Lecture 7 persuasion

Question 1

persuasion definition

Answer 1

any change in beliefs and attitudes that results from exposure to a form of communication.

Question 2

different stages of persuasion

Answer 2

• learning models
• cognitive response models
• dual process models (EHLM and HSM)
• the unimodel and better dual process models

Question 3

yale reinforcement approach

Answer 3

learning model
who said what to whom with what effect
- source effect (who)
- content effect (what)
- reciever characteristics (whom)
- duration of attitude change (effect)

Question 4

assumptions of learning models

Answer 4

• accepting message is verbal learning
• acceptance depends on anticipated rewards/costs
• factors can cause attitude change via attention, comprehension and/or acceptance
• defensive avoidance

Question 5

defensive avoidance

Answer 5

people may reject a fear appeal when it is too alarming.
discussion about this.

Question 6

information processing model

Answer 6

formalization of the Yale model by McGuire.
clear stages involved in processing and each stage must be reached and each stage can have disruptions that effects how much the message gets through
- attention
- comprehension
- acceptance
- retention
- behavior

Question 7

simplified information processing model

Answer 7

gives the impact of persuasion at different stages with a formula.
- p(influence) = p(reception) X p(acceptance)

Question 8

personality characteristics effect on reception and acceptence

simplified information processing model

Answer 8

• inverted U shape
• intelligence increases reception
• intelligence decreases acceptance
• similair for self-esteem
• depends on complexity of message whether reception or acceptance is more important

Question 9

learning models critique

Answer 9

• assume high involvement, deliberation through all steps
• assume passive learners
• no clear relationship between memory and attitude.

Question 10

cognitive response model

Answer 10

less about message, but more about how it is recieved. people are assumed as active and the level of engagement can vary.

Question 11

two main contributions of cognitive response model

Answer 11

• thought listing technique: have people make a list of things they were thinking about when listening.
• strong/weak argument: additional favorable thoughts enhance effects of strong arguments beyond just the argument themselves.

Question 12

what should persuasion depend on according to the CRM

Answer 12

• favorability of thoughts (positive, counterargument)
• extent of thinking about message (involvement, distraction)

Question 13

Petty et al., 1976

Answer 13

used thought listening technique to look at effect of distraction
- distraction influences attitude formation depending on argument strength
- for counter-arguments there is a significant difference for weak arguments under no/high distractions, but not for strong arguments
- for favorable thoughts there was a marginally significant difference in strong arguments, but not for weak arguments.
- so the primary arguments reduces with distraction

Question 14

dual process theories of persuasion

Answer 14

• ELM = elaboration likelihood model
• HSM = heuristic-systematic model

cognitive response models assume that people need to think about arguments for attitude change, but this is not always true. People sometimes change their attitude without thinking about the arguments in the message.
- focus on heuristics

Question 15

two main contributions of dual process models

Answer 15

• attitude change is not always via systematic processing
• factors that impact intensity of message processing (motivation & ability); what causes people to take different routes.

Question 16

elaboration likelihood model

Answer 16

• high processing is almost the same as cognitive model: using the central route (arguments).
• low processing is using peripheral route, heuristics.

Question 17

factors impacting level of processing and results in the elaboration likelihood model

Answer 17

factors impacting level of processing
- motivation = relevance, stakes, responsibility
- ability = knowledge, time, distraction

results of elaboration/processing level
- high = change in attitude is more accesible, persistant, predictive, resistant to change
- low = change in attitude is less accesible, less persistent, less resistant to change.

Question 18

Maheswaran (1994)

Answer 18

study where people (experts or novices) evaluated stereo systems based on heuristics or arguments.
- experts where influenced by argument strength
- novices by superficial cues
- thought listing predicted evaluations

Question 19

repetition and processing ability and intensity

Answer 19

recall goes up with repetition, but attitudes are not so simple
- strong arguments and high processing is inverted u, repetition is good, but too much backfires. (not the case with shallow processing)

Question 20

why is repetition boring

Answer 20

plausible explanation is that it violates the “norms of conversation” as outlined by Grice. violates the maximum of quantity.

Question 21

motivation and processing intensity

Answer 21

• high involvement and weak arguments lowers attitude. strong arguments increase attitudes
• non famous endorsers had no effect on either low or high involvement
• famous endorsers lower attitude with high involvement.

Question 22

fear as a motivator

Answer 22

fear is commonly used as a motivater.
But there is a lot of debate about if this works

Question 23

individual differences: processing intensity and need for cognition

Answer 23

people differ in need for cognition. this can effect which route people take or might effect them the most.
- a low need for cognition leads to low motivation and less impact of arguments

Question 24

the unimodel

Answer 24

sees persuasion by a single route. Gives as example that listening to an expert is just one cue.
still the idea that motivation leads to better processing but not so much on the type of information.

Question 25

critique on the unimodel

Answer 25

• there is a reason you listen to an expert so maybe there should be a duo model.
• heuristics aren’t bad

Question 26

better dual process models

Answer 26

there are better models because of the questions
- why is some information easy/difficult to process
- when to switch from intuitive to deliberate processing.

Question 27

role of self-validation

Answer 27

F&S see this as a type of meta-cognition, reflecting confidence on your own thoughts and evaluations in response to persuasive messages.
higher confidence would lead to more extreme attitudes.