Persuasion Flashcards
What is persuasion?
An attempt to influence other’s attitudes or behaviour
What are the two routes of persuasion and define them
Central: attending and evaluating a given message/using logic, facts and reason ==> create opinions that are resistant to change
Peripheral: attending external cues, attractiveness of a speaker, involves a lack of ability or motivation, can appeal to emotions
What can influence which route we take? (4) What is SCLC?
Source: person or organisation who delivers the message (similarity, background, values, association, appearance)
Credibility
Likability: source is not likeable = not persuasive to us
Certainty: how confident?
What are other psychological tactics? (4)
Phrase repetition/slogans, adopting centra route (using credible people), adopting peripheral route (focus on attractiveness of speaker), campaigns should include both (peripheral and central)
What is the valence of a message?
Attractiveness or aversion a person feels, can be positive or negative
What are fear-based appeals?
Negative valence designed to prevent an action, changing behaviour by presenting frightening accounts of what will happen if they continue, designed to increase feelings of vulnerability (ex.: cigarettes) ==> however, positive valence is more effective than fear based
What is the drive-reduction theory?
We are driven to reduce tension brought on by aversive (bad) stimuli, when we are successful, the behaviour used to reduce the fear is reinforced ==> drive for hunger, drive for sleep, etc.
What is self accountability and fear?
GUILT: feeling responsible for a given emotion or situation, used for fear and guilt appeals, guilt + regret = high in self-accountability
How do you determine the effectiveness of a message?
Length and strength of message (help you choose which routes to take), presenting both sides of argument, investment in an issue affects persuasion, issues we care deeply about are resistant to persuasion
What is the outcome-relevant involvement?
The degree to which social or economic outcome is important to the receiver
How does demographic play a role in persuasion?
Children: peripheral route only
Teens: flexibles attitudes and tend to submit to authority
Older adults: swayed more by emotional message
How does personality factors affect persuasive messages?
A need for cognition, an individual’s tendency to engage in and enjoy effortful cognitive activity, central route processing (a need to analyze)
If you are less likely to focus, which route would you take?
Highly distractable individuals are more likely to use peripheral route processing, open to persuasion, distractibility might also be taken advantage of by the source
What are Cialdini’s six weapons of influence?
Reciprocation, commitment and consistency, social proof, liking, authority and scarcity
What is liking?
We generally say “yes” to people we like and “no” to people we don’t
