The Elaboration Probability Model for Persuasion

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When it comes to affecting people's behavior, the elaboration likelihood model is the one that seems to be most effective. The original model was who says what to whom in which channel and to what effect? Who is the communicator? What's the message? In which medium of the context? And to whom is the audience? And the effect would be what is the impact? If I want you to buy my brand of razor blade, it's more about picking what is the persuasion sort of handbook that you're going to pick up out of all the ones available.

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What is persuasion, and what is it not? How does persuasion differ from coercion? What is the Elaboration Likelihood Model (ELM) of persuasion? How are the concepts of assimilation and accommodation related to persuasion? Motivated reasoning is usually seen as a cognitive bias or error; but what if all reasoning is motivated? Are we motivated more by physical death or social death? How much evidence would Flat-Earthers need in order to be convinced that Earth is round? What are "deep" canvassing and "street" epistemology? In what contexts are they most effective? Under what conditions is persuasion morally acceptable?

David McRaney is a science journalist fascinated with brains, minds, and culture. He created the podcast You Are Not So Smart based on his 2009 internationally bestselling book of the same name and its followup, You Are Now Less Dumb. Before that, he cut his teeth as a newspaper reporter covering Hurricane Katrina on the Gulf Coast and in the Pine Belt region of the Deep South. Later, he covered things like who tests rockets for NASA, what it is like to run a halfway home for homeless people who are HIV-positive, and how a family sent their kids to college by making and selling knives. Since then, he has been an editor, photographer, voiceover artist, television host, journalism teacher, lecturer, and tornado survivor. Most recently, after finishing his latest book, How Minds Change, he wrote, produced, and recorded a six-hour audio documentary exploring the history of the idea and the word: genius. Learn more about him at davidmcraney.com, or follow him on Twitter at @davidmcraney.

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