Lecture #1 The Psychology of Everyday Persuasion

Discovery versus Communication

III. Types of social influence and persuasion in your life

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a.

c.

a. Greeks:

2. Logos :

3. Pathos :
Also emphasized the importance of atechnoi:
b. Romans:
Cicero:
Use Statis:
Quintillion’s 5 necessary skills for persuasion:
1. Invention:

2. Arrangement:

3. Style:

4. Memory:

5. Deliver:
Function of P&P in Roman society:

c. Early America:

Congress and the House of Representatives

d. The Industrial Age Through the Millennium

1. Fight tyranny:

Carl Hovland (1953): 4 Principles of persuasion
1.
2.
3.
4.
2. Rally the home troops:
Kurt Lewin (1943)
IV: Group discussion vs. lecture about using organ meats
DV: Percent who reported using organ meats in cooking

	2 weeks	4 weeks
Group discussion
Lecture

III. Types of Social influence and persuasion in your life
Do government institutions engage in propaganda?
What is the difference between propaganda and education?
Between advertising and propaganda?
Between education, advertising and indoctrination?
Between indoctrination and thought control (brainwashing?)
How do these forms of influence differ?

Goals	Productive & capable citizenry, actualization	Sale of a product or service	Political power & control	A cohesive and effective group	Manipulation for money, info or power
Relation between parties	Limited consensual relationship; critical thinking encouraged	Info and emotional manipulation; critical thinking discouraged	Masses persuaded by an authority figure; critical thinking discouraged	Authoritarian but consensual, critical thinking discouraged	Authoritarian, non-consensual, low target awareness, critical thinking prevented
Use of deception	Rarely(?) deceptive	Selective information, may be deceptive	Exaggeration, may be deceptive	Rarely deceptive	Deceptive
Methods	Instruction; Discussion	Mild to heavy persuasion	Persuasion and/or compliance	Coercive compliance (punishment)	Coercian via psychological &/or physical punishment

Contemporary approaches: Four strategems of influence (Pratkanis and Aronson, 2000)