Chapter 7

Question 1

How would you describe the elaboration likelihood model?

Answer 1

Describes persuasion as a process in which the success of influence depends largely on the way receivers make sense of the message

Question 2

What are the two routes of ELM?

Answer 2

Central en peripheral route

Question 3

What is the centrale route?

Answer 3

It includes a lot of information. People are motivated to focus on the arguments, they are able to process the arguments

Question 4

What happens when weak arguments occur?

Answer 4

Boomerang effects

Question 5

What happens when strong arguments occur?

Answer 5

There will be a positive shift in attitude.

• It is persistent over time
• It resists counter persuasion
• It predicts future behavior

Question 6

What is the peripheral route?

Answer 6

When people are unmotivated to think about the message.

• No active thinking
• They real on content-irrelevant cues

Question 7

What change does the peripheral route bring?

Answer 7

Positive and also negative change, but it will both be short-lived changes

Question 8

What are the 7 peripheral cues?

Answer 8

1. Liking
2. Authority
3. Reciprocity
4. Consistency/commitment
5. Social proof
6. Contrast
7. Scarcity

Question 9

What are the types of peripheral message?

Answer 9

1. Positive
2. Neutral
3. Negative

Question 10

How would you describe the theory of reasoned action/planned behavior?

Answer 10

All behavior is intentional: we don’t accidentally behave in a particular manner, we have reasons for doing so

Question 11

What are the predictors of the theory of reasoned action?

Answer 11

1. Attitude

2. Normative beliefs

Question 12

What is attitude?

Answer 12

Sum of beliefs of something provides an indication of behavioral intent

Question 13

What are normative beliefs?

Answer 13

Perceptions about what others in you social network expect you to do

Question 14

What is the theory of planned behavior?

Answer 14

You have plan but you cannot do it because you have no control over the situation

Question 15

What are the elements of perceived behavioral control?

Answer 15

1. Self-efficacy
   Belief that the person can actually perform the behavior.
2. Controllability
   Recognizes that sometimes things are simply out of control

Question 16

How would you describe the inoculation theory?

Answer 16

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

Question 17

What are the components to an inoculation message?

Answer 17

1. Threat (forwarding to potential persuasive attempt)

2. Refutational pre-emption (replying count arguments before the occur)

Question 18

How would you describe the narrative paradigm?

Answer 18

It is all about storytelling in persuasion. Not about cognitive beliefs

Question 19

What are Fishers assumptions to narrative paradigm

Answer 19

1. Humans ability and drive to tell stories
2. Narrative rationality: how believable is the story?
3. What a person accepts as good is based on individual culture
4. Rationality is determined by the nature of persons as narrative beings
5. The world as humans know is based primarily on sets of both cooperative and competing stories.

Question 20

What is narrative rationality?

Answer 20

A method of reasoning by which a person can determine how believable another’s narrative is

Question 21

What is narrative fidelity?

Answer 21

Does it match your own experiences?

1. Truth qualities
2. Logic and good reasons?

Question 22

What is narrative coherence?

Answer 22

Appears to flow smoothly, makes sense and is believable. Does it sound like a story?

Question 23

What are the ways to determine narrative rationality?

Answer 23

Good reasons and consistency

Question 24

What is persuasion?

Answer 24

Humans’ ability to create a coherent story