Chapter 5 Flashcards
define persuasion
The process by which a message induces change in beliefs, attitudes, or behaviours
What barriers did Carl Hovland and his colleagues find, that prevent a message from being persuasive?
Persuasion involves clearing several hurdles, therefore, any factors that help people clear the hurdles increase persuasion
What is the central route to persuasion?
occurs when interested people focus on the arguments
what is the peripheral route to persuasion?
occurs when people are influences by incidental cues, such as a speaker’s attractiveness
what are the four primary ingredients of persuasion, according to social psychologists?
1) the communicator
2) the message
3) how the message is communicated
4) the audience
define credibility.
believability.
- a credible communicator is perceived as both expert and trustworthy
what is the sleeper effect?
A delayed impact of a message; occurs when we remember the message but forget a reason for discounting it
How does someone become perceived as “credible”?
- begin by saying things the audience agrees with, which makes the speaker seem smart
- be seen as knowledgable on the topic
- speak confidently, straightforwardness is often seen as much more competent and credible
how can someone raise their trustworthiness?
- eye contact
- if the audience believes the communicator is not trying to persuade them
- if they argue against their own self-interest
define attractiveness
having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subject preference.
what is a communicator?
the person delivering a persuasive message
what’s another word for credibility?
Believability
An attractive communicator possesses which qualities?
- appeals to the audience
- friendly
Fill in the blank:
Jenny notices that the salesperson is intentionally mimicking her posture. The salesperson is attempting to use the concept of ______ to persuade Jenny.
Similarity
Well educated people are most often influence by _____ while uninterested audiences are most often influenced by _____.
- rational appeals
- liking of the communicator
Showing gum disease to persuade people to brush their teeth, uses ____ to persuade an audience.
fear
Shawn received some bad news, which put him in a bad mood. Mitch wants to convince Shawn to join his new group. To increase his chances of persuasion, what should Mitch do?
Put Shawn in a better mood first
The effect of message discrepancy on opinion change depends most likely on _____.
communicator credibility
If your audience will be exposed to opposing views, offer a(n) _________ appeal
two-sided
Which of the following is an example of the primary effect?
- You remember items ate the end of your grocery list
- You remember the items in the middle of your grocery list
- you do not remember any items on your grocery list
- you remember the items at the top of your grocery list
- You remember the items at the top of your grocery list
fill in the blanks:
The way a message is delivered is called the ______ of communication
- ex: a face-to-face appeal
channel of communication
The ______ flow of communication is the process by which media information flows through an opinion leader who then influences others
two-step
If a message summons ______ thoughts, it is more likely to persuade us
favourable thoughts
The _____ explanation of attitude change states that attitudes change as we age.
life cycle explanation
What is a counter argument?
An argument against the given message
high need for cognition individuals prefer to do what?
the central route and think carefully
The ____ route to persuasion is likely to be used when people are distracted
peripheral
The central route to persuasion is used when the message is/requires what?
when the message is reason based and requires time and thought
which of these is one of the two forms of attractiveness?
- reason
- similarity
- trustworthiness
- emotion
similarity
emotional appeals work best with _____ audiences
uninvolved
due to the _____ effect, participants in Asch’s (1964) study who were read the adjectives in the intelligent-to-envious order rated the person more positively than the envious-to-intelligent order
primacy
compared to experience-based attitudes, persuasion on minor issues can occur with _____ received appeals
passively
Elderveld and Dodge attempted to persuade individuals who did not intend to vote for a revision of the city charter to vote for the charter. The researchers exposed the participants to varying channels of communication containing the persuasive message. Which of the following was the most successful channel?
personal visit
what is the generational explanation of attitude change?
the idea that attitudes remain stable as we age
research primarily supports the _____ explanation of attitude change
generational
which of the following conditions might encourage counter-arguing?
- low audience involvement
- low audience cognition
- anticipating audience disagreement
- anticipating audience agreement
anticipating audience disagreement
successful distraction _____ counterarguments
suppresses
what are aspects of message content that impact persuasion?
- primacy vs recency
- discrepancy
- reason vs emotion
