chapter 7 Flashcards
Central route (systematic)
occurs when interested people focus on the arguments and respond with favorable thoughts
Peripheral route
occurs when people are influenced by incidental cues, such as a speaker’s attractiveness
Primacy
：other things being equal, information presented first usually has the most influence
Recency
：information presented last sometimes has the most influence. Recency effects are less common than primacy effects.
Mere exposure effect
our tendency to develop a preference for something merely due to being familiar with it.
Elements of persuasion
process, purposeful,targeted,choice
Communicator
credibility and attractiveness influence a speaker’s persuasiveness
Message content
Reason and emotion
depends on the audience. Rational appeals are more effective with well-educated or analytical people because they take the central route. Emotion and connection to the speaker will sway uninterested audiences more, via the peripheral route.
Channel of communication
the way the message is delivered - whether face-to-face, in writing, on film, or in some other way
Audience
audience traits such as age influence how they are persuaded. E.g. younger people are more flexible in their attitudes.
Sleeper effect：
a delayed impact of a message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it.
Attitude inoculation
exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available (e.g. inoculating kids in schools with anti-smoking messages was effective)
Counterarguments
reasons why a persuasive message is wrongt.
Social validation
refers to conforming to a group and following the actions set by the said group in order to gain their trust and ‘fit in’
Scarcity
is basically how people handle satisfying themselves regarding unlimited wants and needs with resources that are limited.
