Ch. 6 ...Just do it

Question 1

Persuasion

Answer 1

Process by which a message changes a person’s attitudes or behaviours

Question 2

Source

Answer 2

Origin of persuasive effort

Question 3

Message

Answer 3

Content and method of persuasive effort

Question 4

Target

Answer 4

Recipient or audience of effort

Question 5

Yale approach

Answer 5

Approach that considers 3 factors that influence persuasion:
Source
Message
Audience

Question 6

Effect of attractiveness

Answer 6

Perceived attraction improves persuasiveness

Question 7

Effect of likeability

Answer 7

Perceived likeability improves persuasiveness, especially in video and audio messages

Question 8

Effect of similarity

Answer 8

More perceived similarity to self, more likeable and attractive, generally more persuasive

Question 9

Perceived credibility and trustworthiness

Answer 9

Perceived credibility and trustworthiness improves persuasiveness

Question 10

Message length

Answer 10

Long messages more effective if strong
Long messages less effective if weak
Long messages less impact than short

Question 11

Strong message

Answer 11

Objective facts without superfluous information, no peripheral info, likable, credible and consistent

Question 12

Fear arousal

Answer 12

Making people feel badly increases persuasive effect, inverse bell curve, level of fear to attitude change

Question 13

Scarcity technique

Answer 13

Emphasizes rareness of item, increases attractiveness

Question 14

Factual advertising

Answer 14

Uses objective facts

Question 15

Evaluative advertising

Answer 15

Focuses on subjective opinions

Question 16

Two sided arguments

Answer 16

Present both sides of argument, counter argument makes persuasion more successful

Question 17

Primacy effect

Answer 17

Information first receives most influential

Question 18

Recency effect

Answer 18

Most recent information most influential, seen with persuasion over time

Question 19

Gender effect

Answer 19

Woman more susceptible to persuasion than men, more cooperation focused and socially sensitive, which heightens receptivity to persuasion

Question 20

Age effect

Answer 20

Late adolescents/ young adults most susceptible to persuasion, less stable attitudes, less experiences to create resistance

Question 21

Need for cognition

Answer 21

Individual need to think, how much they derive fulfillment from thinking

Question 22

Need for cognitive closure

Answer 22

Extent to which Individual is closed-minded, desiring quick, certain answers and resistant to ambiguity and dis-confirmation

Question 23

Mood effect

Answer 23

Making people feel good improves persuasion

Question 24

Dual process model

Answer 24

Elaboration likelihood model and heuristic-systematic model assert 2 routes to persuasion

Question 25

Central cues

Answer 25

Message quality and argument that require processing

Question 26

Central route to persuasion

Answer 26

Processing of a message that occurs when people have the ability and motivation to attend to a message

Question 27

Elaboration likelihood model (ELM)

Answer 27

Asserts variations in nature of persuasion outcomes are dependent on likelihood that recipients will think about arguments relevant to issue

Question 28

Peripheral cues

Answer 28

Persuasive features such as slogans, jingles

Question 29

Peripheral route to persuasion

Answer 29

Processing that occurs when people do not have the ability and motivation to attend to a message, instead persuaded by peripheral cues

Question 30

Systematic processing

Answer 30

Occurs when people attend to message

Question 31

Heuristic processing

Answer 31

Occurs when people use cognitive shortcuts to process message

Question 32

Heuristic-systematic model (HSM)

Answer 32

Essentially the same as ELM, but uses Systematic Central, and Heuristic peripheral

Question 33

Key factor is processing route

Answer 33

Ability to focus, lack of focus leads to pripheral cus being more persuasive

Question 34

Ingratiation

Answer 34

Technique that makes recipient like you

Question 35

Reciprocity principle

Answer 35

Do a favor before asking them f=to do so for you

Question 36

Door in face

Answer 36

Large and unrealistic request before small realistic one

Question 37

That’s not all

Answer 37

Request with added extras to pressure audience

Question 38

Foot in door

Answer 38

Small and unobtrusive request before large request

Question 39

Lowball tactic

Answer 39

Changing term if agreement by introducing hidden osts

Question 40

Reactance/ negative attitude change

Answer 40

Negative reaction to influence attempt, become annoyed, resentful. May be considered threat to personal freedom

Question 41

Boomerang effect

Answer 41

Lay term for reactance

Question 42

Forewarning

Answer 42

Prior knowledge that renders persusion less effective

Question 43

Counter arguing

Answer 43

Addressing and arguing against inconsistent arguments

Question 44

Attitude innoculation

Answer 44

Presenting people with weak, attitude-inconsistent attacks prior to a stronger persuasive attempt to help people resist message

Question 45

Selective avoidance

Answer 45

People’s tendency to filter out information that is inconsistent with pre-existing attitudes

Question 46

Attitude polarization

Answer 46

People’s tendency to evaluate mixed info in a way that strengthen pre-existing attitudes

Question 47

Biased assimilation

Answer 47

People’s tendency to evaluate counter-attitudinal info as unreliable

Question 48

Hostile media bias

Answer 48

People’s tendency to evaluate counter-attitudinal media as unreliable and untrustworthy

Question 49

Third person effect

Answer 49

People’s tendency to assume persuasion more effective on others

Question 50

Subliinal messages

Answer 50

Attempt to influence subconsciously, often with flashed images