CHAPTER FIVE: HOW TO PERSUADE Flashcards
what paths lead to persuasion?
CENTRAL ROUTE:
- focuses on arguments
- facts, logical thinking
- ie. when you’re in the market for a new computer, you use the route to look for specs to think about future decisions
PERIPHERAL ROUTE:
- focuses on cues that trigger acceptance without thinking
- system one thinking
who says? (the communicator)
- the one giving messages
- credibility (perceived expertise and trustworthiness)
- sleeper effect: a delayed impact of a message; may occur when we remember the message but forget the communicator
- physical attractiveness and similarity has beneficial effect on the communicator’s credibility
who says? (the responder)
- who receives the message
- if you like someone, you are more likely to favour them
the persuasion message content (reason vs. emotion)
- the content using reason vs. emotion depends on how your original attitude was formed
- if trying to change an association, if we know you feel good about a product, you’re more likely to get it
- using humour: if the attitude was formed using emotions, then using emotions the change it works best
the persuasion message content (arousing fear)
- fear works best if it leads people to no only fear the event but also to perceive a solution and feel capable of doing it
the persuasion message content (discrepancy)
- discrepancy: how far you can push your opinion before losing credibility
- you can get away with more if you are more credible
does order matter in the persuasion message
- if the audience is leaning away from your opinion, research shows that giving both sides of an argument makes you seem more persuasive (a two-sided appeal is better than a one-sided appeal)
media influence on perusasion
- the two-step flow: from media to opinion leaders to the general public
- social media influencers are perceived as experts
- media has LITTLE effect on attitudes but big indirect effect
- the more lifelike (live, video, audio, written) the more persuasive
- comprehension and recall best with written messages
the persuasion audience (age)
- life cycle: attitudes change as you age because of life experiences
- generational cycle: attitudes don’t normally change; different attitudes come with different groups based on their shared generational experiences
how do cults indoctrinate (persuade)
- compliance breeds acceptance
- foot-in-the-door phenomenon
- persuasive elements: the message, the audience (targets teens to early 20s), the communicator, numbers (groups)
group effects of cults
- separate people from their previous social support structure (no one to argue with, offers identity that defines reality, new social norm)
- punishes dissension (disagreement; appears to be a consensus)
how persuasion can be resisted (attitude strength)
- certainty: confidence/validity in your attitude
how persuasion can be resisted (information-processing biases)
- selective exposure/attention: allows confirmation bias to occur
- selective persuasion/judgement: system one thinking; don’t think too much
- selective memory: passive
how persuasion can be resisted (reactance)
- people acting to protect sense of freedom: “don’t tell me what to do”
- play a role in anti-social behaviours
how persuasion can be resisted (strengthening personal commitment)
- challenging your beliefs: be aware that the communicator is coming at you from an attitude perspective
- developing counter-arguments: be prepared for the persuasion
- attitude inoculation (exposure to weakened attacks): small dose is belief-threatening
- make your commitment or stance public
