Chapter 7 (BAL)

Question 1

The process by which a message induces change in beliefs, attitudes, or
behaviors.

Answer 1

Persuasion

Question 2

Occurs when interested people focus on the arguments and respond with favorable thoughts.

Answer 2

Central route

Question 3

Occurs when people are influenced by incidental cues, such as a speaker’s attractiveness

Answer 3

Peripheral route

Question 4

4 ELEMENTS OF PERSUASION

Answer 4

(1) the communicator
(2) the message
(3) how the message is communicated, (4) the audience.

Question 5

Who delivers a message matters when it comes to persuasion; illustrates that the credibility
and identity of the communicator influence how an audience receives the message

Answer 5

The Communicator

Question 6

A credible communicator is perceived as both expert and trustworthy

Answer 6

Believability

Question 7

Includes perceived expertise and trustworthiness, affects how people believe a message.

Answer 7

Source credibility

Question 8

A delayed impact of a message that occurs when an initially discounted
message becomes effective, such as we remember the message but forget the reason for
discounting it.

Answer 8

Sleeper effect

Question 9

A significant aspect of source credibility; to be seen as an
authoritative expert, it can help to express viewpoints that align with the audience’s
preexisting beliefs

Answer 9

Perceived expertise

Question 10

Confident, fluent, and charismatic speakers
tend to be more convincing, while speakers who stumble over their words or use fillers
like “you know” or “uh” are perceived as less credible.

Answer 10

Speaking style

Question 11

Trust is a fundamental component of persuasion; when we consider the credibility of a
communicator, we are more inclined to listen to and believe their message.

Answer 11

Perceived trustworthiness

Question 12

Arguments, particularly emotional ones, tend to be more persuasive when presented by
people considered attractive.; matters most when people are making
superficial judgments or are less inclined to think analytically

Answer 12

Physical attractiveness

Question 13

We tend to like and be influenced by
people who are similar to us; People who mimic our behavior or posture are also more influential

Answer 13

Similarity

Question 14

Having qualities that appeal to an audience; appealing communicator is most persuasive on matters of subjective preference.

Answer 14

Attractiveness

Question 15

It matters not only who says something but also what that person says.

Answer 15

The message content

Question 16

Good feelings often enhance persuasion, partly by enhancing positive thinking and partly by linking good feelings with the message

Answer 16

The effect of good feelings

Question 17

Messages can also be effective by evoking negative emotions

Answer 17

The effect of arousing fear

Question 18

The tendency for people who have first agreed to a small request to comply later with a
larger request.

Answer 18

Foot-in-the-door Phenomenon

Question 19

A tactic for getting people to agree to something; people who agree to an
initial request will often still comply when the requester ups the ante; people who receive only
the costly request are less likely to comply with it.

Answer 19

Lowball Technique

Question 20

A strategy for gaining a concession. After someone first turns
down a large request (the door-in-the-face), the same requester counteroffers with a more
reasonable request.

Answer 20

Door-in-the-face technique

Question 21

Other things being equal, information presented first usually has the
most influence.

Answer 21

Primacy Effect

Question 22

Information presented last sometimes has the most influence; less common than primacy effects.

Answer 22

Recency Effect

Question 23

The way the message is delivered whether face-to face, in
writing, on film, or in some other way.

Answer 23

Channel of communication

Question 24

The more
familiar people are with an issue, the less persuadable they are.

Answer 24

Passive reception

Question 25

Strengthens attitudes; when we act, we amplify the idea behind
what we’ve done, especially when we feel responsible; what is more, attitudes more
often endure and influence our behavior when rooted in our own experience.

Answer 25

Active experience

Question 26

Acknowledging the opposing arguments might confuse the audience and weaken the
case; on the other hand, a message might seem fairer and be more disarming if it
recognizes the opposition’s arguments.

Answer 26

ONE-SIDED VERSUS TWO-SIDED APPEALS

Question 27

Persuasion studies demonstrate that the major influence on us is not the media but our
contact with people.

Answer 27

PERSONAL VERSUS MEDIA INFLUENCE

Question 28

The process by which media influence often occurs through opinion leaders, who in turn
influence others.

Answer 28

Two-step flow of communication

Question 29

Attitudes change (for example, become more conservative) as
people grow older.

Answer 29

Life cycle explanation

Question 30

Attitudes do not change; older people largely hold onto the
attitudes they adopted when they were young; because these attitudes are different from
those being adopted by young people today, a generation gap develops.

Answer 30

Generational explanation

Question 31

Knowing that someone is going to try to
persuade you.

Answer 31

FOREWARNED IS FOREARMED—IF YOU CARE ENOUGH TO COUNTER ARGUE.

Question 32

Persuasion is also enhanced by a distraction
that inhibits counterarguing

Answer 32

DISTRACTION DISARMS COUNTERARGUING

Question 33

How can Persuasion be Resisted?
(2)

Answer 33

Strengthening Personal Commitment
Developing Counterarguments

Question 34

Having stood up for your convictions, you will become less susceptible to what others
have to say

Answer 34

Strengthening Personal Commitment

Question 35

Exposing people to weak attacks upon their attitudes so that when
stronger attacks come, they will have refutations available.

Answer 35

Attitude Inoculation

Question 36

One that combines a poison (counterarguments)
with parasite (retrieval cues that brings those arguments to mind when seeing
the opponent’s ads.)

Answer 36

“ poison parasite” defense

Question 37

Real-Life Applications: Inoculation Programs
(2)

Answer 37

Inoculating children against peer pressure to smoke
Inoculating children against the influence of advertising