Chapter 8: Persuasion Flashcards
What is the elaboration Likelihood Model?
a model of persuasion maintianing that there are two different routes to persuasion (central and peripheral)
How does controlled and automatic processing relation to persuasion?
- central route = controlled processing
- peripheral = automatic processing
What is the central route?
- people think carefully and deliberately about the content of a persuasive message
- logaic, arguments, evidence
What motivates the central route?
- personally relevant issue
- knowldgeable in the domain
What does the central rotue rely on?
- our own experience, memories, and knowlege
What is the peripheral route?
- people attend to relatively easy to process, superficial cues related to a persuasive message
What moticates the peripheral route?
- not personally relevant
- distracted or fatigued
- incomplete or hard to comprehend message
What does the peripheral route rely on?
- simple heuristics
- cues = length, expertise, attractiveness, etc.
What route is default?
- peripheral route is default
- need motivation and ability to engage central route
Which route creates long lasting attitude change?
- central route
- more likely to integrate arguments into belief system
- resulting attitude is more resistance to additonal persuasion
What are the elements of persuasion?
- source characteristics
- message characteristics
- audience characteristics
What are source characteristics?
- characteristics of the person who delivers a persuasive message, such as attractiveness, credibiltiy, and certainty.
How does attractiveness impact persuasion?
- source characteristic
- engage peripheral route
- takes advantage of the Halo Effect
How does credibitliy impact persuasion?
- source characteristic
- builds trust
- peripheral trust without needing to listen to arguments
- central take arguments more serisously
What is the sleeper effect?
when a persuasive message form an unreliable source initially exerts little influence, but later causes attitued to shift
Why does the sleeper effect occur?
because individual dissasociates information from unreliable source and only remembers info.
How does certainty impact persuasion?
- source characteristic
- people judge confidence and certainty to be more credible
Whare are message characteristics?
aspects or content of a persuasive message, includinging the quality of evidence and the explicitness of its conclusions
What impacts message quality?
- refute counterarguments
- argue against self interest (seen as more sincere)
- appeal to core values
- straighforward
- metion desirable consequences
How does vividness impact persuasion?
- message characteristic
- more memorable!
- colorful/vivid misleading info trumps dull relevant into
- identifiable victim effect
What is the identifiable victim effect?
the tendency to be more moved by the vivid plight of a single individual than by a more abstract number of people
- can have negative effect when victim can be blame for misfortune
How does fear impact persuasion?
- message characteristic
- too much can interupt controlled processing and prevent long alsting attitude change
- right ammount can increase personal relevance and motivation
- most impactful when also give them a way to act on the fear
How does culture impact persuasion?
- message characteristic (also audience?)
- tailure message to fit norms, values, etc
What is the focus of an interdependent persuasive message?
- prevention (persuaded by cost of not flossing)
What is the focus of an independent persuasive message?
- promotion (persuaded y the benefit of flossing)
What are audience characteristics?
characteristics of those who recieve a persuasive message, including need for cognition, mood, age.
How does the need for cognition impact persuasion?
- audience characteristic
- low need = choose peripheral route
- high need = wants to ponder quiality of arguments (central route)
How does mood impact persuasion?
- audience characteristic
- message mood = audience mood
- induce guilt or gear and steps to alleviate
How does age impact persuasion?
- audience characteristic
- younger people are more easily persuaded
What is metacognition?
secondary thoughts that are reflections on primary thoughts (cognitions)
- impact persuasion
What is the self validation hypothesis?
the idea that feeling confident about our thoughts validates those thoughts, making it more likely that we’ll be swayed in their direction
- thoughts easily brought to mind, accurate, clear
Where can confidence in our thoughts come from?
- can come from nonverbal sources such as nodding head and other bodily movements
How does media impact persuasion?
- media is powerful becausee of wide audience and shared attention
- social media is a source of news for many today
How does shared attetion impact persuasion?
- people percieve they are processing the information with someone else and engage in more deep central processing
What is agenda control?
effects of the media to select certain events and topics to emphasize; effectively shaping which issues people believe are important
How do people resist persuasion?
- attention bias
- previous commitments
- knowledge
- attitude innoculation
How does attention bias impact persuasion?
- form of resistance
- people selectively attend to information that confirms original attitudes
- can turn into selective evaluation (credibiltiy and validity are argued in favor of our attitudes
How do previous commitments impact persuasion?
- form of resistance
- behavioral commitements = habit
- genetic commitements
- public commitments = normative influence
- persuasion asks people to abandon these commitments (break habits, etc)
What is the thought polarization hypothesis?
the hypothesis that more extended thoguht about a particular issue tends to produce a more extreme, entrenched attitude
How does knowledge impact persuasion?
- form of resistance
- people with a lot of knowledge have it tide up in their attitudes and beliefs
What is attitude innoculation?
- form of resistance
- small attacks on people’s beliefs that engage their preexisting attitudes, prior commitments, and background knowledge, enabling them to counteract a subsequenct larger attack and thus resis persuasion
