4 - PERSUASION Flashcards
What is persuasion?
Persuasion is the process by which a message changes a person’s attitudes or behaviours
When does persuasion work?
Persuasion works when the source, the message, and the target are all compatible and of a high quality
What are the characteristics of a good source?
Attractiveness, likeability and similarity. Perceived credibility, expertise and trustworthiness.
What are the characteristics of a good message?
Appropriate length, good consistency, effective repetition, and optimal fear arousal where necessary. Factual or emotional appeal more appropriate?
What are the characteristics of a good persuasion method?
Two-sided, gain frame rather than loss frame, primacy and recency effects and the channel by which the persuasion is taking place.
What are the characteristics of a good target audience?
Women. Young adults.
What is the elaboration likelihood model of persuasion?
Variations in persuasion depend on the likelihood that participants will engage in elaboration of the arguments relevant to the issue. People either focus on central issues or peripheral issues.
What is the heuristic-systematic model of persuasion?
Systematic processing occurs when targets actively scan and process the arguments in a message, heuristic processing occurs when people do not carefully consider the arguments, but refer to cognitive shortcuts instead.
What factors determine the processing route of a persuasion attempt?
Target’s ability to focus and the target’s motivation to process.
What are the ingratiation and reciprocity techniques of persuasion?
Ingratiation: making the target like you in order to persuade them.
Reciprocity: doing a favour for a person before asking them to do the same for you
What is the door-in-the-face technique?
making a large, unrealistic request before making a smaller, more realistic request.
What is the that’s-not-all technique?
adding extras to the original deal to make it seem like you are doing the target a favour
What is the foot-in-the-door technique?
asking for a small favour which is highly likely to be granted before asking for a much larger but related favour, as the target is already committed they are likely to grant the larger request
What is the lowball tactic?
The lowball tactic involves adding unattractive conditions to the deal after the target has already accepted
What is reactance?
when people react strongly against a blatant persuasion attempt because it is a direct threat to personal freedom
