Chapter 5 Flashcards
T/f persuasion occurs if the communicator generates a favorable cognitive response from the audience member
T
Asserts that peoples own mental reactions to a message play a critical role in the persuasion process
Cognitive response approach
Says that people play an active time in the persuasion process
cognitive response model
Occurs when a persuader warns people that’s they will soon be exposed to a persuasive communication
forewarning
This stiffens resistance of persuasion
Forewarning
People are distracted from paying attention to a communication with which they disagree
Distraction
Claim that there are two different mechanisms by which communicators can affect attitudes
Dual process models
Refers to the extent to which the individual thinks about or mentally modifies the argument
Elaboration
Referring to the probability that an event will occur
Likelihood
It occurs when individuals focus in depth on the central features of the issue, person, or message
Central route
What happens when people process through the central route
- Evaluate message arguments
Ponder implications of the communicator
Relate their info to their own knowledge and values
Examine message quickly or focus on simple cues to help decide whether to accept the position advocated in the message
Peripheral route
What happens when something is examined through the peripheral route?
Note physical appeal, speaking style, and pleasant association between message and music playing in the background
Says that people can be simple info processors or deep detailed thinkers
ELM model
Individuals who perceive that an issue is personally relevant or bears directly on their own lives or personal relevance
Involvement
People are less able to process a message when they are distracted, resulting in persuasive effect discussed earlier. We centrally and peripherally process message depending on our knowledge
Ability
An example of a peripheral process
Oprah book club affect
What is the electoral road show
Few people put a lot of mental energy when deciding who to vote for, they do it peripherally due to appearance,endorsement and catch phrases
When someone more knowledgeable tries to explain something elaborate to persuade their own views
Jargon
When individuals lack ability on an issue they resort to the peripheral route, accepting a message because a credible source recommends it
Quick fix
Exposure to weak dose of opposition arguments, strong enough to stimulate defenses, but not strong enough to overwhelm
Inoculation Theory
And increased resistance to persuasion, referred to as antibodies of an argument
Counterargument
Using Humor, music,sex to take people’s attention away from the message because this ends up allowing the persuadee to be moved closer to the persuader
Distraction
