Chapter 5: Persuasion

Question 1

Central Route To Persuasion

Answer 1

When people are motivated and able to think systematically about an issue
Focus on the arguments (explicit)
If arguments are strong and compelling than persuasion is likely
Weaker arguments will be countered and not compelling
Use information on features and prices (e.g. car ads)
Swiftly changes explicit attitudes

Question 2

Peripheral Route To Persuasion

Answer 2

When we’re not taking the time to reflect on the message’s content
Focus on cues that trigger acceptance without much thinking (reflective)
Important for advertising
Use images as peripheral cues (e.g. associate beer with beauty and pleasure)
Slowly builds implicit attitudes through repeated association

Question 3

Primacy Effect

Answer 3

Information presented early is most persuasive

Question 4

Recency Effect

Answer 4

Information presented most recently is most effective

Question 5

Media Influence

Answer 5

Two Step flow
From media to opinion leaders and to the rank and file
Opinion leaders (people perceived as experts)
Opinion leaders influenced by the media

Question 6

Life Cycle Explanation

Answer 6

Attitudes change as people grow older

Question 7

Generational Explanation

Answer 7

Attitudes do not change, older people largely hold onto the attitudes they adopted when young
Often different from attitudes adopted by young people
Creates generational gap
More evidence for this over life cycle explanation

Question 8

System Justification Tendency

Answer 8

Tendency to believe in and justify the way things are in their culture and especially when comfortable, to not want to change the familiar status quo

Question 9

How Can Persuasion Be Resisted

Answer 9

Attitude strength
Stronger and more certain attitude associated with attitude stability and resistance to persuasion

Question 10

6 Principles of Persuasion

Answer 10

Authority
Liking
Social Proof
Reciprocity
Consistency
Scarcity