Chapter 7: Persuasion

Question 1

Central route (systematic)

Answer 1

analyzing facts, conscious, critical thinking when making decisions

Question 2

Peripheral route

Answer 2

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

Question 3

Primacy

Answer 3

information presented first usually has the most influence

Question 4

Recency

Answer 4

Information presented last sometimes has the most influence.

Recency effects are less common than primacy effects

Question 5

Mere exposure effect

Answer 5

The tendency for novel stimuli to be liked more or rated more positively after the rater has been repeatedly exposed to them

Question 6

Elements of persuasion

Answer 6

• Communicator
• Message content
• Reason and emotion
• Channel of communication
• Audience

Question 7

Sleeper effect

Answer 7

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

Question 8

Attitude inoculation

Answer 8

Exposing people to weak attacks upon their attitudes so that when stronger attacks come,

they will have refutations available

Question 9

Counterarguments

Answer 9

Reasons why a persuasive message might be wrong

Question 10

Reciprocity

Answer 10

People feel obliged to repay in kind what they’ve received

Question 11

Social validation

Answer 11

People allow the example of others to validate how to think, feel, and act

Question 12

Scarcity

Answer 12

People prize what’s scarce

Question 13

Authority

Answer 13

People defer to credible experts

Question 14

Consistency

Answer 14

people tend to honor their public commitments

Question 15

Liking

Answer 15

People respond more affirmatively to those they like

Question 16

Foot-in-the-door phenomenon

Answer 16

When people accept a small request, they will be more likely to accept a larger one

(ex: military torture in Greece)

Question 17

What influences the sense of trustworthiness we feel toward the communicator?

Answer 17

1. Persuades by speaking against self-interest
2. If the audience feels that they are not trying to persuade
3. Makes them think actively

Question 18

What factors influence persuasion?

Answer 18

• Mood
• Focus (distracted = more likely to agree)
• Preparation (less preparation = more likely to agree)
• Fear
• Gain-framed messaging

Question 19

Using fear as a persuasion tactic only works when…

Answer 19

You offer a protective strategy as well

Question 20

How does whether or not we believe the message have to do with education and propaganda?

Answer 20

Belief helps us distinguish between education and propaganda