Ch 5 - Persuasion (Exam 2)

Question 1

persuasion

Answer 1

• process of attempting to change someone’s attitude

Question 2

3 factors in persuasion

Answer 2

1. the source
2. the message
3. the recipient

Question 3

we are more likely to instigate an attitude change if the speaker is ______ and ______

Answer 3

• credible
• likable

Question 4

a source must be ______ and _____ to be credible

Answer 4

• competent
• trustworthy

Question 5

competence

Answer 5

• perceived expertise
• faster speech = higher perceived competence

Question 6

trustworthiness

Answer 6

• perceived to convey info accurately and impartially
• faster speech = higher perceived trustworthiness

Question 7

physical attraction

Answer 7

• arguments presented by those we consider attractive tend to carry more weight

Question 8

similarity

Answer 8

• we like those we share similarities with us, increases the likelihood of being influenced

Question 9

central route of persuasion

Answer 9

• persuasion by strength and quality

Question 10

peripheral route of persuasion

Answer 10

• driven by superficial elements of the message

Question 11

primacy effect

Answer 11

• people are more likely to be persuaded by the first argument presented

Question 12

recency effect

Answer 12

• last argument heard tends to have an effect
• less common

Question 13

the greatest change in opinion tends to occur with arguments that exhibit a _________ of discrepancy

Answer 13

• moderate level

Question 14

people with need for cognition

Answer 14

• enjoy deep analysis and critical thinking
• influenced by logical and factual components (central route)

Question 15

people with need for affect

Answer 15

• seek emotionally intense situations
• respond better to emotional appeals (peripheral route)

Question 16

intelligence

Answer 16

• more intelligent individuals are often less susceptible to persuasion

Question 17

promotion oriented

Answer 17

• focus on achievements and gains
• respond better to arguments highlighting benefits

Question 18

prevention oriented

Answer 18

• concerned with avoiding losses
• respond better to arguments warning of the risks

Question 19

positive emotions may make people more vulnerable to __________ persuasion techniques

Answer 19

• peripheral

Question 20

The Mock Jury Study

Answer 20

• plaintiff case -> defendant case -> waited a week -> primacy effect
• plaintiff case -> wait a week -> defendant case -> recency effect