13.3 the art of science and persuasion Flashcards
the elaboration likelihood model
ppl will be persuaded by logical arguments, if they care enough and if they are not distracted by other concerns
-this mode is called the central route to persuasion
if they are not interested or do not have enough mental energy, ppl will be persuaded by irrelevant and superficial aspects of the message
-this modes is called peripheral route to persuasion
in the peripheral mode, the goal is to stimulate basic physiological responses rather than deep and thoughtful insights
when using the central route
you must ensure that your arguments are logical and convincing
then, it is important to have a component of the message that captures ppls attention
its also important that the message occurs in a situation that doesn’t have other sources of distraction for the audience
the audience must have enough knowledge and a sufficient vocabulary to make sense of the contents of your message
after developing your persuasive arguments , it is important to make the message personally relevant to audience members
info only ad
CATV will provide a broader entertainment and info servie to its subscribers. used properly a person can plan in advance to enjoy events offered.
instead of spending money on the babysitter and gas and putting up with the hassles of going out more time can be spent at home with family, alone or with friends
19% signed up
imagination ad
take a moment and imagine how CATV will provide you with a broader entertainment and info service. when you use it properly, you will be able plan in advance which of the events offered you wish to enjoy
47% signed up
construal level theory
we will be most persuaded by messages designed to be psychologically close to us
the identifiable victim effect
ppl tend to experience greater concern when they are made aware of an individuals suffering than when they are made aware of suffering experienced by an abstract group of people
-most effective
statistisical victims condition
impersonal statistics
the experiential system
the part of our minds we rely on to make decisions and engage actions very quickly, based on knowledge that we possess at an unconscious level
the analytic system
the part of our minds that generates decision and behaviours through very effortful and conscious thought processes
the central route and personal values
appealing to commonly held values can stimulate action, even when taking action is inconvenient or even very costly
biospheric value frame
tree stump example
social altruistic value frame
we should engage in actions that assist ppl who are suffering
egoistic value frame
ultimate potential or make you feel bad
motivate ppl
a one sided message
ex cell phone companies might disagree with talking and driving
does not adress counter arguments
2 sided message
addresses potential counter arguments and misconceptions
-most effective
attitude inoculation
when presenting the other side of a debate in a simplified form ,ppl will reject those ideas and continue to reject them in the future, even when they are presented in a more detailed form
processing fluency
info that can be easily processed by audience members
low processing fluency
results in confusion, which leads to a negative emotional response that ppl will blame on the message
the curse of knowledge
experts can be right, but they have difficulty explaining their ideas in a language that others can understand, thereby stimulating skepticism
the peripheral route to persuasion
persuasion occurs through aspects of the message that have nothing to do with the evidence or the logic of arguments
it is the route in which persuasion occurs through the short cut of relying on endorsement from experts
symbols of authority help ex lab coat
physical attractiveness is also important
if you dont have good ideas just charm an audience with your personality and by flattering them
social validation ex you are not alone
reciprocity- ppl feel pressure to do something from you, if they have received something from you
door in the face technique
involves making a large request, followed by a smaller request after the person refuses
-type of reciprocity
food in the door technique
if you make a request that is small it is often easier to get ppl to agree to an even greater request later
-type of reciprocity
ppls preference for their behaviour to be consistent supports the effectiveness
leon festinger
cognitive dissonance theory
cognitive dissonance theory
ppl experience an uncomfortable tension whenever they detect inconsistencies in their beliefs or between their beliefs and their actions
the motive to reduce this uncomfortable tension then generates efforts to resolve the inconsistency
persuasion attempts constantly surround us
- advertising
- donating
