7. Persuasion

Question 1

What is rhetoric concerned with? (Persuasion Social)

Answer 1

Discovering the available means of persuasion, rather than aiming to persuade

Question 2

What is the Yale School rhetoric? (Persuasion Social)

Answer 2

• Attention and comprehension are vital for success

- When the source of a message is more expert/trust worth then it is more likely to be accepted

Question 3

What are the three stages in the Yale School rhetoric? (Persuasion Social)

Answer 3

1. Attention to the message
2. Comprehension of the message
3. Acceptance of the messages conclusions

Question 4

What does Billig (1986) argue? (Persuasion Social)

Answer 4

• There is little attention to the message content

- Attention is on the arrangement of the argument

Question 5

What does McGuire (1957) argue? (Persuasion Social)

Answer 5

• Information processing paradigm
• P’s reading 2 positive statements, then 2 negative ones are more likely to agree with all statements compared to those in the opposite condition

Question 6

What is Greenwald (1968) theory? (Persuasion Social)

Answer 6

Cognitive response model

Question 7

What does the cognitive response model argue? (Persuasion Social)

Answer 7

• There is a need for cognitive processes in order to create persuasive arguments
• strong arguments = favorable thoughts = attitude change
• Weak arguments = unfavorable thoughts = no attitude change

Question 8

What did Petty & Cacioppo (1986) believe? (Persuasion Social)

Answer 8

• There are two different routes to persuade
  1. Central route (careful scrutiny of issues with elaborated arguments)
  2. Peripheral route (cues in persuasion that become directly associated to the message position)

Question 9

What did Petty & Cacioppo (1986) find? (Persuasion Social)

Answer 9

• If the item number had lower personal relevance, attitude change was not affected by weak or strong arguments, but was affected by the number of arguments
• If the item had high personal relevance, strong arguments created higher change than weak arguments (but if the argument was weak, increasing the number of points, decreased the attitude change)

Question 10

What are the two processing types in Heuristic-Systematic model? (Persuasion Social)

Answer 10

• Systematic processing

- Heuristic processing

Question 11

What is systematic processing? (Persuasion Social)

Answer 11

Analytic processing involving scrutinizing new information

Question 12

What is heuristic processing? (Persuasion Social)

Answer 12

Low effort mode of processing that relies on simple decision rules