Midterm 2 Chapter 8 Flashcards
What is true about persuasion
Our marked susceptibility to persuasion and our sometimes equally impressive resistance to it
Persuasion theorists propose there are how many basic ways of trying to persuade people
2
What are the two theories about persuasion
Elaboration likelihood model[ELM] and heuristic systematic model (hsm)
What is the elaboration likelihood model
A model of persuasion maintaining that their are two different routes to persuasion; the central route and the peripheral route
What is the heuristic systematic model
Model of persuasion maintaining that there are two different routes to persuasion; the systematic routes and the heuristic route
what is the similarities between Elaboration likelihood model[ELM] and heuristic systematic model (hsm)
Although the two theories were developed independently and use a different terminology, they converge at the core idea that people sometimes process persuasive messages rather mindlessly and effortlessly and sometimes very deeply and attentively
Basically the key insight is that some types of persuasion Will be more effective with the target audience is largely on auto pilot and other times will be more effective when the target audience is alert and attentive
what is the central (systematic) route
On route to persuasion where in people think carefully and deliberately about the contents of a persuasive message attending to its logic and the strength of its arguments as well as related evidence and principles
What is the peripheral (heuristic ) route
A route to persuasion wherein people attend to relatively easy to process, superficial cues that relates to a persuasive message such as its length or the expertise or attractiveness of the source of message
Which model will we Focus on
Heuristic systematic model
What’s determines whether he will engage in social work referral processing
motivation and abiloty
what s motivation
To devote time and energy to a message, when the message has personal consequences we’re more likely to go to central route
What is the ability
Ability to process the message in-depth, when we have sufficient cognitive resources and time we are able to process persuasive messages more deeply
In general, the more that we know…
The more thoughtfully we are able to scrutinize a persuasive message
What happens when ability is low
We are more likely to rely on peripheral cues associated with the message
What is required for persuasion to occur via the central
We have to be both motivated and able to engage in more in-depth processing. if either or both is lacking persuasion generally relies on peripheral cues
When a decision was going to directly impact hey give of students how were they persuaded
They’re motivated to pay careful attention the arguments, thus they were more persuaded by strong than biweekly arguments and far less influenced by whether or not the source was an expert
For a long lasting attitude change, persuasion through what’s route is preferable
The central rout
Through this route people will attend to the message carefully and elaborate more deeply– integrating the beliefs into their beliefs system
The Yale school approach, solidify their work on mass communication for the army during World War II, brokedown persuasion into three elements often referred to as the 3W often referred to as a persuasive communication– what are they
the Who or the source of the message
The what or the contents of message itself
The whom or the intended audience of the message
Define the source characteristics
Characteristics of the person that delivers a persuasive message such as attractedness, credibility, and certainty
Why is the attractiveness person relevant
People are inclined to like and trust physically attractive people, have this be good or bad it is just the fact that we are more likely to accept the attitude they communicate
This will tap into people’s peripheral cues
What is the sleeper effect
The fact that occurs when a persuasive message unreliable source initially exert little influence but later causes attitudes to shift
Why does the sleeper effect occur and how to minimize it
Overtime people disassociate the source message from the messages– however when information challenges non-credible source precedes the message AKA when the trustworthiness of the communicator called into question at the start coma the sleeper affects does not occur. In this case people developed a negative reaction to the message and argue against it that’s reducing its impact
What are message characteristics
aspects, or contents, of the persuasive message including the quality of the evidence and the explicitness of its conclusions
How do you maximize the message quality
When someone argues in a direction contrary to the obvious self-interest source of the message is seen as more sincere
