theories of persuasion and social influence pdf

Theories Of Persuasion And Social Influence Pdf

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Not all communication is intended to be persuasive; other purposes include informing or entertaining. Persuasion often involves manipulating people, and for this reason many find the exercise distasteful.

Psychology of Persuasion and Social Influence

When you think about persuasion, what comes to mind? Persuasion is a powerful force in daily life and has a major influence on society and a whole. Politics , legal decisions, mass media, news, and advertising are all influenced by the power of persuasion and influence us in turn. Sometimes we like to believe that we are immune to persuasion. That we have a natural ability to see through the sales pitch, comprehend the truth in a situation, and come to conclusions all on our own. Persuasion can be subtle, and how we respond to such influences can depend on a variety of factors.

Our thoughts and actions are influenced by other people, whether we are passively observing their behavior or actively complying with their requests. Persuasion is a form of social influence in which an audience is intentionally encouraged to adopt an idea, attitude, or course of action by symbolic means. We investigate communication's critical role in persuasion and social influence processes, from the way influential messages are composed to the technologies that disseminate them and the effects they have on various audiences. Recent research in this area has examined personal branding, deceptive appeals in advertising and argumentation, linguistic persuasion devices, media selective exposure, priming in virtual environments, and the effectiveness of advertising placed in video games. Courses Publications by faculty members Dissertations Faculty and courses in other departments. Berkelaar, B. Communication Monographs.

Persuasion or persuasion arts is an umbrella term of influence. Persuasion can attempt to influence a person's beliefs , attitudes , intentions , motivations , or behaviors. In business, persuasion is a process aimed at changing a person's or a group's attitude or behaviour toward some event, idea, object, or other person s , by using written, spoken words or visual tools to convey information, feelings, or reasoning, or a combination thereof. Persuasion can also be interpreted as using one's personal or positional resources to change people's behaviors or attitudes. Systematic persuasion is the process through which attitudes or beliefs are leveraged by appeals to logic and reason. Heuristic persuasion on the other hand is the process through which attitudes or beliefs are leveraged by appeals to habit or emotion. Persuasion began with the Greeks , who emphasized rhetoric and elocution as the highest standard for a successful politician.

Persuasion Theories and IT Design

Throughout its history, humankind has been motivated to war, terrorism, ethnic cleansing, genocide, racist hysteria, religious intolerance and extremism, mass suicide and many other forms of irrational and pathological behaviour. When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion, creatures with prejudice and motivated by pride and vanity. Accordingly, each and every individual contributes and expresses a set of distinctive personal attributes to a given situation. However, each specific situation also brings a unique set of forces to bear on an individual, compelling him or her to act in different ways in different situations. Research has proven that circumstances are more a power determinant of individual behavior than our own intuitions lead us to believe. Finally, people tend not to simply react to the objective characteristics of situation, but rather to their own personal versions of them. A better understanding of these two broad fields of social psychology may grant us insight into the behavioural fissures that occur among and within people who, ultimately as imperfect information processors, may be persuaded to violate their own rationality, beliefs, values, and emotions.


theories that postulate that low processing effort is the main mediating mechanism for social conformity (e.g. conversion theory, elaboration likelihood model, and.


Persuasive software design patterns for social influence

A growing number of information technology systems and services are being developed for persuasive purposes, i. This paper proposes a taxonomy of general persuasive approaches, with interpersonal, computer-mediated and human-computer persuasion as the key types. Unable to display preview. Download preview PDF. Skip to main content.

This article describes software design techniques for social influence as software design patterns, instantiating social influence features defined in the persuasive systems design PSD model. The article draws on literature from PSD, social psychology and software patterns to derive the social influence patterns, which are then implemented in a conceptual system. This paves the way for an important research track within persuasive systems research. The ultimate aim of these persuasive software patterns was to develop generalizable techniques that could aid the development of social support features in any persuasive system. This is a preview of subscription content, access via your institution.

Persuasion

Theories of persuasion and psychology: the power of situations

Social influence comprises the ways in which individuals change their behavior to meet the demands of a social environment. It takes many forms and can be seen in conformity , socialization , peer pressure , obedience , leadership , persuasion , sales , and marketing. Typically social influence results from a specific action, command, or request, but people also alter their attitudes and behaviors in response to what they perceive others might do or think. In , Harvard psychologist Herbert Kelman identified three broad varieties of social influence. Morton Deutsch and Harold Gerard described two psychological needs that lead humans to conform to the expectations of others. These include our need to be right informational social influence and our need to be liked normative social influence. Informational influence comes into play when people are uncertain, either because stimuli are intrinsically ambiguous or because there is social disagreement.

Persuasion—the activity of creating, reinforcing, or modifying beliefs, attitudes, or behaviors—is a major underlying motivation for human communication and the fountainhead of communication studies. During Greece's golden age from the 5th through 4th centuries B. Have you created a personal profile?


Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory. In addition, the chapter.


Principles of Persuasion
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