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Social Psych- Persuasion


Submitted By Cvk89
Words 895
Pages 4
Course code: PSY-379-GS001
Course name: Social Psychology
Assignment 4

1. Discuss the phenomena of persuasion and the cognitive processes that underlie it.

Persuasion is a phenomenon that is a form of social influence in which an audience is deliberately encouraged to accept an idea, attitude, or course of action by symbolic means. We are persuaded to go along with someone's suggestion if we think that person is a credible expert (authority), if we think he or she as a trusted friend or attractive (likeability), if we feel we owe them one (reciprocity), or if doing so will be consistent with our beliefs or prior commitments (consistency). We are also inclined to make choices that we think are popular (consensus), and that will net us a scarce commodity (scarcity). We follow these general rules because they usually work to lead us to make the right choice. However, because we often use them unthinkingly, they are usually defeated by con artists, many of them wearing nice business suits or reassuringly friendly smiles. 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. People are especially likely to go through this route when the message is relevant to them, when they have knowledge in the domain, and when the message evokes a sense of personal responsibility. When going through the central route, people are more persuaded by high-quality messages. In the peripheral (heuristic) route to persuasion, people attend to superficial aspects of the message. They use this route when they have little motivation or time or ability to attend to its deeper meaning. This model is a form of processing information in a persuasive message that involves the use of simple rules of

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