{"id":602,"date":"2023-03-03T19:13:40","date_gmt":"2023-03-03T19:13:40","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/introductiontopsychology\/chapter\/10-2-apply-it\/"},"modified":"2025-12-10T19:28:39","modified_gmt":"2025-12-10T19:28:39","slug":"10-2-apply-it","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/introductiontopsychology\/chapter\/10-2-apply-it\/","title":{"raw":"Attitudes and Persuasion: Apply It","rendered":"Attitudes and Persuasion: Apply It"},"content":{"raw":"<section class=\"textbox learningGoals\">\r\n<ul>\r\n\t<li>Describe attitudes and ways they can be influenced or changed<\/li>\r\n\t<li>Explain cognitive dissonance<\/li>\r\n\t<li>Compare\u00a0the peripheral and central routes to persuasion<\/li>\r\n\t<li>Describe common tricks of persuasion<\/li>\r\n<\/ul>\r\n<\/section>\r\n<h2>Persuasion<\/h2>\r\n<p>Persuasion is often used to change someone\u2019s 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.<\/p>\r\n<section class=\"textbox tryIt\"><span style=\"color: #000000;\">[ohm2_question height=\"700\"]4362[\/ohm2_question]<\/span><\/section>\r\n<section data-depth=\"1\">\r\n<div data-type=\"exercise\">\r\n<p><span style=\"color: #000000;\">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.<\/span><\/p>\r\n<section class=\"textbox watchIt\"><span style=\"color: #000000;\">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):<\/span><iframe src=\"\/\/plugin.3playmedia.com\/show?mf=10521064&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=b4xw8dJkicI&amp;video_target=tpm-plugin-rcoo43pz-b4xw8dJkicI\" width=\"800px\" height=\"450px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><br \/>\r\nYou can view the\u00a0<a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/Intro+Psych\/Handy+Peel+Infomercial.txt\" target=\"_blank\" rel=\"noopener\">transcript for \u201cHandy Peel Infomercial\u201d here (opens in new window).<\/a><\/section>\r\n<section><\/section>\r\n<\/div>\r\n<div data-type=\"exercise\">\r\n<section class=\"textbox tryIt\">\r\n<ol>\r\n\t<li><span style=\"color: #000000;\">What route of persuasion do the advertisers seem to use (e.g., central vs. peripheral)? Specifically, what central or peripheral cues are used?<\/span>\r\n<ul>\r\n\t<li><span style=\"color: #000000;\">[reveal-answer q=\"409187\"]Show Answer[\/reveal-answer]<\/span><br \/>\r\n<span style=\"color: #000000;\">[hidden-answer a=\"409187\"]The advertisement uses elements of both central and peripheral. \u00a0Central cues include comparing the product with a traditional peeler and emphasizing efficiency and safety. \u00a0The graphic showing the \"technology\" of the product is also a central cue. \u00a0Peripheral cues include manipulating color of scene to black-and-white when a traditional peeler is being used and showing scenes of tempting food.[\/hidden-answer]<\/span><\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><span style=\"color: #000000;\">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?<\/span>\r\n<ul>\r\n\t<li><span style=\"color: #000000;\">[reveal-answer q=\"420303\"]Show Answer[\/reveal-answer]<\/span><br \/>\r\n<span style=\"color: #000000;\">[hidden-answer a=\"420303\"]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. \u00a0Additionally, she may be seen as having authority if the audience perceives her as being a proficient cook.[\/hidden-answer]<\/span><\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><span style=\"color: #000000;\">Did the ad use any other tricks of persuasion (e.g., reciprocity, \"and that\u2019s not all\", scarcity, etc.)<\/span>\r\n<ul>\r\n\t<li><span style=\"color: #000000;\">[reveal-answer q=\"865274\"]Show Answer[\/reveal-answer]<\/span><br \/>\r\n<span style=\"color: #000000;\">[hidden-answer a=\"865274\"]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.[\/hidden-answer]<\/span><\/li>\r\n<\/ul>\r\n<\/li>\r\n\t<li><span style=\"color: #000000;\">How could you make this ad more persuasive?<\/span>\r\n<ul>\r\n\t<li><span style=\"color: #000000;\">[reveal-answer q=\"267669\"]Show Answer[\/reveal-answer]<\/span><br \/>\r\n<span style=\"color: #000000;\">[hidden-answer a=\"267669\"]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. \u00a0More energy put into peripheral persuasion might have made this ad more effective. Consider adding two more persuasive \"tricks\" to this commercial. \u00a0What might they look like?[\/hidden-answer]<\/span><\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ol>\r\n<\/section>\r\n<p><span style=\"color: #000000;\">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.<\/span><\/p>\r\n<section><\/section>\r\n<section class=\"textbox connectIt\"><span style=\"color: #000000;\">Choose a recent influencer #ad from your own news or social media feed, keeping in mind the framework of persuasive techniques. As you watch, consider these questions:<br \/>\r\n<\/span>\r\n<ol>\r\n\t<li><span style=\"color: #000000;\">What route of persuasion does the influencer seem to use (e.g., central vs. peripheral)? Specifically, what central or peripheral cues are used?<\/span><\/li>\r\n\t<li><span style=\"color: #000000;\">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?<\/span><\/li>\r\n\t<li><span style=\"color: #000000;\">Did the ad use any other tricks of persuasion (e.g., reciprocity, That\u2019s-not-all, scarcity, etc.)<\/span><\/li>\r\n\t<li><span style=\"color: #000000;\">What elements of persuasion do you think influencers use most often? \u00a0What makes these advertisements so successful?\u00a0<\/span><\/li>\r\n<\/ol>\r\n<\/section>\r\n<\/div>\r\n<\/section>","rendered":"<section class=\"textbox learningGoals\">\n<ul>\n<li>Describe attitudes and ways they can be influenced or changed<\/li>\n<li>Explain cognitive dissonance<\/li>\n<li>Compare\u00a0the peripheral and central routes to persuasion<\/li>\n<li>Describe common tricks of persuasion<\/li>\n<\/ul>\n<\/section>\n<h2>Persuasion<\/h2>\n<p>Persuasion is often used to change someone\u2019s 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.<\/p>\n<section class=\"textbox tryIt\"><span style=\"color: #000000;\"><iframe loading=\"lazy\" id=\"ohm4362\" class=\"resizable\" src=\"https:\/\/ohm.one.lumenlearning.com\/multiembedq.php?id=4362&theme=lumen&iframe_resize_id=ohm4362&source=tnh&show_question_numbers\" width=\"100%\" height=\"700\"><\/iframe><\/span><\/section>\n<section data-depth=\"1\">\n<div data-type=\"exercise\">\n<p><span style=\"color: #000000;\">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&#8217;s take a look at two different kinds of advertising messages and identify what kinds of persuasive elements or strategies might be present.<\/span><\/p>\n<section class=\"textbox watchIt\"><span style=\"color: #000000;\">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):<\/span><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=10521064&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=b4xw8dJkicI&amp;video_target=tpm-plugin-rcoo43pz-b4xw8dJkicI\" width=\"800px\" height=\"450px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><br \/>\nYou can view the\u00a0<a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/Intro+Psych\/Handy+Peel+Infomercial.txt\" target=\"_blank\" rel=\"noopener\">transcript for \u201cHandy Peel Infomercial\u201d here (opens in new window).<\/a><\/section>\n<section><\/section>\n<\/div>\n<div data-type=\"exercise\">\n<section class=\"textbox tryIt\">\n<ol>\n<li><span style=\"color: #000000;\">What route of persuasion do the advertisers seem to use (e.g., central vs. peripheral)? Specifically, what central or peripheral cues are used?<\/span>\n<ul>\n<li><span style=\"color: #000000;\">\n<div class=\"qa-wrapper\" style=\"display: block\"><button class=\"show-answer show-answer-button collapsed\" data-target=\"q409187\">Show Answer<\/button><\/span><br \/>\n<span style=\"color: #000000;\"><\/p>\n<div id=\"q409187\" class=\"hidden-answer\" style=\"display: none\">The advertisement uses elements of both central and peripheral. \u00a0Central cues include comparing the product with a traditional peeler and emphasizing efficiency and safety. \u00a0The graphic showing the &#8220;technology&#8221; of the product is also a central cue. \u00a0Peripheral cues include manipulating color of scene to black-and-white when a traditional peeler is being used and showing scenes of tempting food.<\/div>\n<\/div>\n<p><\/span><\/li>\n<\/ul>\n<\/li>\n<li><span style=\"color: #000000;\">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?<\/span>\n<ul>\n<li><span style=\"color: #000000;\">\n<div class=\"qa-wrapper\" style=\"display: block\"><button class=\"show-answer show-answer-button collapsed\" data-target=\"q420303\">Show Answer<\/button><\/span><br \/>\n<span style=\"color: #000000;\"><\/p>\n<div id=\"q420303\" class=\"hidden-answer\" style=\"display: none\">Our &#8216;source&#8217; 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. \u00a0Additionally, she may be seen as having authority if the audience perceives her as being a proficient cook.<\/div>\n<\/div>\n<p><\/span><\/li>\n<\/ul>\n<\/li>\n<li><span style=\"color: #000000;\">Did the ad use any other tricks of persuasion (e.g., reciprocity, &#8220;and that\u2019s not all&#8221;, scarcity, etc.)<\/span>\n<ul>\n<li><span style=\"color: #000000;\">\n<div class=\"qa-wrapper\" style=\"display: block\"><button class=\"show-answer show-answer-button collapsed\" data-target=\"q865274\">Show Answer<\/button><\/span><br \/>\n<span style=\"color: #000000;\"><\/p>\n<div id=\"q865274\" class=\"hidden-answer\" style=\"display: none\">And that&#8217;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.<\/div>\n<\/div>\n<p><\/span><\/li>\n<\/ul>\n<\/li>\n<li><span style=\"color: #000000;\">How could you make this ad more persuasive?<\/span>\n<ul>\n<li><span style=\"color: #000000;\">\n<div class=\"qa-wrapper\" style=\"display: block\"><button class=\"show-answer show-answer-button collapsed\" data-target=\"q267669\">Show Answer<\/button><\/span><br \/>\n<span style=\"color: #000000;\"><\/p>\n<div id=\"q267669\" class=\"hidden-answer\" style=\"display: none\">This commercial could have focused less on central route persuasion, as the intended audience is likely not motivated and analytical, and they ad isn&#8217;t looking for a lasting change. \u00a0More energy put into peripheral persuasion might have made this ad more effective. Consider adding two more persuasive &#8220;tricks&#8221; to this commercial. \u00a0What might they look like?<\/div>\n<\/div>\n<p><\/span><\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<\/section>\n<p><span style=\"color: #000000;\">We usually easily identify when infomercials are trying to sell us something, and we can usually even spot the go-to persuasive &#8220;tricks&#8221; 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.<\/span><\/p>\n<section><\/section>\n<section class=\"textbox connectIt\"><span style=\"color: #000000;\">Choose a recent influencer #ad from your own news or social media feed, keeping in mind the framework of persuasive techniques. As you watch, consider these questions:<br \/>\n<\/span><\/p>\n<ol>\n<li><span style=\"color: #000000;\">What route of persuasion does the influencer seem to use (e.g., central vs. peripheral)? Specifically, what central or peripheral cues are used?<\/span><\/li>\n<li><span style=\"color: #000000;\">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?<\/span><\/li>\n<li><span style=\"color: #000000;\">Did the ad use any other tricks of persuasion (e.g., reciprocity, That\u2019s-not-all, scarcity, etc.)<\/span><\/li>\n<li><span style=\"color: #000000;\">What elements of persuasion do you think influencers use most often? \u00a0What makes these advertisements so successful?\u00a0<\/span><\/li>\n<\/ol>\n<\/section>\n<\/div>\n<\/section>\n","protected":false},"author":20,"menu_order":16,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Persuasion example\",\"author\":\"Antija Allen for Lumen Learning\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"original\",\"description\":\"Persuasion Apply It\",\"author\":\"Courtney Prather for Lumen Learning\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"\",\"author\":\"Robert V. 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