chapter 7: persuasion Flashcards
define:
elaboration liklihood model
model of persuasion maintaining that there are 2 different routes to persuasion
define
central route
- when interested people focus on the arguments and respond with favorable thoughts
- more likely to be engaged when the issue is personally relevant and knowledgeable in the domain
define
peripheral route
- when people are influence by incidental cues, such as a speaker’s attractiveness
- more likely to be engaged when the issue is not personally relevant, the person is distracted or fatigued, or the mesage is incomplete or hard to understand
define:
source charcteristics
characteristics of the person who delivers a persuasive message, such as attractiveness, credibility, and certainty
define
message charactersistics
aspects or content of a particular message, including the quality of the evidence and the explicitness of its conclusion
define
audience characteristics
characteristics of those who recieve a persuasive message, including need for cognition, mood, and age.
list
types of source credibility
- percieved expertise
- speaking style
- percieved trustworthiness
define
sleeper effect
an effect that occurs when a persuasive message from an unreliable source intially exert little influence, but later causes attitudes to shift, due to source amnesia
list
types of source attractiveness
- physical attractiveness
- similarity
List
source certainity
- directness
- confidence in viewpoint
define:
quality of the message
message appeals to core values of the audience: is straightforward, clear, and logical; and when it expresses the desireable consequences of taking the actions suggested by the message
define
vividness
identifiable victim effect
* stories that have a clear impact
define:
reason vs. emotion
it depends on the audience; what is my stonger argument?
emotions can be dismissed easier than reason
define
the effect of good feelings
easier to persuade when people are in a good mood
define
the effect of fear
it can be useful, but don’t overdo it
people might skip over the ad if its too much
define
culture in context to the message
- individual culture persuaded by benefit to self
- collectivist culutre persuaded by benefit to collective
define
one sided appeal
give your persuasive message
define
2 sided appeals
awknowledges the other sides argument
define
nCog
need for cognition
define:
mood in relation to audience
good mood is better
Explain:
Active experience vs passive experience
- Active experience; the more they identify w brand
- passive experience; billboard not immediately interacting with
explain
personal vs media influence
people are more pursuaded if someone they know tells them than the media
define:
thought polarization hypothesis
the hypothesis that more extended thought about a particular issue tends to produce a more extreme, entrenched attitudes
define:
door in the face
big request that will get denied ask for smaller request they are likely to say yes to
define:
foot in the door
start w/ small request ask for bigger request have a hard time saying no to a big request
list
characteristics of cults
- group that is deceptive, dangerous and challenge societys basic values
- distintive ritual beliefs related to its devotion to a god or person
- isolation from surrounding culture that is seen as “evil”
- charastmatic leader
list
ways cults attract individuals
- provide instant friendship, identity and support
define
strong social situation
strong pressure to behave a certain way
define:
weak social situation
people are more free to act how they want
List:
when is a group dangerous
- members dont have alterantives
- dont have access to new/different information
- don’t have personal responsiblity
define
ingroup/outgroup conflict
our ingroup is better then the outgroup and the outgroup wants to attack us
list:
appeals of cults
- sense of belongings
- values
- roles, place in society
- powerful situation
List
how to lead a cult
- create own social reality
- create strong sense of ingroup/outgroup
- generate commitment
- establish credibility and attractiveness
- send members to proselytize
- distract members
- fixate members on a phantom
answer
when are attractive sources particularly persuasive?
when the message isn’t personally important to the audience and the audience isn’t knowledgeable about the domin.
circumstances that sway people to focus on peripheral cues
Answer
how can fear be effective in ads?
if there is directions on how to address the source of the fear
Answer
when do persuasive efforts tend to be successful in relation to mood
when the mood of the message matches the mood of the audience
answer
What age group is more likely to be persuaded (young or old)
young
define
naive realism
people believe they see the world in a reasonable, objective fashion
define
agenda control
efforts by the media to emphasize certain events and topics, therby shaping which issues and events people deem important
define
hostile media phenomenon
the tendency of people to see media coverage biased against their own side and in favor of the opposing side.
define:
thought polarization hypothesis
the hypothesis that more extended thought about a particular issue tends to produce a more extreme, entrenched attitudes
define
attitude innoculation
small attacks on personal beliefs that engage preexisting attitudes, prior commitments, and abackground knowledge, enabling them to counteract a subsequent larger attack and thus resist persuasion
define:
social influence
the ways people affect one another, including changes in attitudes, beliefs and feeling and bx resulting from comments, actions, or even mere prescence of others
define
homophily
tendency for people to associate disproportionately w/ people who are like them
define:
imitative learning
copy everything a model does
define:
emulative learning
you get the gist of what a model is doing and you do it from there
define
conformity
changing ones bx or beliefs in response to explicit/implicit pressure
define
autokinetic effect
look at dot of light in dark room; dot appears to move
explain:
Sherif’s study of norm formation
- put participants in dark room and have them report movement of the dot
- when confederates say wrong/outrageous answers the participants give an answer more inline with the confederates
list
types of social influence
- informational
- normative
define
informational social influence
influence of other people that results from taking their comments or actions as a source of information about what is correct, proper or effective
define
normative social influence
influence of other people that comes from the desire to avoid their disapproval and other social sanctions (ridiules, ostracism)
list:
things that predict conformity
- group size
- unanimity
- cohesion
- status
- public response
- no prior commitment
- gender- women more likely to conform
