of the audience are used to determine when attitude change will occur. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral ( [link] ).

A diagram shows two routes of persuasion. A box on the left is labeled “persuasive message” and arrows from the box separate into two routes: the central and peripheral routes, each with boxes describing the characteristics of the audience, processing, and persuasion. The audience is “motivated, analytical” in the central route, and “not motivated, not analytical” in the peripheral route. Processing in the central route is “high effort; evaluate message” and in the peripheral route is “low effort; persuaded by cues outside of message.” Persuasion in the central route is “lasting change in attitude” and in the peripheral route is “temporary change in attitude.”
Persuasion can take one of two paths, and the durability of the end result depends on the path.

The central route is logic driven and uses data and facts to convince people of an argument’s worthiness. For example, a car company seeking to persuade you to purchase their model will emphasize the car’s safety features and fuel economy. This is a direct route to persuasion that focuses on the quality of the information. 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.

Questions & Answers

Factors that affect learning?
Ofentse Reply
I am struggling with survivors guilt and complicated grief after traumatic death of spouse. how to cope.
Rowdy Reply
Try to talk with someone you trust and join people who makes you feel worthy. try to help someone. Helping someone makes you feel better
sherlock
I think you must seek professional help.
Swarada
What is meant by politics of intelligence? Please guide about this article.
Ali Reply
***scholar.google.com/scholar?q=politics+of+intelligence&hl=en&as_sdt=0&as_vis=1&oi=scholart#d=gs_qabs&u=%23p%3D_ckggUkdkPUJ
Angela
Thanks angela
Ali
Can u please explain it to me in your words?
Ali
Information about child psychology
Mohammed Reply
what is this
Maryam
any theory recommendations about socialization?
Geo
help me please:<
Geo
actually I don't know
Maryam
I badly need some for my research :<
Geo
But I need that😥
Mohammed
***courses.lumenlearning.com /boundless-sociology/chapter/theories-of-socialization/
Jobin
branches of psychology
QSN Reply
neuropsychology
jeddy
behaviorism
Mira
Legal psychology
Miljana
Developmental psychology, Sports psychology , Clinical psychology , Marketing psychology , counseling psychology , Biological psychology, Educational psychology , Positive psychology etc.
Swarada
child.psychology
Nss
social, occupational psychology
jeddy
what does it mean when the temporal lobe is anterior to occipital lobe
John Reply
the cortex refers to what part of the brain
John
the cortex refers to what part of the brain
John
cerebral cortex
jeddy
behind?
jeddy
in what time of situation is training most useful?
marjelee Reply
during bad experience
Nyakuei
i think its not about suitation, its about the thing tatz need training.
gokul
training is possibly warranted for all situations.
rhoda
I would think that training should be an ungoing thing. That's before, during and after. just in case there's a reoccurrence
Angela
any time
Aaronz
what is Karma
ana Reply
I think the summation of good and bad deeds you do in your life. Accidentally or otherwise.
Swarada
Yes. I totally agree.
ana
And if it is bad then the root must have been too.
ana
Yes , In Hinduism we also believe that our parent's Karma also applies to us ! Don't know about that , but it kept people in check .
Swarada
Adding to Swarada point. karma can be good or bad. both will have consequences. karma is biasedness you have shown in your life. like a king could not have two rules for normal man and his son, that comes under karma.
Sujeet
Oh perfectly said!
Swarada
Ok. It is also said that when one does something... bad or good..it will come back to you 10 folds of the same.
ana
yea that too ! I remember my mother always said if u stole someone's 10 rupees ur 100 will be stolen ( excuse my English ! I'm a non - English speaking person)
Swarada
karma is nothing but what one usually mean when they say- what you sow, so shall you reap.
Alisha
certainly
Crazy
more important.. this concept was told by lord Krishna as part of spirituality, to focus on your good deed ,the purpose you are born for and your responsibilities. Not for hoping that bad will happen with people who made you feel bad. just giving example ;)
Sujeet
karma is the boomerang of your actions. what u put out in the universe u get back
David
Who is the founder of psychology
Daryl Reply
Wilhelm wundt
Amanda
Wilhelm Wundt
Sneha
William wundth
Ihrar
Wilhelm Wundt
Megha
and William James
Amanda
Wilhelm Wundt
adam
Wilhelm Wundt is the founder of structuralism
Angela
Yes and also the "Father of Psychology" I think the correct word is Father not Founder.
Swarada
oh ok. noted
Angela
i believe it goes beyond him I believe it is Ancient but un formalized
David
I like your answer Swarada
David
Oh thanks! But u summarised it well!
Swarada
what is up my fellow psych peeps!!
what are some academic research on developmental psychology
Chezy
Sawrada Founder of Psychology is W.Wundt but Father of Psychology is Sigmund Freud...
Wajid
what are some good schools to study psychology?
Enjoy Reply
George Mason, Penn State, UVA, university of Michigan
Jasmine
Hi I'm currently doing my experimental psychology research can you suggest a topic or research topic for my research thank you and please see 😊
Jerico Reply
Hello Jerico. I could help you out with some ideas if you're interested!
Yasmine
can u give me some ideas too?
Geo
For sure. It depends if you're trying to do an experiment (using statistics probably) or a case study what are you aiming for?
Yasmine
Hello Jerico. Try to opt for something simple and easy to do. I wouls say perhaps study the effects of color on concentration? You could get a group of people and have them take a memory test (you can find some online) in a white room for example. Then have them take another memory test
Yasmine
similar to the first one but in a different room and then you check the responses if the performance is better
Yasmine
but you have to know that a lot of factors will interfere in the performance such as mental state etc so make sure to choose a certain specific population. that's very important
Yasmine
you could be a bit more specific about it , to isolate the variables that can mess it up like age, sex, etc... you gotta take that into account
Yasmine
so that the results get somewhat accurate
Yasmine
that is very detailed information I really like it thank you very much 😊 your so very kind
Jerico
You're very welcome
Yasmine
what are your interests in general?
Yasmine
Althogh I'm persuing botany and engineering.... but I also want to study human behaviour and psychology.... I would like if anyone can share their knowledge with me !!!!
Crazy
I'm interested on effect of electroconvulsive therapy on people having a depression
Jerico
What is Electroconvulsive therapy?
Pixeled
Astral Projection
Mansi
Electroconvulsive therapy (ECT) is a medical treatment that is most commonly used in patients with severe major depression.
Jerico
What are the expected dutties functions and responsibilities of a head of an agency based on the principles, Practice of industrial psychology?
Paul Reply
what are the psychological characteristics expected from an employee wether regular or occupying a position?
Paul
I can't able to differentiate between clinical psychologists and psychologists...
Nafisa Reply
psychologist is A wider term including all the psychologists from ol the fields of psychology, e.g business psychologist, sports psychologist, marketing psychologist, clinical psychologist, counciling psychologist...where as clinical psychologist is a a psychologist who helps the people to overcome
Irm
or deal wd mental problems, like depression, phobias, schizophrenia, etc
Irm
I have a Question
Mushtaque
where can I get Old Question Paper's of Psychology Entrance Exam
Mushtaque
Ma psychology from ignou will be helpful becoz Iam not from psychology background plz suggest if any online source not distance learning.
Fazilat
past papers of psychology from where I can get
Riaz
What explanatory value do you think behavioral learning theory has for human behavior?
Kuurshejr Reply
I have chronic insomnia and when i don't get a decent night's sleep I'm like a zombie. I walk around without being highly conscious.
Isco
start 9pm onwards daily think bout mostly happiest moments you like. then sound sleep with Happy dreams you get over night
Radhika
anxiety
jeddy
anxiety disorderes
jeddy
what are the contributions of Darwin's evolutionary theory to psychology
Merit Reply
2nd School of thought Functionalism is based on Darwin's evolutionary theory. And evolutionary Psychology have it's foundations from Darwinism.
Wajid
can you explain about evolutionary theory ?
Raaju
can you please explain how functionalism is based on Darwin ?
An
continues changes over generation to generation for the survival of the fittest is evolutionary theory.
Wajid
Functionalism focuses that psychology should study functions of conscious instead of its parts like wundt and tichner and pragmatism is theory based on evolutionary theory.
Wajid
oh that makes sense thank you very much Mr Hussain
An
James's theory of pragmatism is that a child complete all generation variation in mother's pregnancy period. This theory has its foundation t in evolutionary.
Wajid
ohhh I was about to ask okay thanks a bunch!
An

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Source:  OpenStax, Psychology. OpenStax CNX. Feb 03, 2015 Download for free at https://legacy.cnx.org/content/col11629/1.5
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