Lecture 7

Question 1

The Yale Attitude Change Approach model assumed that there are 3 factors that must be in place when faced with a persuasive message to be persuaded, what are they?

Answer 1

1. Attend the message
2. Comprehend the message
3. Acceptance of the message (accepting it’s valid)

Question 2

In the “Who says what to whom’, what does Who describe?

Answer 2

Is the communicator delivering the message, factors include credibility, trustworthiness, and expertise

Question 3

What are source effects?

Answer 3

Factors associated with the individual

e.g. dominance, trustworthiness, attractiveness

Question 4

What do credibility and expertise influence?

Answer 4

How well the message is accepted

Question 5

What dimensions do people automatically evaluate a face on and what can this predict?

Answer 5

Dominance and trustworthiness, can predict some judgements

Question 6

What do some researchers say dominance and trustworthiness are associated with?

Answer 6

With key evolutionary motivations e.g. trust = liking, dominance = danger

Question 7

Describe the Sleeper Effect

Answer 7

Content of the message dissociated from the deliverer, eventually we only remember the content

Question 8

Explain attractiveness’ effect on persuasion and judgements

Answer 8

More persuasive, more positive assumptions that someone is more trustworthy

Question 9

In the “Who says what to whom’, what does What describe?

Answer 9

The content of the message

Question 10

Describe the effect of a fear appeal

Answer 10

Fear grabs our attention therefore could be more persuasive

Question 11

What’s the effect of using fear for persuasion?

Answer 11

More fear isn’t always better, there’s a point where as where increases = persuasiveness decreases because attention is redirected

Question 12

In the “Who says what to whom’, what does Whom describe?

Answer 12

Who the communicator is trying to persuade

Question 13

In reference to audience effects, what is the effect of a distracted individual?

Answer 13

They are less persuadable

Question 14

In reference to audience effects, what is the difference between older and younger people?

Answer 14

Younger people are easier to persuade than older

Question 15

In reference to audience effects, what is the effect of self esteem?

Answer 15

• Low self esteem is easier to persuade

- Very low and very high self esteem are NOT easily persuadable

Question 16

In reference to audience effects, what is the effect does personality type have?

Answer 16

People vary in their need for closure on a topic

Question 17

What are the limitations of the Yale Study?

Answer 17

1. It is phenomenon driven
2. Difficult to understand the situation of effects contacting each other e.g. ugly person makes a good argument
3. Doesn’t describe the cognitive mechanism to attitude change

Question 18

Describe the Dual Process model of the Elaboration Likelihood Model

Answer 18

1. Central Route = persuasion depends on elaborations of the message content. Elaborations are internal counterarguments of the point, the outcome of these responses determines is the individual is persuaded or not
2. Peripheral Route = not about content but peripheral cue e.g. attraction will determine whether persuasion is warranted

Question 19

In the Dual Process model of the Elaboration Likelihood Model, what factors decide which route is taken?

Answer 19

Motivation and Oppourtunity

Question 20

How does distraction influence persuasion?

Answer 20

In an experiment, participants under the high distraction category didn’t distinguish between strong and weak arguments. This is due to the distraction influencing amount of cognitive resources

Question 21

What is the relationship between elaboration and attitude change?

Answer 21

High levels of elaboration causes us to run out of solid ideas as to why we believe in our attitude. Some individuals interpret this as their argument not having valid points which causes them to change their attitude

Question 22

What is the effect of rationalisation on persuasion quality?

Answer 22

The quality of persuasion decreases as we rationalise too much, this is due to incorporating irrelevant information.

Question 23

What is the effect of rationalisation and confidence in our attitudes?

Answer 23

Confidence in our attitudes decrease with to much elaboration

Question 24

How do companies market their difficult to differentiate products?

Answer 24

They rely on peripheral cues

Question 25

Describe Attitude Innoculation

Answer 25

Technique practices small counterarguments and attitude defending to their strong attitudes to prepare for an attitude attack e.g. peer pressure

Results showed those who were exposed to the technique showed greater attitude resilience