Chpt. 7 Persuasion Flashcards
What is persuasion?
the process by which a message includes change in beliefs, attitudes, or behaviors
What is the elaboration likelihood model?
a model of persuasion that says there are two different routes to persuasion the central, peripheral route.
What is the central route?
conscious, thoughtful consideration of arguments concerning a given issue.
What is the peripheral route?
less careful, more emotional, even superficial evaluation of a message.
What is a communicator?
the person or group delivering the message
What is the message characteristic?
it is more pervasive to present a two-sided argument because it makes the communicator seem more trustworthy.
What are fear appeals?
affective when there`s moderate amount of fear, theirs behavior to alleviate fear
How does age lead to persuasion?
18-25 yr olds are easily persuaded, because we are less stable attitudes, a stronger tendency to comply with authority.
What is the need for cognition in persuasion?
a person`s enjoyment of engaging in careful, effortful processing of information
What are the principles of influence?
authority, norm of reciprocity, scarcity, consistency, social proof, liking
How is authority a principle of influence?
people are more likely to follow the directions or recommendations of someone they view as an authority.
How is the norm of reciprocity a principle of influence?
expectation that when others treat us well we should respond in kind
How is scarcity a principle of influence?
tactics used to buy things
How is consistency a principle of influence?
appearing consistent in behaviors
How is social proof a principle of influence?
fastest-growing
