Psy 301 - Social Psychology - Persuasion Essay

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Children between the ages of 3 and 5 have developed the idea that what is in their minds may not be in the minds of others. This is the age where they also come to understand that others can be persuaded. Older adults are can change their minds after new experiences. The textbook states that experience plays more a role in persuasion than age actually does.

An individual’s self-esteem can play a big part in how easily it is to persuade them. Receptivity and yielding are two proposed items that tell whether a message will be received. Those with low self-esteems tend to yield to what others say as they do not trust themselves. Receptivity tends to be high among those with high self-esteem. Those with high self-esteems are more likely to listen to and remember a message, but are less likely to be persuaded than those with low self-esteems. Those with moderate self-esteems ae likely to have a combination of receptivity and yielding, which make persuasion likely.

How does e-word of mouth phenomena illustrate the concepts above?

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E-word of mouth can influence popularity and sales by using ratings. These ratings are from strangers and not from family or friends so they may be looked at as more credible. Shoppers who had a higher need for cognition could be persuaded by the reviews. Those with low need of cognition tend to be more persuaded by the number of reviews. Those with need for high cognition are less likely to care about the number of reviews but by the expertise of the reviews.

Persuasion whether by in person salesman or commercials works along the same concept as e-mouth persuasion? There are ideas and reasoning’s that affect whether a person will be persuaded or not.

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References:

Feenstra, J. (2013).Social Psychology (2nd Ed), Bridgepoint Education, Inc.

09/11/2015

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