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Theories of Persuasion > Final Exam > Flashcards

Final Exam Flashcards

1
Q

What is a goal?

A

A future state of affair that we want to attain or maintain

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2
Q

Primary goal

A

Defines what a communicator is doing

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3
Q

Secondary goal

A

Shapes how primary goals are pursued

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4
Q

3 Types of Goals

A

Identity / Relational / Instrumental

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5
Q

Identity Goals

A

: self - presentation goals
: presenting an image
: preserving the other person’s image

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6
Q

Relational Goals

A

developing and / or maintaining relationships

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7
Q

Instrumental Goals

A

: completing tasks, getting things done

: aka to - do lists

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8
Q

Cognitive Complexity

A

when we have multiple competing goals to manage

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9
Q

Greater Cognitive Complexity

A

: higher level of interpersonal construct differentiation
: greater awareness of multiple goals
: leads to production of more sophisticated messages

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10
Q

Complex Situations

A

“Difficult Conversations”

ex: talking friend into getting HIV test
ex: telling someone to improve their behavior
ex: telling your brother to rethink dating his girlfriend

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11
Q

Potential Strategies for Managing Goals

A

Selection (least sophisticated)
Separation (mid-sophistication)
Integration (most sophisticated)

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12
Q

Selection

A

picking one goal and going with it

ex: “Hey, next week, could you please not tell that story about when you hitchhiked to Waco?”

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13
Q

Separation

A

addressing each goal in separate parts of the message

ex: “You know I think your stories are hysterical. My parents have a different sense of humor, though. I wouldn’t bring up anything that could remotely be constructed as raunchy or embarrassing, if I were you”

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14
Q

Integration

A

addressing multiple goals simultaneously

ex: “I think my family is going to have a great time with you next week, because you are a ton of fun. You should remember to tell them about your internship because they love hearing about the positive things you’ve been doing with your time lately.”

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15
Q

Plans

A

Presenting actions necessary for accomplishing goals

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16
Q

Planning

A

Psychological and communicative processes involved in carrying out plans (implementing, modifying & negotiating plans)

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17
Q

Types of Knowledge for pre-conversational plans

A

Specific Episodes, Hypothetical Episodes, Ensembles of Episodes, Role Models, Instruction & Previous Plan

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18
Q

Specific Episodes

A

Drawing from actual conversations you have had before

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19
Q

Hypothetical Episodes

A

Imagining you had this conversation before (practicing it)

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20
Q

Ensembles of Episodes

A

Take bits and pieces of specific / hypothetical episodes and patch them together for a new plan

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21
Q

Role Models

A

Think of people you admire (they are good communicators)

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22
Q

Instruction

A

Formal, educational instruction on persuasion

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23
Q

Previous Plan

A

Script that you follow (girl scouts cookies selling)

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24
Q

Elements of Pre-Negotiation Plans

A

Logrolling (quid pro quo), Impression Management, Argumentation, Distributive Bargaining, Setting Limits, & Reactivity

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25
Q

Logrolling

A

“This or That”

ask for something / offer something else in return

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26
Q

Impression Management

A

How you want to be seen during your communication

using identity, relational, structural goals

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27
Q

Argumentation

A

Developing high quality arguments and reasoning

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28
Q

Distributive Bargaining

A

Unequal exchange

“Ask for this much but negotiate to get that much”

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29
Q

Setting Limits

A

What am I really willing to throw out?

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30
Q

Reactivity

A

Not reactance

Monitoring someone else’s reaction and varying strategy depending on how receptive they are

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31
Q

Message Design Logics (MDL)

A

A theory of individual differences in message production

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32
Q

3 types of Design Logics

A

Expressive, Conventional & Rhetorical

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33
Q

Expressive Design Logic

A

(least sophisticated)

“Communication is a medium for expressing feelings

values = clarity, openness, honesty, unimpeded expression

goal = self expression

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34
Q

Conventional Design Logic

A

(mid-sophistication)

“Communication is a game played cooperatively by social rules”

values = appropriateness, control of resources, cooperativeness

goal = secure desired response

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35
Q

Rhetorical Design Logic

A

(most sophisticated)

“Communication is the creation and negotiation of social selves and situations”

values = flexibility, symbolic sophistication, depth of interpretation

goal = negotiate social consensus

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36
Q

What MDL works the best?

A

Rhetorical are the most effective (most personal / person-centered)

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37
Q

Expressives can find _____ messages really frustrating, confusing and ambiguous.

A

Rhetorical

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38
Q

Dilemmas of Advice

A

1) Advice Giving
- Being Helpful and Caring vs. Butting In
2) Advice Giving
- Being Supportive vs. Being Honest
3) Advice Receiving
- Showing Gratitude and Respect vs. Making Own Decisions

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39
Q

Dilemma #1 : Being Helpful and Caring vs. Butting In

A

On the one hand … Showing concern

On the other hand … Being nosy / implying incompetence

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40
Q

Dilemma #2 : Being Supportive vs. Being Honest

A

On the one hand … People say that they want honest advice

On the other hand … Sometimes people really want validation

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41
Q

Dilemma #3 : Showing Gratitude and Respect vs. Making Own Decision

A

On the one hand … giving up autonomy

On the other hand … Seeming disrespectful and ungrateful

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42
Q

Face

A

“The positive social value a person effectively claims for himself by the line others assume he has taken during a particular contact. Face is an image of self delineated in terms of approved social attributes.”

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43
Q

Negative Face

A

the want to be unimpeded (autonomy)

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44
Q

Positive Face

A

the want to be approved of (liking)

45
Q

Face - Threatening Acts (FTA)

A

anything from falling in front of people to asking people to change something about their attitude

46
Q

Politeness Theory

A

Verbal & Nonverbal resources for making FTA less FT

47
Q

Five options for Advice Giving

A

Bald on Record, Positive Redress, Negative Redress, Off Record & Don’t Do the FTA

48
Q

Bald on Record

A

“You need to do something about your breath.”

49
Q

Positive Redress

A

“[friendly expletive] man, you know that you’re one of my best friends. I can tell you this because we are close : I’ll hang out with you regardless, but you might be happier if you did something to your breath.”

50
Q

Negative Redress

A

“I hate to say anything because it’s up to you, but have you ever thought about trying one of those powerful breath fresheners?”

51
Q

Off Record

A

“Is it just me of is there a funny smell in here?”

52
Q

Don’t Do the FTA

A

Saying nothing, let your friend go on breathing toxic fumes

53
Q

Power Assertion

A

Coercing into changing behavior without providing rationale

“because I said so”

54
Q

Induction

A

Providing explanations or reasons for behavior change

55
Q

Mere Exposure Thesis

A

Exposing people to a message over and over increases favorable ratings of the message

56
Q

The principle of Association

A

When a product becomes connected to an image or a value that is perceived positively by the audience

57
Q

Wear - out

A

After a certain point, repetition leads to boredom, tedium, irritation

58
Q

Colors and their association

A 
Red - Passion
Purple - Royalty
White - Innocence
Soft / Light Blue - Tranquility
Green - Freshness
59
Q

Classical Conditioning

A

Training people to have automatic responses to a stimulus

Positive attitudes can be created by linking products to pleasant images

60
Q

Semiotics

A

The study of symbols

61
Q

Examples of Semiotics

A

Religious Symbols - cross / star of david
Golden Arches - McDonald’s
A&M - the ugly aggies
Horns - Longhorns & Happiness

62
Q

Accessibility

A

Making (positive) attitudes retrievable from one’s memory

Advertisers want you to automatically think of certain images when their product comes to mind

63
Q

Gatekeeping

A

The process through which stakeholders approve of and release information

64
Q

How do media reports affect public opinion?

A

Agenda - setting, Priming, & Framing

65
Q

Agenda - Setting

A

Media doesn’t tell us what to think, but there is evidence that it tells us what to think ABOUT

66
Q

Priming

A

Influencing the weight that people place on various issues

These effects fade over time

67
Q

Framing

A

Variations in how matters of policy are phrased, construed, discussed

68
Q

4 Types of Framing

A

Equivalency, Emphasis, Episodic, Thematic

69
Q

Equivalency Framing

A

use of different words / phrases

“pro-choice” rather than “pro-abortion”

70
Q

Emphasis Framing

A

Focusing on different aspects of the issues

risks vs. benefits of withdrawal

71
Q

Episodic Framing

A

IDK - LOOK IT UP

72
Q

Thematic Framing

A

WHY ARE YOU ASKING ME, I’M NOT AN EXPERT AT PERSUASION!!!

73
Q

Communication Campaigns

A

Intentional attempts to inform, persuade, or motivate behavior change

Relatively well - defined and large audiences

Generally for noncommercial benefits

By means of organized communication activities involving mass media

74
Q

What makes a successful campaign?

A
  • Use gain frame vs. loss frame
  • Know your audience
  • Use a systems approach
75
Q

Gain Frame

A

emphasizing what you would gain from something

76
Q

Loss Frame

A

emphasizing what you would lose from something

77
Q

Are campaigns more effective if they stress positive behavior change or negative consequences?

A

STRESS POSITIVE BEHAVIOR CHANGE

78
Q

How can campaigns know their audience?

A

tailor messages to build on audience’s needs, motives, and values

79
Q

How can campaigns use a systems approach?

A

Combine mass media with communication from community groups, local businesses, etc.

80
Q

Different models of behavior change

A

Individual effects, Social Diffusion, Institutional Diffusion

81
Q

Individual Effects (Behavior Change)

A

Campaigns cause individuals to improve knowledge, change attitudes & enact behaviors

82
Q

Social Diffusion (Behavior Change)

A

Campaigns result in changes in public norms & changes in group behavior

83
Q

Institutional Diffusion (Behavior Change)

A

Efforts focus on changing opinions of the elite, who enact policy changes, which can trickle down to individuals and groups

84
Q

Two Types of Public Service Announcements

A

Radio and Video (TV, viral)

85
Q

What makes a successful PSA?

A

Clear / Focused on one specific goal / Grabs audience’s attention right away / Uses everyday language

86
Q

Diffusion Theory

A

A theory related to how communication influences our adoption of innovations

87
Q

Innovations are more likely to be adopted if _____ & _____.

A

they are more compatible with the values and cultural norms

their rewards are clear & immediate

88
Q

Stages of Diffusion Theory (Adoption)

A

Innovators, Early Adopters, Early Majority, Late Majority, Laggards

89
Q

Innovators

A

2.5%

Risk takers who have the resources and desire to try new things, even if they fail

90
Q

Early Adopters

A

13.5%

“The one to check in with” for new information and reduce others’ uncertainty about a new technology by adopting it

91
Q

Early Majority

A

34%

Take their time before adopting a new idea … they are willing to embrace new technology as long as they understand how it will fit with their lives

92
Q

Late Majority

A

34%

Adopt in reaction to peer pressure, emerging norms, or economic necessity

93
Q

Laggards

A

16%

VERRYYY late to adoption - sometimes don’t even adopt

94
Q

Stages of Change

A

A model of intentional behavior change

95
Q

THE STAGES of change

A

Pre-contemplation, contemplation, preparation, action, maintenance, relapse, transcendence

96
Q

Pre-contemplation

A

The stage where you haven’t been informed, you don’t know much information about the change

Ignorance is bliss

97
Q

Contemplation

A

You are thinking about change within the next 6 months of your life

98
Q

Preparation

A

Within the next month something is going to change

you are starting to get the ball rolling

99
Q

Action

A

To be here, you have to meet the criteria that the professionals have set for that specific change

100
Q

Maintenance

A

…uhm idk … go ask Siri …

101
Q

Relapse

A

Resume old behaviors

102
Q

Transcendence

A

Not even a thought anymore

103
Q

Change is a PROCESS not an EVENT (T/F?)

A

True

104
Q

Creating attitude & behavior change is EASY (T/F?)

A

False - creating attitude & behavior change is HARD

105
Q

Why can persuasion seem unethical?

A
  • Connotes control & dominance
  • Suggests a lack of acceptance
  • Sometimes employs deception
106
Q

What does Wilson argue for why persuasion is NOT inherently unethical?

A
  • Persuasion & compliance - gaining are fundamental to relationship development
  • Some cultures would disagree that seeking a person’s compliance devalues that person
107
Q

Motive Matters in Persuasion (T/F?)

A

True

108
Q

Persuasion is not a tool (T/F?)

A

False - Persuasion IS a tool.

Theories of Persuasion (1 decks)

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