exam 1 study guide Flashcards
exam 1
Small environmental changes that influence decisions without restricting choice is a reference to
Nudge-theory
Used in public policy to encourage healthier behaviors (e.g., placing fruits at eye level).
Nudge-theory Application
What theory uses subtle design changes to guide behavior?
Nudge Theory.
Belief that media affects others more than oneself.
third person effect
People support censorship to protect others from harmful media. is an example of
third person effect Application
Personal relevance of an issue, anchoring attitudes relates to
Ego-involvement
What term describes overestimating media’s impact on others?
Third-Person Effect.
High involvement leads to resistance to persuasion (e.g., political beliefs). is an example of
Ego-involvement
What term refers to an issue’s personal relevance in attitude formation?
Ego-Involvement.
(DBM) Dominant Buying Motive. Definition
Primary emotional reason driving a purchase.
Salespeople match products to buyers’ fantasies (e.g., luxury cars for status). is a example of
(DBM) Dominant Buying Motive. Application
What does DBM stand for
Dominant Buying Motive.
Preference for current state over change.
status quo bias Definition
Sticking with default retirement savings plans.
status quo bias application
What bias explains resistance to changing defaults
Status Quo Bias.
price heuristic def
Using price to judge quality.
Assuming expensive wine tastes better is an example of
price heuristic application
What heuristic uses price as a quality cue?
Price Heuristic.
All persuasion is…
situational
A communicative process aimed at influencing attitudes, beliefs, or behaviors through message transmission
is persuasion
5 limiting criteria between pure and borderline persuasion.
-Intentionality (must be purposeful)
-Free choice (receiver has options)
-Symbolic action (uses communication)
-Interpersonal (involves human interaction)
-Response-shaping (attempts to influence)
Why study persuasion?
To understand communication strategies, recognize manipulation tactics, develop critical thinking, and improve personal and professional communication skills
different types of influencers in orchestrating buzz and trends
Influencers (social media personalities)
Thought leaders
Peer recommendations
bigest impact recomendations
peer word of mouth
A behavioral science concept about influencing choices through subtle environmental changes
Nudge Theory a
Users must actively choose to participate
Opt-in vs. Opt-out decision architecture
nudge ethics
Freedom of choice maintained
ELM is short for…
Elaboration Likelihood Model
A theory explaining how people process persuasive messages through central (thoughtful) and peripheral (superficial) routes
ELM - Elaboration Likelihood Model
HSM stands for
Heuristic-Systematic Model
A model describing how people process information using systematic (analytical) and heuristic (mental shortcut) methods
HSM - Heuristic-Systematic Model
A unified approach suggesting that persuasion occurs on a single continuum of information processing
Unimodel of persuasion
3 elements of habit circle
Cue, Routine, Reward
habot circle Can be used in persuasion by….
strategically designing environmental triggers
What is the role of context and culture in persuasion?
persuasive strategies must consider cultural norms, values, communication styles, and contextual nuances
What are the audience factors
Age, Intelligence, Gender, traits
Jobs-to-be-Done Framework (JTBD)
Focuses on the underlying task/need rather than product features
persuasive strategy of addressing current problems or negative situations and then shifting the focus toward a hopeful or optimistic future outcome
Present Negative -> Future Positive
context in which communication occurs
rhetorical situation
The issue or problem that prompts the need for communication or persuasion.
Exigence
Audience
The group of people the message is intended to persuade or inform.
The factors that limit or influence the communication, such as the speaker’s credibility, resources, or cultural context.
Constraints
concept of a rhetorical situation 3 elements are what?
Exigence
Audience
Constraints
Examines how individuals evaluate persuasive messages based on their existing attitudes, using latitudes of acceptance, rejection, and non-commitment
Social Judgment Theory
Identification
Process where people recognize shared interests, values, or experiences with others
Heuristics
Mental shortcuts or rules of thumb people use to make quick decisions
Psychological Reactance is…
emotional response people experience when they perceive their freedom to choose or act is being restricted
Fogg Behavior Model
Behavior Change = Motivation + Ability + Prompt
GRASP stands for
Goals
Research
Audience
Strategies
Performance
What is an attitude
an evaluation of an object, person, or idea
What role do attitdues play in persuasion
influences how we respond to persuasive messages.
Reasoned Action Approach
suggests behavior is driven by intentions, which are influenced by attitudes, subjective norms, and perceived behavioral control.
How do brands create brand identity
CSR, sloganeering, loyalty, sponsorship, and branding
Brand personalities
aspirational, economical, authentic
Brand personality aspirational
luxury
Brand personality economical
budget-friendly
Brand personality authentic
genuine
How do persuaders typically measure attitudes
Likert scales, semantic differentials, and implicit tests
Contrast principle
perceptions are influenced by comparisons, making something seem better or worse depending on what it’s compared to.
Empathy and Persuasion
enhances persuasion by fostering understanding, building trust
Positioning; Audience Personas
tailors messaging to appeal to each segment.
Market Segmentation
divides consumers into groups based on demographics, behavior, or psychographics
Motivated reasoning
tendency to process information in a way that supports preexisting beliefs
Confirmation Bias
seeking out information that confirms beliefs.
Consistency Theory
people strive for internal consistency between beliefs, attitudes, and behaviors
Cognitive Dissonance
mental discomfort experienced when holding conflicting beliefs or behaviors
consistency maintenance strategies
changing beliefs, acquiring new information, or minimizing the importance of the conflict.
Taught persuasive speech and relativism.
Sophists
Corax and Tisias were
Early pioneers in rhetoric, focusing on persuasive argument in courts.
who Emphasized education for effective public speaking and ethical rhetoric
Isocrates
Plato Criticized
sophists, advocating for truth in persuasion.
Aristotle
Defined rhetoric as the art of persuasion through ethos, pathos, and logos.
had The idea that there are opposing arguments for any issue, emphasizing relativism in persuasion.
Dissoi Logoi
Kairos
The concept of the opportune moment, or timing, in delivering a persuasive message.
Topoi
Commonplaces or strategies used to generate arguments in persuasion.
Agora
The public space where citizens gather to engage in discourse, particularly in Ancient Greece.
Ethos
Credibility or character of the speaker, establishing trustworthiness and authority
Logos
Logical appeal, using reasoning, facts, and evidence to persuade.
Pathos
Emotional appeal, aiming to evoke feelings to influence the audience’s response
Aristotelian categories
Deliberative
Epideictic
Forensic
Forensic
Concerned with determining guilt or innocence, focusing on past events.
Epideictic
Aimed at praising or blaming, often used in ceremonial speech, focusing on the present.
Deliberative
Focuses on persuading an audience to take or avoid a particular action, typically concerned with future events.
Canons of Rhetoric:
Invention
Arrangement
Style
Memory
Delivery
Dale carnegy
interpersonal communication, best known for his book How to Win Friends and Influence People
Media Influence
The impact of media on public perception and behavior, focusing on how media shapes opinions.
Technology and Persuasion
How technology influences persuasive techniques and the way people interact with ideas.
Social Dynamics:
Exploring the ways people influence each other in group settings, and how persuasion is affected by societal structures.
Dramatism is by
Kenneth Burke
Dramatism
A theory that views life as a drama, where persuasion is achieved through the use of symbolic action.
Pentad
A tool to analyze motivations in a situation, consisting of five elements: Act, Scene, Agent, Agency, and Purpose.
parts of pentad
Act, Scene, Agent, Agency, and Purpose.
Identification
The process of establishing a sense of common ground between the speaker and the audience to persuade.
Consubstantiation
The idea that persuasion occurs when the speaker aligns their values with the audience, creating a shared experience or identity.
What are the three parts of a rhetorical situation?
Exigence, audience, constraints
Which of the following best describes the AIDA model in persuasion?
A framework that explains the four stages that consumers go through - Awareness, Interest, Desire, and Action- before buying something.
In BJ Fogg’s Behavior Model, which of the following best describes how motivation, ability, and prompts interact to influence behavior?
Behavior occurs when motivation is high, ability is simplified, and a prompt is present.
Rob wants to start a purse company. He decides to make his products seem more valuable by limiting the amount available the public can buy, and hiking up the prices to make them seem more valuable. What principle is Rob doing to ensure better profits for his product?
Scarcity
Emily sees an ad for a a new cereal endorsed by her favorite celebrity. Instead of researching the product, she decides to buy it right away because someone she admired loves it. What type of persuasion processing is she using?
Peripheral Route
A coffee shop offers two coffee sizes: a small coffee for $4 and a large coffee for $6. Later, the coffee shop promotes a medium coffee for $5.50. After this promotion, more customers start choosing the Large coffee. This is an example of…
B) Decoy Effect
What is the order of the AIDA model?
B. Attention → Interest →Desire → Action
A clothing brand creates a TV commercial suggesting that potential customers don’t buy their product. However, this intrigues you more. What strategy is being used to influence your attitude?
B. Anti-ad
A restaurant offers two meal options: a small meal for $6 and a large meal for $8. Later, the restaurant introduces a medium meal for $7.50. After this addition, more customers start choosing the Large Meal. This is an example of…
B) Decoy Effect
JMU wants to encourage students to use the stairs instead of the elevator to promote health and wellness. Instead of mandating stair use, they paint the stairs with fun, colorful designs and place signs that say, “Burn calories, not electricity!” What persuasion technique is being used?
Nudge Theory
Sarah wants to build a habit of reading every day. Based on identity-based routines, which approach would help her the most?
B) Identify as a “reader” and start with a few pages a day.
A streaming service offers four subscription plans: a $5/month basic plan, a $10/month standard plan, a $25/month premium plan, and a $45/month deluxe plan. Most customers are drawn to choosing the $25 a month plan. This is an example of
B. The Decoy Effect
Segmentation categories such as “soccer moms “ and “NASCAR dads” fall under which type of attitude measurement?
B. associations
An insurance company wanted to create a catchy phrase to get consumers hooked on their services. They came up with the idea of finding a phrase similar to that of state farms: “Like a good neighbor, state farm is there.” This would be an example of a company building brand identity through what?
C. Brand sloganeering
A company offers its employees a new retirement savings plan with better benefits and lower fees than the existing one. However, employees must actively opt-in to switch to the new plan; otherwise, they will stay enrolled in the old plan by default. Despite the clear advantages of the new plan, most employees choose to stick with the old one.
Which psychological phenomenon best explains this behavior?
Status quo bias
What part of the Fogg behavior model is being shown here? Jenna studied intently for her test because wants to have a good gpa.
C. Motivation
Liv is taking a test to measure her attitude. The test involves rapid-fire words/pictures in which she is required to press computer keys to illustrate her attitude toward them, either positively or negatively. Which measure/test is being used here?
D. Implicit Association Test (IAT)
In the Heuristic-Systematic Model (HSM), which route involves deep analysis of message content?
Systematic
Morgan visits a doctor who presents two healthcare options to help her. She is already familiar with the first option because her best friend has done it and has shared a lot about the experience. The second option, however, is entirely new to her. Even though the second option is just as effective—if not better—she chooses the first one. What cognitive bias influenced her decision?
b. Status Quo Bias
t o f : a. Individuals may use both heuristic and systematic processing simultaneously in some situations.
t
t o f: b. The model suggests people process persuasive messages using either a heuristic or systematic route
t
t o f: c. Heuristic processing requires more cognitive effort than systematic processing.
f
t o f : d. Systematic processing involves careful evaluation of message arguments and evidence.
t
