Chapter 5 Flashcards
promotion that leads to effective, long-lasting attitude change.:T
persuasion
how is persuasion involved in global warming
Why is the scientific consensus failing to persuade and to motivate action? And what might be done?
Persuasion is everywhere. When we approve of it, we may call it “…”
education.
is persuasion good or bad
depends on the message
The bad persuasion, we call “….”; the good, we call “…”
propaganda, education.
is propaganda, education more beleivable
edu
what are the 2 paths to persuasion
good arguments
T: ; they can convince people that if they really think through the issues, they will become persuaded to change their minds.
good arguments.
what 4 things were studied to find out the barriers to communication?
manipulating factors related to the com- municator, the content of the message, the channel of communication, and the audience.
a message is clear but unconvincing, how persuaded are you
not at all u can counterargue
People’s “… responses” matter in persuasion
cognitive
what are the 2 routes to persuasion
central and peripheral
when do people take the central route to persuasion
When people are motivated and able to think systematically about an issue, focusing on the argument
when does central route work
when the arguments are compelling
when does the strength of the arg no matter
when we arent motivated enough to think carfully
If we’re distracted, uninvolved, or just plain busy, we may not take the time to reflect on the message’s content. Rather than noticing whether the arguments are particularly compelling, we might follow the… to persuasion
peripheral route
what is the periph route
focusing on cues that trigger acceptance without much thinking.
Our opinions regarding products such as food, drink, and clothing are often based more on … than on …
feelings than on logic.
what kind of advertising uses periph
—media that consumers are able to take in only for brief amounts of time
what kind of adds dont use periph
car and computer adds bcs will pour over for some time
how do the 2 routes of persuasion map onto our dual processing system
—one explicit and reflective, the other more implicit and automatic—
how do the 2 routes of persuasion map onto our dual processing system
—one explicit and reflective, the other more implicit and automatic—
is periph or central more slow ? why?
Peripheral route process- ing more slowly builds implicit attitudes, through repeated associations between an atti- tude object and an emotion
what is the goal of persuasion
behaviour change
which route of persuasion is better at causing behaviour change
central route processing can lead to more enduring change than does the peripheral route.
is it better if a speaker has several arguments or several outsourced arggs
outsourced
the primary ingredients of persuasion explored by social psychologists are these four:
(1) the communicator, (2) the message, (3) how the message is communicated, and (4) the audience.
Your belief about who wins a political debate depends on …
who you supported initially.
how have advertisers manipulated credibility
mask the source: Advertisers prepare “video news releases” and give them to news shows, which play them without indicating their source.
T: perceived expertise and trustworthiness)
credibility
is source credibility stable over time
no diminish after a month as we forget the source
how can the impact of a a non credible source increase
the impact of a non-credible person may correspond- ingly increase over time if people remember the message better than the reason for dis- counting it
This delayed persuasion, after people forget the source or its connection with the message, is called the ….
sleeper effect.
is the sleeper effect mroe effective with beleiefs or emotional information
beleifs
How does someone become an authoritative “expert”?
One way is to begin by saying things the audience agrees with, which makes the speaker seem smart.
what do most people define an expert as 3
someone whose conclusions support their own pre-existing values and views
be perceived as credible is to be seen as knowledgeable on the topic.
is to speak confidently.
** Researchers have observed this “congenial views seem more expert” phenomenon on top- ics ranging from climate change to nuclear waste to gun laws
??
how do you increase trustworthiness?
LOOK IN EYE
argue against their own self-interest.
suffer for ones beleifs
talk fast
if the audience believes the communicator is not trying to persuade them. why?
if people don’t know someone’s listening, why would they be less than fully honest?
If we learn the source after a message generates favourable thoughts, how does this influence our thinking
high credibility strengthens our confidence in our thinking, which strengthens the persuasive impact of the message
Ryan Reynolds’s morning routine, getting dressed and spraying himself with a specific brand of cologne. Such ads are based on another characteristic of an effective communicator: …
attractiveness.
how does likeing increase central route persuasion
Our liking may open us up to the communica- tor’s arguments (central route persuasion),
how does liking increase periph route persuasion
or it may trigger positive associations when we see the product later (peripheral route persuasion).
what are the 6 persuasion principles
authority, liking, social proof, recriproty, consistency, scarcity
why do sales people mimic and mirror their customers
we tend to like people who are like us.
people respond better to a message that comes from someone …
in their group
Is similarity more important than credibility?
depends
—that similarity is more important given the presence of factor X, and credibility is more important given the absence of factor X. what is factor X
is whether the topic is one of subjective preference or objective reality.
. When the choice concerns matters of …, taste, or way of life, similar communicators have the most influence. we trust…
personal value, people like us
with fact we trust experts
does Reason versus emotion persuade people more 2
It depends on the audience. depends on how people’s attitudes were formed.
how does the audinece effect is emotions vs reason persuade more
Well-educated or analytical people are respon- sive to rational appeals Thoughtful, involved audiences travel the central route; they are most respon- sive to reasoned arguments. Disinterested audiences travel the peripheral route; they are more affected by how much they like the communicator
how does how people’s attitudes were formed influence persuasion
When people’s initial attitudes are formed primarily through emotion, they are more persuaded by later emotional appeals; when their initial attitudes are formed primarily through reason, they are more persuaded by later intellectual arguments
Messages can also become more persuasive through association with …feelings
good
Good feelings often enhance persuasion, why?
partly by enhancing positive thinking and partly by linking good feelings with the message
what is the downside of good feelings enahncing persuasion
But they also make faster, more impulsive decisions; they rely more on peripheral cues
do bad feelings make us make faster, more impulsive decisions
Unhappy people, on the other hand, ruminate more before reacting so they are less easily swayed by weak arguments.
eating while reading increasing our liking of the content t or f
t more persuaded
Messages also can be effective by evoking negative emotions. t or f
t fear-arousing message can be potent
the more frightened people are, the more they respond. t or f
t
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 imple- menting it
how effective are gain framed messages compared to loss framed ones
Also, “gain- framed” messages are often equally effective as “loss-framed” messages
how did the Nazis use fear to gget people to turn agaisnt jews
were emotional, not logical. The appeals also gave clear, specific instructions on how to combat “the danger”: They listed Jewish businesses so readers would avoid them,
Vivid stories can also, however, be used for good, especially when what’s most memorable conveys the …
central message rather than distracting from it
Disagreement produces discomfort, and discomfort prompts people to change their opinions. what is the result of this for social psychologists
dissagreements foster change?
do greater disagreement will produce less change or do dissagreements foster change
The effect of a large versus small discrepancy depends on whether the communicator is credible. ** People who disagree with conclusions drawn by a newscaster rate the newscaster as biased, inaccurate, and untrust- worthy. People are more open to conclusions within their range of acceptability how this then bcs newscaster is credible
how should we adjust discrepancy depending on how deeply involved someone is in an issue
Deeply involved people tend to accept only a narrow range of views. To them, a moderately discrepant mes- sage may seem foolishly radical, especially if the message argues an opposing view rather than being a more extreme version of their own view
how can we construct mes- sages that may help deradicalize committed terrorists
Build such messages upon elements of their pre-existing beliefs.
why can Ritu’s take a more extreme position with her fathers escersize than you can take with terrorists
because her dad is not very invested has not yet thought or cared much about exercise, she can probably take a more extreme position. and terrorists are highly commited
when should you advocate a discrepent view
So, if you are a credible authority and your audience isn’t much concerned with your issue, go for it: Advocate a discrepant view.
what is the argument for and agaist adressing your opossing argument
Acknowledging the opposing arguments might con- fuse the audience and weaken the case. On the other hand, a message might seem fairer and be more disarming if it recognizes the opposition’s arguments.
when should you use a one sided vs 2 sided appeal
the effectiveness of the message depended on the listener. A one- sided appeal was most effective with those who already agreed. An appeal that acknowledged opposing arguments worked better with those who disagreed.
