Chapter 14 Persuasive Speaking

Question 1

Adoption

Answer 1

Consumers’ decision to commit to a product, practice, or idea.

Question 2

Branding

Answer 2

The process of creating a lasting impression about a name, company, or product.

Question 3

Change

Answer 3

Substitute for modify attitudes, beliefs, and behaviors.

Question 4

Character

Answer 4

The audience’s perception that a speaker’s trustworthiness transfers to the claims the speaker makes.

Question 5

Competence

Answer 5

The audience’s perception that the speaker is knowledgeable about the topic.

Question 6

Elaboration likelihood model

Answer 6

A model of persuasion designed to explain why audience members will use an elaborated thinking process in some situations and not in others.

Question 7

Ethos

Answer 7

The degree to which an audience perceives a speaker as credible.

Question 8

First-order data

Answer 8

Evidence based on personal experience.

Question 9

Inoculation

Answer 9

Techniques used to make people’s belief systems resistant to counter-persuasion.

Question 10

Logos

Answer 10

The proof a speaker offers to an audience through the words of his or her message.

Question 11

Pathos

Answer 11

The emotional states in an audience that a speaker can arouse and use to achieve persuasive goals.

Question 12

Persuasion

Answer 12

The process by which a speaker influences what audience members think or do.

Question 13

Reinforcement

Answer 13

Rewards given to strengthen attitudes, beliefs, values, and behaviors.

Question 14

Second-order data

Answer 14

Evidence based on expert testimony.

Question 15

Source credibility

Answer 15

The audience’s perception of the believability of the speaker.

Question 16

Third-order data

Answer 16

Evidence based on facts and statistics.

Question 17

Transportation theory

Answer 17

The theory that the experience if becoming immersed in a story can transport audience members into a narrative world, which can lead to real-world belief (and behavior) change.