Chapter 8: Persuasion

Question 1

What does the Elaboration Likelihood Model show?

Answer 1

There are two basic ways that you could persuade someone. The peripheral route and central route.

Question 2

What are the two basic ways you could persuade an audience or a person?

Answer 2

Central and peripheral

Question 3

Central persuasion persuades on the basis of…

Answer 3

Persuasive argumentation with data, facts, and figures.

Question 4

Peripheral persuasion is persuasion on the basis of…

Answer 4

involves relatively superficial, easy-to-process cues.

Question 5

Persuasion involves three things which are…

Answer 5

WHO SAYS WHAT TO WHOM

1. The source/ communicator (Who)
2. The persuasive communication/ message (What)
3. Target/ audience (Whom)

Question 6

What are some characteristics of a source?

Answer 6

1. Liking
   Fame personality, etc…
2. Similarity
   “One of our own”
3. Credibility
   Expertise and trustworthiness.
   These characteristics typically focus on the peripheral route.

Question 7

Which message characteristics influence persuasion?

Answer 7

1. Argument Strength
   If the audience is HIGH in motivation, strong arguments are critical
   -This is used in central persuasion
2. Argument length
   If the audience is low in motivation, message length may be important (The longer the message, the stronger the message is perceived to be)
   -This is used for the peripheral persuasion

Question 8

What audience characteristics might influence persuasion?

Answer 8

Audience demographics such as age and political views
Motivation/Ability

Question 9

What is the just-world hypothesis?

Answer 9

Widely held beliefs that the world is just, orderly, and stable.