Chp. 7 Flashcards
Persuasion
The process by which a
message induces change in
beliefs, attitudes, or behaviors.
Central route of persuasion
Occurs when interested people
focus on the arguments and
respond with favorable thoughts.
Peripheral route of persuasion
Occurs when people are
influenced by incidental cues,
such as a speaker’s
attractiveness.
Credibility
Believability. A credible
communicator is perceived as
both expert and trustworthy
Sleeper effect
A delayed impact of a message
that occurs when an initially
discounted message becomes
effective, such as we remember
the message but forget the
reason for discounting it.
Attractiveness
Having qualities that appeal to
an audience. An appealing
communicator (often someone
similar to the audience) is most
persuasive on matters of
subjective preference.
Foot-in-door phenomenon
The tendency for people who
have first agreed to a small
request to comply later with a
larger request.
Lowball technique
A tactic for getting people to
agree to something. People who
agree to an initial request will
often still comply when the
requester ups the ante. People
who receive only the costly
request are less likely to comply
with it.
Door-in-the-face technique
A strategy for gaining a
concession. After someone first
turns down a large request (the
door-in-the-face), the same
requester counteroffers with a
more reasonable request.
Primacy effect
Other things being equal,
information presented first
usually has the most influence.
Recency
Information presented last
sometimes has the most
influence. Recency effects are
less common than primacy
effects.
Channel of communication
The way the message is
delivered—whether face-to-face, in writing, on film, or in
some other way
Two step flow of communication
The process by which media
influence often occurs through
opinion leaders, who in turn
influence others.
