Chapter 7 - Persuasion Flashcards
Central route (systematic)
Someone is persuaded by the strength of an argument.
Peripheral route
Someone is persuaded automatically by cues and triggers that cause them to feel inclined to agree regardless of the strength of the argument.
Primacy
Earlier information colors ones perception of information presented later. Ex: John is intelligent and stubborn. Or: John is stubborn and intelligent.
Recency
Something you heard today is more likely to influence you than something you heard months ago.
Mere exposure effect
More exposure to a stimulus breeds a sense of liking.
Elements of persuasion
1) The communicator 2) The message 3) how the message is communicated 4) the audience
Communicator
The person giving the message. More credibility enhances persuasion, but this begins to fade over time. If someone is persuaded later, this is called the “sleeper effect.” (let me sleep on it).
Message content
What is said and how it is presented. (What kind of emphasis/appeal).
Reason and emotion
More analytical and involved audiences respond well to reason, meanwhile those who are mostly content or disinterested are likely to respond to emotional (peripheral) appeals.
Channel of communication
Face-to-face vs written vs media.
Audience
Those hearing the message. There level of interest, tendency to be analytical, and tendency to have already accepted an idea on either rational or emotional grounds affects an audiences receptiveness to a message.
Sleeper effect
When someone is persuaded to believe a message some time after hearing it and after it’s connection to the communicator’s credibility has faded.
Attitude inoculation
Responding to a mild counter argument strengthens people to respond against stronger counter arguments later on.
Counterarguments
Reasons why a persuasive message is wrong.
Reciprocity
People feel compelled to reciprocate kindness. For example, if you ask someone for something that is way too much (like 100$) and they say no, then you ask for something less (like 10$) they may feel inclined to say yes because they already said no to you once today.
Social validation
People feel more inclined to do something if they perceive that everybody is doing it.
Scarcity
People want something more if they perceive that there is a limited amount and their opportunity to get one (whatever it is) is threatened.
Authority
People are more inclined to believe someone in a lab coat and glasses.
Consistency
People want to feel internally consistent, so if they already agreed to a small something, they may be more willing to agree to a larger something based on the fact they already agreed and committed to a small one.
Liking
People are more likely to believe those they like: those who look like them, are from the same town as them, or share their mannerisms.
