exam 3 Flashcards
central route of persuasion
when people focus on the arguments and respond with favorable thoughts (when people are motivated and able)—audience is analytical and involved, deep processing
peripheral route of persuasion
when people are influenced by incidental cues, such as a speaker’s attractiveness—audience isn’t analytical or involved, low need for cognition
sleeper effect
an initially discounted message becomes effective later
Carol Dweck puzzle study
90% of kids who were praised for working hard chose difficult puzzles afterward
Intelligence-praised kids chose easier ones
Then all kids were given difficult puzzles, then all given easy puzzles.
Work hard kids did 30% better than they had initially scored, intelligence kids did 20% worse than their initial score.
primacy effect
info first is more influential
recency effect
info last is most influential
six persuasion principles
authority liking social proof reciprocity consistency scarcity
authority (6)
people defer to credible experts
liking (6)
people respond more affirmatively to those they like
social proof (6)
people allow the example of others to validate how they think, feel, and act
reciprocity (6)
people feel obligated to repay in kind what they’ve received
consistency (6)
people tend to honor their public commitments
scarcity (6)
people prize what’s scarce
personal vs media influence
two-step flow: media opinion leaders to rank and file
generational explanation
attitudes older people adopted when they were young persist through life largely unchanged
group
two or more people interacting with each other and influencing each other, develop us-and-them mentality
Why form groups?
inclusion
affection
control (the need to guide the group by organizing and maintaining processes)
social facilitation
tendency to perform better due to the presence of others
crowding
the presence of many others
When others are present, people are more physically aroused, leads to a good performance.
Mere presence of others leads to an evaluation apprehension, whether you’re participating or not
easy task w/people
increased performance
hard task w/people
decreased performance
Gardner study
200 undergrad students, all asked to identify favorite and non-favorite character
Dependent variable: realness of the character, liking of the character
80% chose human characters
15% chose cartoon characters
Participants their favorite character to be more real than non-favorite character
Participants saw the human character to be more real than cartoon character
Study 2: participants given a private cubicle to work in with picture of participant’s favorite character that they chose in Study 1
Control group: neutral character picture
Dependent variable: each participant asked to perform a word-copying task with dominant and nondominant hand
Favorite character group: performed better on dominant hand (copied more words), performed worse on non-dominant hand (compared to control group performance)
When the task is easy, social facilitation occurs. When the task is hard, social inhibition occurs. The presence of others doesn’t even need to be a real person.
to test social facilitation/inhibition
presence of others
evaluation apprehension
difficulty in task
physical arousal
reasons to social loaf
contribution won’t be evaluated or considered
team members feel that the task or team isn’t important
person feels under appreciated within team or group
the presence of others causes relaxation instead of arousal
task isn’t challenging
