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Persuasion > Ch. 1, 2, 3, 4, 5, 6, & 7 > Flashcards

Ch. 1, 2, 3, 4, 5, 6, & 7 Flashcards

1
Q

4 essential elements of the SMCR model

A

Source - the encoder of the message. Message - meant to convey the sources meaning. Channel - which carries the message. Receiver - who decodes the message.

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2
Q

Five canons of rhetoric (IASMD)

A
  • Invention: Finding ways to persuade.
  • Arrangement: Putting together the structure of a coherent argument.
  • Style: Presenting the argument to stir the emotions.
  • Memory: Speaking without having to prepare or memorize a speech.
  • Delivery: Making effective use of voice, gesture, etc.
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3
Q

6 strategies of the intensify/downplay model, also called Ranks models. (RAC ODC)

A

Intensification - Repetition, Association, Composition.

Downplaying - Omission, Diverson, Confusion.

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4
Q

ELM

A

The elaboration-likelihood model

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5
Q

ELM two main routes

A

Central information processing route - receiver consciencely and directly focuses on the persuasive communication.

Peripheral information processing route - the information may be processed almost instantly or just by the senses.
Ex : Music playing

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6
Q

Rhetoric

A

What moves people

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7
Q

Aristotle’s definition of rhetoric

A

Ethos, logos, pathos.

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8
Q

Ethos, logos, pathos

A

E - Sources credibility.
L - the idea of using logical or rational appeals.
P - the use of the emotional appeals.

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9
Q

Common ground

A

Aristotle also thought that persuasion is most effective when based on the common ground, or the shared beliefs, values, experiences, and interest existing between persuaders and persuadees.

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10
Q

Cultural diversity

A

We need to make sure that the action we suggest in our persuasion takes into account that some cultures place a much higher value on some characteristics, circumstances, or morals, then do others.

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11
Q

Doublespeak

A

Deliberate miscommunication and the American Heritage dictionary defines as “evasive”
Ex : “revenue enhancement”, really is “tax increase”

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12
Q

Enthymemes

A

A form of argument in which the first or major premise in the proof remains unstated by the persuader and, instead, is supplied by the audience

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13
Q

Ethos

A

First, persuasion dependent on a sources credibility, or ethos, which is why the testimonial is such an effective persuasive tactic in much advertising

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14
Q

TRA

A

Theory of reasoned action

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15
Q

Theory of reasoned action

A

Solve the especially difficult problem of finding significant attitude-behavior relationships

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16
Q

Central feature of theory of reasoned action

A

Behavioral intention ———-> Likelihood of actual behavior

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17
Q

Responsibility

A

Includes the elements of fulfilling duties and obligations, of being accountable to other individuals and groups, of adhering to agreed-upon standards, and of being accountable to one’s own conscious.

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18
Q

Persuasion

A

Persuasion consist of artistic and in artistic proofs. The persuader controls artistic proofs, such as the choice of evidence, the organization of the persuasion, style of delivery, and language choices.

In artistic proof, includes things not controlled by the speaker, such as the occasion, the time allotted to the speaker, or things that bound persons to certain action, such as undeniable facts or statistics.

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19
Q

Intensification - Repetition, Association, Composition.

A
  • Repetition-slogans, jingles, recurring examples or themes.
  • Association-linking a positive or negative valued idea to one’s persuasive advice.
  • Composition - graphic layout, design, typeface, and so on.
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20
Q

Downplaying - Omission, Diverson, Confusion.

A
  • Omission - half truths, slanted or biased evidence.
  • Diversion - shifting attention to bogus issues, and so on.
  • Confusion - making things overly complex, using jargon, faulty logic, and so on.
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21
Q

5 major ethical perspectives

A 
Human Nature.
Political. 
Situational.
Legal.
Dialogical.
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22
Q

HPSLD

A 
Human Nature.
Political. 
Situational.
Legal.
Dialogical.
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23
Q 
Human Nature.
Political. 
Situational.
Legal.
Dialogical.
A
  • Human Nature - probe the essence of human nature by asking what makes us fundamentally human.
  • Political - the implicit or explicit values and procedures accepted as crucial to the health and growth of a particular system.
  • Situational - to make ethical judgments from a situational perspective, it is necessary to focus regularly and primarily on the elements of the specific persuasive situation at hand.
  • Legal -illegal communication behavior also is unethical, but that which is not specifically illegal is ethical.
  • Dialogical - emerge from current scholarship on the nature of communication as the dialogue rather than as monologue.
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24
Q

Adaptation to the audience

A

Most persuaders seek to secure some kind of response from receivers. Persuaders must decide the ethical intermediate point between their own idea and it’s pure form and that idea modified to achieve maximum impact with the audience.

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25
Q

Ethical issues

A

Focus on value judgments concerning degrees of right and wrong, virtue and vice, and ethical obligations in human conduct.

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26
Q

Freedom versus responsibility tension

A

Might occur when we, as individuals, carry to an extreme the now traditional view that the best test of the soundness of our ideas is their ability to survive in the free and open public “marketplace” of ideas.

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27
Q

Going viral

A

Describe the rumors, controversial statements, and provocative photos or videos that are quickly picked up, rapidly spread, and widely diffused through blogs, email, and social network media such as YouTube and Twitter.

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28
Q

The golden rule

A

Persons familiar with the Christian religious tradition may think that the golden rule is unique to that religion. One interpretation of the golden rule is that we should only do specific actions to others if we would allow them to do the same specific actions to us.

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29
Q

The platinum rule

A

Do unto others as they themselves would have done unto you.

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30
Q

5 of Kenneth Burke pentad (ASAAP)

A
  • Act - what is going on.
  • Scene - background.
  • Agent - main person.
  • Agency - how you get your message across.
  • Purpose - why you did it.
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31
Q

Coherence

A

Refers to the way the story hangs together and thus has meaning or impact.

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32
Q

Fidelity

A

Relates to whether it rings true with the hearers experience.

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33
Q

Deliberative discourse

A

Dealt with future policy, with special attention to the legislative and political realms.

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34
Q

Epidemic discourse

A

Treated present situations that were often ceremonial focusing on praise or blame.

35
Q

Forensic discourse

A

Considered allegations of past wrongdoing in the legal arena

36
Q

Quintilian’s ideal speaker was

A

The “good person speaking well” he established a public school of rhetoric in Rome in the first century A.D.

37
Q

Topi

A

Aristotle use the term, to refer to places or topics of argument that are a good way to establish common groun. Persuaders identify these places and try to determine whether they will work for a particular audience.

38
Q

Anchor

A

Is an internal reference point with which we compare other persons, issues, products, and so on that we encounter. Every issue has an anchor at any given time.

39
Q

Attitude-behavior relationships

A

Researchers have frequently found low or no relationship between attitudes and behavioral change resulting from persuasive messages. For example, many smokers report that smoking is bad for their health and that may eventually kill them, but if you ask them whether they intended to stop, they may say no or maybe in the future. So our attitudes may be negative toward the dangers that behavior pose, but our attitudes toward the solutions to avert the dangers are negative, neutral, or so Weakly positive that we do not start a program to change our behavior.

40
Q

Biased information processing

A

Occurs when decision-makers favor a certain position and interpret the world in light of that position. They are not giving objective or fair consideration to all possibilities. For example, an employee who has worked for Ford motor company for 25 years maybe so loyal to Ford that she or he would never think of buying a vehicle from another competitor.

41
Q

Defensive avoidance

A

Where people try to avoid it, ignore, or minimize the issue if they cannot do anything about it. In other words, they tune out the message.

42
Q

Elaboration likelihood model (ELM)

A

Is the central route. Need for cognition (NFC) Peripheral Route.

43
Q

Heuristic systematic model (HSM)

A
  • Systematic-processing route.

- heuristic processing route

44
Q

Efficacy

A

A perception that the threat can be handled. The fear appeal is effective only if it is sufficiently intensive to create a drive state that recipients believe can be effectively countered by the recommended action.

45
Q

Empirical

A

Refers to the practice of validating knowledge by experience or observation. Most empirical studies of persuasion use statistical methods to analyze experimental results, surveys of persuasive behaviors, or actual behaviors.

46
Q

FUD

A

Fear, uncertainty, and doubt tactic. The origin of the term is at attributed to Gene Amdahl, who claimed that sales people at IBM try to instill fear, uncertainty, and doubt in the minds of potential customers who were considering amdahl computer products.

47
Q

Implicit memories

A

Are those that affect people’s behaviors without deliberate intentions to behave in that way. Although measuring implicit attitudes has sometimes been problematic, it continues to be one of the more investigating areas in attitude change and behavior.

48
Q

Inoculation

A

Is the practice of warning people of potentially damaging information or persuasive attempts that will probably happen in the future.

49
Q

Latitude of acceptance

A

The individual stand on a social issue is conceived as a range or a latitude of acceptance.

50
Q

Latitude of rejection

A

which is the range of positions that persuadees find objectionable, including the most objectionable one.

51
Q

Mere exposure principal

A

The idea that repeated exposure to a stimulus results in more favorable evaluation of that stimulus. In other words, the more we are exposed to something, the more likely we are able to be favorable toward it.

52
Q

Message-sidedness

A

Should the persuader present one side or two sides of an issue? We call this aspect of persuasion, where only one side or all sides of an issue are considered, message-siddness. It may be wise to first introduced the negative arguments people are already considering. Such tactics lunch a primitive strike against unfavorable information that persuaders expect the hearers may already possess.

53
Q

MSRP

A

Which is also known as the full retail price. Most customers rarely pay full retail price for many items. The MSRP is usually the upper anchor or limit a customer should pay, but in many cases it is an artificially high number to make the actual price being charged appear more reasonable.

54
Q

Pleasure-pain principal

A

People are attracted to rewarding situations and seek to eliminate uncomfortable conditions.

55
Q

Connotation

A

Refers to a private, metaphorical, emotional meaning for any concepts such as (profit) which for me means revenue that exceeds overall cost, but which for the crooked CEO may mean (the amount of money he or she can skim from overall revenue without it showing up on a financial statement.

56
Q

Denotation

A

Refers to the common and shared meaning we all have for any concept, we all have similar meanings for the concept of (profit) versus loss, unless some scoundrel CEO redefines his or her definitions of the terms and calls profit (risk) or investment in the future and then chooses to use it to build a mentions for personal use or simply bezels it.

57
Q

Create symbol

A

The ability to create symbols is a uniquely human ability

58
Q

Metaphor

A

Is the most powerful, most persuasive, most memorable, and most likely to require truly artistic language creativity. A word or phrase literally detonating one kind of object or idea is used in place of another to suggest the likeliness (as in drowning in money)

59
Q

Two key parts of metaphor

A
  • tenor - or subject of the metaphor (Peace-loving).

- vehicle - (Doves carrying olive branches). Or the means of embodiment or transmission of meaning.

60
Q

Signification

A

the representation or conveying of meaning.

an exact meaning or sense.

61
Q

Symbol

A

a thing that represents or stands for something else, especially a material object representing something abstract.

62
Q

3 dimensions of language

A
  • Functional dimension - the jobs that words can do.
  • Semantic dimension - the meanings for a word.
  • Thematic dimension - the feel and texture of words. Assonance and alliteration.
63
Q

3 main ways to be critical of style and decode persuaders

A

?

64
Q

Adjective

A

Function to add to the noun, to make it special. The dictionary defines as it is as, words that modify nouns, by limiting, qualifying or specifying.

65
Q

Adverb

A

Words that modify verbs, adjectives, or other adverbs. Adverbs represent a community judgment that helps us to agree with what the persuader thinks we believe and often in. For example, adverts such as surely, certainly, and probably suggest agreement.

66
Q

Alliteration

A

Is similar except that relies on the repetition of consonant’s, as in the familiar motto of the recycling movement, reuse, reduced, recycle.

67
Q

Assonance

A

The repetition of vowels or vowel sounds-for example, the low moans of our own soldiers rolled across the battlefield like the grounds of the doomed.

It beats it sweeps it cleans it. Hoover Vaccum

68
Q

Noun

A

Are defined as the name of a person, place, or thing, as if they were the things they name. Nouns, express things who’s being is completed, not in process, or who’s being depends upon some other being.

69
Q

Syntax

A

Is defined as (the pattern or structure of the word order and sentence or phrases.) Word order can either alert or divert the reader/listener.

70
Q

3 main functions of attitudes

A

Cognitive - This represents our thoughts, beliefs and ideas about something. Typically these come to light in generalities or stereotypes, such as ‘all teenagers are lazy,’ or ‘all babies are cute.’

Affective - This component deals with feelings or emotions that are brought to the surface about something, such as fear or hate. Using our above example, someone might have the attitude that they hate teenagers because they are lazy or that they love all babies because they are cute.

Behavioral functions -This can also be called the behavioral component and centers on individuals acting a certain way towards something, such as ‘we better keep those lazy teenagers out of the library,’ or ‘I cannot wait to kiss that baby.’

71
Q

3 sources of consonance

A

Reassurance of security. Demonstration of predictability. The use of rewards. Ex : things are consistent

72
Q

4 emotional appeals (process premises)

A

1 human needs, 2 human emotions, 3 attitudes, and 4 the psychic comfort or discomfort that normal people always feel over the decisions they make. They target psychological and motional processes that operate in most people. When we call them premises, we are referring to their uses as major enthymemes.

73
Q

4 sources of dissonance

A

Loss of group prestige. Economic loss. Loss of personal proceeds. Uncertainty of prediction. Ex : NFL

74
Q

5 Common Emotions (FGAPH)

A

Fear, guilt, anger, pride, happiness and joy

75
Q

Action

A

?

76
Q

Attention

A

If no one paid attention to the information, it could not persuade.

77
Q

Cognitive dimensions of emotion

A

The changes in you are not physical responses, they are perceptual changes in the way you think about a person, an issue, or a situation. These cognitive changes are usually expressed verbally.

78
Q

Cognitive dissonance theory

A

Predicts that when we experience psychological tension, or dissonance, we try to reduce it in someway instead of totally resolving the tension. We can change our attitudes a little, in moderate amount, a lot, or not at all.

79
Q

Comprehension

A

For if no one could understand the information, it could not persuade-not necessarily true for information passed through the Perfield channel of the ELM.

80
Q

Consistency

A

Our expectations about future events, the behaviors of other persons, and so on, ought to live up to be consistent with what we expect.

81
Q

Psychological dimensions of emotion

A

You feel a change in the way your body is responding to the situation. You feel your voice in timber, your face flush, and your facial expression change.

82
Q

Prepotency

A

Weaker needs such as the need for self-respect, emerge only after stronger needs, like food or shelter, have been filled.

83
Q

Retention

A

For if no one remembered the information it could not persuade-again not so in peripherally processed information as in the ELM.

Persuasion (2 decks)

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