CH. 7

Question 1

attitude changes

Answer 1

• attitude changes are likely to be little (won’t go from completely negative to completely positive and V.V.)

Question 2

elaboration likelihood model

Answer 2

• Petty and Cacioppo
• central and peripheral ways of changing attitude

Question 3

central route

Answer 3

• deep processing, in-depth critical thinking, how people focus on arguments and respond with critical thoughts
• arrive at a reasoned conclusion (could still be biased)
• message–> High motivation and availability to think about the message–> Deep-processing focused on the quality of the message–> lasting change that resists fading and counterattack

Question 4

peripheral route

Answer 4

• people aren’t focused on the messaged, but influenced by incidental cues (ex: attractiveness of the speaker)
• Heuristics are often used
  “Trust the experts”
  “Long messages are credible”

Question 5

what determines central vs. peripheral?

Answer 5

• CENTRAL: message

Question 6

credibility on persuasion

Answer 6

• credible spokespeople
• perceived expertise
• perceived trustworthiness (no ulterior motive)
• speaking style (confident, fast speakers with powerful linguistic style deemed most credible

Question 7

the sleeper effect

Answer 7

• (delayed persuasion) an initially discounted message becomes effective, as we remember the message but forget the reasons for discounting it

Question 8

attractiveness and liking on persuasion

Answer 8

• quality of message is most important for central processing, but attractiveness/liking can help strengthen a message (esp. for peripheral)

Question 9

linguistic style on persuasion

Answer 9

• speaking style (confident, fast speakers with powerful linguistic style deemed most credible

Question 10

Argument quality (persuasion)

Answer 10

• if processing centrally, quality of argument is best

Question 11

one-sided vs. two-sided appeal (persuasion)

Answer 11

• offering an explanation to the counterargument (refuting the other side) is more persuasive

Question 12

fear appeals

Answer 12

• persuasive communication that attempts to persuade through the use of threatening stimuli
• memorable, low efficacy
• graphic images work better than text-only (blackened lungs, yellowed teeth)
• fear appeals more successful when:
  ~ people feel vulnerable and susceptible to the threat
  ~ People perceive a solution to the problem
  ~ People feel capable of implementing the change (Self-efficacy)
  ~ Focused on 1-time behavior (vaccinated) vs. repeated (exercise)

Question 13

primacy effect

Answer 13

• individual’s ability to better remember the first piece of info. presented
• if info. presented at the same time, first message will be remembered
• Primacy > Recency

Question 14

recency effect

Answer 14

• arguments/info. that come last are remembered better
• if info. presented with time in between, last message will be remembered

Question 15

message repetition (persuasion)

Answer 15

• repetition increases familiarity, familiarity breeds liking
• initial attitude and repetition frequency are important

Question 16

channel of message (persuasion)

Answer 16

• live (face-to-face) > videotaped > audiotaped > written

Question 17

impact of age on persuasion

Answer 17

• teens and young adults are more easily persuaded as they are still forming attitudes
• attitudes solidify in middle-adulthood
• Life cycle explanation: attitudes change as people grow older
• Generational explanation: attitudes DO NOT change; older people largely hold onto the attitude they adopted when they were young

Question 18

individual’s thoughtfulness on persuasion

Answer 18

• Need for cognition: the motivation to think and analyze → For those high in need for cognition, argument quality must be strong

Question 19

forewarned is forearmed (book)

Answer 19

• being prepared with counter arguments (if you know someone is going to try to persuade you) makes you less vulnerable to persuasion
• if a message is met with a counter argument, it is less likely to persuade the listener

Question 20

need for cognition on persuasion

Answer 20

• argument quality must be strong for those with a high need for cognition
• “I would prefer complex to simple problems”

Question 21

rule of reciprocation

Answer 21

• should repay in kind what another person has provided for us
• ppl feel compelled to reciprocate when given a gift

Question 22

rejection then retreat (door in the face)

Answer 22

• making a large request that will likely be turned down, followed up with a moderate request that will likely be fulfilled
• it works bc: rule of reciprocity & contrast principle

Question 23

foot in the door

Answer 23

• compliance to a small request associated with increased compliance to slightly larger request (incremental commitment)

Question 24

low balling

Answer 24

• initial shitty offer is made, then a better offer is made and accepted
• THEN additional costs are added/ positive features are reduced

Question 25

scarcity principle

Answer 25

• less available = more valuable

Question 26

buzz words

Answer 26

• words that tell us ‘something’
• ex: “all-natural”, “organic”, “cellular-level cleansing”

Question 27

Zimbardo on cults

Answer 27

• nobody ever ‘joins’ a cult
• cult methods are not exotic forms of mind control
• everyone is vulnerable in the right situation

Question 28

What social psychological principles do cult leaders take advantage of?

Answer 28

• compliance breeds acceptance
• foot in the door/incremental commitment