Lecture 3- Persuasion Flashcards
What are the components of a persuasion?
1) source-origin
2) message
3) Target
What is the aim of fear appeals?
1) evoke fear, often health related advertisement
2) attract attention and be relevant to target audience
what are the two routes of persuasion?
1) Central route= careful attention to message and argument quality
2) Peripheral route= attention to superficial characteristics
Describe the central route of persuasion
Elaboration Likelihood model (ELM)
1) audience need to have high interest and ability to think about the message
2) focused on the quality of the message arguments
3) attitude change that endures
4) requires effort and uses resources
5) produce long-lasting attitude change
Describe the Peripheral route of persuasion
ELM
1) The audience has low interest or ability to think about the message
2) focused on surface features (superficial)
3) attitude change may be temporary
4) Fast and easy
What are heuristics?
mental short cuts
Give me examples of heuristics
1) source credibility
2) attractiveness
3) length of message
4) product value
How does credibility affect persuasion?
persuasion based on the need to be right
1) experts in fields= trustworthy
2) experts restricted to narrow field so can be mistaken or fake
How does attractiveness affect persuasion?
1) association of attractiveness with desirability of the message
2) works with humour
3) celebrity endorsement attracts attention
What are the techniques of persuasion?
1) compliance- behaviour as a result of direct request
2) Persuasion- a message changes a persons attitude or behaviour
What are the principles of compliance?
1) friendship
2) commitment
3) reciprocity
4) social validation
5) authority
What is the norm of reciprocity?
the rule that obliges us to repay others for what we have received from them
Describe the Door- in - the - face technique
1) Start with an (unreasonable) large request
2) Wait for other party to say “no”
3) Then lower your request to something reasonable
4) Contrast effect: Smaller request seems reasonable
People feel obligated to reciprocate the concession (lowering the offer)
What is norm of consistency?
rule that obliges us to be consistent in our behaviour
Describe the foot- in - the - door technique
1) Start with a small request
Wait for the other party to say “yes”
2) Then ask for an additional large (related) request
3) People feel obliged to keep consistent and are more likely to comply to the larger request
4) First request should not be too small and/or second request not too large
What is the lowballing technique of persuasion?
1) have people commit to a course of action
2) wait until they say yes
3) then make the request more costly
What was Festinger (1957)theory?
Dissonance theory
Describe the dissonance theory?
behaviour and cognitions can be:
1) Consonant- logically consistent
2) Dissonant-inconsistent with each other
We try to reduce dissonance
How can we educe dissonance?
1) change cognition
2) change behaviour
3) add consonant cognition
4) trivialise it
How is dissonance created in research?
1) induced compliance
2) hypocrisy induction
3) free choice
What are the conditions for dissonance?
1) act counter- attitudinally
2) act on free will
3) experience tension
4) attribute the feeling of arousal to counter attitudinal action
inducing dissonance can lead to attitude change/ behaviour change
How does attitude inoculation affect persuasion?
Mc Guire
1) present first weak counter argument to an existing attitude to target
2) allows target to create own counterarguments
3) later less susceptible to stronger persuasive attitudes
How does affect to freedom affect persuasion?
innate desire for autonomy and independence
reluctance to change- due to uncertainty and loss of control
what strategies are used to resist persuasion?
1) Avoidance
2) contesting- countering aspects of the persuasion
3) biased processing
4) empowerment- strengthening self and existing attitudes
