5. Elaboration Likelihood Model
Central Route involves careful consideration of
the merits of the argument and of the evidence
at hand
Peripheral Route involves persuasion by means
of associating a persuasive message with cues
that are peripheral to or to the side of the
content or meaning of message
7. The Persuasive Message
The more often we are exposed to a
message the greater the likelihood we will
evaluate it more favorably, but only up to
a point.
Two-sided arguments
Emotional appeals
10. The Persuaded Audience
People with high self-esteem are more
likely to resist social pressure then people
with low self-esteem.
People who are anxious when interacting
with others may be more easily
persuaded than people who are more selfassured.
Study done by Schwartz and Gottman
14. Bait and Switch
The sales tactic of baiting customers with
low priced but inferior merchandise and
then switching them to a higher priced
item of more acceptable quality.
17. Why?
1. Propaganda
Used to dehumanize other groups
2. Socialization
We are socialized to obey authority figures
3. Lack of Social Comparison
Subjects did not have the opportunity to
compare their ideas/feelings
18. Why?
4. Perception of legitimate authority
Reputation of Yale may have been
overpowering
5. Foot-in-the-door Technique
The further they went, the harder it was to stop
themselves
6. Inaccessibility of values
Powerful emotions disrupt clear thinking
20. Conformity
Conform:
To change one’s attitudes or behaviors to
adhere to social norms.
Social Norms:
Explicit or implicit rules that reflect social
expectations and influence the ways people
behave in social situations.
22. Factors Influencing Conformity
Membership in a collectivist society
Desire to be liked by other members of
the group
Low self-esteem
Social shyness
Lack of familiarity of the task
Also: group size and social support
23. Getting Mobbed:
The Beast with Many Heads
The Lynching of Arthur Stevens
The Human Wave
Deindividuation
The process by which group members
discontinue self-evaluation and adopt group
norms and attitudes.
Diffusion of Responsibility
The dilution or loss of individual responsibility
for behavior when members of a group act in
unison.
26. The Bystander Effect
The tendency for bystanders to fail to act
to help a person in need.
27. Bystander Intervention
Deciding to help… or not?
1. Recognize a need for help exists
2. Interpret the event as a clear emergency
3. Assume responsibility
4. Choose a way to help
5. Implement plan - Offer assistance
28. The Helper: Who Helps?
Other factors affecting helping behavior
Mood
Empathy
29. The Victim: Who is Helped?
Those we know
Those similar to us
Women vs. men
More baby-faced features
Race/ethnicity
32. Self Monitoring
Jot down brief descriptions of encounters
that lead to negative feelings
The situation
What you felt and said/did
How others responded to your behavior
How you felt about the behavior
afterward
34. Assertiveness
Confronting Irrational Beliefs: Do your
own beliefs trigger unassertive or
aggressive behaviors?
Women and Assertive Behavior: Problems
caused by Early Socialization Messages
35. Successfully Shy
Bernardo Carducci:
1. Minimizing self-consciousness
2. Relieving social pressure
3. Having something to say
4. Expanding your social network
5. Everybody benefits
