Chapter 7: Persuasion

Question 1

What is the elaboration likelihood model (ELM)?

Answer 1

model of persuasion with 2 routes: central or peripheral

Question 2

What is the central route to persuation? peripheral?

Answer 2

Both are components of the ELM:
central route: people think carefully and deliberately about the content of a persuasive message (evaluate based on their own experiences, memories and knowledge)

peripheral/heuristic route: people attend to relatively easy-to-process, superficial cues related to a persiasive message, such as its length, expertise, or attractiveness of message source

Question 3

What are the 2 important factors that determine whether we use central or peripheral processing in response to a persuasive message?

Answer 3

motivation and ability

high motivation/personal relevance & ability = central
low motivation & ability = peripheral

Question 4

what is subliminal stimuli?

Answer 4

stimuli presented below conscious awareness that can activate certain concepts/influence thoughts and actions

Question 5

What are “source characteristics”?

Answer 5

Characteristics of the person who delivers a persuasive message, such as attractiveness, credibility, and certainty. (ex. attractive celebrity)

Question 6

What is the sleeper effect?

Answer 6

messages from unreliable sources exert little influence initially but over time have the potential to shift people’s attitudes because people dissociate the source of the message from the message

Question 7

What are message characteristics?

Answer 7

• message quality: appeal to audience core values, straightforward, logical, when goes against personal interest of message giver
• explicit conclusions
• vividness: interesting and memorable; identifiable victom effect
• order effects
• fear
• culture

Question 8

how does the orer of a message given affect the persuation?

Answer 8

a. strong argument last: climax order
strong argument first: anticlimax order
string in middle = pyramid order

first or last works best

Question 9

what is a two sided argument?

Answer 9

two sided arguments are better to persuade as long as the ressage refutes the opposite argument by enhaving credibility and shows why opposing arguent is wrong

Question 10

when is fear a good persuasive message tactic?

Answer 10

1. must make people feel vulnerable
2. give specific recommendations for avoiding bad outcome (response efficacy)
3. make people feel capable of carrying out a recommended action (self efficacy)

Question 11

What are audience characteristics?

Answer 11

• need for cognition: low cognition need = peripheral cues
• mood
• age: younger audience more malleable
• knowing audience

Question 12

what is self monitoring?

Answer 12

knowing audience
- individual differences in relying on external or internal cues to guide behaviour
- high SM = gain social approval (like attractive things)
- low SM = being consistent and true to self (like quality of things)

Question 13

what are the 3 Ws of persuation?

Answer 13

what is the message
who is delivering the message
who is receiveing the message

Question 14

identifiable victim effect?

Answer 14

thee tendency to be more moved by the vivid sitionation of a single individual than by the struggles of a more abstract
number of people

Question 16

What is agenda control?

Answer 16

Efforts by the media to emphasize certain events and topics, thereby shaping which issues and events people think are important

Question 17

What is hostile media phenomenon?

Answer 17

The tendency for people to see media coverage as biased against their own side and in favour of their opponents side

Question 18

Although we should alter our attitudes when we believe that something is dangerous/harmful, but this is not the case because

Answer 18

Our mind selectively responded to information to maintain our initial stance: selective attention, selective evaluation, and selective framing

Question 19

Selective attention is when we

Answer 19

Tune into information that reinforces our original attitudes

Question 20

What is selective evaluation?

Answer 20

People who are personally motivated will be more skeptical of Info that challenges their beliefs

Question 21

What is selective framing?

Answer 21

Opposing sides of the same issue frame the issue if opposite manners (focus of negative of pro or negative of against)

Question 22

When attitudes are moral mandates…

Answer 22

People are less willing to compromise on them

Question 23

What is the thought polarization hypothesis?

Answer 23

Hypothesis that more extended thought time about a particular issue tends to produce a more extreme, entrenched attitude

Question 24

What is attitude inoculation?

Answer 24

Small attacks on peoples beliefs that engage their preexisting attitudes, prior commitments, and background knowledge, enable them to counteract a subsequence larger attack and this resistance persuasion

Question 25

what do ads want to do

Answer 25

1. differentiate one prodice from the next
2. affect attitudes/behaviours so that you purchase the product

Question 26

what is a hard sell ad?

Answer 26

tries to convince audience that a product has good qualities and features (rational analysis indicates you should buy the product -> central route processing)

information based ads

Question 27

what is a soft sell ad?

Answer 27

use peripheral route for heurisitic processing (style over substance)

1. want to be like a certain prototype
2. warmth appeals by arosualing positive feelings
3. humor appeals
4. sex appeals grabs attention by lowers recall for product
5. need appeals (shows need and shows the product as a solution)

attractive ppl or celebrity

Question 28

soft sell features?

Answer 28

1. jingle
2. slogan

Question 29

other ways of advertising?

Answer 29

• advertising camoed as entertainment
• ads as social activism
• hiring undercover marketers to visibly use product in public (roach baiting)
• viral marketing on socal media

Question 30

what is inoculation?

Answer 30

exposure to weak arguments against one’s position can strengthen original

Question 31

how does media hold power in persuation?

Answer 31

1. agenda control (media infleunces what is important)
2. framing
3. fake news