Two Types of Variables
Course Content
0 / 46 completedA Quick Word About Reviews
How Persuasion Research Works
Introduction to Persuasion Science
Introducing a General Model of Persuasion
Understanding Attitudes and Attitude Change
A Short History of Persuasion Science
Attitude Strength
Two Types of Variables
The Model All Together
An Example of Motivation
Motivation and Ability
Introducing the Key Determinants
An Example of Ability
[Exercise] Review of Motivation, Ability, and When People Think
Personality and Thinking (Need for Cognition)
Credibility
Confidence
Likability
The Persuasive Persuader
The Source Summary
Introducing the Message Factors
Conclusion Drawing
Number of Arguments Message Length
Fear Appeals
Fluency
Mere Exposure
Introducing Persuasion Without a Message
Conditioning
Personality Matching
Introducing Audience Matching
Emotion vs. Reason
Culture Matching
Matching to Social Status
It's About Thinking
Desirability and Likelihood
Mental Responses
Introducing Persuasion When People Are Thinking
Test Your Arguments First!
Speak Their Language
Increasing Motivation
Introducing How to Get People to Think
Enhancing or Diminishing Ability
Surprise!
Strategically Using Sources
Employ Scarcity
Conclusion