Lecture 6

Question 1

what are dual process models

Answer 1

central route vs peripheral route: thinking more shallowly vs thinking more deeply

Question 2

if you want your persuasion to be effective, you need to think about

Answer 2

how much cognitive effort the person is putting in

if the person is processing deeply: you need to use good arguments

if the person is processing more shallow: use peripheral cues. Heuristics or something like mere exposure

Question 3

study where they tell students they will implement very hard exam at the end of bachelor
-at the end of this year
or
-in 5 years (no personal relevance)

what motivates people to think more deeply

Answer 3

• personal relevance ( are you gonna be affected by it)

-big decision (importance of choice)

-need for cognition (tendency to engage in analytical thinking)

Question 4

what are the two main factors that influence route choice

Answer 4

motivation + ability

Question 5

what is elaboration valence

Answer 5

after weighting the pros and cons of the argument, are you in favor of the argument? if so, you have a positive elaboration valence.

Question 6

elaboration valence (pro or against the message presented) depends on 2 things

Answer 6

• if you were already pro or against the message
• depends on how good the arguments are.

Question 7

what are the characteristics of changing attitude via the central route?

Answer 7

-change is relatively enduring
-resistant to counter-persuasion
-predictive of behaviour

Question 8

what are the characteristics of changing attitude via the peripheral route?

Answer 8

-change attitude is relatively temporary
-susceptible to counterpersuasion
-unpredictive of behaviour

Question 9

examples of peripheral cues in the elaboration likelihood model

Answer 9

heuristics: mental shortcuts in the form of if-then rules (expert heuristic, social consensus heuristic, more-is-better)

other: mere exposure effect, attractiveness or likability, mood

Question 10

differences between heuristic systematic model and elaboration likelihood model

Answer 10

1. type of motivation: ELM only considers accuracy motivation (you want to be right) while HSM considers also defense/expressive motivation (for your image)
2. HSM is more specific than ELM regarding peripheral route: only heuristics in the peripheral route.
3. co-occurence: both heuristics and systematic processes can interact according to HSM. for example, peripheral cues + strong arguments in favor, in works even better (like expert saying a strong argument), they add. But can also have opposite effect (expert saying weak argument). While ELM says that’s not possible.

Question 11

unimodel

Answer 11

no difference between the two processes

expertise can be a strong argument. like if your doctor tells you to take a pill.

Mr Kruglanski said: you think peripheral processes are other things that strong arguments, but they are not. They are both good to use. The only reason why you find people low processing following the peripheral cues is because of the way the sentences are built, how the information is presented. Good arguments come in long sentences. Compared to example expertise cues = guy is a professor. Easier to take in.

SO: persuasion really depends on the way the information is presented. if you take the expertise heurtistic, but present it in a long paragraph, people that don’t have motivation won’t want to process.

Question 12

what are heuristics

Answer 12

mental short cuts that simplify decision making by ignoring information: practical utility but can lead to cognitive biases

Question 13

Heuristics: Expertise

Answer 13

someone who has expertise can be persuasion, but it depends on a bunch of things like the congruence between source and type of message

ex. persuasion of nuclear disarmament works better if a child is speaking, but if it’s about the existence of 10th planet works better with PhD

Question 14

what is important if use celebrity endorsment

Answer 14

• congruence between celebrity image and product
• you have to like the celebrity (sympathy), physical attractiveness can help here

Question 15

study where prof remembers vs doesn’t remember names of students. then questionnaire on how they liked the prof and ask if they want to buy cookies, privately or publicly

Answer 15

-When name was remembered

-A lot more students bought cookies.
- They also liked professor better.
- And they thought the professor liked them better.

Question 16

how is it called if you vote for the face you think represents what you want of a good senator

Answer 16

representativeness heuristic

Question 17

example of availability heuristic

Answer 17

percentage of deaths of unatural causes. you hear a lot about suicide, murder, but it’s actually domestic deaths. but bc you never hear of them, less available = less likely to think they are frequent

Question 18

dread risks are an example of

Answer 18

dread risks = Things that can happen to you that don’t happen really often but the consequences are dreadful. Like Getting hit by lightening.

they are an example of availability heuristics.

Question 19

simulation heuristic

Answer 19

people determine the likelihood of an event based on how easy it is to simulate (imagine) the event mentally

like guy missing his plane by just 5 minutes easy to imagine how you could have run, skipped a few lines here and there.

Question 20

Imagine that… technique

Answer 20

Researchers say take a moment to imagine.

Compare to control group, where it was just said to them.

Bough more of the subscription if they imagined it.