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.