Lecture 6 - Persuasion

Question 1

ELM

Answer 1

= elaboration likelihood model

periphal vs central route

Question 2

central route

Answer 2

motivated
intentional
capable
highly predictive for behaviour

Question 3

peripheral route - three characteristics

Answer 3

not interested
lacks capability
not looking at content

Question 4

system I

Answer 4

fast, automatic, effortless
driven by feelings
impulses and habits
implicit level

Question 5

system II

Answer 5

slow and deliberative
analytic
non-emotional
refelctive and controlled 
only possible when not distracted
explicit

Question 6

drawbacks peripheral route

Answer 6

only temporary

sensitive to counter-arguments

Question 7

advantages central route

Answer 7

more resistent to counter-arguments

Question 8

five source variables of peripheral processing

Answer 8

attractiveness
trust 
similarity
phsyical attractiveness
expertise/credebility

Question 9

tell someone testimonials are payed

Answer 9

lower persuasion
company is now the source
although he did know before

Question 10

sleeper effect

Answer 10

dissociation of source and message
only message stays
reversed by reminding

Question 11

how-do-I-feel-about-it heuristic

Answer 11

we feel good when we receive message, start to like it

classical conditioning

Question 12

humor in commercials

Answer 12

makes remember the add more than the product

but product is picked more often

Question 13

fear appeals work when

Answer 13

preventing an outcome is possible

concrete intervention is presented

Question 14

message variables of peripheral processing

Answer 14

length and number of arguments

repetition, esp. slightly altered

Question 15

one-sided arguments

Answer 15

work when person is already convinced

Question 16

two-sided arguments

Answer 16

pro and contra

work when person is undecided

Question 17

primacy effect

Answer 17

very common

first info is weigthed the heaviest

Question 18

recency effect

Answer 18

less common

only when there was a lot of space between first and last info

Question 19

persusion listening to a speech

Answer 19

for involved: by arguments

for uninvolved: by expertise

Question 20

factors determining whether you go central or peripheral

Answer 20

motivation
personal relevance
capacity
concentration
mood

Question 21

feeling-as-information

Answer 21

pos. mood: everything OK, superficial/peripheral processing

neg. mood: pay attention! systematic/central processing

Question 22

explicit reminders

Answer 22

of what the norm is

someone says it

Question 23

implicit reminders

Answer 23

of what the norm is
person or environment
passively

Question 24

two-step technique

Answer 24

door in the face
that’s not all
low-balling
foot in the door

Question 25

door in the face

Answer 25

first big request, then small one

people do not want to reject you twice

Question 26

that’s not all

Answer 26

discounts on products

Question 27

low-balling

Answer 27

disguise hidden costs

Question 28

foot in the door

Answer 28

first small request, then big one

because of self-perception

Question 29

what to do against persuasion

Answer 29

confidence in own preferences and convictions

coming up with counter-arguments