Persuasion 🪝 Flashcards
What is the elaboration likelihood model (ELM)
2 routes
a model of PERSUASION maintaining that there are two different routes to persuasion
- peripheral route
- central route
What describes the central route
When people think carefully and deliberately about the content of a persuasive message
Use
- logic
- strength of argument
- rely on experience, memories & knowledge
What describes the peripheral route
When people primarily attend to peripheral aspects of a message
- superficial / shallow
- easy-to-process features
- tangential to the persuasive information itself
ex:
- expertise
- credibility
- attractiveness
Does personal relevance and credibility influence the rate of persuasion
Yes! Increases chances of persuasion
What is the concept of source characteristics
Concepts that describes the source of the information. Underlines concepts such as
- attractiveness
- credibility
- certainty
What is the sleeper effect
Fake news!
Effect that occurs when a persuasive message from an unreliable source initially exerts little influence, but later causes attitude shift and serious damage
What type of persuasion is the sleeper effect
DELAYED persuasion
What are the specific element that the message characteristics underlines
- message quality
- vividness
- fear
- culture
How does the identifiable victim effect influence persuasion
Vivid, flesh-and-blood victims are often more powerful sources of persuasion as people feel more empathy and closure to the victim
What are the different audience characteristics
- need for cognition
- mood
- age
How to describe metacognition
the thought we have about our thoughts
What is the self-validation theory
the idea that feeling confident about our thoughts validates those thoughts, making it more likely that we’ll be swayed in their direction
So, how confident we are about a subject influences positively persuasion
How do we call persuasion through the body
embodiment
What type of attention exposure to media lead to and explain its nature
Shared attention!
It is when people perceive they are attending to a stimulus. This leads them to be more inclined to process the stimulus more deeply via ELM’s central route
How do we call the efforts of media to select certain events and topics to emphasize, thereby shaping which issues and events people think are important
agenda control
