Attitudes and Persuasion: Apply It

Lumen Learning

Attitudes and Persuasion: Apply It

Describe attitudes and ways they can be influenced or changed
Explain cognitive dissonance
Compare the peripheral and central routes to persuasion
Describe common tricks of persuasion

Persuasion

Persuasion is often used to change someone’s attitude. This is many times an attitude they hold about something that is a taboo, difficult, or controversial topic. In the scenario below, the topic of teachers carrying guns is used to illustrate persuasion. Review some of the key vocabulary as you answer the questions below.

Persuasion is all around us! Psychologists have identified many elements that contribute to the effectiveness of a persuasive message, and the fields of marketing and advertising have taken note. Let’s take a look at two different kinds of advertising messages and identify what kinds of persuasive elements or strategies might be present.

Infomercials are notorious for their cheap tricks and cheesy ads. Watch the infomercial below, then respond to the questions below adapted from Levine. R. V. (2023):You can view the transcript for “Handy Peel Infomercial” here (opens in new window).

What route of persuasion do the advertisers seem to use (e.g., central vs. peripheral)? Specifically, what central or peripheral cues are used?
- The advertisement uses elements of both central and peripheral. Central cues include comparing the product with a traditional peeler and emphasizing efficiency and safety. The graphic showing the “technology” of the product is also a central cue. Peripheral cues include manipulating color of scene to black-and-white when a traditional peeler is being used and showing scenes of tempting food.
Was the source trustworthy (i.e., have authority, honesty, and likability)? Specifically, what was it about the person that made them appear to be honest, likable, and have authority?
- Our ‘source’ in the video is primarily a VoiceOver and actress. The actress appears to be an average adult woman who probably is demographically similar to the intended audience, increasing her appearance of liability based on in-group bias. Additionally, she may be seen as having authority if the audience perceives her as being a proficient cook.
Did the ad use any other tricks of persuasion (e.g., reciprocity, “and that’s not all”, scarcity, etc.)
- And that’s not all: The ad waits until the latter part of the commercial to reveal the product can also be used on carrots and corn. A 90-day guarantee is also offered as an addition. Scarcity: The price is framed as a limited-offer, introductory price.
How could you make this ad more persuasive?
- This commercial could have focused less on central route persuasion, as the intended audience is likely not motivated and analytical, and they ad isn’t looking for a lasting change. More energy put into peripheral persuasion might have made this ad more effective. Consider adding two more persuasive “tricks” to this commercial. What might they look like?

We usually easily identify when infomercials are trying to sell us something, and we can usually even spot the go-to persuasive “tricks” they imbed in these advertisements. However, advertising today tends to take place in more casual ways, seamlessly integrated in our regular consumption of social and online media.

Choose a recent influencer #ad from your own news or social media feed, keeping in mind the framework of persuasive techniques. As you watch it consider these questions:

What route of persuasion does the influencer seem to use (e.g., central vs. peripheral)? Specifically, what central or peripheral cues are used?
Was the source/influencer trustworthy (i.e., have authority, honesty, and likability)? Specifically, what was it about the person that made them appear to be honest, likable, and have authority?
Did the ad use any other tricks of persuasion (e.g., reciprocity, That’s-not-all, scarcity, etc.)
What elements of persuasion do you think influencers use most often? What makes these advertisements so successful?