Attitudes - Persuasion Flashcards
____ the process by which we change our attitudes. ____ communication: advocates particular side of an issue
Persuasion
Two types of ____.
- Persuasion by communication
- ELM
- Yale attitude change approach - Persuasion by our own actions
- Dissonance & sales techniques
Types of Persuasion
Persuasion by communication: ___: ___ ___ ___
Petty & Cacioppo (1986)
Persuasion a function of elaboration: careful
thinking/processing of information
Two ways ‘routes’ to persuasion:
1) Central route
- high elaboration about a message (house, which college, thoughtful, lots of cognitive energy)
2) Peripheral route
- low elaboration about a message, surface characteristics of the message (peripheral cues) ie attractiveness, heuristics
ELM Elaboration Likelihood Model
Persuasion by communication: ___: ___ ___ ___ which rout to choose?
Which is elaborated on is a function of ability and motivation
Central: need high motivation and high ability (cognitive resources)
Peripheral: low motivation, less cognitive resources
ELM - Elaboration Likelihood Model
What influences ____?
Factors influencing the motive to process a
message carefully
- Personal Relevance (i.e. Involvement)
- Need for Cognition
Motivation
___ and ___ study, (1981)
- High personal reelevance (cognitive)
- Low personal relevence (peripheral) quick decision, look for a heuristic or what the expert is saying – easy to just check in with them
how much do you agree with this speaker’s message?
PEtty and Cacioppo (1981)
Persuasion by communication: ___ ___ ___ approach
“Who said what to whom”
1) Source of communication
2) Nature of communication
3) Nature of audience
Yale Attitude Change Approach
Yale Attitude Change Approach, _____
i) Stars/celebrities/actors
a) Expertise
b) Attractiveness
2) A celeb chose to represent a brand must have an image in line with the brand’s desired image
In other words, its not about who the actor actually is as a person, bur rather who the audience perceives them to be
ii) Experts
iii) Company spokesperson
iv) Real users, real unidentified people
Source
Yale Attitude Change Approach, _____
Must be credible, competent, source independent, and trustworthy (Shaq endorsing multiple brands)
Likeability
1) Attractivenss & personality attributes
a) Disney Princess Effect/halo effect
2) Similarity: in groups
a) Bananna Republic salespeople are dressed in BR clothing from head to toe – you can make a connection with them
b) Subtly mimicking body language leads to the affiliation basis
i. How can the source be a peripheral cue? An expert (in a white coat) = naturally trust them more
Source
____
i. Motive behind communications
1) Is motive to influence obvious?
ii. Argument strength
1) Strong vs weak (quality)
2) One vs Two-Sided argument
a) Two sided argument is more persuasive (using counterargument)
b) Address the shortcomings/criticisms of the product, then come back from them
Message
_______
3) Discrepancy
a) Extreme vs moderate
b) Trying to get someone to stop smoking cold turkey is a lot harder than “maybe cut down a bit”
4) How can a message be a peripheral cue?
a) Number of arguments, length of arguments
Message
___ appeals in several ways
-Aiding exposure
-Holding exposure (definition of expectancy violation through reinterpretation)
-Helping memory
-Gratification
Multiplier effect
Can backfire:
- When it makes fun of a specific group
• When it is considered in bad taste to the level of culture or
sophistication
Humor
___ works best:
- When the consumer already has a positive attitude
toward the product
- Product is low in involvement
- Product is not upscale & positioning itself to be taken
seriously
- The brand pokes fun of itself rather than other
brands/people
- Joke and the message are integrated – e.g. the joke is
tailored around the specific properties of the product (mac/PC - positioning - mac is always nice to PC)
Humor
_____ Reactions:
Effectiveness of attitude change can be a fucntion of____ ___
□ Positive emotions
(more susceptible to persuasion)
□ Fear appeals
□ Low level: failture to capture attention
□ High level: can be too threatening, can lead to dissonance & defensive processing
□ Moderate level: most effective when specific reccomendations for reducing fear are provided
Emotional Reactions
Spring Break/Graduation trip
- How to convince your parents to let you go away fro spring break (or go backpacking after college)?
○ Central route: time, not rushed
§ Listen very carefully, weigh out the pros and the cons
○ Moderate persuasive stance based on their attitude
○ Two sided argument (if you can refute problems)
§ I have xyz amount of money saved up (if their main argument is cost)
○ Strong arguments (do your research)
Emotional (my baby is going into big bad world) vs cognitive (cost, time)
Spring Break Trip
