exam 2 1.2 Flashcards
Using evidence and logic to persuade audiences.
Rational Argument
Emotion _____; data ______ in arguments.
inspires/convonces
Distinguishing products in a non-differentiated market.
Differentiation
Three main categories supporting your argument.
Argument Pillars
A unifying sentence summarizing your argument pillars.
Master Narrative
Understanding audience needs and barriers for persuasion.
Audience Research
Plausible
Positive
General rule applied to a specific case.
Deductive Reasoning
Generalizing from specific examples to form rules.
Inductive Reasoning
Applying truths from one circumstance to another.
Reasoning by Analogy
Conclusions based on co-existing or preceding events.
Sign Reasoning
Establishing cause-effect relationships in arguments.
Causal Reasoning
Implied argument without explicitly stated premises.
Enthymeme
Logical structure with premises leading to a conclusion.
Syllogism
Specific evidence supporting your argument pillars.
Proof Points
Assertion or proposition made in an argument.
Claim
Inferential leap connecting evidence to claim.
Warrant
Support or proof backing up an argument.
Evidence
Fact
Judgment
Statements about what ought or should happen.
Policy Claims
Public debate space for competing arguments.
Marketplace of Ideas
Five categories:
explanations
examples,
testimony
statistics
comparisons,
Original data collection directly from sources.
Primary Research
Analysis of existing data or studies.
Secondary Research
Present multiple statistics for stronger argument.
Stack Statistics
Evidence needs explanation to be meaningful.
Contextual Evidence
Focus on _____ not just _____.
Outcomes / features
Empathy
Energy
SMIT
Single Most Important Thing
(to convey.)
Errors in reasoning that undermine arguments.
Logical Fallacies
Distraction from the main issue intentionally.
Red Herring
Deflecting criticism by pointing to other issues.
Whataboutism
Assuming tradition equates to truth or goodness.
Appeal to Tradition
Misrepresenting an argument to weaken it.
Straw Person
Attacking the person instead of their argument.
Ad Hominem
Claiming lack of proof means correctness.
Appeal to Ignorance
Question containing controversial assumptions.
Loaded Question
Inferences based on inappropriate comparisons.
False Analogy
Invalid authority due to lack of credentials.
False Authority
Incorrect conclusions based on unrelated signs.
Faulty Sign
Universal claims lacking evidence or support.
Sweeping Generalization
Presenting only two extremes
ignoring alternatives.
Assuming one action leads to extreme consequences.
Slippery Slope
Believing something is true because many do.
Ad Populum
Drawing broad conclusions from insufficient evidence.
Hasty Generalization
Circular reasoning where conclusion restates premise.
Begging the Question
Assuming correlation implies causation.
False Cause
Ineffective when values
views
Small facts that can influence persuasion.
Factoids
Sustained change in beliefs over time.
Long-term attitude change
Most ethical strategy for persuasion.
Rational Argument
Believability based on trust and expertise.
Credibility
Aristotle’s term for credibility appeal.
Ethos
Difficult to build
easily lost.
How organizations manage public perception.
Image Management Theory
Self-presentation in social contexts.
Impression Management Theory
Maintaining social standing in others’ eyes.
Facework
General statements perceived as specific.
Cold Reading
General statements that seem personally relevant.
Barnum Effect
Persuader’s knowledge and experience on a topic.
Expertise/Competence
Perceived honesty of the persuader.
Trustworthiness/Character
Genuine interest shown by the persuader.
Goodwill/Perceived Caring
Enthusiasm and energy of the persuader.
Dynamism
Appropriateness of calmness in context.
Composure
Likeability and friendliness of the persuader.
Sociability
Varies based on context and situation.
Situational Credibility
Can change over time.
Dynamic Credibility
Study showing obedience to authority figures.
Milgram Experiment
Deep-seated duty to follow leaders.
Authority
People believe claims unless given cause to doubt.
Assumption Principle
High credibility messages lose persuasion over time.
Sleeper Effect
Key aspect of effective persuasion.
Likability
Positive traits influence overall perception of someone.
Halo Effect
Preparation
storytelling
Establish trust through personal stories and vulnerability.
Credibility
Highlight weaknesses to build audience connection.
Vulnerability
Connect with the audience to build trust.
Audience Identification
Avoid being fake to maintain audience trust.
Authenticity
Enhance personal appeal to engage the audience.
Likeability
Use humor to create a relaxed atmosphere.
Light Comedy
Avoid words like ‘um’ to maintain professionalism.
Vocal Fillers
Make the topic interesting to involve the audience.
Engagement
Everything can be understood as a story.
Narrative Paradigm
Story parts must work together logically.
Narrative Coherence
Story must resonate as true to the listener.
Narrative Fidelity
Protagonist and antagonist drive the narrative.
Characters
Context that resonates with the audience.
Setting
Struggle that propels the story forward.
Conflict
Central lesson or point of the story.
Theme
Individual experiences shared for persuasion.
Personal Story
Brief
engaging mini-story for illustration.
Extended metaphor conveying deeper meanings.
Allegory
Hero’s journey structure in storytelling.
Monomyth
Persuasion through audience’s emotions and values.
Emotional Appeals
Internal drive influencing behavior and decisions.
Intrinsic Motivation
Message designed to evoke fear for persuasion.
Fear Appeal
Addressing the source of fear to instigate change.
Danger Control
Attempting to manage fear rather than its cause.
Fear Control
Theory focusing on danger control over fear control.
EPPM
Fear must be specific to the audience.
Susceptibility
Belief that the recommended action will work.
Response Efficacy
Belief in one’s ability to perform the action.
Self Efficacy
Action seen as effective and feasible against danger.
Perceived Efficacy
Persuasive messages using fear to motivate action.
Fear Appeals
Listeners must feel at risk for persuasion.
Vulnerability
Higher fear correlates with increased persuasion effectiveness.
Fear Intensity
Specific guidance to mitigate or avoid danger.
Clear Recommendation
Using anger to motivate action among supporters.
Anger Activism Model
Offering a resolution to the audience’s anger.
Solution Provision
Creating a familial connection to engage audiences.
Appeal to Warmth
Longing for the past enhances brand perception.
Nostalgia
Five levels of needs influencing human motivation.
Maslow’s Hierarchy of Needs
Basic survival needs prioritized in Maslow’s theory.
Physiological Needs
Achieving personal potential
often targeted in marketing.
Five core values influencing group dynamics and beliefs.
Moral Foundations Theory
Using emotions to persuade
requiring ethical considerations.
Connecting with audience’s sense of belonging.
Appeal to Identity
Exploiting feelings of unfair treatment to persuade.
Appeal to Resentment
Political approach elevating ordinary people against elites.
Populism
Strategies that evoke emotional responses for persuasion.
Motivational Appeals
Connects with audience’s feelings and values.
Emotional Appeals
Taps into shared traditions and social norms.
Cultural Appeals
Engages audience’s sense of belonging and pride.
Identity Appeals
Elevates common people against perceived elites.
Populism
Feeling disrespected regarding traditions and values.
Cultural Resentment
Perception of losing social hierarchy position.
Collective Status Threat
Concept from Hochschild’s research on social grievances.
Deep Story
Utilizes patriotism to evoke positive feelings.
Appeals to Pride
Engages audience and creates likability.
Humor in Advertising
Ads that critique advertising itself
using irony.
Treating individuals as objects rather than whole persons.
Objectification Theory
Focuses on personal benefits to persuade.
Self-Interest Appeals
Creates feelings of obligation or remorse to act.
Guilt Appeals
Flattery used to gain favor or influence.
Ingratiation
Impact of group dynamics on individual behavior.
Social Influence
Conformity to group norms for acceptance.
Normative Influence
Demonstrated tribal behavior and group hostility.
Robbers Cave Study
Strengthens bonds and discourages antisocial behavior.
Group Cohesion
Poor decision-making due to group conformity.
Groupthink
Positive impression influences perceptions of other traits.
Halo Effect
Desensitization to emotional appeals over time.
Sympathy Fatigue
Targets consumers’ aspirations for status and exclusivity.
Luxury Marketing
Pressure to align with group norms.
Conformity
Unwritten rules guiding behavior in society.
Social Norms
Conformity stifles creativity and progress.
Innovation Inhibition
Behavior influenced by observing others.
Social Proof
Popular activities spread rapidly online.
Viral Trends
Group discussion alters individual estimates.
Jar of Beans Study
Participants conformed to incorrect group answers.
Asch Conformity Experiment
Self-worth evaluated against others’ standards.
Social Comparison Theory
Perceptions of what should be done.
Injunctive Norms
Perceptions of what is commonly done.
Descriptive Norms
Formal rules documented in writing.
Explicit Norms
Informal rules learned through experience.
Implicit Norms
Prioritizing harmony over critical decision-making.
Groupthink
Groups that strongly influence individual behavior.
Reference Groups
Belief in cultural superiority affecting conformity.
Ethnocentrism
Women generally conform more than men.
Gender Differences in Conformity
High self-monitors conform more readily.
Personality Factors
Collectivist cultures exhibit higher conformity.
Cultural Influence
Feeling safe to take risks in groups.
Psychological Safety
Trust in team members’ reliability.
Dependability
Harmful norms that persist in society.
Dysfunctional Norms
Increased suicides following publicized cases.
Copycat Suicides
Groups using extreme indoctrination for conformity.
Cults
Rituals that enhance group cohesion.
Indoctrination Methods
Poor decision-making due to extreme conformity.
Groupthink
Environment where individuals feel safe to express ideas.
Psychological Safety
Cult control through Behavior
Information
Excessive praise to recruit new cult members.
Love Bombing
Control over basic needs and relationships in cults.
Compliance Stage
Members adopt group norms and beliefs fully.
Internalization Stage
Loyalty tests to ensure total control in cults.
Consolidation Stage
1978 mass suicide of People’s Temple members.
Jonestown Massacre
Exclusion to make individuals feel unworthy.
Ostracism
Loss of identity in groups
leading to risky behavior.
Reduced likelihood of helping in group emergencies.
Bystander Effect
Sharing responsibility reduces individual accountability.
Diffusion of Responsibility
Reduced effort in group tasks as size increases.
Social Loafing
Lack of recognition decreases motivation in groups.
Collective Effort Model
Preference to do less work when others contribute.
Free Ride Effect
Hard workers reduce effort to avoid exploitation.
Sucker Effect
Limit group size and assess individual contributions.
Mitigating Social Loafing
Better performance on simple tasks in groups.
Social Facilitation
Extreme decision-making after group discussions.
Group Polarization
Extreme beliefs reinforced by social media echo chambers.
Political Polarization
Favoring information that confirms existing beliefs.
Confirmation Bias
Interpreting information based on personal biases.
Selective Perception
Groups using manipulation to control members.
Cults
