Ch. 6 ...Just do it Flashcards
Persuasion
Process by which a message changes a person’s attitudes or behaviours
Source
Origin of persuasive effort
Message
Content and method of persuasive effort
Target
Recipient or audience of effort
Yale approach
Approach that considers 3 factors that influence persuasion:
Source
Message
Audience
Effect of attractiveness
Perceived attraction improves persuasiveness
Effect of likeability
Perceived likeability improves persuasiveness, especially in video and audio messages
Effect of similarity
More perceived similarity to self, more likeable and attractive, generally more persuasive
Perceived credibility and trustworthiness
Perceived credibility and trustworthiness improves persuasiveness
Message length
Long messages more effective if strong
Long messages less effective if weak
Long messages less impact than short
Strong message
Objective facts without superfluous information, no peripheral info, likable, credible and consistent
Fear arousal
Making people feel badly increases persuasive effect, inverse bell curve, level of fear to attitude change
Scarcity technique
Emphasizes rareness of item, increases attractiveness
Factual advertising
Uses objective facts
Evaluative advertising
Focuses on subjective opinions
Two sided arguments
Present both sides of argument, counter argument makes persuasion more successful
Primacy effect
Information first receives most influential
Recency effect
Most recent information most influential, seen with persuasion over time
Gender effect
Woman more susceptible to persuasion than men, more cooperation focused and socially sensitive, which heightens receptivity to persuasion
Age effect
Late adolescents/ young adults most susceptible to persuasion, less stable attitudes, less experiences to create resistance
Need for cognition
Individual need to think, how much they derive fulfillment from thinking
Need for cognitive closure
Extent to which Individual is closed-minded, desiring quick, certain answers and resistant to ambiguity and dis-confirmation
Mood effect
Making people feel good improves persuasion
Dual process model
Elaboration likelihood model and heuristic-systematic model assert 2 routes to persuasion
Central cues
Message quality and argument that require processing
Central route to persuasion
Processing of a message that occurs when people have the ability and motivation to attend to a message
Elaboration likelihood model (ELM)
Asserts variations in nature of persuasion outcomes are dependent on likelihood that recipients will think about arguments relevant to issue
Peripheral cues
Persuasive features such as slogans, jingles
Peripheral route to persuasion
Processing that occurs when people do not have the ability and motivation to attend to a message, instead persuaded by peripheral cues
Systematic processing
Occurs when people attend to message
Heuristic processing
Occurs when people use cognitive shortcuts to process message
Heuristic-systematic model (HSM)
Essentially the same as ELM, but uses Systematic Central, and Heuristic peripheral
Key factor is processing route
Ability to focus, lack of focus leads to pripheral cus being more persuasive
Ingratiation
Technique that makes recipient like you
Reciprocity principle
Do a favor before asking them f=to do so for you
Door in face
Large and unrealistic request before small realistic one
That’s not all
Request with added extras to pressure audience
Foot in door
Small and unobtrusive request before large request
Lowball tactic
Changing term if agreement by introducing hidden osts
Reactance/ negative attitude change
Negative reaction to influence attempt, become annoyed, resentful. May be considered threat to personal freedom
Boomerang effect
Lay term for reactance
Forewarning
Prior knowledge that renders persusion less effective
Counter arguing
Addressing and arguing against inconsistent arguments
Attitude innoculation
Presenting people with weak, attitude-inconsistent attacks prior to a stronger persuasive attempt to help people resist message
Selective avoidance
People’s tendency to filter out information that is inconsistent with pre-existing attitudes
Attitude polarization
People’s tendency to evaluate mixed info in a way that strengthen pre-existing attitudes
Biased assimilation
People’s tendency to evaluate counter-attitudinal info as unreliable
Hostile media bias
People’s tendency to evaluate counter-attitudinal media as unreliable and untrustworthy
Third person effect
People’s tendency to assume persuasion more effective on others
Subliinal messages
Attempt to influence subconsciously, often with flashed images
