Chapter 7 (BAL) Flashcards
The process by which a message induces change in beliefs, attitudes, or
behaviors.
Persuasion
Occurs when interested people focus on the arguments and respond with favorable thoughts.
Central route
Occurs when people are influenced by incidental cues, such as a speaker’s attractiveness
Peripheral route
4 ELEMENTS OF PERSUASION
(1) the communicator
(2) the message
(3) how the message is communicated, (4) the audience.
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
The Communicator
A credible communicator is perceived as both expert and trustworthy
Believability
Includes perceived expertise and trustworthiness, affects how people believe a message.
Source credibility
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.
Sleeper effect
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
Perceived expertise
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.
Speaking style
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.
Perceived trustworthiness
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
Physical attractiveness
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
Similarity
Having qualities that appeal to an audience; appealing communicator is most persuasive on matters of subjective preference.
Attractiveness
It matters not only who says something but also what that person says.
The message content
Good feelings often enhance persuasion, partly by enhancing positive thinking and partly by linking good feelings with the message
The effect of good feelings
Messages can also be effective by evoking negative emotions
The effect of arousing fear
The tendency for people who have first agreed to a small request to comply later with a
larger request.
Foot-in-the-door Phenomenon
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.
Lowball Technique
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.
Door-in-the-face technique
Other things being equal, information presented first usually has the
most influence.
Primacy Effect
Information presented last sometimes has the most influence; less common than primacy effects.
Recency Effect
The way the message is delivered whether face-to face, in
writing, on film, or in some other way.
Channel of communication
The more
familiar people are with an issue, the less persuadable they are.
Passive reception
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.
Active experience
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.
ONE-SIDED VERSUS TWO-SIDED APPEALS
Persuasion studies demonstrate that the major influence on us is not the media but our
contact with people.
PERSONAL VERSUS MEDIA INFLUENCE
The process by which media influence often occurs through opinion leaders, who in turn
influence others.
Two-step flow of communication
Attitudes change (for example, become more conservative) as
people grow older.
Life cycle explanation
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.
Generational explanation
Knowing that someone is going to try to
persuade you.
FOREWARNED IS FOREARMED—IF YOU CARE ENOUGH TO COUNTER ARGUE.
Persuasion is also enhanced by a distraction
that inhibits counterarguing
DISTRACTION DISARMS COUNTERARGUING
How can Persuasion be Resisted?
(2)
Strengthening Personal Commitment
Developing Counterarguments
Having stood up for your convictions, you will become less susceptible to what others
have to say
Strengthening Personal Commitment
Exposing people to weak attacks upon their attitudes so that when
stronger attacks come, they will have refutations available.
Attitude Inoculation
One that combines a poison (counterarguments)
with parasite (retrieval cues that brings those arguments to mind when seeing
the opponent’s ads.)
“ poison parasite” defense
Real-Life Applications: Inoculation Programs
(2)
Inoculating children against peer pressure to smoke
Inoculating children against the influence of advertising
