CH 5 PERSUASION Flashcards
What is Persuasion?
Persuasion is changing someone’s attitude or belief through communication. It happens all the time—in ads, speeches, debates, and even everyday conversations.
Two Main Ways We Are Persuaded
–Central Route (Thinking deeply)
This happens when people carefully listen to an argument and evaluate it logically.
Example: If a scientist presents strong evidence about climate change, and you analyze the facts, you are persuaded through the central route.
Peripheral Route (Superficial cues)
This happens when people are influenced by things like who is speaking rather than what they are saying.
Example: If a celebrity endorses a product, and you buy it without checking its quality, you are persuaded through the peripheral route.
Who is Persuading You? (The Communicator)
Persuasion depends on who is delivering the message:
Credibility – Do they seem knowledgeable and trustworthy?
Attractiveness & Likability – Are they good-looking, confident, or similar to you?
Example: You’re more likely to believe fitness advice from a famous athlete than a random person.
What is Being Said? (The Message Content)
Logical vs. Emotional Appeals – A message can use facts or feelings to persuade.
Fear Tactics – Some messages try to scare you into action (e.g., anti-smoking ads).
One-sided vs. Two-sided Arguments –
One-sided: Only shows one perspective.
Two-sided: Acknowledges the opposing view but explains why it’s wrong.
Example: If an ad warns you about the dangers of texting while driving by showing a shocking accident scene, it’s using fear to persuade.
How is it Delivered? (The Channel of Communication)
-Personal influence (a friend convincing you) is stronger than media (TV, social media, etc.).
-More lifelike messages (videos, speeches) are more persuasive than text.
Example: Seeing a live speech is often more persuasive than reading an article.
Who is the Audience? (The Listener)
People react differently based on:
-Age – Young people are more easily influenced.
-Distraction – If someone is distracted, they might agree without thinking deeply.
-Need for Thinking – Some people naturally enjoy analyzing arguments, while others don’t.
Example: Teenagers are more likely to be persuaded by social media trends than older adults
Extreme Persuasion: How Cults Indoctrinate People
Cults use strong persuasion techniques to change people’s beliefs:
-Isolate members from outside influences (friends, family).
-Encourage small commitments (e.g., small donations) that grow over time.
-Make people feel part of a special group so they don’t question their beliefs.
-Punish disagreement to make it seem like everyone agrees.
Example: A cult leader might first invite someone to a friendly event, slowly introduce extreme beliefs, and discourage them from talking to outsiders
How Can You Resist Persuasion?
-Strengthen your beliefs – Challenge your own opinions to make them stronger.
-Develop counter-arguments – If you expect persuasion, prepare responses.
-Expose yourself to different viewpoints – The more ideas you hear, the harder it is to be manipulated.
Example: If you prepare arguments against peer pressure to smoke, you’ll be more resistant when someone offers you a cigarette.
The Sleeper Effect – When Low-Credibility Messages Become Persuasive Over Time
If someone untrustworthy tells you something, you might not believe it at first.
But over time, you forget who said it and only remember the message, making it more persuasive later.
Example:
You read a sketchy article about a new diet that seems fake.
Months later, you remember the diet advice but forget where you heard it, so you start believing it.
More About the Message (What is Said?)
Cognitive Messages → Focus on facts and logic (e.g., scientific reports).
Affective Messages → Focus on emotions (e.g., sad charity ads).
Behavioral Messages → Offer rewards or incentives (e.g., “Buy One, Get One Free”).
Example:
A cognitive message: “Studies show this toothpaste prevents 90% of cavities.”
An affective message: “Look at this happy family using our toothpaste!”
A behavioral message: “Get a free toothbrush with every purchase!”
How Persuasion is Delivered (The Communication Channel)
Active experience (personal interactions) is more persuasive than passive media (watching TV).
Personal vs. Media Influence
Ideas spread through a two-step process:
Media influences opinion leaders (influencers, teachers, etc.).
Opinion leaders influence the general public.
Lifelike communication is more persuasive
Face-to-face > Video > Audio > Written messages
Example:
A conversation with a passionate activist is more persuasive than just reading a blog.
Audience Effects (Who is Listening?)
Age Differences
Life Cycle Effect: People change beliefs as they age.
Generational Effect: People tend to keep the beliefs they grew up with.
Distraction & Thinking
If people are distracted, they are easier to persuade.
People who like to think (high need for cognition) need stronger arguments.
Example:
A teenager might believe a new trend is cool because everyone their age does (generational effect).
A distracted person watching TV might believe an ad without questioning it.
- Extreme Persuasion & Cults (Mind Control Tactics)
Cults brainwash people using specific psychological tactics:
They control your social circle – You’re cut off from doubters.
They make you follow small rules first – You get used to obeying.
They create an identity for you – The group defines “who you are.”
They make disagreement feel dangerous – You feel afraid to leave.
Example:
A cult might first invite you to a free class and later demand total obedience.
