10.3: Vie di persuasione

Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?

Yale Attitude Change Approach

The topic of persuasion has been one of the most extensively researched areas in social psychology (Fiske et al., 2010). During the Second World War, Carl Hovland extensively researched persuasion for the U.S. Army. After the war, Hovland continued his exploration of persuasion at Yale University. Out of this work came a model called the Yale attitude change approach, which describes the conditions under which people tend to change their attitudes. Hovland demonstrated that certain features of the source of a persuasive message, the content of the message, and the characteristics of the audience will influence the persuasiveness of a message (Hovland, Janis, & Kelley, 1953).

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, 1984; 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, 1984). 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.

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.

The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information. From an advertiser’s perspective, what products would be best sold using the central route to persuasion? What audience would most likely be influenced to buy the product? One example is buying a computer. It is likely, for example, that small business owners might be especially influenced by the focus on the computer’s quality and features such as processing speed and memory capacity.

The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1984). Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement. For example, having a popular athlete advertise athletic shoes is a common method used to encourage young adults to purchase the shoes. This route to attitude change does not require much effort or information processing. This method of persuasion may promote positivity toward the message or product, but it typically results in less permanent attitude or behavior change. The audience does not need to be analytical or motivated to process the message. In fact, a peripheral route to persuasion may not even be noticed by the audience, for example in the strategy of product placement. Product placement refers to putting a product with a clear brand name or brand identity in a TV show or movie to promote the product (Gupta & Lord, 1998). For example, one season of the reality series American Idol prominently showed the panel of judges drinking out of cups that displayed the Coca-Cola logo. What other products would be best sold using the peripheral route to persuasion? Another example is clothing: A retailer may focus on celebrities that are wearing the same style of clothing.

 

This text is adapted from OpenStax, Psychology. OpenStax CNX.

Il modo in cui qualcuno può essere persuaso a cambiare il proprio atteggiamento nei confronti di un'altra persona, idea o oggetto dipende da una serie di fattori chiave, tra cui la fonte, da cui provengono le informazioni, e il contenuto del messaggio.

Ad esempio, le fonti attendibili, come gli esperti con argomenti o prove solide, sono in genere più persuasive. Le persone sono più propense ad accettare la loro comunicazione a causa della triade dell'affidabilità, che possiede una o tutte le seguenti tre caratteristiche: autorità di competenza, onestà e simpatia.

Tuttavia, le fonti esperte e le informazioni di alta qualità non portano semplicemente a una persuasione di successo.

A volte, gli individui sono motivati a prestare molta attenzione a un argomento e ad elaborare il contenuto a un livello di coinvolgimento più elevato, noto come alta elaborazione. In questo caso, i dettagli oggettivi, come le statistiche, possono essere più persuasivi della persona che trasmette il messaggio.

Altre volte, le persone potrebbero non essere motivate a pensare attentamente alle prove, soprattutto se l'argomento sembra poco familiare o irrilevante. Con un coinvolgimento così ridotto, chiamato bassa elaborazione, l'individuo preso di mira può fare affidamento più su impressioni professionali che su argomenti ben congegnati per la persuasione.

Questi esempi illustrano diversi modi di elaborare gli stimoli, centralmente e perifericamente, e i loro risultati sul cambiamento di atteggiamento.

Utilizzando il percorso centrale della persuasione, è più probabile che le persone prestino attenzione al contenuto specifico: sono la fascia demografica pertinente che ha familiarità con ciò che è importante per loro. Non si preoccupano necessariamente del nome, del marchio o hanno bisogno dell'approvazione delle celebrità.

Al contrario, quando l'articolo in questione non è particolarmente rilevante – non hanno molta familiarità con il prodotto poiché stanno acquistando per un amico – l'elaborazione avviene attraverso la via periferica della persuasione. Il consumatore tenderà ad affidarsi a testimonianze qualificate e a bypassare la stampa fine.

Alla fine, la persuasione di successo dipende dal contesto, come conoscere il pubblico, e i messaggeri possono applicare deliberatamente questa conoscenza per promuovere favorevolmente i loro beni e servizi.

Persuasion – Process of influencing someone’s attitudes, beliefs, or behaviors through communication. Central Route – Persuasion using logic, evidence, and strong arguments to change lasting attitudes. Peripheral Route – Persuasion using superficial cues like emotion, attractiveness, or endorsements. Yale Attitude Change Approach – Model explaining how source, message, and audience affect persuasion. Product Placement – Advertising technique embedding branded products into TV shows or movies.

Define the two persuasion routes – Explain how central and peripheral processing differ in persuasive communication. (e.g., central vs. peripheral route) Contrast persuasion strategies – Highlight differences between logic-driven appeals and those based on emotion or peripheral cues. (e.g., advertising tone) Explore audience factors – Describe how traits like attention, intelligence, and self-esteem impact susceptibility to persuasion. (e.g., self-esteem) Explain mechanism or process – Detail how the elaboration likelihood model explains message processing and attitude change. Apply in context – Use examples from real-world marketing to show how products and messages align with each persuasion route.

Questions This Route of Persuasion Video Will Help You Answer: What are the two main routes of persuasion in the elaboration likelihood model? How does audience motivation affect the success of central vs. peripheral persuasion? What factors influence how persuasive a message is, according to the Yale model?

Students – Explains the psychology behind how people are influenced by ads and messaging Educators – Provides a framework for teaching persuasion techniques and critical thinking Researchers – Supports behavioral science studies on