Author Question: Imagine you want to change someone's attitude on what car to purchase. Describe how you would form ... (Read 136 times)

faduma · **on:** Jun 22, 2018

Imagine you want to change someone's attitude on what car to purchase. Describe how you would form your arguments if you wanted to use central routes of persuasion. Then describe how you could form your arguments using peripheral routes of persuasion.

Which type of persuasion would lead to long-lasting attitude change?
What will be an ideal response?

Question 2

Imagine you are trying to convince someone to buy a computer of Brand X using what you know about the association between emotions and persuasion.

Describe how you could create an advertisement or a store environment that would persuade individuals to buy your computer. More importantly, explain how your procedures would be persuading individuals at a psychological level. That is, how would individuals be processing your message that would lead to persuasion?
What will be an ideal response?

poopface · **Reply #1 on:** Jun 22, 2018

Answer to Question 1

Answer: You can persuade someone using central routes by providing factual information such as how efficient the car is, how safe it is according to the ratings, the car's reliability ratings, or how much utility the car would bring. On the other hand, peripheral routes of persuasion would emphasize how beautiful the car is, who else drives the car, or in which country it was produced. This type of information is less relevant to evaluating how good a car purchase would be relative to the reasons given in the central route of persuasion. According to the text, using central routes of persuasion lead to longer-lasting attitude change relative to peripheral routes of persuasion. This may be due to the fact that individuals using central routes of information processing are actually paying attention to and processing messages. Therefore, the opinions they form would have a strong foundation and be memorable.

Answer to Question 2

Answer: According to the heuristic-systematic model of persuasion, individuals can misattribute the source of their emotional experiences. Therefore, one way to persuade individuals is to make them feel good while watching an ad or in a store. For example, one could play pleasant music in a store to make people happy. People would then feel good in the store, and hopefully misattribute their good mood to the product they are evaluating, in this case a computer of a specific brand. This misattribution of the source of their emotions could then lead people to buy your computer. Additionally, the ad should aim appeals to emotions, behaviors, and cognitions revolving around the product. Computers can be considered social identity products, thus some emotional elements should be used in this ad.