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 (motivation): personal involvement increases central-route processing
2. need for cognition (motivation): ppl with higher need for cognition are inclined to scrutinise the content & arguments present in the message, evaluate the evidence, & think critically about the message’s merits
3. forewarning (motivation to counter argue): when individuals are forwarded that they will encounter a persuasive message, they become more motivated to process the message critically
4. age (motivation & ability): younger ind (18-25) more persuadable (less inclined to engage in central route processing & rely more on peripheral cues)
5. IQ (ability): higher IQ ppl hv greater cognitive capacity, can enhance their ability to engage in central route processing
6. distraction (ability): more likely to be persuaded when u are distracted (less likely to focus, attention is scattered, difficult to engage in deep thinking & evaluation)

Question 5

what variables affect peripheral cues?

Answer 5

features of the message source:
1. credibility/expertise
2. likeability (attractiveness/fame/similarity)

features of the message:
1. numbers of the messages/arguments e.g. 10 reasons to…
2. emotion it evokes (fear + information is the most effective)

features of the audience:
1. 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
   -time pressure can conflict with our good intentions of helping
2. interpret as emergency (vs situational ambiguity)
   -informational influence: we watch the behaviour of others to help us define ambiguous situations
   pluralistic ignorance: amid passive bystanders, each person assumes other are not acting because they see the situation as non-emergency
3. assume responsibility (vs diffusion of responsibility)
   -the more ppl in the group, the less likely each participant is to respond & the longer it takes each ind to respond
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