Please forward this error screen to 85. Persuasion can also be interpreted as using one’s personal or positional resources to change people’s behaviors or attitudes. Systematic persuasion is the process through which attitudes or beliefs are leveraged by appeals to logic and reason. Heuristic persuasion on the illustrated hints for health and strength for busy people pdf hand is the process through which attitudes or beliefs are leveraged by appeals to habit or emotion.
All trials were held in front of the Assembly, and both the prosecution and the defense rested, as they often do today, on the persuasiveness of the speaker. Rhetoric was the ability to find the available means of persuasion in any instance. Humans attempt to explain the actions of others through either dispositional attribution or situational attribution. Dispositional attribution, also referred to as internal attribution, attempts to point to a person’s traits, abilities, motives, or dispositions as a cause or explanation for their actions. A citizen criticizing a president by saying the nation is lacking economic progress and health because the president is either lazy or lacking in economic intuition is utilizing a dispositional attribution. Situational attribution, also referred to as external attribution, attempts to point to the context around the person and factors of his surroundings, particularly things that are completely out of his control.
A citizen claiming that a lack of economic progress is not a fault of the president but rather the fact that he inherited a poor economy from the previous president is situational attribution. Fundamental attribution error occurs when people wrongly attribute either a shortcoming or accomplishment to internal factors, and disregarding any external factors. In general, people tend to make dispositional attributions more often than situational attributions when trying to explain or understand a person’s behavior. This happens when we are much more focused on the individual because we do not know much about their situation or context.
When trying to persuade others to like us or another person, we tend to explain positive behaviors and accomplishments with dispositional attribution, but our own negative behaviors and shortcomings with situational attributions. Conditioning plays a huge part in the concept of persuasion. It is more often about leading someone into taking certain actions of their own, rather than giving direct commands. Great examples of this are professional athletes.
The important thing for the advertiser is to establish a connection to the consumer. This conditioning is thought to affect how people view certain products, knowing that most purchases are made on the basis of emotion. Just like you sometimes recall a memory from a certain smell or sound, the objective of some ads is solely to bring back certain emotions when you see their logo in your local store. The hope is that repeating the message several times makes consumers more likely to purchase the product because they already connect it with a good emotion and positive experience. He theorized that human beings constantly strive for mental consistency. Our cognition can also be in agreement or disagreement with our behaviors.
When we detect conflicting cognition, or dissonance, it gives us a sense of incompleteness and discomfort. For example, a person who is addicted to smoking cigarettes but also suspects it could be detrimental to his health suffers from cognitive dissonance. Festinger suggests that we are motivated to reduce this dissonance until our cognition is in harmony with itself. We strive for mental consistency.