Lecture 6 - Persuasion Flashcards
ELM
= elaboration likelihood model
periphal vs central route
central route
motivated
intentional
capable
highly predictive for behaviour
peripheral route - three characteristics
not interested
lacks capability
not looking at content
system I
fast, automatic, effortless
driven by feelings
impulses and habits
implicit level
system II
slow and deliberative analytic non-emotional refelctive and controlled only possible when not distracted explicit
drawbacks peripheral route
only temporary
sensitive to counter-arguments
advantages central route
more resistent to counter-arguments
five source variables of peripheral processing
attractiveness trust similarity phsyical attractiveness expertise/credebility
tell someone testimonials are payed
lower persuasion
company is now the source
although he did know before
sleeper effect
dissociation of source and message
only message stays
reversed by reminding
how-do-I-feel-about-it heuristic
we feel good when we receive message, start to like it
classical conditioning
humor in commercials
makes remember the add more than the product
but product is picked more often
fear appeals work when
preventing an outcome is possible
concrete intervention is presented
message variables of peripheral processing
length and number of arguments
repetition, esp. slightly altered
one-sided arguments
work when person is already convinced
two-sided arguments
pro and contra
work when person is undecided
primacy effect
very common
first info is weigthed the heaviest
recency effect
less common
only when there was a lot of space between first and last info
persusion listening to a speech
for involved: by arguments
for uninvolved: by expertise
factors determining whether you go central or peripheral
motivation personal relevance capacity concentration mood
feeling-as-information
pos. mood: everything OK, superficial/peripheral processing
neg. mood: pay attention! systematic/central processing
explicit reminders
of what the norm is
someone says it
implicit reminders
of what the norm is
person or environment
passively
two-step technique
door in the face
that’s not all
low-balling
foot in the door
door in the face
first big request, then small one
people do not want to reject you twice
that’s not all
discounts on products
low-balling
disguise hidden costs
foot in the door
first small request, then big one
because of self-perception
what to do against persuasion
confidence in own preferences and convictions
coming up with counter-arguments
