LG 5: Persuasion Flashcards
Which key aspects must always be considered in persuasive attempts?
Persuasion is the process by which a message induces change in beliefs, attitudes or behaviors. The key aspects in persuasive attempts is:
- The communicator
- The message
- How the message is communicated
- The audience
Describe the main characteristics of the two very prominent persuasion models (ELM, HSM).
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Which factors determine whether a person is likely to elaborate thoroughly on a persuasive message?
The factors that determine whether a person is likely to elaborate thoroughly on a persuasive message is motivation and ability.
See illustration in document
Describe an experiment that illustrates some of the effects predicted in the elaboration likelihood model.
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Name and describe two factors that influence the persuasiveness of a communicator?
Two factors that influence the persuavsiness of a communicator is the credibility and liking of the person.
- Credibility is effected by the percieved expertice (more expertice –> more likelyhood to be persuaded). And the perceived trustworthiness of a source.
- Liking is affected by the physical attractiveness of the person, and the similarity to oneself.
What is the sleeper effect? (where might it be relevant in our everyday life?)
The sleeper effect is when a highly persuasive message is paired with a discounting, or low credibility cue, leading to increased persuasiveness of the message over time.
Social media can have an massive effect on the sleeper effect or how politicians advertise themselves infront of an election. Mere repetition can make things believable.
Name and describe factors that influence the persuasiveness of a message (understand what discrepancy and one/two-sided appeals mean)?
Factors that influence the persuasiveness of a message is:
Reason vs. fear
- To prevent a bad outcome is better than promote a good outcome. Ex. The election in the USA
- But too much fear is not good either.
Discrepancy
- Small discrepancy leads to persuasion of the message.
- Large discrepancy leads to discrediting of the source.
One-sided vs. two-sided appeals
- To show both sides of an argument can strengthen the persuasiveness.
Primacy vs. recency effect
- Effects of presentation order and timing of persuasive message.
How do different communication channels (how the message is presented) affect persuasion?
Different communication channels effect how persuasive a message can be. The different channels are:
Personal vs. media
- A personal presentation is more persuasive than one through the media.
Spoken vs. written
- Written communication can be good if the message is complicated or the perceiver is motivated.
- If not spoken can lead to greater persuasiveness.
Written vs. video
Mere repetition increases the liking and belivability of the message
What factors of the audience influences persuasion?
Factors of the audience that influences the persuasion is:
How they are feeling
- Relying more on peripheral cues when feeling good
- Reduces critical thinking and links the message to a good feeling.
Forewarned?
- If the audience is forewarned about the persuasive attempt, it is harder for the message to lead to persuasion.
Mild distractions
- When a mild distraction occurs its easier to be persuaded.
Age or other individual differences plays a role in how the message is recived.
Describe specific persuasion techniques.
Some specific persuastion techniques is:
Foot-in-the-door technique
- Start with a very small request that is easy to accept
- Then extent/increase the request
Door-in-the-face technique
- Start with an extremely large request that is certainly being rejected
- Then make the actual (much more reasonable) request
Low-balling
- Start with an attractive offer
- After acceptance, uncover hidden costs
Based on persuasion research, compare the potential persuasiveness of a social media influencer with classical TV advertising spots.
see document for possible answer
