Ch 5 persuasion

Question 1

Persuasion

Answer 1

are everywhere - ubiquitous

is something meant to get you to do or believe something

Question 2

Stages in the presentation process (hint 5)

Answer 2

Steps must be taken in order for successful persuasion to occur

1) Exposure - Persuasion attempts must be presented in our field of view - Exposed to it
2) Attention - Persuasion attempt has to be noticeable
3) Comprehension - We have to be able to understand what is asked in the perspiration attempt
4) Yielding - We need to agree with the message
5) Memory - We need to remember it

Question 3

When will we process the message (hint 2 answers)

Answer 3

1) Motivation to do so - Involvement, Personal responsibility, Need for cognition
2) Able (ability) to do so - Distraction, Knowledge, Time pressure

Question 4

Elaboration likelihood model by Petty and Cacioppo, 1978 ( hint two routes)

Answer 4

These two individuals for interested in when people are motivated and able to think about a message carefully and when they won’t. And created the elaboration likelihood model. The model states there are two routes we take two persuasion

1) Central Route - When we have the motivation and ability to think about/Through the message. (Carefully deliberately scrutinize the message content)
2) Peripheral Route - When we neither the motivation or ability to think through a message (Attended simple or superficial cues not carefully read through the message)

Question 5

What factors influence Central route and Peripheral route>

Answer 5

Central Route - MessageContent is most important: Logic of argument, Strength of arguments, And related evidence
Peripheral Route - Superficial cue are most important: Message length - short, Communicator attractiveness, And communicator expertise

Question 6

What is a Source Factor? (2 ways to make it more persuasive)

Answer 6

Source is the person who is communicating information and it will become more persuasive if the source is credible and likable

Question 7

Factors that influence credibility

Answer 7

Trustworthiness
Person is viewed as being an expert
Person is viewed as acting against their own interest
Not viewed as trying to persuade you

Question 8

Factors that influence likability

Answer 8

Attractiveness those who seem highly attractive or more likable

Question 9

The sleeper effect

Answer 9

• This is when someone hears a message from an Unreliable source. Initially, people are not persuaded However later on people become more Persuaded by the message
• Why, Because overtime People do not source monitor Correctly, Forget where the information came from. Might discount The message at first, over time forget where they learnt it from an unreliable source but they will remember them a message
• Information that discredits the source precedes the message or is presented after the message is an important moderator
• If is Presented after the message Than you already have heard message Then you fall for the sleeper effect But if you heard prior before the message it was discredited then you won’t fall for the sleeper effect

Question 10

Message Factors - is factors that influence the message itself (hint 3)

Answer 10

1) One-sided versus two-sided arguments - If you’re trying to persuade someone then you should persuade one-sided arguments and two-sided arguments. This depends upon the knowledge of the audience. If the audience knows less One-sided arguments are best. The audience is highly KnowledgeableMeaning they already know the opposing arguments then two sided arguments are best
2) Order of the message - Affective first (primacy effect) or last (recency effect). arguments presented first are the best but also depends on the length of time
3) strong emotions - such as fear. like smoking cigarettes with a picture of a disease. However, too much fear is bad, needs to be monitored by that there is always a way out

Question 11

Recipient Factors - is the person receiving the message (hint 3)

Answer 11

1) motivation and 2) ability To process information, Think through the message using the central route to persuasion but lack both of these use peripheral cues
3) mood affects People who are in a really good more (peripheral route and want to keep that good mood) are then less likely to process information carefully and those in a neutral or negative mood (central route and want to get rid of their mood) are actually to think more effortfully

Question 12

Ego Depletion and Persuasion by Wheeler, 2007

Answer 12

Ego depletion is a state in which are self-regulatory (Where we’re working towards a goal, Where we are controlling our effect, Behavior, And cognition), Capacities are diminished - It becomes interrupted. For example, being tired distracted hungry.
-study about exams
-two independent variable:
Ego-depletion - an easy task or difficult task
message strength - strong or week arguments
Found:
-ego-depleted (hard task) they are more likely persuaded by weak arguments than no ego-depleted

Question 13

Cialdini’s compliance techniques - found 6 principles of persuasion (hint 6)

Answer 13

1) reciprocity - Takes advantage of a powerful social norm in society - that is returning the favour, When someone does something for you you feel obligated to give back
-Door in the face - If you would like something, First you ask someone for a large favour to be down but you likely know they will say no, in return you then ask for a small favour to be done - reasonable request and therefore, that person will likely feel obligated to meet halfway and say yes
2) commitment and consistency - People have a strong desire to be consistent, After committing yourself to a position one should be more willing to comply with requests or behaviours that are consistent.
-Foot in the door - technique is a compliance tactic that aims at getting a person to agree to a large request by having them agree to a modest request first.
3)Social Proof - We often judge the acceptability Of our own attitudes and behaviours by using the attitudes and behaviours of others as a reference point.
ex So if you wanted to influence your interns or a particular team in your department or the new hires, you need to get one of them to buy-in first. When they see an employee like themselves seemingly taking action on their own or following a new directive, they are more probable to follow suit
4) Liking - We are more likely to comply with people we know and like, Attractiveness is essential, People like those who like them or who they perceive as friends
5) Authority - We are more likely to comply with people who are perceived to have the authority. The idea then is to establish that credibility of authority and expertise.
6) Scarcity - Things that are hard to obtain are viewed as more valuable, Less available the better we think it is.