·Scarcity ·Likeability ·Social validation ·Consistency ·Authority ·Reciprocity

Deep Core Goals: survival & reproduction- reason why we can be perduaded.

·Attractive

·Likeable

·Trustworthy

·Similarity- law of attraction

SLEEPER EFFECT: Message which is not persuasive but becomes persuasive as source is forgotten

-Short and Strong

-Mere Exposure

-Consistency: if message too distant from original attitude, not persuasice

-Fear Arousal (not too much)

-Scarcity Technique

·Presenting counterarguments ·Framing ·The channel (face-to-face)

·Primacy (changing intial attitudes) vs Recency effect (remembered better) 

GENDER: women more susceptible (social role of cooperation)

AGE: young adults & adolescents

PERSONALITY: NFC/ NFCC

MOOD: good mood- positive thinking, impulsive decisions, reinforcement

Source, Method & Message and Target

All considered to be most effective

Elaboration Likelihood Model

(ELM)

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central vs peripheral cues

Systematic vs Heuristic processing

*Heuristic easier

·Ingration: making yourself likeable before persuasion attempt.

·Reciprocity: 'doing a favour' to someone before P attempt. 

Making an unrealistic request before making a smaller one.

Persuader has made a concession so tarfet feels obliged to compromise.

Adding 'extras'

spontaneous decisions

First making a small request, then larger one.

Target's already committed

Changing terms of agreement during interaction. 

Add unattractive conditions.

Target feels committed

·Cognitive Dissonance- changing existing attitude (successful)/ disregarding new, inconsistent attitude (unsuccessful).

·Reactance- if attacks to personal freedom

·Prior Knowledge

·Counterarguing 

·Attitude Inoculation- making weak argument before strong.

·Selective Avoidance

·Attitude Polarization

·Biased Assimilation- tendency to evaluate arguments contrasting own attitudes as biased- Hostile media bias.