Chapter 7

Question 1

Persuasion

Answer 1

Process where a message induces change in beliefs, attitudes, behaviors

Question 2

“Persuasion is everywhere. When we approve of it, we may call it ____”

Answer 2

education

Question 3

Central route to persuasion

Answer 3

interested people (people who are motivated to think about something) focus on arguments and respond with favorable thoughts

Need to be good argument for persuasion to happen.

Question 4

Peripheral route to persuasion

Answer 4

Influence of incidental cues (eg. attractiveness). Heuristics.

Question 5

Which route of persuasion more enduring change?

Answer 5

Central route. It’s their own thoughts that make them do something.

Question 6

When are peripheral route persuasion methods more useful?

Answer 6

TV commercials, things that we have no time to think through. Emotion-based.

Question 7

4 elements of persuasion

Answer 7

communicator,
message,
how the message’s communicated,
audience

Question 8

Sleeper effect

Answer 8

An initially unconvincing message becomes effective. We remember the message but forgot reason for discounting

Question 9

Good factors for communicator to be persuasive

Answer 9

perceived to be knowledgable, speaking style is confident and fluent, trustworthiness,
attractiveness

Question 10

what might increase trustworthiness of communicator?

Answer 10

if the person believes the communicator isn’t trying to persuade

Question 11

An attractive person is most persuasive on what matters?

Answer 11

Things that have to do with subjective preference

Question 12

Forms of attractiveness

Answer 12

physical attractiveness (beauty),
similarity (people like us or act like us)

Question 13

Reason (arguments) vs. Emotion for persuasion

Answer 13

Depends on audience. Well-educated vs. uninterested respond different.

Question 14

When people had initial attitudes by peripheral route, which route then is more persuasive?

Answer 14

peripheral again

Question 15

How do good feelings influence persuasion?

Answer 15

Part of content. Good feelings enhance persuasion (possibly associates good feelings with the message)

Question 16

What about fear has to do with persuasion?

Answer 16

Arousing fear is also a good strat

Question 17

Is it more effective to persuade by framing on what someone will gain or what someone is losing?

Answer 17

Gain. “if you… you’ll have attractive skin” is more effective than “you’ll have unattractive skin”

Question 18

fear-then-relief approach

Answer 18

Make someone fear, then relief = more persuasive (wallet ex.)

Question 19

foot-in-the-door phenomenon

Answer 19

Agree to small request then comply later with large

Question 20

Lowball technique

Answer 20

Agree on initial request, then upping = more compliance. (i thnk uber has done this to me)

Question 21

door-in-the-face phenomenon

Answer 21

Make a large request, then more reasonable (ok, if you won’t accept this, would you do this much?)

Question 22

One-sided vs. Two-sided appeals

Answer 22

Acknowledging other side is useful in persuasion

Question 23

Primacy vs. Recency

Answer 23

Primacy is more common (first things have more influence).

if 1st section of arguments faded, then recency effect better

Question 24

Court case for primacy vs. recency effects

Answer 24

Primacy more effective if:
#1, #2, time

Recency more effective if
#1, time, #2

Question 25

What creates recency effect?

Answer 25

Forgetting

Question 26

Active vs. Passive reception

Answer 26

Active is more persuasive.

Passive (writtten/visual/lecture) is not as good.

Question 27

Mere repetition

Answer 27

Just repeating something makes it more persuasive

Question 28

Personal vs. Media channels

Answer 28

Personal contact persuades.

Question 29

Two-step flow of communication

What’s the lesson?

Answer 29

Media influence through opinion leaders (perceived experts), then to everyone else.

Media can have huge indirect effect

Question 30

Order of persuasiveness by channels

Answer 30

Live, video, audio, written

Question 31

What channel are messages best comprehended and recalled?

Answer 31

Written

Question 32

Difficult to comprehend messages most persuasive with what channel? What about easy messages?

Answer 32

Difficult: written
Easy: videoed

Question 33

Children and eating the crackers

Answer 33

Ate the one where no additional info said. Healthy least. Yummy in middle

Question 34

2 Explanations for age differences in persuasion

Which is supported?

Answer 34

1) Life cycle: attitudes change as people grow older

2) generational: attitudes don’t change, and they hold onto attitudes (generational gap)

generational one is supported.

Question 35

What breeds counterargument?

Answer 35

If you know someone is trying to persuade you, you will look to counterargue.

Question 36

Multitasking and persuasion

Answer 36

Less likely to counterargue when there’s multitasking (political ads use a lot)

But sometimes distractions makes us fail to process the ad

Question 37

Need for cognition and persuasion

Answer 37

people with high NFC prefer central route to persuasion (peripheral for low NFC)

Question 38

How does thinking influence persuasion?

Answer 38

Motivation to think about the issue is important (rhetorical questions, repetition, attention)

Makes strong arguments more persuasive, weak ones less.

Question 39

Attitude Inoculation

Answer 39

Exposing people to weak attacks on their attitudes, so they can refute stronger attacks in future

Question 40

How does attitude inoculation relate to fake news?

Answer 40

Can help with detecting and looking out for fake news.

Question 41

How one can inoculate children to ads

Answer 41

Inform them of the persuasive intent. Helps them not get peer pressured in other things too