Ch 9 - Structuring And Ordering Persuasive Messages Flashcards
Explicit conclusions
More: peripheral route - stated our right
Less: Central route - unaware audiences
Implicit conclusions
More: implicit conclusions if central route - don’t case don’t state
Less: implicit conclusions if peripheral route
Loss framed messages
More:
Fear
Gain framed messages
Less:
Benefit/positive
Quantity of argument for peripheral
More: impressed on things to talk about
Less: quantity for central
Quality of argument for central
More: impressed by hard data
Less: Quality for peripheral
Evidence
More: use of evidence for support of position
Less: lack of evidence support
Repetition
More: repetition/exposure to message – main point more attention
Less: Single exposure particular if unfamiliar
Strong arguments
More:strong arguments either first or last – primacy – first and recency – last. Retain more first and last
Less: strong arguments in the middle
Chunked information
Chunked information for central route audience/focus on primary information – strong arguments first
Chunked information for peripheral route audience/focus on recency information – focus on last argument
Unchunked information
Unchunked information for central route audience/focus on recency information – last info presented more persuasive
Unchunked information for peripheral audience/focus on primer information - what they hear first
One-sided argument
One-sided argument/less controversial/lower education audience/pre-disposed toward topic. Ex: drinking more water
Two-sided argument
Two-sided argument/more controversial/ higher education/predisposed against topic - question and challenge. Ex: gun laws
Forewarning
Forewarning build opposition to persuasive attempt in most instances - hurt persuasiveness - build up ideas and opposition – counter arguments – can backfire
