Chapter 7 (5) Flashcards
the _______ ______ explains how people change their attitudes in response to persuasive messages
the idea of the elaboration likelihood method is we must condiser wether the target will _______ on the message or process it _______
Elabortation likelihood model (ELM)
the idea of the elaboration likelihood method is we must condiser wether the target will elaborate on the message or process it mindlessly
the elabortation likelihood model holds that there are 2 routes to persuasion; the _____ route and the _______ route
similar to _______ and _______ processing (dual process theory)
central route and the peripheral route
automatic and controlled processing
ELM:
it maintains that some persuasive appeals will be more effective when a target is on “_______” and others will be more effective when the target is _______
it maintains that some persuasive appeals will be more effective when a target is on autopilot and others will be more effective when the target is attentive
ELM:
define the central and peripheral route
central - target thinks carefull and deliberately about the content
peripheral - target attends to easy to process, superficial, cues such asthe expertise, credibility ot attractiveness of the person communicating
ELM:
in the _______ route, people often rely on simple heuristics
peripheral
what two factors influence wether we engage in central or peripheral processing?
motivation
ability
how does motivation impact whether we will engage in central or peripheral processing?
when the message has personal consequences, we’re more likely to go the central route
how does our level of ability (cogntive resources and time) impact whether we will engage in central or peripheral processing?
when ability is high we’re more likely to go the central route
when ability is low we’re more liekly to rely on easy to process, peripheral cues, such as who the source is
in a typical ELM experiment:
researche rgive strong and weak arguments to see how P’s are persuaded
the dependent variable is whether they get persuaded or not
for independent variables they vary various _______ cues such ascredibility, attractiveness etc
what is the other main indvar
peripheral cues
whether the issue is personally relevant
in a typical ELM experiment:
how would you expect P’s to process the messages if it is personally relevant?
procces through the central route; swayed when the arguments are stron, not when they are weak
in a typical ELM experiment:
how would you expect P’s to process the messages if they are low in motivation or ability
only focus on peripheral cues, thus their attitudes are less affected by argument strength
cannot discern the stregths of the arguments
high ______ relevance pf a persuasive argument makes P’s more likely to be persuaded by the stregth of arguments
this takes the ______ route
personal
central
the central route envolves ________ of the persuasive arguent
elaboration
the Yale group studied specific element of whther a persuasive attempted worked or not
broke down persuasion into what 3 W’s
WHO - the source of the message
WHAT - concent itself
to WHOME - intended audience of message
“Look at Gaga! she’s the creative director of polaroid. I like some of the Gaga songs. WTF does she cameras”
~ Kanye west
what persuasion method does this iconic quote represent
source characteristics
what source characteristics influences our persuasion according to the text
use gaga and polaroid example
attractiveness - gaga is hot
credibility - gaga is an expert in music she’d be credible in endorsing something related to that
certainty - gaga is a confident queen, her certainy persuades you that polaroid are dope
what is the source charactersitic not mentioned in the text that was in the textbook
the liking princeple - we want/feel obligated to agree with gaga on polaroids bc we like her
attractivenness in srouce characteristics when:
the message isnt _______ _______
the target doesnt have much _______ in the domain
personally important
knowledge
attrativenesstends to make ppl sway towards _______ cues
can be used for _______ cues as weel, by gaining attention
peripheral cues
central
ie. lady gaga is so hot that i’m swayed towards peripheral processing, distracted by her beauty
but she also gained by attention in the first place, i might actually look into polaroids now
“4 in 5 dentists recommend sensodyne”
this advertising method uses _______ of a source to persuade
credibility can persuade ppl when there is low _______ relavance
credibility
personal
messages from non-credible sources exrt little influence initially but over time have the potential to shift people’s attitudes
this is know as the _______ _______
sleeper effect
how does the sleep effect work
over time ppl dissasociate the source (and it’s credability) from the content of the message itself
the sleeper effect can also work like this:
a credible source gives a ______ argument
you dissasociate from the ____ of the argument over time and are persuaded by the credibility
a credible source gives a weak argument
you dissasociate from the stregth of the argument over time and are persuaded by the credibility
which source will be more persuasive and why?
A - “kendrick might be the best lyrical rapper, idk, he’s pretty impressive”
B - “kendrick is absolutely the best lyrical rapper of all time, no question”
B!
sources that express themselves with with certainty and confidence tend to be more persuasive
________ ________ are aspects or content of a persuasive message, including the quality of the evidence and the explicitness of its conclusions
message characteristics
what message characteristics are discussed in the text
message quality
vividness
fear
culture
message quality is better and more persuading when they:
appeal to core ______ of the audience
when thay are ______ and ______
when they articulate the _______ ______ of taking the actions suggested
appeal to core values of the audience
when thay are clear and logical
when they articulate the positive consequences of taking the actions suggested
message quality is made more persuasive when
they _____ opposing messages
when the source argues against their own _____-______
they refute opposing messages
when the source argues against their own self-interest
when a message is more ____ it is more persuasive
for example, using colourful, fun, personal narratives will out-persuade boring stats
vivid
_______ ______ effect is the tendency to be more moved by the vivid pligth of a single individual than by a large group of people
this effect relates to ______ message characteristics being more persuasive
identifiable victim effect
how do the “and so this is crhistmas” commercials use the identifiable victim effect to persuade ppl to donate
by showing faces of clearly identificable victims rather than just statistics
their identifiable faces elicit empathy and make you wanna donate
when is the message characteristic of fear most effective
when they also provide info on how to avoid the scary things
how do you make a frightening ad campiagn about smoking persuade ppl effectively
make sure to include clear concrete information about what steps to take to address their smoking problem
message content in media of interdependet and dependent cultures vary greatly
why?
bc media takes culture into account
important to tailor a message to their the norms, values and outlook of the culture
american ads have more information on ________ benefits
korean ads have more information on ________ benefits
american ads have more information on individual benefits
korean ads have more information oncollective benefits
messages with independent content might influence more _____ class ppl
messages with interdependent might infleunce more _____ class ppl
high
low
in an ad where either the benefit of flossing or the costs of not flossing was presented to British and Koreans
______ more likely to be persuaded by benefits of flossing
_______ mroe liekly to be persuaded by costs of not flossing
why? (hint: call back to chater 3 on motivation)
British
Korean
bs westerners pursure their goals with promotion orientation (positive outcomes), eaterners pursue their goasl with prevention orientation (avoiding negative outcomes)
_______ _______ are characteristics of those who reeive a persuasive message, including need for cognition, mood, and age
audience charcteristics
what are the 3 audience charactersitics that influence persuasion mentuoned in the text
need for cognition
mood
age
ppl with a ______need for cognition like to think, puzzle, ponder, etc
ppl with a ______ need for cognition dont find throught and contemplation that much fun
strong
weak
give an example of 2 ppl with a strong need for cognition
kristina and i lol
you want mireille to do you a favour so you put on kendrick
this is using ______ to influence persuasion, specifically ______ to your _______
mood
tailed to your audience
persuasive arguements are more persuasive when the mood of your _______ matches the mood of your ________
audience
mood
evoking guilt in your audience to facilitate persuasion only works when ???
the message includes a way to alleviate some of their guilt
why is it controversial to use children as witnesses in court cases
bc young ppl are easier to persuade than old ppl
if you want to convince a younger audience of something use the _______ route
peripheral
the thoughts you have about your own thoughts are reffered to as ___________
metacognitions
the _____-_____ hypothesis revolves around metacognition
it maintains that feeling confident about our own thoughts validates those thoughts (vise versa)
self-validation hypothesis
greater confidence in a thought (due to metacognition) makes us more apt to be ________
we have greater confidence in our thoughts when we perceive them to be easily _____ ___ _____
persuaded
brought to mind
attidues can be partly “embodied”
bodily movements can signal varying degree of _____ _____
this ________ determines wether or not ________ occurs
bodily movements can signal varying degree of thought confidence
this confidence determines wether or not persuasion occurs
if someone nods whilst hearing a weak argument, how might this effect their persuasion
nodding your head actually makes ppl feel MORE confidence in their unfavourable thoughts about weak arugments
when a student recognizes that they learn best when they take notes while reading a textbook and consciously chooses to use this method when studying
they are using _______
metacognition
the _____-_____ hypothesis maintains that feeling confident about out thoughts validates those thoughts, making it more likely that we’ll be swayed in their direction
self-validation hypothesis
metacognitions can have their own _________ impacts
secondary cognition can have their own persuasive impacts
self-validation hypothsis:
what may happen when we doubt our thoughts?
when we doubt our thoughts, we might disregard the thoughts entirely
can even end up endorsing an opposite attitude
self-validation hypothsis:
when might we have greater confidence in a thought?
when they come to mind easily
especially in media, when people know they are experiencing a stimulus along wiht many other, known as ______ ______, they will process it more deeply
this results in persuasion via the _____ _____ model
shared attention
elaboration likelyhood method
the media can not only be persuasive, but can also shape our conception of social reality through ______ ______
agenda control
what is agenda control and how does is shape our social reality
the media has the power to select what events and topics and emphasized
this shapes which issues and events ppl think are important
our mind tends to respond ________ to information, in able to _______ our attitudes
selectively
maintain
define selective attention
we attend selectively to informationt that confirms our OG attitudes
we tune into infor that reinforces them, and tune out of info that contradicts them
how does selective attention affect algorythms online
ppl subscribe, and search for things that confirm they beleifs on a topic
this is the basis of algorythms that drive the results of internet searches, social medial feeds
this creates echochambers
persuasive messages sometimes fail bc they cant overcome the target’s previous _________, such as drug campaigns not overocming drug habits
this can also apply to ________, such as political views being passed down to a child
commitments
genetics
______ committment to an attidue can increase resistance to persuasion
public
public commitments to attidudes increase resistance to persuasion partly due to _______ if you have to ______ your attitude
embarassment
withdraw
________ _______ hypothesis suggests that when people publicly commit to an attitude or belief, they are more likely to think more extremely in favor of that attitude to justify their public commitment
thought polarization hypothesis
thought polarization hypothesis:
if you state something controlversial in public, how might that effect how you restate it a second time
will hold the opinion more strongly ie. it will polarize your thought
according to ELM
ppl with more knowledge on a topic will be more _____ in their OG opinion
they will _______ persuasion attemtps messages more carefully
fixed
scrutinize
individuals are exposed to weak or mild arguments against their beliefs to help them resist stronger counterarguments in the future
this is known as _______ _______
attitude innoculation
attitude innoculation works similarly to _______, the dose come in the form of creating their own _______ to the attitude
vaccine (inoculation against viruses)
counterarguments
explain in an example on smoking prevention, how attitude innoculation works
present ppl with pro-smoking arugments
have them make counterarguments (innoculates them)
