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
With what appeal can persuasion on minor issues occurs more often?
-They occur with passively received appeals
What is the Primacy effect?
-When you are most influenced by a message that appears first
What is the Two-Step flow of communication?
-It is the process by which media info flows through an opinion leader who then influences others
What are 2 audience traits that influence persuasion?
-Age & thoughtfullness
What is the Life cycle explanation of attitude change?
-The idea that attitudes change as we age
When would the power of persuasion decrease?
-When the significance & familiarity of the issue increases
What technique has the largest impact on persuasion?
-Personal contact
What is the Generational explanation of attitude change?
-As we age we hold onto earlier attitudes, these attitudes are often different than younger people’s beliefs (ours stay stable through time)
What kind of explanation of attitude change does research primarily support?
-The generational explanation of attitude change
What is a Counterargument?
-it is an argument against the given message
How can you suppress counter-arguments?
-Via successful distractions
What kind of individuals use the peripheral route to persuasion?
-People w/ low need for cognition
What is Attitude Inoculation?
-Mildly attacking a message to make it stronger by building resistance to stronger attacks
What kind of individuals use the central route to persuasion?
-people w/ high need for cognition
What are the characteristics of people w/ high need for cognition?
- They use the central route
- They think carefully
