Chap-5 Persuasion

Question 1

persuasion?

Answer 1

The process by which a message induces change in beliefs, attitudes, or behaviours

Question 2

what is the process of persuasion?

Answer 2

a persuasive message must clear several hurdles. What is crucial is not so much remembering the message itself as remembering one’s own thoughts in response.

Question 2

how the persuasion can happen?

Answer 2

1. central rout: focusing on the arguments.
2. periphery rout: focusing on cues that trigger acceptance without much thinking.

Question 2

how the central and periphery persuasion works?

Answer 2

Central route processing often swiftly changes explicit attitudes. Peripheral route processing more slowly builds implicit attitudes, through repeated associations between an attitude object and an emotion

Question 2

source credibility

Answer 2

(perceived expertise and trustworthiness), last for a month.

Question 3

attractiveness?

Answer 3

Having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference

Question 4

six persuasion principles?

Answer 4

1. Authority: People defer to credible experts
2. Liking: People respond more affirmatively to those they like.
3. Social proof: People allow the example of others to validate how to think, feel, and act.
4. Reciprocity: People feel obliged to repay in kind what they’ve received.
   5, Consistency: People tend to honour their public commitments.
5. Scarcity: People prize what’s scarce.

Question 5

what is the role of persuasion in relation to experts and a groups member?

Answer 5

When the choice concerns matters of personal value, taste, or way of life, similar communicators have the most influence. But on judgments of fact—e.g., Does Sydney have less rainfall than London?—confirmation of belief by a dissimilar person does more to boost confidence. A dissimilar person provides a more independent judgment.

Question 6

how to change an attitude that is formed by emotions vs by information?

Answer 6

New emotions may sway an emotion-based attitude. But to change an information-based attitude, more information may be needed.

Question 7

credibility?

Answer 7

perceived expertise and trustworthiness

Question 8

when the effect of a non-credible person increases and the effect of credible source decreases?

Answer 8

when people forget the source of the massage.

Question 9

sleeper effect?

Answer 9

delayed persuasion, after people forget the source or its connection with the message

Question 10

How does someone become an authoritative “expert”?

Answer 10

1. begin by saying things the audience agrees with (shows the speaker as smart).
2. to be seen as knowledgeable on the topic.
3. speak confidently.
4. talking straightforward.
5. argue against its own self-interest.
6. talking fast.
7. openly declare their true believe and biases.
8. attractiveness

Question 11

attractiveness?

Answer 11

Having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference

Question 12

mood and persuasion?

Answer 12

happy people easy to persuade (use periphery route). unhappy people need more strong argument to be persuaded.

Question 13

when the fear-based persuasion is effective?

Answer 13

Playing on fear works best if a message leads people not only to fear the severity and likelihood of a threatened event but also to perceive a solution and feel capable of implementing it

Question 14

gained-framed vs loss-framed message?

Answer 14

Gain-framed messages focus on the advantages of healthy behaviour (for example, “If you wear sunscreen, you’ll have attractive skin” rather than “If you don’t wear sunscreen, you’ll have unattractive skin”).

Question 15

one sided vs two-sided persuasion?

Answer 15

One sided: don’t acknowledge the existence of contradictory arguments, such as the advantage of fighting only one enemy instead of two. The other broadcast was two-sided; it mentioned and responded to the opposing arguments

Question 16

primacy effect?

Answer 16

Information presented early is most persuasive. First impressions are important.

Question 17

recency effect?

Answer 17

today’s events can temporarily outweigh significant past events.

Question 18

when the recency effect is more effective and when the primacy effect is more effective?

Answer 18

forgetting creates the recency effect (1) when enough time separates the two messages, and (2) when the audience commits itself soon after the second message. When the two messages are back to back, followed by a time gap, a primacy effect usually occurs

Question 19

channel of communication?

Answer 19

The way the message is delivered—whether face to face, in writing, on film, or in some other way.

Question 20

how the media effect works?

Answer 20

in a two-step flow of communication: from media to opinion leaders to the rank and file.

Question 21

what aspect of audience effect persuasion?

Answer 21

(1) their age and (2) their thoughtfulness.

Question 22

how aging effects persuasion?

Answer 22

A life cycle explanation: Attitudes change (for example, become more conservative) as people grow older.

A generational explanation: Attitudes do not change; older people largely hold onto the attitudes they adopted when they were young. Because these attitudes are different from those now being adopted by young people today, a generation gap develops.

Question 23

when people use central and periheral route?

Answer 23

When people’s attitudes are accessible—that is, when their attitudes come easily to mind—they process information through the central route; but when their attitudes are less accessible, they process information through the peripheral route.

Question 24

how to stimulate people’s thinking?

Answer 24

By using rhetorical questions

By presenting multiple speakers (for example, having three speakers each give one argument instead of one speaker giving three)

By making people feel responsible for evaluating or passing along the message

By repeating the message

By getting people’s undistracted attention

Question 25

cult?

Answer 25

also known as new religious movements

Question 26

name the variables known to affect the impact of persuasive communication?

Answer 26

Who (the communicator; charismatic leader) said what (the message; vivid, emotional messages),how (the channel, small-group discussions, direct social pressure), and to whom (the audience, young, less educated, people in crisis)

Question 27

social implosion?

Answer 27

External ties weaken until the group collapses inward socially, each person engaging only with other group members.

Question 28

folie a deux?

Answer 28

insanity of two, reinforcing each other’s aberrant thinking

Question 29

system justification tendency?

Answer 29

a tendency to believe in and justify the way things are in their culture and, thus, especially when comfortable, to not want to change the familiar status quo

Question 30

selective exposure vs selective attention?

Answer 30

Selective exposureis the extent to which people’s attitudes affect the information they expose themselves to.
- Selective attentionis the extent to which people’s attitudes affect how much of this information they pay attention to, once they’ve been exposed to it

Question 30

selective memory?

Answer 30

when they process social information: they remember information that is congruent with their attitudes better than information that is incongruent with their attitudes

Question 31

attitude inoculation?

Answer 31

Exposing people to weak attacks on their attitudes so that when stronger attacks come, they will have refutations available