module 5 Flashcards
stages of the persuasion process
- exposure
- attention
- comprehension
- yielding
- memory
we will process a message when we are ____ and ____ to do so
- motivated (involved, responsible, need for cognition)
- able (distraction, knowledge, time pressure)
Petty and Cacioppo model
- elaboration likelihood model
- there are two routes to persuasion, central and peripheral route
People who carefully and deliberately scrutinize message content take the ____ route
- central
- message substance is most important
peripheral route
- ppl attend to relatively simple, superficial cues
- superficial cues are most important
examples of the ___ route are message length, attractiveness, and expertise
peripheral
if a person has high motivation, it is best to use the ____ route processing
central
Sources are more persuasive if they are _______ and ____
- credible (trustworthy, expert, act against their own interest, if persuasion is hidden)
- likeable (attractive)
the sleeper effect
- when someone hears a message from an unreliable source that exert little evidence but later causes individuals attitudes to change
- ppl forget they learned the message from an unreliable source and it affects their attitudes
moderator
- if the info that discredits the source precedes the message
when does the sleeper effect occur even if you have info contradicting it
- if info is presented after the message
factors that effect the message
- one sided vs two sided arguments (moderated by knowledge of audience; if they are dumb=one side, if they are smart=both)
- order of messages (primary vs recency effects; generally=primary, time delay and ease of understanding may change this)
- strong emotions (fear, moderated by a ‘way out’)
factors that affect the recipient
- motivation to process info
- ability to process info
- mood effects (good mood=less likely to process info carefully)
Wheeler’s study on ego depletion
- determined ego-depletion in relation to message strength
ego depletion
- state in which self-regulation capacities are diminished
- there is smth interrupting self regulatory capacities (distraction, hunger, mood)
t or f: when someone is not ego-depleted, they are more likely to be persuaded by weak arguments compared to those that are ego-depleted
false
Classic persuasion techniques according to Cialdini
- reciprocity
- commitment and consistency
- social proof
- liking
- authority
- scarcity
why does reciprocity work to persuade ppl
- takes advantage of a powerful social norm in many societies: returning a favour (ex gifts)
- concessions: door in the face technique
door in the face technique
- ask for something big, then ask for what you actually want, making your request to look more reasonable
why do commitment and consistency work to persuade ppl
- ppl prefer to see their attitudes and behaviours as consistent
- ex foot in the door technique (start small, then escalate)
why does social proof work to persuade ppl
- we often judge the acceptability of our own attitudes and behaviours by using the attitudes and behaviours of others as a reference point
- ppl will comply w a request if it shows many others do it too
why does liking work to persuade ppl
- we are more likely to comply w ppl we know and like
- attractiveness
- business where ppl sell to friends
why does authority work to persuade ppl
- we are more likely to comply w ppl who are perceived to have authority
- ex dr, wealthy, etc can include dress and fancy cars
why does scarcity work to persuade ppl
- things that are hard to obtain are viewed as more valuable
- less=better
- dont want to miss opportunities
