CH8 - Persuasion Flashcards
Which model theorizes that there are 2 routes to persuasion?
Elaboration likelihood model
What determines which route is used for persuasion
Person’s motivation/ability to think carefully + systematically abt content of persuasive msg determine which route is used.
When the message has personal consequences, the central route is used.
When there is a lack of sufficient cognitive resources, the peripheral route is used with
What is the central route to persuasion?
People attend carefully to the message, consider relevant evidence + underlying logic in detail. It is typically used when motivation + ability is high (personal csq + loads knowledge). People are sensitive to quality of argument and are thus more persuaded when the argument is strong - attitude change or not, it is strongly thought-through.
When is the peripheral route to persuasion used?
People pay attention to superficial aspects of the message. It is used when little motivation/ability to attend to deeper meaning. People are persuaded by easy-to-process cues such as attractiveness or credibility/length of msg source. It also relies on relatively simple heuristics: attitude can change bc smb said so and peripheral cues can change emotional reaction to objects.
College students were presented with a speech talking about the implementation of a graduation exam, either in 1 year or in 10 years. What was the conclusion reached in the study?
High perso relevance: persuaded by strength – central
Lack perso relevance: persuaded by expertise – peripheral
How do you put in place a long-lasting attitude change within an individual?
You try to convince using the central route bc you’re more likely to integrate msg into their belief system
What is the influence of source expertise on persuasion?
Expertise is easy to discern and can thus easily change an attitude without a thoughtful response. When the motivation and ability is high, the source exp can be carefully evaluated => more mindful att change through the central route
What concept has the following definition?
characteristics of the person who delivers a persuasive message, such as attractiveness, credibility, and certainty
Source characteristics
What are the 3 main source characteristics for persuasion?
Attractiveness, credibility, certainty
Why is attractiveness a factor for persuasion?
Attractive communicator can promote attitude change via the peripheral route. There is a tendency to like attractive ppl, and ppl are more likely to accept attitudes they endorse.
Why is credibility a factor for persuasion?
Credibility is important because experts are deemed trustworthy. The peripheral rouse is used when low personal relevance for the audience or when they’re distracted, and their attitude then moves toward the position of the credible source.
What is an example of a study showing sleeper effect?
People were asked to rate that nuclear submarine would be built in near future.
They read an essay abt imminence of them – two diff sources: recognised physicist / journalist soviet propaganda
Physicist = greater att change Journalist = att changed/shifted after 4 weeks although Ø initially towards pos advocated
Over time, ppl dissociate source of msg from msg itself
What is the definition of sleeper effect?
When a persuasive message from an unreliable source initially exerts little influence but later causes attitudes to shift.
Which message characteristics make a persuasive appeal the most effective?
- Message quality
- Appealing to core values
- Straightforward, clear, logical
- Articulate desired csq of taking suggested action
- Refute opposition - Vivid msg > matter-of-fact
- personal narrative, emotional punch
- Identifiable victim effect - Fear
- action is taken to avoid feared outcome-
- Intense fear can disrupt central processing OR heighten motivation so more permanent - Culture
- Tailor msg to fit norm, values, cultural outlook
- Indep culture: emphasize individuality
- Interdependent culture: emphasize collective
What is the identifiable victim effect?
Message with a single identifiable victim is more compelling than those w/o vivid imageries. When it is possible to blame the victim for plight => negative perception of the victim
