Why are some people better at convincing others to see the world their way? As far as psychology is concerned, it has a lot to do with the ability that some people or groups have to successfully convince - or persuade - others of their perspective. But what is persuasion and how does it work? How can we use persuasion to get what we want, and is it possible to protect ourselves from being persuaded?
(The first episode in a two-part persuasion suite)
SHOW SOURCES & SUPPLEMENTALS
The Influence of Source Credibility on Communication Effectiveness, Carl Hovland & Walter Weis, 1951-52
Similarity in the Influence Process: The Belief-Value Distinction, George R. Goethals & R. Eric Nelson, 1973
Communicator Physical Attractiveness and Persuasion, Shelly Chaiken, 1979
The Need for Cognition, John T. Cacioppo & Richard E. Petty, 1982
The Elaboration Likelihood Model of Persuasion, Richard E. Petty & John T. Cacioppo, 1986
A Meta-Analysis of Humor Effects in Advertising, Martin Eisend, 2007