Lesson 6

Question 1

Persuasion

Answer 1

How we interact each other and shape our discussions. It is convincing someone to change their entire belief system and actions

• Intention-based and dependent on our emotional state

Question 2

Routes of persuasion

Answer 2

1. Central
2. Peripheral

Question 3

Central Route

Answer 3

1. Involves thought and deliberate processing of messages
2. Focus on strength and logic of arguments, when motivated and able to engage with topic
3. Strong arguments = attitude change

Question 4

Peripheral Route

Answer 4

1. Occurs when ppl are unmotivated or unable to process message thoroughly
2. Influenced by supernatural cues (ex., attractiveness, authority, emotional appeal)
3. Changes are temporary

Question 5

Characteristics of effective persuasion

Answer 5

1. Message requirements
2. Mental shortcuts

Question 6

Message requirements

Answer 6

Must capture attention, be understood and come from a creditable source
- As well, believed, remembered and lead to action

Question 7

Mental shortcuts

Answer 7

1. Heuristics
   - cognitive shortcuts that simplify decision-making and influence persuasive outcomes

Question 8

Types of Human argumentation technique

Answer 8

1. Green-ability
2. Word management
3. Body language

Question 9

Green-ability

Answer 9

Art of arguing without appearing confrontational

Question 10

Word management

Answer 10

1. Replace the word “but” with “and” to foster agreement
2. Ask questions in moderate opinions and encourage dialogue

Question 11

Sentence structure factors

Answer 11

1. Invoke strong emotions, utilize clear logic and appeal to audience values
2. Tailoring messages to audience’s need and context
3. Direct and confident delivery
4. Different context’s (social media, face-to-face)
5. Do not persuade them directly

Question 12

Body language

Answer 12

1. Nodding and showing interest during disagreement
2. Direct eye contact

Question 13

Sleeper effect in communication

Answer 13

• delayed impact where a message becomes more persuasive over time, despite initial skepticism about its source
• remember message then credibility of source, influencing belief later

Question 14

Psychology in communications

Answer 14

1. Creditability
2. Authority
   AUDIENCE ENGAGEMENT RELIES ON VALUES AND PRIOR BELIEFS

Question 15

Creditability

Answer 15

Arises from perceived expertise and trustworthiness
- feature creditable figures (ex., dentist in toothpaste commercials)

Question 16

Authority

Answer 16

People who are high importance and education
(Ex., look at the Supreme Court for law and order)

Question 17

Emotional and rational appeals

Answer 17

1. Compelling messages that blend emotional appeals with logical arguments
   (Ex., dreams takes light)
2. Positive emotions enhance receptiveness to persuasive messages
3. Negative message can affect advertising

Question 18

Environment and persuasion

Answer 18

1. Comfort and safety in the environment contribute to the effectiveness of persuasive communication
2. Unfavourable conditions lead to less favourable responses

Question 19

Fear-based messaging

Answer 19

• Message that emphasizes potential danger and harm, that’ll happen to individuals
• Encourages people to make a change in lifestyle

Question 20

Types of persuasive messaging

Answer 20

1. One-sided message
2. Two-sided message

Question 21

One-sided

Answer 21

Present single viewpoint and can be effective for audiences that lean toward that perspective

Question 22

Two-sided messages

Answer 22

Acknowledges opposing views, which can be effective for audiences that’re undecided or have mixed feelings

Question 23

Primacy Effect

Answer 23

Info that’s presented first is more influential and memorable than info presented later

Question 24

Recency effect

Answer 24

Last piece of info presented is remembered more clearly, especially if there’s a time-gap before responding

Question 25

Factors of persuasion

Answer 25

1. Creditability 2. Sleeper effect 3. Perceived Expertise 4. Perceived trustworthiness 5. Attractiveness & Liking

Question 26

Principles of persuasion

Answer 26

1. Authority 2. Liking 3. Social proof 4. Reciprocity 5. Consistency 6. Scarcity

Question 27

Extreme persuasion principles

Answer 27

1. Communicator 2. Message 3. Audience 4. Channel

Question 28

Factors of communicator

Answer 28

1. Creditability 2. Expertise 3. Trustworthiness 4. Attraction

Question 29

Factors of message

Answer 29

1. Reason vs emotion 2. Discrepancy 3. 1 sided vs 2 sided 4. Primacy vs recency

Question 30

Factors of audience

Answer 30

1. Analytical or image-conscious 2. Age

Question 31

Factors of audience

Answer 31

1. Analytical or image-conscious 2. Age

Question 32

Channel

Answer 32

1. Active vs passive 2. Personal vs media

Question 33

Factors of cults

Answer 33

1. Persuasion 2. Indoctrination techniques 3. Psychological commitment 4. Influences on group dynamics

Question 34

Cult persuasion

Answer 34

1. Rituals and beliefs 2. Isolating members from the outside world 3. Charismatic leader, inspiring loyalty 4. Pray on emotion and authority

Question 35

Indoctrination techniques

Answer 35

1. Gradual commitment to encourage participation (Ex., have small tasks fostering sense of belonging) 2. “Compliance breeds acceptance”

Question 36

Psychological commitment

Answer 36

1. People who make public commitments or financial investments are more likely to be indoctrinated 2. Create sense of obligation 3. Internal conflict, wish to leave but feel trapped

Question 37

Influence of group dynamics

Answer 37

1. Cult leaders abuse power and their methods lead to distrust and potential collapse of the group 2. Not every individual is influenced by a cult

Question 38

System justification

Answer 38

Desire to maintain familiarly, leading to resistance in addressing large issues

Question 39

Inoculation theory

Answer 39

Concept of immunization applied to beliefs, where exposure to weak arguments against one’s beliefs helps build defences