7: Persuasion Flashcards
process by which a message induces change in one’s beliefs, attitudes, or behaviors
persuasion
persuasion that occurs when interested people focus on arguments and respond with favorable thoughts if they regard them as strong and compelling
central route to persuasion
persuasion that occurs when people are influenced by incidental cues (attractiveness, familiar statements, product placements, etc.) without much thinking or conscious awareness
peripheral route to persuasion
quality of believability - a communicator being perceived as both expert and trustworthy
credibility
delayed impact of a message that occurs when an initially discounted message becomes effective - we remember the message but forget our reason for discounting it
sleeper effect
having qualities that appeal to an audience (physical appearance / similarity to the audience) - makes individuals more persuasive on matters of subjective preference
attractiveness
tendency for people who have first agreed to a small request to later comply with a larger request
foot-in-the-door phenomenon
tactic for getting people to agree to something - those who agree to a light request often still comply when the requester ups the ante, while those only given a costly request are unlikely to comply with it (ex. agreeing to buy a car on sale, then after signing papers, discovering the sale is no longer valid and yet proceeding anyways)
lowball technique
strategy for gaining a concession - after someone first turns down a large request, they are counter-offered a more reasonable request (more likely to concede this way than if first presented the reasonable request)
door-in-the-face technique
effect in which, other things being equal, information presented first usually has the most persuasive influence
primacy effect
effect in which information presented last sometimes has the most persuasive influence - less common than primacy effect
recency effect
the way a message is delivered (face-to-face, in writing, on film, etc.)
channel of communication
the process by which media influence often occurs - marketers/politicians seek opinion leaders (“experts”, doctors, journalists etc.) who in turn influence members of the public
two-step flow of communication
the motivation to think carefully and analyze information abstractly - preference for central route of persuasion
need for cognition
exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available - like immunizing oneself to counterarguments (can be misused)
attitude inoculation
reasons provided as to why a persuasive message might be wrong
counterarguments
attaching counterarguments to a format similar to the one used by those who hold the opposing view to link them as a means of delegitimizing them (ex. creating an anti-smoking PSA that visually resembles cigarette advertising)
poison parasite
