chapter 9 persuasion & helping

Question 1

persuasion

Answer 1

active attempt to change another person’s attitudes by means of direct message of communication

Question 2

central route to persuasion

Answer 2

through strength of arguments

experiment:
IV: strength of arguments
DV: attitude change in direction of arguments
results: strong arguments resulted in greater attitude change, weaker arguments tend to have a counter-intuitive effect

Question 3

peripheral route to persuasion

Answer 3

through peripheral cues - features of the communication that trigger acceptance without much thinking

experiment:
goal–>cut in line to use copier
IV: size of request (5 pg vs 20 pg) & form of request (nicely asking, with reason, without reason)
DV: % agreeing to let cut in line
result:
-equally high % agree with/without reason if its 5 pg, least % agree when nicely asked 5 pg
-all quite low % agreeing with 20 pg
–>shows that we attend to form of request, not substance of req

Question 4

what variables affect central-route processing?

Answer 4

1. involvement
2. need for cognition
3. forewarning
4. age
5. IQ
6. distraction
   (refer to notes for more details)

Question 5

what variables affect peripheral cues?

Answer 5

1. credibility/expertise
2. likeability (attractiveness/fame/similarity)
3. numbers of the messages/arguments e.g. 10 reasons to…
4. emotion it evokes
5. mood (make ppl happy, or know mood)

Question 6

attitude

Answer 6

person’s favourable/unfavourable evaluation of target object or idea

relatively enduring organisation of beliefs, feelings & behavioural tendencies towards socially significant objects, groups, events, or symbols

Question 7

helping (evolutionary psych)

Answer 7

kin selection in action
prosocial roots
helpful babies

Question 8

social exchange theory

Answer 8

rewards of helping others:
1. increase likelihood of return help (reciprocity)
2. decrease levels of personal distress
3. gain social approval from others - “reputation”

cost of helping others:
1. put self in danger
2. consumes time
3. requires energy

Question 9

why do people help?

Answer 9

kin selection
calculated vs uncalculated prosocialty
reciprocity
cultural norms

Question 10

process of helping

Answer 10

1. notice the event
2. interpret as emergency
3. assume responsibility
4. know how to help
5. decide to implement

Question 11

how to increase helping

Answer 11

1. increase value of education
2. victims must clearly signal emergency to others–>eliminate effect of pluralistic ignorance
3. victims must request help directly from one specific ind.–>eliminate diffusion of responsibility