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
How is this vividness important to message quality
Vivid but misleading information can often trump more valid and relevant information that is not as flashy
What is identifiable victim effect
The tendency to be More moved by the vivid plight of a single individual done by a more abstract number people
This basically means flesh and blood victims are more powerful as a source of persuasion than abstract statistics
What are the limitations of the identifiable victim impact
In the cases where it is possible to blame the victim four his or her plight, making the person identifying can actually breed more negative perceptions of the victim and therefore may actually decrease the amount of aid
For vividness to be effective what has to happen
It has to be relevant to the position being advocated
How is fear used to persuade
In general it is advisable to me campaigns frightening but in conjunction with clear, concrete information about what steps to take to address the source of fear
in general, fear-eliciting persuasive messages that provide information I can be acted on in the highly effective so they just should not go over board
How does culture playing to persuasion
Westerners are more likely to approach goals with a promotion orientation, focusing on the positive outcomes they hope to achieve where as he’s Asian are more inclined to post articles with a prevention orientation, focusing on the negative outcomes they hope to avoid
What is audience characteristics
Characteristics of those who receive persuasive message, Including need for cognition, mood, age, and audience size and diversity
what is cognition of the audience and how does it relate to persuasion
Basically people differ in their need for cognition, the degree to which they likely need to Think deeply about things
People with a high need for cognition are more persuaded by high-quality arguments relatively unmoved by peripheral cues of persuasion. People who have no need for cognition are just the opposite
Further explain how persuasion after his tend to be successful when the mood of the message matches the mood of the audience
More pessimistic and counterattudinal Messages tend to prompt greater message processing inside or depressed people where as uplifting and optimistic messages prompt greater message processing in happy people
How does age impact persuasion
Younger people are more susceptible to persuasive messages than adults or elderly people
How does audience size in diversity impact persuasion
Large groups tend to be more heterogeneous fence line groups so a persuasive message a large group based bring a variety of individual characteristics including preferences in backgrounds. Messages framed abstract in general terms fit to this bill more than messages focused on concrete and specific details
What are metacognitions
Secondary thoughts that are reflections on primary cognitions
Basically thinking about our own thinking
What is the self validation hypothesis
The idea that the likelihood of attitude change can depends not only on the direction and mount thoughts people have in response to a persuasive message but also on the confidence which they hold the thoughts
Basically the favorability or unfavourability of one’s thoughts influenced persuasion only when they were associated with the feeling of confidence
When can credibility backfire
By increasing people’s confidence in their thoughts, source credibility can backfire when their confidently held thoughts are largely unfavorable towards the attitude issue or object at hand
How does body language impact confidence in persuasion and the message received
Nodding the head while having an unfavourable thoughts should enhance confidenceRather than more persuasion compared to when shaking the head
does the media have a massive impact persuasion
People can be quite independent minded in the face media glut– bascially the media doesn’t have as large of an impact
How does consumer advertising[Media] influence people
The correlation between a product’s ad budget and the people that consume the products is pretty weak however parents can have a very desirable and in direct impact; they can increase product awareness loyalty and positive feelings which can influence purchasing behavior down the line
Our political ads and campaigns influential
Negative ads that aggressively critique the opponent can actually turn people off from voting entirety– positive ad yields a higher vote turnout the negative ones
However sometimes due to an amazing timing and the publics mood can be very influential but they’re much more rare than people think
Do public service announcements people
The answer often it appears to be no. The DARE campaign for example really did not impact the number of people who did not do drugs later down the line
However some novel methods of persuasion can be effective. For example when adolescents are talked are The use of scenarios how to turn away unprotected sex the rates of STI goes down
Also specific advertisements may not get it to buy specific products what can they do
Send me lead us 28 conviction that personal happiness can be found in materialistic proceeds, political ads may not get asked to vote for particular candidate but they may lead us too conclude that a country is going downhill
What is agenda control
Efforts of the media to select certain events and topics to emphasize and thereby shape which issues and events people think are important
What is attentional biases and resistance
our minds sometimes responds selectively to the information anyway that maintains our initial point of view (you will project we’re find flaws that are not there to maintain our current point of view)
What does it mean to attend selectively
people selectively attend to information that confirms people’s original attitudes
What is selectively evaluate
Looking favorably on material that agrees with our point of view and critically on the information that contradicts it
People are more critical as evidence that finally cherished beliefs about what
Personal health
Many persuasive messages fail because why
Because they cannot become the target audiences previous commitments
Why do public commitments increase resistance to persuasion
One basic reason is that it is hard to back down from such endorsements without losing face, even when evidence is presented against the position of being publicly embraced. A less obvious reason is that public commitments engage in more extensive thoughts about a particular issue, which tends to produce more extreme and Enriched attitudes
What is thought polarization hypothesis
The hypothesis that more extended thought about the particular issue tends to produce a more extreme and enriched attitude
Basically increased thought about an attitude object can lead to more moderate attitudes the people who previously had little motivation to think about the issue or little pre-existing knowledge about it
What is attitude inoculation
Small attacks on peoples beliefs that engage the pre-existing attitudes, prior commitments and background knowledge, enabling them to Counteract subsequent larger attack and thus resist persuasion
A good way to get people to take their heels in and become more confident about the position on issue is to do what
To present them with lousy contrary arguments. They might review the arguments with ease and their certainty about the position may increase even if the position has not changed. The foundation of the review has been undermined even if it seems the same on the surface
