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341 Persuasion > exam 2 study guide > Flashcards

exam 2 study guide Flashcards

1
Q

What does Emotion do?

A

Inspires

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2
Q

What does Data do?

A

Convinces

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3
Q

What are the G.R.A.S.P Goals?

A

Goals, Research, Audience, Strategy, Performance

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4
Q

Liquid death is an example of

A

differentiation in non-differentiated segment

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5
Q

Grouping of proof points until you get to three discrete categories gets you….

A

the three pillars (Lee Hartley Carter)

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6
Q

What are Michael Masanksy’s 4 Ps?

A

Plausible, positive, personal, plainspoken

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7
Q

What are the 4 things to check a message against your audience research?

A

Overcoming audience’s barriers, addressing the audience’s needs, appealing core values and emotions,
if you can deliver on this message

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8
Q

What does plausible mean?

A

Believable and logical

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9
Q

What does positive mean?

A

Solutions and benefits

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10
Q

What does personal mean?

A

Connect emotionally and relate

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11
Q

What does plainspoken mean?

A

Can the average person understand?

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12
Q

What is logos?

A

Persuading audiences using evidence reasoning and logic

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13
Q

What do we refer to when we say aiming for the brain?

A

Logos

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14
Q

What type of processing does logos engage in?

A

Central processing

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15
Q

What is logos important for? (where)

A

Law (Legal Reasoning), Public Debate (Marketplace of Ideas), Science (Peer Review)

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16
Q

What are the types of reasoning?

A

Deductive, inductive, causal

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17
Q

“If all JMU students are great, and Jacob goes to JMU, so he’s great” is an example of what kind of reasoning?

A

Deductive reasoning

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18
Q

General to specific is an example of what kind of reasoning?

A

Deductive reasoning

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19
Q

“I met Jacob at JMU and he was great so all students at JMU are great” is an example of what kind of reasoning?

A

Inductive reasoning

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20
Q

Specific to general is an example of what kind of reasoning?

A

Inductive reasoning

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21
Q

What is a syllogism?

A

Classical argument

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22
Q

What is true in one set of circumstances will be true in another is reasoning by…

A

analogy

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23
Q

Drawing conclusions based on events that precede or co-exist with but do not cause a subsequent event is ____ reasoning?

A

sign

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24
Q

What kind of reasoning is cause and effect?

A

Causal reasoning

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25
Q

What is an enthymeme?

A

A “truncated syllogism” or an “implied argument” less formal than the syllogism

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26
Q

“We cannot trust this man because he has perjured himself in the past” is an example of what?

A

Enthymeme

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27
Q

What is an enthymeme?

A

A syllogism without stating either the major or minor premise (it is implied)

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28
Q

“The Nationals are going to win the game tonight because they are playing at home” is an example of what?

A

Enthymeme

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29
Q

“Miley Cyrus is a great artist. She won the Record of the Year and Best Pop Solo Performance Grammy Awards in 2024” is an example of what?

A

Enthymeme

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30
Q

“Drunk driving is wrong because it hurts innocent people” is an example of what?

A

Enthymeme

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31
Q

“Governor Jackson is a socialist; she wants to raise taxes” is an example of what?

A

Enthymeme

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32
Q

“That dog is friendly; it is a golden retriever” is an example of what?

A

Enthymeme

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33
Q

Why are enthymemes important?

A

Efficient, used to hide the underlying assumption, more persuasive if the audience completes the enthymeme

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34
Q

What does “Drunk driving is wrong because it hurts innocent people” suggest?

A

Hurting innocent people is wrong

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35
Q

What are the 3 basic elements of argument?

A

Evidence, warrant, claim

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36
Q

Which basic element of the argument relates to proof grounds or support?

A

Evidence

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37
Q

Which basic element of the argument relates to inferential or logical leap?

A

Warrant

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38
Q

Which basic element of the argument relates to assertion or proposition?

A

Claim

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39
Q

What are the four types of claims?

A

Fact, judgment/value, policy, definition/classification

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40
Q

What type of claim is backed up by empirical evidence?

A

Fact

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41
Q

“That dog is a golden retriever” is what type of claim?

A

Fact

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42
Q

What type of claim deals with right and wrong or good and bad?

A

Judgment/value

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43
Q

“Golden retrievers are good dogs” is what type of claim?

A

Judgment/value

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44
Q

Ought or should claims are what type of claim?

A

Policy

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45
Q

What are the five types of evidence?

A

Examples, explanations, comparison/analogies, statistics, testimony

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46
Q

What kind of evidence is a longer example?

A

Explanations

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47
Q

What kind of evidence are examples and stories?

A

Examples

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48
Q

“Dan was late and will be again” is an example of what kind of evidence?

A

Comparison/analogies

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49
Q

What kind of evidence are numerical examples?

A

Statistics

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50
Q

What kind of evidence are real examples and personal stories?

A

Examples

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51
Q

What is reluctant testimony?

A

Gives testimony against own self-interest

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52
Q

Primary research is greater than what kind of research?

A

Secondary research

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53
Q

What does evidence without context mean?

A

Nothing

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54
Q

What is primary research?

A

A person gets the research

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55
Q

What is secondary research?

A

The person referring to others’ research

56
Q

What does “translate $$ into what it could buy” refer to?

A

Evidence with context

57
Q

What do people buy the magic of?

58
Q

What don’t people buy?

A

The features

59
Q

What should you sell instead of features?

A

Outcomes and results

60
Q

What should you talk about instead of just selling the product/organization?

A

Return on investment

61
Q

What should you anticipate and address?

A

Objections

62
Q

What are the 3 E’s?

A

Empathy, energy, enthusiasm

63
Q

What is SMIT?

A

Single most important thing

64
Q

What is an error in reasoning?

65
Q

“People died of cancer before cigarettes so cigarettes don’t cause cancer” is an example of what?

66
Q

What is a red herring fallacy?

A

A deliberate attempt to mislead or distract from the relevant topic

67
Q

“Because an action or belief is traditional it must be good or true” is an example of what?

A

Appeal to tradition fallacy

68
Q

“Country Time Lemonade: Just like grandma used to make” is an example of what?

A

Appeal to tradition fallacy

69
Q

“Misrepresenting your opponent’s argument in a weak or negative way” is an example of what?

A

Straw person fallacy

70
Q

“People who are pro-choice are pro-baby killing” is an example of what?

A

Straw person fallacy

71
Q

“People who are pro-life don’t care about the life of the mother” is an example of what?

A

Straw person fallacy

72
Q

“Attacking the person not the argument” is an example of what?

A

Ad hominem fallacy

73
Q

“Don’t listen to THAT idiot” is an example of what?

A

Ad hominem fallacy

74
Q

“You can’t prove me wrong I must be right” is an example of what?

A

Appeal to ignorance fallacy

75
Q

“Persuader has the burden of proof” is related to what fallacy?

A

Appeal to ignorance fallacy

76
Q

“A question that makes a controversial assumption” is an example of what?

A

Loaded question fallacy

77
Q

“Have you stopped cheating on tests?” is an example of what?

A

Loaded question fallacy

78
Q

“Making inferences based on an analogy that is too different from the argument” is an example of what?

A

False analogy fallacy

79
Q

“Cars cause more deaths than firearms do so if we are going to ban firearms we should also ban cars” is an example of what?

A

False analogy fallacy

80
Q

What is a false authority fallacy?

A

A false authority is a person whose authority is invalid because they have dubious credentials, irrelevant credentials, or no credentials at all

81
Q

“Athlete: Eat your Wheaties” is an example of what?

A

False authority fallacy

82
Q

“Fallacy when signs are not related” refers to what?

A

Faulty sign fallacy

83
Q

“They didn’t text me back; they must be mad at me” is an example of what?

A

Faulty sign fallacy

84
Q

“They’re wearing a Nirvana shirt; they must like Nirvana” is an example of what?

A

Faulty sign fallacy

85
Q

“Making a universal claim that is unfounded” is an example of what?

A

Sweeping generalization fallacy

86
Q

“All Always Every Never and None” are used in what type of fallacy?

A

Sweeping generalization fallacy

87
Q

“Presenting only 2 polar opposites while ignoring other alternatives” is an example of what?

A

False dilemma fallacy

88
Q

“You’re either with us or against us” is an example of what?

A

False dilemma fallacy

89
Q

“Falsely saying: If we do A that will lead to B then C then D. D is bad so we shouldn’t do A” is an example of what?

A

Slippery slope fallacy

90
Q

“If everyone believes it it must be true” is an example of what?

A

Ad populum/bandwagon/crowd fallacy

91
Q

“Watch WWE Wrestling - the #1 watched show on television!” is an example of what?

A

Ad populum/bandwagon/crowd fallacy

92
Q

What fallacy argues from a special case to a general rule?

A

Hasty generalization fallacy

93
Q

“Every person I’ve met speaks English so it must be true that all people speak English” is an example of what?

A

Hasty generalization fallacy

94
Q

When does begging the question fallacy occur?

A

When the conclusion simply restates the premise

95
Q

What is another name for begging the question fallacy?

A

Circular reasoning

96
Q

“Sam always tells the truth I know this because he told me so” is an example of what?

A

Begging the question fallacy

97
Q

“A happened before B so A caused B” is an example of what?

A

False cause fallacy

98
Q

What does “correlation does not equal causation” relate to?

A

False cause fallacy

99
Q

What does “Post Hoc Ergo Prompter Hoc” refer to?

A

False cause fallacy

100
Q

When does the rational argument not work?

A

If the issue is tied to basic values, the audience has strongly held views, the issue is highly complicated, the audience doesn’t care, no new data is presented

101
Q

What is seldom persuasive on its own?

A

Rational argument

102
Q

How should you persuade according to the notes?

A

Persuade with story and emotion bolster/support with rational argument

103
Q

What are as important as facts?

104
Q

What is the key to long-term attitude change?

A

Rational argument

105
Q

What is the most ethical strategy?

A

Rational argument

106
Q

According to Edward R. Murrow what is required for persuasion?

A

To be persuasive we must be truthful (Truthfulness → Credibility → Believability → Persuasion)

107
Q

Why is credibility critical according to Si Seymour?

A

Being right is not enough—you have to be believed and without causing irritation

108
Q

What are the three pillars of credibility?

A

Expertise/Competence, Trustworthiness/Character, Goodwill/Perceived Caring

109
Q

What is the sleeper effect?

A

Delayed persuasion from a low-credibility source after the audience forgets the source

110
Q

What does ethos represent in persuasion?

A

Credibility; Aristotle called it the “most potent means of persuasion”

111
Q

Which statement describes enthymemes?

A

Engages the audience by letting them complete the argument

112
Q

“Stop all industry or ignore the environment” exemplifies which fallacy?

A

False dilemma fallacy (forces two extremes)

113
Q

“Smartphones for research → classroom chaos” exemplifies which fallacy?

A

Slippery slope fallacy (assumes unproven chain reaction)

114
Q

“Adopt a treatment because it’s traditional” exemplifies which fallacy?

A

Appeal to tradition fallacy

115
Q

Which U.S. institution had the highest public confidence in 2024?

A

Small business (36% “great deal” of confidence)

116
Q

What percentage distrust societal leaders (Edelman Trust Barometer)?

A

66% lack confidence in leaders addressing challenges

117
Q

What is Baby Boomers’ most trusted brand (Morning Consult 2024)?

A

Procter & Gamble (+22.9 net trust difference)

118
Q

Name Gen Z’s most trusted celebrity for social/political issues.

A

Zendaya (per Whitman Insight Study)

119
Q

What traits define authenticity in public figures (class survey)?

A

Transparency about struggles, willingness to speak unpopular truths, actions matching words

120
Q

“People died of cancer before cigarettes so they’re safe” is which fallacy?

A

False cause fallacy (correlation ≠ causation)

121
Q

What is a Barnum statement?

A

Vague general claims that seem personal (used in cold reading)

122
Q

What is the halo effect?

A

Judging someone’s entire character based on one trait (e.g. attractiveness → intelligence)

123
Q

What fallacy is “You’re either with us or against us”?

A

False dilemma fallacy

124
Q

What did Milgram’s experiment test?

A

Obedience to authority (people comply with unethical orders)

125
Q

What percentage of nurses complied with a doctor’s lethal order?

A

95% (due to authority of titles)

126
Q

What are markers of authority?

A

Titles, uniforms, luxury cars, and other status symbols

127
Q

How to “hang a lantern on your weakness”?

A

Tactical flaw: Admitting a minor weakness to appear honest

128
Q

What is the friendship formula (Like Switch)?

A

Proximity + Frequency + Duration + Intensity

129
Q

What is impression management theory?

A

Controlling information to shape others’ perceptions of a person/organization

130
Q

What is the Golden Rule of Friendship?

A

Make others feel good about themselves to be liked

131
Q

What enhances dynamism in credibility?

A

Showing enthusiasm and energy

132
Q

What is facework in impression management?

A

Maintaining social standing (“face”) in others’ eyes

133
Q

What percentage trust Congress (2024 Gallup)?

A

31% (combined “great deal” and “quite a lot”)

134
Q

What trait boosts Tom Hanks’ credibility?

A

Perceived humility and long-standing public trust

135
Q

What is central processing in persuasion?

A

Audience deeply engages with logical arguments (logos-driven)

341 Persuasion (2 decks)

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