chapter 7 vocab Flashcards
persuasion
how a message induces a change in belief, attitude, or behavior
what are the 2 routes to persuation *not bolded
central and peripheral
central route to persuation
focus on making compelling arguments
peripheral route to persuasion
focus on cues that trigger automatic acceptance without the other person thinking too much about whether the argument is compelling or not
(speaker’s appearance, familiarity)
which route leads to more enduring changes in behavior? not bolded
central
4 elements of persuasion *not bold
communicator
message
how message is communicated
audience
credibility
perceived expertise and trustworthiness
sleeper effect
delayed persuasion when we forget the reason why we didn’t initially agree with the message
aspects of credibility *not bold
perceived expertise
speaking style-confident and fluent
perceived trustworthiness
aspects of the communicator
credibility
attractiveness and liking
attractiveness
having qualities that appeal to an audience
we are more likely to respond to people we like
aspects of message content
reason vs emotion
message context
aspects of reason vs emotion
effect of good feelings
effect of arousing fear
one-sided (pros) vs two-sided appeals (pros and cons)
primacy vs recency
foot in the door phenomenon
ask a small favor before asking a big favor
people are more likely to comply with the big favor this way
lowball technique
make a deal seem more appealing to get the audience to agree –> reveal the les attractive aspects but audience usually keeps deal
(would be uncomfortable to say no after saying yes)
door in the face technique
make big request that they will likely turn down, then make smaller request
comparison makes the smaller request more appealing
primacy effect
info presented early is most persuasive
recency effect
info presented last is most persuasive (we remember better)
less common than primacy effects
when do you see primacy vs recency effect
primacy: when the two messages are given back to back
recency: when there is a long gap between the messages and the audience makes a decision soon after the 2nd message
aspects of communication channel *not bold
active experience (spoken) vs passive (written/visual) reception
personal vs media influence
channel
the way a message is delivered (face to face, film, writing)
aspects of personal vs media influence
media influence: the 2 step flow
comparing media
influence of adults on children
two step flow of communication
ideas go from media –> opinion leaders (influencers) –> everyone else
aspects of audience *not bold
age
what are they thinking in response to your message
