Microsoft Word Chapter 1 done doc

 
Check Your Progress : 
1. Define attitude? 
2. How are attitudes formed?
3. How have your attitudes been affected during the past week?
4. Explain attitude - behaviour link ? 
5. Give examples to show attitude development. 
7.5 THE FINE ART OF PERSUASION: HOW 
 
ATTITUDES ARE CHANGED : 
Persuasion is the effort to change our attitudes through the 
use of various kinds of messages. It is a part of daily life. Studies of 
social psychologists yielded insights into the cognitive process that 
play a role in persuasion. For attitude change persuasive 
communication plays a vital role. Persuasive communication is 
such a skill which is employed by a person to persuade other 
person or persons. The skill may be based on reason. In 
persuasive behaviour communication is vital. It can be through 
dialogue, written ideas, television or film Through these media, the 
messages sent might bring changes in our view point. Some 
persuasive appeal do not succeed in attitude change. 
Example : Some advertisements fail to sell the goods advertised; 
while others are successful. The various ingredients of persuasion 
are:The communicator, communication, process of communication, 
these four elements include, 'What means', and to 'whom'. 

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There are two routes to persuasion. They are :- 
(1) The central route to persuasion. Persuasion that occurs when 
interested people focus on the arguments. e.g: Advertisement 
of computer. 
(2) Peripheral Route to persuasion. Persuasion that occurs when 
people are influenced by incidental cues. e.g: Attractiveness of 
the speaker. 
The Early Approach to Persuasion : 
 
It is found that source credibility is an important factor in 
persuasion. Following are some interesting findings of early 
research on persuasion. 
- Communicators who are credible are more persuassive. Experts 
with respect to the topics are more persuasive than non-experts. 
- Communicators who are attractive in some way. E.g. physically 
attractive. 
- People are more susceptible to persuasion. 
- When audience attitude is contrary to that of the persuader. 
- People who speak rapidly are often more persuasive than 
persons who speak more slowly. 
- Persuasion can be enhanced by messages that arouse strong 
emotions (especially fear) in the audience.