CH.7 Persuassion Flashcards
What route or processing are people likely to use if they are interested in the message?
-The central route
In the question of “who says what” represents which elements of communication?
- The communicator
- Message itself
How long does it take for credibility to diminish?
-a month or so
What is Credibility?
-It is the communicator’s ability to appear trustworthy & authoritative
What is the Sleeper Effect?
-The delayed impact of the message occurs when an initially wack message becomes effective after you forgot the reason for not believing it in the first place
What is Attractiveness?
-It is having qualities that appeal to an audience
How can the perceived trustworthiness of the communicator increase?
-When they are not trying to persuade
What are the 2 influential bases of attractiveness?
- Physical attractiveness
- Similarity
What kind of communicators have more influence when the persuasion involves personal value?
-Similar communicators
What kind of communicators have more influence when the persuasion involves fact?
-Dissimilar communicators
What qualities does your audience possess if you have a reason-based argument?
- They are analytical
- well educated
- central route based
What qualities does an attractive communicator have?
- they are likeable
- appeal to the audience
what affect would persuasion have based on the feelings of an audience?
-Persuasion is enhanced by the audience’s good feelings
What type of person is NOT easily persuaded bc they think more before reacting?
-Unhappy people
What level of fear results in higher persuasion?
-Higher levels of fear
What kind of people is Rational-Appeals most likely to work well on?
-Well educated people
How does good-feelings enhance persuasion?
-Linking positive thinking & emotions w/ the message
What kind of appeal should you give your audience who already agrees w/. your message?
-A one-sided appeal
What kind of effect can Fear-Arousing messages have?
-They can make the audience feel vulnerable but can take protective action
What is the Primacy Effect?
-It occurs when info that is presented first has more influence
What is the Principle of Similarity?
-It explains why we like people & that we’re influenced by people who are like us
What kind of audience does the Emotional Appeal work best on?
-Uninvolved audiences
When is the Recency Effect most effective?
- When time separates the messages from each other
- The audience commits soon after 2nd message
What is the channel of communication?
-The way a message is delievered
