Chapter 7 Flashcards
How would you describe the elaboration likelihood model?
Describes persuasion as a process in which the success of influence depends largely on the way receivers make sense of the message
What are the two routes of ELM?
Central en peripheral route
What is the centrale route?
It includes a lot of information. People are motivated to focus on the arguments, they are able to process the arguments
What happens when weak arguments occur?
Boomerang effects
What happens when strong arguments occur?
There will be a positive shift in attitude.
- It is persistent over time
- It resists counter persuasion
- It predicts future behavior
What is the peripheral route?
When people are unmotivated to think about the message.
- No active thinking
- They real on content-irrelevant cues
What change does the peripheral route bring?
Positive and also negative change, but it will both be short-lived changes
What are the 7 peripheral cues?
- Liking
- Authority
- Reciprocity
- Consistency/commitment
- Social proof
- Contrast
- Scarcity
What are the types of peripheral message?
- Positive
- Neutral
- Negative
How would you describe the theory of reasoned action/planned behavior?
All behavior is intentional: we don’t accidentally behave in a particular manner, we have reasons for doing so
What are the predictors of the theory of reasoned action?
- Attitude
2. Normative beliefs
What is attitude?
Sum of beliefs of something provides an indication of behavioral intent
What are normative beliefs?
Perceptions about what others in you social network expect you to do
What is the theory of planned behavior?
You have plan but you cannot do it because you have no control over the situation
What are the elements of perceived behavioral control?
- Self-efficacy
Belief that the person can actually perform the behavior. - Controllability
Recognizes that sometimes things are simply out of control
How would you describe the inoculation theory?
Presents a way to understand how resistance to persuasion might be achieved.
Once people are exposed to a weak argument, they are less likely to change their attitudes when presented a stronger argument
What are the components to an inoculation message?
- Threat (forwarding to potential persuasive attempt)
2. Refutational pre-emption (replying count arguments before the occur)
How would you describe the narrative paradigm?
It is all about storytelling in persuasion. Not about cognitive beliefs
What are Fishers assumptions to narrative paradigm
- Humans ability and drive to tell stories
- Narrative rationality: how believable is the story?
- What a person accepts as good is based on individual culture
- Rationality is determined by the nature of persons as narrative beings
- The world as humans know is based primarily on sets of both cooperative and competing stories.
What is narrative rationality?
A method of reasoning by which a person can determine how believable another’s narrative is
What is narrative fidelity?
Does it match your own experiences?
- Truth qualities
- Logic and good reasons?
What is narrative coherence?
Appears to flow smoothly, makes sense and is believable. Does it sound like a story?
What are the ways to determine narrative rationality?
Good reasons and consistency
What is persuasion?
Humans’ ability to create a coherent story
