Chapter 5

Question 1

define persuasion

Answer 1

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

Question 2

What barriers did Carl Hovland and his colleagues find, that prevent a message from being persuasive?

Answer 2

Persuasion involves clearing several hurdles, therefore, any factors that help people clear the hurdles increase persuasion

Question 3

What is the central route to persuasion?

Answer 3

occurs when interested people focus on the arguments

Question 4

what is the peripheral route to persuasion?

Answer 4

occurs when people are influences by incidental cues, such as a speaker’s attractiveness

Question 5

what are the four primary ingredients of persuasion, according to social psychologists?

Answer 5

1) the communicator
2) the message
3) how the message is communicated
4) the audience

Question 6

define credibility.

Answer 6

believability.

- a credible communicator is perceived as both expert and trustworthy

Question 7

what is the sleeper effect?

Answer 7

A delayed impact of a message; occurs when we remember the message but forget a reason for discounting it

Question 8

How does someone become perceived as “credible”?

Answer 8

• 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

Question 9

how can someone raise their trustworthiness?

Answer 9

• eye contact
• if the audience believes the communicator is not trying to persuade them
• if they argue against their own self-interest

Question 10

define attractiveness

Answer 10

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

Question 11

what is a communicator?

Answer 11

the person delivering a persuasive message

Question 12

what’s another word for credibility?

Answer 12

Believability

Question 13

An attractive communicator possesses which qualities?

Answer 13

• appeals to the audience

- friendly

Question 14

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.

Answer 14

Similarity

Question 15

Well educated people are most often influence by _____ while uninterested audiences are most often influenced by _____.

Answer 15

• rational appeals

- liking of the communicator

Question 16

Showing gum disease to persuade people to brush their teeth, uses ____ to persuade an audience.

Answer 16

fear

Question 17

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?

Answer 17

Put Shawn in a better mood first

Question 18

The effect of message discrepancy on opinion change depends most likely on _____.

Answer 18

communicator credibility

Question 19

If your audience will be exposed to opposing views, offer a(n) _________ appeal

Answer 19

two-sided

Question 20

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

Answer 20

• You remember the items at the top of your grocery list

Question 21

fill in the blanks:
The way a message is delivered is called the ______ of communication
- ex: a face-to-face appeal

Answer 21

channel of communication

Question 22

The ______ flow of communication is the process by which media information flows through an opinion leader who then influences others

Answer 22

two-step

Question 23

If a message summons ______ thoughts, it is more likely to persuade us

Answer 23

favourable thoughts

Question 24

The _____ explanation of attitude change states that attitudes change as we age.

Answer 24

life cycle explanation

Question 25

What is a counter argument?

Answer 25

An argument against the given message

Question 26

high need for cognition individuals prefer to do what?

Answer 26

the central route and think carefully

Question 27

The ____ route to persuasion is likely to be used when people are distracted

Answer 27

peripheral

Question 28

The central route to persuasion is used when the message is/requires what?

Answer 28

when the message is reason based and requires time and thought

Question 29

which of these is one of the two forms of attractiveness?

• reason
• similarity
• trustworthiness
• emotion

Answer 29

similarity

Question 30

emotional appeals work best with _____ audiences

Answer 30

uninvolved

Question 31

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

Answer 31

primacy

Question 32

compared to experience-based attitudes, persuasion on minor issues can occur with _____ received appeals

Answer 32

passively

Question 33

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?

Answer 33

personal visit

Question 34

what is the generational explanation of attitude change?

Answer 34

the idea that attitudes remain stable as we age

Question 35

research primarily supports the _____ explanation of attitude change

Answer 35

generational

Question 36

which of the following conditions might encourage counter-arguing?

• low audience involvement
• low audience cognition
• anticipating audience disagreement
• anticipating audience agreement

Answer 36

anticipating audience disagreement

Question 37

successful distraction _____ counterarguments

Answer 37

suppresses

Question 38

what are aspects of message content that impact persuasion?

Answer 38

• primacy vs recency
• discrepancy
• reason vs emotion