Chapter 7 Flashcards
Persuasion is inherently good or bad?
Neither silly!
What is viewed as a bad form of persuasion?
Propaganda.
What is viewed as a good form of persuasion?
Education
Persuasion is the process of clearing ____ and the more ______ we clear the ______ persuasive an argument is.
hurdles, hurdles, more
What are the two routes of persuasion?
- ) important route (book: central route)
- 2.) trivial route (book: peripheral route)
Explain the difference between the important route (central route) and the trivial (peripheral route)?
- ) Central route: when people are motivated and able to thoroughly think about an issue they are likely to use this route.
- strong arguments = compelling =more persuasion - ) Peripheral route: when we are unmotivated to think about an argument carefully we are likely to use this route.
- This route involves a focus on cues that trigger automatic acceptance.
- in these instances, familiar statement > novel ones
Forms of media advertising, in which viewers can only take in images for a short amount of time often uses which pathway?
peripheral or trivial.
Explain the dual processing aspect of the two routes of persuasion:
- ) the central or important route embodies a sense of system 2, that focuses on explicit attitudes changes.
- ) the peripheral or trivial route embodies a sense of system 1. This builds implicit attitudes over time through repeated associations that create heuristics to save time.
What are some examples of the peripheral route?
- My brother in law with type 1 diabetes: “if it’s white I won’t eat it”
- Political endorsements: “I’ll vote for that candidate because she is youthful. Or smiling. Or seems nice.. Or seems a lot like me”
- “ trust experts” , What about this? I’ll vote for her; she’s a republican’s”. Or “she was endorsed by Trump”?
The elements of persuasion are?
- ) The communicator
- ) The message
- ) How the message is communicated
- ) The audience
How is credibility broken down and defined?
Credibility: sometimes referred to as believability.
Credibility is broken down into two parts:
- ) Expertise
- ) Trustworthiness
What is expertise?
- who seems like an expert.
Someone who is knowledgeable about the topic, or, surprisingly, who speaks confidently and quickly or sounds precise.
What is trustworthiness?
Someone who has no ulterior motive to their message- they are seen as not trying to profit from or manipulate the audience.
- Generally we believe negative reviews as honest.
What kind of speakers or communicators are likely to be the most persuasive?
- Those that we support (DUHHH)
- Those that appear credible (an expert)
- Those that appear trustworthy.
- Those that overall seem confident.
- ## Those that are attractive ( use humor, appear physically appealing, people like us -mimicry)
Are we more likely to trust a dentist or dad talking about oral hygiene?
- A dentist, he is an expert on the subject of oral health.
What is the sleeper effect?
Effects of credibility diminish after approximately a month.
T/F a good speaker is one that speaks confidently and refrains from the use of Umms or likes..
T/F a good speaker talks the whole time and keeps a constant word flow going?
- ) T
- ) F, speaking effectively involves a good balance of talking and listening, which ultimately contributes to an improved sense of persuasion.
When does attraction work best?
Like all peripheral cues and issues, attractiveness works best with unimportant issues*
i.e.: vodka woman.
What does the tactic mimic and mirror mean?
- In terms of persuasion, when we are talked to by people who appear to look, act, and in generally appear like us- They are more persuasive.
Using the real estate model form the text, explain what this portrays? :
customers calling a real estate agency were told, truthfully, “I’m going to put you through to Peter. He is our head of sales and has 20 years of experience selling properties in this area.” Compared to a simple call transfer
- using someone else to portray your expertise is a great way to increase trustworthiness and persuasive ability.
Reason-logic vs. emotion-fear, when and why are they used?
- This matter of what kind of information that will be presented depends on the audience at hand.
- The level of fear contained in the message.
Specific ways to reduce the fear-anxiety.
The nature of the audience.
What types of audiences are more likely to have a greater response to reason-logic based persuasion?
- well educated and analytical people.
- Those who are thoughtful and involved.
- Central routers.
What types of audiences are more likely to have a greater response to emotion-fear based persuasion?
- Audiences that are more drawn to their feelings for the speaker.
- those that use the peripheral route.
What did Leventhal’s study of fear prove?
- The more fear the greater the level of persuasion.
- AS LONG AS: A mechanism or coping technique exists to lower anxiety/fear produced by the message. You must see a solution to the problem you can implement, or denial is possible.
When attitudes are initially formed via the peripheral route —> Later, they will be more persuaded by the which pathway?
Peripheral or emotional.
When attitudes are initially formed via the central route —> Later, they will be more persuaded by the which pathway?
- informational-Logic or central route.
What is the best way to get an “anti-vax” mother, who refuses the scientific literature on shots to get her children vaccinated.
- through an emotional-fear based peripheral route approach, that places an emphasis on avoiding scientific literature.
- Perhaps another mothers story about how she was “anti-vax” and then her kids got measles. Including photos of the children in pain.
How is the persuasiveness of the audience effected by them “feeling good”?
- When people are in good moods they are more likely to be persuaded. (this is because they rely heavier on peripheral cues)
- (e.g., cars ads with McConaughey or Farrah; vodka ad)
What is more likely to induce fear a scientific write up or a grewsome image?
- depends on the person, but when it is a matter of someone purchasing cigarettes’- images.
How is the persuasiveness of the audience effected by them “feeling bad”?
more likely to be persuaded via the central pathway.
Messages formed in terms of the benefits of quitting an unhealthy behavior as opposed to focusing on the harms are…..?
- they are more likely to influence individuals.
What is message discrepancy?
It is the difference between the argument/message and target’s initial position or attitude- what you originally believe vs. what message is asking you to believe.
What is the result of the Aronson, Turner & Carlsmith study?
message discrepancy’s effects depend on speaker credibility. They interact. Specifically..
- Credible speakers are more persuasive at all levels of message discrepancy compared with low credibility.
- And it is only with high credibility speaker that attitude change increases with increasing message discrepancy.
- Finally, note the above two effects only occur when the audience is not involved with an issue. (creibility is important only with low relevance issue- the audience can then revert to a simple heuristic)
How does audience involvement effect discrepancies?
Deeply involved people tend to accept only a narrow range of options or beliefs (“ latitude of acceptance”.). A moderate position may seem radical to someone deeply committed on an issue (e.g., politics and religion).
- So these findings on credibility and persuasion are only true if the issue is low in relevance to the person.. If the person is not involved.
What is foot in the door phenomenon?
- Very effective, start with something small, get consent, finally make a grander request.
Low-Ball technique, which is a variation of _______ phenomenon, is what?
Get someone to verbally commit to something.
- lets see your dealership is running a special on lowered rates, but lets say the special is limited in its offer.
- once the person mentally accepts their getting the item even though the rate has returned to normal it works in persuading them.
- variation of foot in the door technique.
- Door-in-the-face technique?
- Ask a large request followed by a counter request that is smaller in nature.
- asking then then if the will accept the counteroffer usually works.
Will common sense help you decide if a one sided or two sided appeal is better?
No.
When is a one sided argument most favorable?
- if the audience is favorable to your position (they
want to believe you; why confuse them with facts?)
• Political rallies of the faithful vs undecided voters; rioter speaking to rioters in Ferguson vs audience at home on TV. Who’s your audience?
When is a two sided argument most favorable?
best if audience well-informed or will hear the other
side: you won’t confuse them; you will seem fair and thus
credible (rival attorneys in court)
What is the difference between a one and two sided argument?
One sided: gives only the favorable side.
Two sided: gives the favorable and counter argument to present both fairly.
What is the primacy effect?
1st argument learned better thus more
persuasive, esp. if it stimulates thinking
What is the Recency effect
2nd retained better, often in cross examinations.
What is a key take away form the Recency vs. Primacy effect?
Forgetting the information yields the recency effect.
