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MPC jaar 2 > Lectures > Flashcards

Lectures Flashcards

1
Q

persuasion definition

A

a symbolic process in which communicators try to convince other people to change their attitudes or behavior regarding an issue through the transmission of a message, in an atmosphere of free choice

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2
Q

application areas of persuasive communication

A
  1. corporate sphere 2. public sphere 2. individual sphere
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3
Q

halo effect

A

generally attractive people are seen as more intelligent, more successful, etc.)
Attractive people get more positive responses, more persuasive, better paid jobs, nicer partners, etc.

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4
Q

definition attitude

A

A psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor

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5
Q

attitude function - knowledge function

A

Attitudes organize our thinking; make the world understandable/predictable
Attitudes help us predict situations/people

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6
Q

attitude function - instrumental function

A

Attitudes and associated behavior will help obtain positive outcomes
Usually result from learning processes (rewards/punishments)

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7
Q

attitude function - ego-defensive function

A

Attitudes help maintain a positive self-image

Ingroup versus outgroup; negative attitude towards other groups confirms own superiority

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8
Q

attitude function - value-expressive function

A

People want to express their identity

Attitudes help to express central values and obtain social approval

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9
Q

attitude function - social adjustment

A

People like others with similar beliefs

Expressing attitudes helps in forming or maintain (or blocking) relationships

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10
Q

expectancy-value approach

A

attitude = strengths of beliefs x evaluations of these beliefs

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11
Q

cognitive dissonance - spreading of alternatives

A

rating the alternative you didn’t choose more negatively than the option you did choose to decrease dissonance

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12
Q

concorde effect

A

sticking to loss making things

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13
Q

principle of compatibility

A

attitudes and behavior correlate more strongly when behavior and attitude are similarly specific
e.g., Contraception: correlation = .08
Oral contraception during the next 2 years: correlation = .57

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14
Q

principle of aggregation

A

attitudes and behavior correlate more strongly when one measures behavior with multiple items/attitudes with multiple items
e.g., combining scales

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15
Q

theory of reasoned action (TRA) - Fishbein & Azjan

A

Behavior predicted by: (1) attitude towards the behavior, (2) subjective norm, (3) behavioral intention

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16
Q

theory of planned behavior (TPB) -

A

How to change behavior (quit smoking): change attitude (you can do it), subjective norm (tell them you stink due to the smoke), !behavioral control! (your doctor can help you quit)

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17
Q

inoculation

A

Providing receiver with weak arguments against your own persuasive message

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18
Q

classical conditioning - higher order conditioning

A

association with a symbol (instead of food, sound, or electroshock)
Having a strong response to an object
E.g., Puking when you see a bus, because a person used to be carsick

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19
Q

classical conditioning - vicarious conditioning

A

(“second hand”) conditioning: perceiving an association in others
Developing stereotypes
E.g., your father is scared of a mouse, which makes you scared as well

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20
Q

operant conditioning

A

Operant (spontaneous) behavior is followed by punishment or reward

  1. Positive reinforcement: reward for positive behavior
  2. Negative reinforcement: removing a negative stimulus as a reward
  3. Positive punishment: “you didn’t clean up your room, so now you have to go to bed early”
  4. Negative punishment: “you didn’t clean up your room, now you don’t get a chocolate”
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21
Q

mere exposure

A

we like familiarity/similarity
Zajonc, 1968: exposure to stimuli leads to a more positive attitude towards those stimuli (works with both conscious and unconscious exposure)

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22
Q

paralinguistic - powerless speech

A

Qualifiers ‘I think’
Hesitation ‘uhm’
Tag questions ‘don’t you think so?’
Disclaimers ‘I don’t know much about this, but…’

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23
Q

sender characteristics

A
  1. charisma
  2. authority/expertise
  3. social attractiveness (likability/similarity)
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24
Q

social judgement theory - muzafer & sherif

A

Judging a message - 3 latitudes

  • Rejection
  • Non-commitment
  • Acceptance
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25
Q

social judgement theory - contrast and assimilation

A
  • Outside latitude of acceptance: judges to be more dissimilar than is actually the case (= contrast)
  • Within acceptance area: is seen as more similar than is actually the case (= assimilation)
26
Q

social judgement theory - ego-involvement

A

Degree to which a subject addresses the self-concept

The more ego-involved: smaller latitude of acceptance, larger attitude of rejection

27
Q

disconfirmation bias

A

people try to refute arguments that are inconsistent with their own beliefs

28
Q

knowledge bias

A

assumption that someone has a biased opinion on a particular topic because of profession, religion, gender, etc. (company recommending own products)
- Trust increases when the position of the sender does not correspond with the receiver’s assumption

29
Q

reporting bias

A

assumption that someone willfully misrepresent the facts

30
Q

cialdini - 6 principles of persuasion

A
  1. Reciprocity
  2. Commitment and consistency
  3. Social proof
  4. Authority
  5. Liking
  6. Scarcity
31
Q

foot-in-the-door technique

A

ask people if people want to put a small sign in their garden with “drive safe”, ask people later if they can put a bigger sign in their garden (step to a bigger sign from a small sign is not as big)

32
Q

low-balling technique

A

get people to commit to an offer, but the offer gets less and less attractive, but you still commit

33
Q

Continued questions procedure

A

asking multiple questions in a row that you might say “yes” to, to prepare you for the ultimate request. That increases the likelihood that you will say yes

34
Q

Pique-technique

A

piquing interest and disrupting refusal script

asking something weird first

35
Q

fear-then-relief

A

BOO!

do you want to buy this magazine?

36
Q

disrupt-then-reframe technique

A

ask a strange request and then reframe it so people understand

37
Q

mindlessness

A

in the supermarket “can I go first? Cause I need to pay”

makes no sense cause we all need to pay

38
Q

door-in-the-face technique

A

you ask for a big thing, get declined and then ask for a smaller thing

39
Q

that’s-not-all technique

A

improve an offer before the customer has a chance to respond “but that’s not all, you will get two extra cookies…”

40
Q

anchoring

A

estimation of the ‘fair price’ is higher than in thats-not-all condition
The mechanism of TNA seems to be based on both reciprocity and anchoring

41
Q

deadline technique

A

‘limited offer’ ‘first come, first serve’

42
Q

fool-in-the-door technique

A

the extent to which people like to help other helpless people

43
Q

stroop effect

A

processing words is involuntary

44
Q

subliminal influence

A

people are not aware of the given information

45
Q

2 types of unconscious influence

A

1 Supraliminal - Awareness of stimulus, not aware of influence
2 Subliminal – unaware of stimulus, unaware of influence

46
Q

primacy and recency effects

A

You remember the first and last things best in a tv commercial and in tasks etc.
You often forget the middle ones

47
Q

memory - organization principle

A
  • Chunking
  • Larger chucks with increasing expertise
  • Putting words you need to remember in categories
  • You remember organized objects better
48
Q

memory - encoding-specificity principle

A
  • Similar context = better memory
  • “Study while drunk, take exam while drunk?”
  • If you study in 1 room most of the time, it’s best to take the exam in the same room
49
Q

memory - associative-network principle

A
  • Network of associations between concepts
  • Spreading activation: activation of a node activates nearby nodes
  • Priming: being attended to a concept activates the concept
50
Q

salient stimuli

A

context dependent, new, unusual, moving, etc.

51
Q

vivid stimuli

A

vivid stimuli are not context dependent, but (partly) person dependent

52
Q

brand definition

A

A name, term, sign, symbol, or design or a combination of these, intended to identify the goods or services of one seller or a group of sellers, and to differentiate them from those of the competitors

53
Q

brands - spreading activation

A

when you think of easyJet, you think of affordable, when you think of affordable, you might think of low status, you may think of poor food, waiting lines, etc. (train of thought)

54
Q

brands - integrated marketing

A

all brand communication evokes the same associations

55
Q

targeting

A

appealing to a specific market segment, using a specific product, through a tailored communication strategy

56
Q

segmentation

A

the process of dividing the consumer base into homogeneous groups

57
Q

positioning

A

using different marketing strategies for different subgroups

In contrast to aggregation, one product for the whole market

58
Q

“micro” segmentation

A

a marketing strategy that uses data to identify the interests of specific individuals and influence their thoughts or actions

59
Q

main idea of dual mediation model

A

when we like the ad, we like what is displayed/told in the ad and we like the brand more
-Dual > You like everything in the ad and the brand

60
Q

continued influence effect of misinformation

A

there seems to be a discrepancy between factual belief in misinformation (i.e., knowing and accepting that the information is incorrect) and the persuasive effects it still has on our behavior and reasoning

MPC jaar 2 (2 decks)

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