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Social Psychology > Chapter 7 > Flashcards

Chapter 7 Flashcards

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1
Q

Persuasion’s power enables us to? (3)

A
  • promote health or to sell addiction
  • advance peace or stir up hate
  • enlighten or deceive
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2
Q

Efforts to persuade are sometimes? (3)

A
  • diabolical
  • controversial
  • beneficial.
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3
Q

The process by which a message induces change in beliefs, attitudes, or behaviors; neither inherently good nor bad.

A

Persuasion

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4
Q

A message’s ______ and _______ elicit judgments of good or bad.

A

Purpose and content

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5
Q

The bad type of persuasion

A

Propaganda

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6
Q

The good, more factually based and
less coercive than propaganda.

A

Education

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7
Q

We call it ______ when we believe it,
________ when we don’t. (Lumsden et al., 1980).

A

Education
Propaganda

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8
Q

2 routes to persuasion

A

The Central Route
The Peripheral Route

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9
Q

Route that is focusing on the arguments; occurs when interested people focus on the arguments and respond with favorable thoughts; can lead to more enduring change; Explicit and Reflective

A

The Central Route

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10
Q

Route that is focusing on cues that trigger automatic acceptance without much thinking; occurs when people are influenced by incidental cues, such as a speaker’s attractiveness; using simple rule-of-thumb heuristics; Implicit and Automatic

A

The Peripheral Route

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11
Q

Example of simple rule-of-thumb heuristics

A

trust the experts
long messages are credible

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12
Q

4 Ingredients/Elements of Persuasion by Social Psychologists

A
  1. The Communicator (who says what?)
  2. The Message (what?)
  3. How the Message is Communicated (by what method)
  4. The Audience (to whom?)
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13
Q

Element of persuasion where social psychologists have found that who is saying something does affect how an audience receives it

A

The communicator

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14
Q

What Makes a Communicator More Persuasive than Another? (2)

A

Credibility
Attractiveness and liking

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15
Q

Perceived expertise and trustworthiness; believability.

A

Credibility

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16
Q

A delayed impact of a message that occurs when an initially discounted message becomes effective, such as we remember the message but forget the reason for discounting it.

A

Sleeper effect

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17
Q

3 Factors that Influence the Credibility of a Communicator:

A

Perceived Expertise
Speaking Style
Perceived Trustworthiness

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18
Q

Factor that Influence the Credibility of a Communicator where saying things, the audience agrees with
will make you seem smart; “congenial views seem more expert” phenomenon; helps to be seen as knowledgeable on the topic.

A

Perceived expertise

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19
Q

Factor that Influence the Credibility of a Communicator where another way to appear credible is to speak confidently and fluently; charismatic, energetic, confident-seeming
person who speaks fluently is often more
convincing; it’s not good to speak too much and not listen, a balance between talking and listening is the best approach.

A

Speaking style

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20
Q

Factor that Influence the Credibility of a Communicator where we are more willing to listen to a
communicator we trust; trustworthiness is higher if the audience believes the communicator is not trying to persuade them; If you want to persuade
someone, start with information, not arguments; another effective strategy is to have someone else convey your expertise.

A

Perceived trustworthiness

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21
Q

6 Persuasion Principles

A

Authority
Liking
Social Proof
Reciprocity
Consistency
Scarcity

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22
Q

Persuasion principle where Establish your expertise; people defer to
credible expert; identify problems you
have solved and people you have served.

A

Authority

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23
Q

Persuasion principle where people respond more affirmatively to those they like; Win friends and influence
people. Create bonds based on similar interest, praise freely.

A

Liking

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24
Q

Persuasion principle where people allow the example of others to validate how to think, feel, and act; Use “peer power”—have respected others lead the way

A

Social proof

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25
Q

Persuasion principle where people feel obliged to repay in kind what they’ve
received; Be generous with your
time and resources. What goes around, comes around.

A

Reciprocity

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26
Q

Persuasion principle where people tend to honor their public
commitments Instead of telling
restaurant reservation callers “Please call if you change your plans,” ask,
“Will you call if you change your plans?” and no-shows will drop.

A

Consistency

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27
Q

Persuasion principle where people prize what’s scarce; Highlight genuinely exclusive information or
opportunities.

A

Scarcity

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28
Q

Having qualities that appeal to an audience; an appealing communicator (often someone similar to the audience) is most persuasive on
matters of subjective preference; we’re more likely to respond to those we like

A

ATTRACTIVENESS AND LIKING

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29
Q

2 Forms of Attractiveness

A

Physical Attractiveness
Similarity

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30
Q

Form of attractiveness where arguments, especially emotional ones, are often more influential if they come from the people, we consider
beautiful; attractiveness matters most when people are making superficial judgments

A

Physical Attractiveness

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31
Q

Form of attractiveness where we tend to like people who are like us; people who act as we so, are likewise more
influential.

A

Similarity

32
Q

Element of persuasion where it matters not only who says something but also what that person says.

A

Message content

33
Q

Choice of reason or emotion in persuasion depends on the audience

A

Reason vs Emotion

34
Q

3 types of audiences

A

Well-educated or analytical people
Thoughtful
Uninterested

35
Q

Type of audiences who are responsive to rational appeals

A

Well-educated or analytical people

36
Q

Type of audiences who are involved audiences which often travel the
central route to persuasion; they are
more responsive to reasoned
arguments.

A

Thoughtful

37
Q

Type of audiences who more often travel the peripheral route; they are more affected by their liking of the communicator.

A

Uninterested

38
Q

Often enhance persuasion, partly by enhancing positive thinking and partly by linking good feelings with the message

A

The effect of good feelings

39
Q

Messages can also be effective by evoking negative emotions such as fear; Experiments show that, often, the more frightened and vulnerable people feel, the more they respond

A

The effect of arousing fear

40
Q

The context of your message—especially what immediately precedes it—can make a big difference in how persuasive it is.

A

Message content

41
Q

A social influence technique where people who experience anxiety whose source is abruptly withdrawn usually respond positively to various requests and commands addressed to them

A

Fear-then-Relief Approach

42
Q

The tendency for people who have first agreed to a small request to comply later with a larger request.

A

Foot-in-the-door Phenomenon

43
Q

A tactic for getting people to agree to
something; People who agree to an initial request will often still comply when the requester ups the ante; People who receive only the costly request are less likely to comply with it.

A

Lowball Technique

44
Q

A strategy for gaining a concession; after someone first turns down a large request (the door-in-the-face), the same requester counteroffers with a more reasonable request

A

Door-in-the-face Technique

45
Q

Mentions only positive attributes or benefits; works best with those who already agree with the message

A

One-sided Appeal

46
Q

Presents good and bad points; if your audience will be exposed to opposing
views, offer this appeal

A

Two-sided Appeal

47
Q

2 avenues to persuasion

A

Optimist
Pessimist

48
Q

For this type of people, positive persuasion works best

A

Optimist

49
Q

For this type of people, negative persuasion is more effective

A

Pessimist

50
Q

Other things being equal, information presented first usually has the most influence; information presented early is most persuasive

A

Primacy effect

51
Q

Information presented last sometimes has the most influence; are less common than the primacy effect.

A

Recency effect

52
Q

An element of persuasion about the way the message is delivered.

A

The channel of communication

53
Q

3 channels of communication

A
  1. Face-to-face appeal
  2. Written or sign documents
  3. Media Advertisement
54
Q

Strengthens attitudes; Experienced-
based attitudes are more confident, more stable, and less vulnerable to attack.

A

Active experience

55
Q

Written and visual appeals are both passive, and thus have similar hurdles to overcome; Many are relatively
ineffective.

A

Passive reception

56
Q

Process by which media influence often occurs through opinion leaders, who in turn influence others.

A

Two-Step Flow of Communication

57
Q

Individuals perceived leaders.

A

Opinion leaders

58
Q

The more lifelike the medium, the more persuasive its message.

A

Comparing Media

59
Q

The order of persuasiveness (4)

A
  1. Live (face-to-face)
  2. Videotaped
  3. Audiotaped
  4. Written
60
Q

An element of persuasion about to whom it is said

A

The audience

61
Q

2 Characteristics of Audience

A
  1. Age
  2. Thoughtfulness
62
Q

2 Possible Explanations for Age Differences

A
  1. Life Cycle Explanation
  2. Generational Explanation
63
Q

A possible explanation for age differences about how attitudes change as people grow older.

A

Life Cycle Explanation

64
Q

A possible explanation for age differences about how attitudes do not change; older people largely hold onto the attitudes they adopted when they were young; because these attitudes are different from those being adopted by young people today, a generation gap develops.

A

Generational Explanation

65
Q

A characteristic of an audience about how the crucial aspect of central route persuasion is not the message but the responses it evokes in a person’s
mind.

A

Thoughtfulness

66
Q

Knowing that someone is going to try to persuade you breeds argument

A

FOREWARNED IS FOREARMED—IF YOU CARE ENOUGH TO COUNTER ARGUE.

67
Q

Persuasion is also enhanced by a distraction that inhibits counterarguing.

A

DISTRACTION DISARMS COUNTERARGUING.

68
Q

Those with a high need for cognition—enjoy thinking carefully and prefer
central routes.

A

Analytical people

69
Q

The motivation to think and analyze

A

Need for Cognition

70
Q

5 Ways to Stimulate People’s Thinking

A
  1. Using rhetorical questions
  2. Presenting multiple speakers
  3. Making people feel responsible for
    evaluating or passing along the message
  4. Repeating the message
  5. Getting people undistracted attention
71
Q

HOW PERSUASION CAN BE RESISTED?

A

STRENGTHENING PERSONAL COMMITMENT

REAL-LIFE APPLICATIONS: INOCULATION PROGRAMS

IMPLICATIONS OF ATTITUDE INOCULATION

72
Q

Before encountering others’ judgments, make a public commitment to your position; having stood up for your convictions, you will become less susceptible (or, should we say, less “open”) to what others have to say

A

STRENGTHENING PERSONAL COMMITMENT

73
Q

When participants were “immunized” by writing an essay refuting a mild attack on a belief, they were better able to resist a more powerful attack later

A

Developing Counterarguments

74
Q

Exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available.

A

Attitude Inoculation

75
Q

One that combines a poison (strong
counterarguments) with a parasite (retrieval cues that bring those arguments to mind when seeing the opponent’s ads).

A

“Poison Parasite” Defense

76
Q

Real-Life Applications: Inoculation Programs
(2)

A

Inoculating children against peer pressure to smoke
Inoculating children against the influence of advertising

Social Psychology (23 decks)

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