Homework 2- SOCIAL PSYCH

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Kennesaw State University *

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3325

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Psychology

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Dec 6, 2023

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Homework Assignment 2 PSYC 3325- Social Psychology Upload to D2L Assignment objective: To understand and apply different processing routes to persuasion. People are usually interested in having accurate attitudes and beliefs. Therefore, we often engage ourselves in evaluating our attitude against others’. In persuasive communications, we might engage in this process in a deliberate way, or in a more automatic or passive manner. Being able to understand when people’s attitudes are likely to be changed, and possibly even their behavior, is an important aspect of social psychology. For the following questions, you will be asked to consider a persuasive message, and then you will be asked to identify the routes of persuasion being used. Remember, the messages could use more than one route to persuasion at the same time. Part 1. Identify what route is being used in the persuasive message, and answer questions about the message or intended audience. 1) Watch this Pepsi advertisement listed as Video 1 in the homework assignment portal (or in the D2L module assignments folder “Videos for Homework 2” (6 points) a) What persuasion route(s) is the Pepsi commercial attempting to engage the audience in? The persuasion route used in the Pepsi commercial to engage their audience is peripheral persuasion route and slightly central persuasion route. b) What makes you think they are using that(those) route(s) to persuasion? I believe the commercial is mainly using peripheral persuasion route because the commercial is focusing on college students enjoying Pepsi. All the students involved in the test are happy and chanting Pepsi. The slight central persuasion used is the narrator describing the students conducting their own test of what soda they prefer. The narrator says this test was conducted nationwide and people who let their taste decide choose Pepsi. c) Suppose a big fan of Coca-cola saw this commercial. How successful do you think this ad would be in persuading them to try Pepsi, and what might they be doing cognitively while watching the commercial? Since the persuasion route is mainly peripheral I do not think this ad would be strong in persuading a big fan of Coca- cola. A Coca- cola fan could counter argue they prefer the taste of Coca- cola over the taste of Pepsi. 2) Watch this Audi advertisement at the link Video 2 in the homework assignment portal (or in the D2L module assignments folder “Videos for Homework 2” (8 points) a) What persuasion route(s) is the Audi commercial attempting to engage the audience in? The persuasion route used in the Audi commercial to engage their audience is strongly peripheral.

b) What makes you think they are using that(those) route(s) to persuasion? The route to persuasion used is peripheral because the commercial uses humor like a unrealistic dog breed that was made as a compromise. The commercial primarily focuses on the “dober-wawa” and all the chaos that compromise creates. At the end of the commercial, the car being advertised says it is made without compromise. Also, the commercial uses a celebrity, Sarah McLachlan, that is focusing on the dogs in the commercial and using her as source likability. c) Suppose Peter is seriously thinking about buying a car sometime in the next month. Do you think he will be persuaded by the commercial, why or why not? I do not think Peter would be persuaded by the commercial because there is not any information about the car or the car’s features. The commercial is not directly addressing the car being advertised until the very end. d) If someone experienced attitude change as a result of watching that commercial, would they still have that increase in their attitude toward Audi in 2 months later? Why or why not? Based on the commercial, if someone experienced an increase in their attitude change I do not believe they still would two month later. The commercial does not provide a strong argument for this particular Audi therefore, the person would not have an increase in their attitude toward Audi two months later. 3) Watch this “60 Minutes” as Video 3 in the homework assignment portal (or in the D2L module assignments folder “Videos for Homework 2” (6 points) a) Why do you think the CDC chose to create graphic, negative anti-smoking ads? As it was mentioned in the video, Dr, Thomas says graphic, negative anti smoking ads work to motivate smokers to quit. The ads shows the reality of smokers and how it has disabled them or caused harm to their lives. Showing the graphic and negative videos to adolescents can aid in prevention of smoking through fear. b) How could the emotions in the ad help persuade people of the CDC’s attitude position? The emotions in the ad can help persuade people of the CDC’s attitude position by instilling fear in the viewers by showing the medical consequences of smoking and the solution would be to quit smoking or never begin to smoke. Also, the video tells viewers smokers die slowly and painfully which are strong emotions used to argue the negative outcomes of smoking. c) Cassandra is a smoker, but she feels that she is helpless and can’t do anything to help herself quit. She feels like she has no control over her smoking habit. Do you think this advertisement would lead her to change her behavior ? Why or why not? Since is video was using central persuasion route to persuade viewers to quit, I believe Cassandra could be persuaded enough to change her behavior and stop smoking. The video uses elaboration to explain statics of smokers and uses heavy smokers as an example of what could happen to Cassandra if she does not stop smoking.

4) Watch this Apple advertisement as the Video 4 in the homework assignment portal (or in the D2L module assignments folder “Videos for Homework 2” (5 points) a) What persuasion route(s) is the Apple commercial attempting to engage the audience in? The persuasion route in the Apple commercial is primarily peripheral because it uses actors and affective attitudes to describe how Apple users do not have to stress about getting a virus on their products unlike pc users according to the commercial. b) Why might Apple want to use this(these) route(s) to persuasion for an expensive item like a laptop? Apple may use peripheral persuasion route because their products are generally very expensive and most likely want to avoid talking about the price point of their products. The use of actors and affective attitudes like humor distract the viewers from attitudes consumers may have toward the price of Apple products which persuades consumers that Apple is a good product that people should buy.

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