Chapter 7 Flashcards
persuasion
efforts to influence your attitudes
models of attitude change
- yale attitude change approach
- heuristic systematic model of persuasion
- elaboration likelihood model
yale attitude change model
- draw upon cognitive shortcuts/ heuristics
- who says what to whom
who says what to whom
who - source of the communication
what - content of communication
whom - nature of the audience
when changing attitudes, we can either be
- cognitive misers
- motivated tacticians
who (more easily persuaded)
- credible/ expertise
- attractive
- popular
- speaks quickly (interpreted like your a genius
what
- subtle message (if message isn’t too obviously trying to change our message)
- one sided/ two sided
- emotion- provoking
subtle message
if message isn’t too obviously truing to change our paramount
- product placement
one sided/ two sided
one sided: only shows the side the persuader knows
two sided: you can see both good and bad sides (can be more persuasive if presented in a typical way by destroying the cons)
whom
- refers to the audience
- distracted
- intelligence
- age
distracted
more easily persuaded
intelligence
people who are less intelligent are more easily persuaded than those who are more intelligence
intelligence has shifted to level of
knowledge
age
children, adolescence and young adults are more vulnerable to persuasion
- due to experience and level of knowledge and cognitive development is still forming
ex. cults are more likely to recruit younger people
six weapons of influence
- reciprocity
- commitment
- social proof
- authority
- liking
- scarcity
reciprocity
do things with the expectation of receiving something in return
commitment
once you start moving in one direction, you’ll continue to move in that direction
ex.
- foot in the door (gets you to something little, they hit you with what they really want from you)
- lowballing (price is higher than the price you agreed upon)
heuristic-systematic model
- we don’t always use shortcuts
- systematic processing
- heuristic processing
systematic processing
merits of the argument
heuristic processing
peripheral, superficial characteristics
elaboration likelihood model
- central route of persuasion
- peripheral route of persuasion
central route of persuasion
merits of the argument
peripheral route of persuasion
superficial characteristics
when do we use the central/systematic route? (high effort thinking)
- motivated to pay attention (relevant)
- able to pay attention (no distractions, clear and understandable language)
- neutral or bad mood
- moderate fear and concrete actions (for fear to be a useful tool, it is the amount of fear that is important and must have concert steps to reduce that fear ex.images of cigarette packages that has number to help with quitting)
when do we use the peripheral/heuristic route? (low effort thinking)
- not motivated
- not able to pay attention (distracted, complicated, jargon-laden language)
- good mood
- overwhelming fear
advertising and attitude change
- advertising works!
- “need for cognition”
- effectiveness determined by type of attitude
- cognitively-based attitudes
- affectively-based attitudes
cognitively based attitudes
- (it is important for them to) emphasize information (about that product)
- based on what we think go that object
affectively based attitudes
- emphasize values and social identity
- based primarily on emotions
in 2015 canada and the US spent
10 billion and 182 billion on advertising
resisting persuasion
- attitude inoculation
- reactance
- forewarning
- selective avoidance
(sometimes being persuaded is a good thing)
attitude inoculation
- present with small doses of a persuasive messages, and give them the opportunity to respond. When they encounter a full dose, they are prepared to fight back against it
ex. role playing/practicing “just say no”
reactance
occurs when we perceive our personal freedom is affected, so you put up a wall
ex. hardcore sale tactic (going into a store where they talk you into buying something)
forewarning
occurs when you are aware you are gonna face a persuasive attempt because it has happen to you before
selective avoidance
when you encounter info that doesn’t fit in your preexisting attitude your mind will ignore it
cognitive dissonance: persuading ourselves
discomfort when our behaviours don’t match our attitudes
what do you do when faced with cognitive dissonance
- change behaviour or cognition (ex. well uncle for smoked everyday and he’s okay or stop smoking)
- add a new cognition (ex. yeah it might kill me one day but it helps me relieve stress)
types of dissonance
- postdecision dissonance
- justification of effort
- external/internal justification
postdecision dissonance
when you make a choice or decisions there is the possibility of you second guessing it, but you persuade yourself that you picked the right one
justification of effort
when you put in a lot of effort you convince yourself that it was worth it, otherwise you have to admit that it was foolish
- ex. brutal initiation to be part of the group
external/internal justification
where we act in a way that contradicts our thoughts/feelings/behaviours because of an internal or external cause
sleeper effect
the effect whereby the persuasive impact of a non-credible source increases over time
valence
the degree of attraction that a person feels towards a specific object, event or idea
fear based appeal
an attempt to provide fear in the audience in order to persuade them not to do something
outcome relevant involvement
the degree to which the economic or social outcome promoted in a message is important to the receiver
