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persuasion Flashcards

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1
Q

what is persuasion?

A

attempts by a person or group to convince another person to adopt a given position or behaviour (many diff contexts)

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2
Q

what are the 2 types of persuasion?

A
  • pure persuasion - direct
  • borderline persuasion - subtle

eg. person wearing t shirt with political message

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3
Q

what does the message learning approach entail created by the yale group?

A

describe 3 elements of persuasive messages

“Who says what to whom, how, and with what effect?” (Independent variable)
- sources is the who
- message is what
- target is whom

  • post attitude change (what effect) is the dependent varia
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4
Q

what does the source factor or communicator entail?

A

attractiveness, credibility and the liking principle

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5
Q

what does credibility entail?

A
  • highly credible sources are of high expertise and are trustworthy (assume we know what theyre talking about
  • increase trust by saying negatives about a product (in add to positive)
    • eg. cough medicine is gross but works
  • mire product someone endorses - become less credible
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6
Q

what is the sleeper effect in terms of credibility?

A

when a persuasive message from an unreliable source initially exerts little influence but later causes attitudes to shift
- people overtime dissociate the message from the source

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7
Q

does the sleepers effect work and apply when the source is highly credible but the message is weak?

A

yes

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8
Q

what does attractiveness entail in terms of the source factor?

A
  • when we find them attractive or famous - endorse attitudes and behaviour they employ
  • persuasive when message isn’t important to ppl and those with a lack of knowledge on topic
  • can lead persuasion through central route - increasing favourability of ppls effortful thinking about position being endorsed
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9
Q

what is the halo effect?

A

one positive characteristic of person leads us to think other characteristics of them are positive

“what is beautiful is good”

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10
Q

“want/feel obligated to comply with people we like”

A

the liking principle

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11
Q

what happened in the Hornik study in terms of the liking principle?

A
  • waiter/waitress touched either a male or female member of mixed couple diners on the arm while asking if everything was alright
  • touch has positive influence on consumers evaluations of external stim contributing to customers positive regard for server
    • higher tip when touched
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12
Q

what does the message factor entail?

A

order effects, message quality, argument timing, vividness and culture

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13
Q

what are the 3 types of ways to place arguments and which are the best?

A
  • strong argument last = climax order
  • strong argument first = anticlimax order
  • strong argument in middle = pyramid order
  • first and last best (place weaker argument in middle)
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14
Q

how does the message quality help persuasion?

A
  • high quality messages = appeal to core values and beliefs, clear, logical (more attitude change)
  • more persuasive when sources argue against their own self interest (more sincere)
    • two sided arguments good
    • providing reasons your argument and for why opposing argument is wrong
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15
Q

how does argument timing affect persuasion in terms of primacy effect and recency effect?

A

primacy effect = ind tendency to better remember the first piece of info they encounter
- eg. debate - two people have debate back to back and then a break - lead to favouring candidate 1

recency effect = ind tendency to recall the last piece of info they encounter
- eg. debate - one person argues and then break and then second person goes - lead to favouring candidate 2

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16
Q

“tendency to be more moved by the vivid pic of ind more than by a more abstract number of ppl(or stats)”

-develops feelings of empathy which can increase likelihood of contributing to the cause

A

identifiable victim effect

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17
Q

how does culture play a role in message persuasion?

A

tailor the message to fit the norms and values of the cultural group o
- interdependent messages - more persuasive for lower class and European cultures
- independent messages - more persuasive for higher class and western cultures

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18
Q

what does the audience factors entail?

A

need for cognition mood and age

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19
Q

what is self monitoring and diff in high and low self monitoring?

A
  • ind diff in relying on external or internal cues to guide behaviour
    • high self monitoring - gain social approval, tailor words to not be offensive
    • low self monitoring - being consistent and true to self
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20
Q

what happened in DeBono?

A
  • presented high and low self esteem monitors with bottles of perfume
  • independent variables
    • 1 - performance quality - pleasantness of smell (nice vs poor)
    • 2 - image quality - attractiveness of bottle (high vs low)
  • dependent variable
    • ps rated appeal of perfume on scale of 1-15
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21
Q

what were the results of Debono?

A
  • low SM - only deviation was smell - does matter about bottle
  • high SM - cared more about bottle attractiveness
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22
Q

how does the degree that someone think deeply effect persuasion?

A
  • strong - think, and wonder and consider multiple perspectives on issues, more persuaded by high quality arguments
  • weak - don’t like thought and contemplation, more persuaded by easier to process peripheral cues
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23
Q

how does mood effect persuasion?

A
  • mood of message has to match mood of the audience
  • eating and listening to good music - more persuasive
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24
Q

how does age effect persuasion?

A
  • younger ppl more persuasive
    • change attitudes about politics
    • advertisements are massive contributors
  • child witnesses
    • can be easily manipulated and altered
25
Q

“model of persuasion that there are two diff routes to persuasion including the central route and the peripheral route”

A

the elaboration likelihood model

26
Q

what does the central route (systematic processing) entail?

A

think carefully and deliberately about content of persuasive message attending to the logic and strength of its argument

  • related to evidence and principles, rely on own knowledge to evaluate message
  • have to be motivated to engage
  • more resistant to persuasion - beliefs tied with attitudes (POV is fixed)
27
Q

what does the peripheral route (heuristic processing) entail?

A

ppl attend to easy to process superficial cues related to persuasive message such as its length or expertise of attractiveness of the source of message

  • swayed and convinced easily without much thought
  • being tired and distracted (eg. experts know best, trust the recommendations of the ppl i like)
28
Q

what are the 2 factors that determine what route we will engage in?

A
  1. motivation
    • if has personal consequences and bears on goals, beliefs and interest (take on central route)
  2. ability
    • high: sufficient cog resources and time - process more deep (take central route)
    • low : being presented too quick and hard to comprehend (peripheral route)
29
Q

what happened in the Effect of Personal Relevance (Petty & Cacioppo, 1984)?

A

Students read message in favor of introducing a comprehensive exam that you would need to pass to graduate

IV 1: number of pro-comprehensive exam argument they were presented with: 3 vs. 9 arguments
IV 2: strength of arguments: strong (in favor) vs. weak arguments
IV 3: low personal relevance (being considered at a different university) vs. high personal relevance (considered for their university)
DV: attitudes toward comprehensive exams after the positive arguments

30
Q

what were the results?

A

High Personal Relevance
- Greater attitude change in favor of comp exams when presented with strong arguments and when it was highly personal relevance - stronger effect correlated with higher amount of argument
- 9 weak arguments = less favorable compared to 3 weak arguments

Low Personal Relevance
- 9 arguments lead to greater attitude change compared to 3 no matter how strong they were
- Influenced by peripheral cue that more arguments meant better arguments

31
Q

what happened in Petty, Cacioppo, & Goldman (1981)?

A
  • students read message about how graduating seniors in university should be required to pass a comprehensive exam
  • independent variables (3 groups)
    • argument strength - 8 strong or 8 weak arguments
    • source credibility - princeton commissioner on higher education or hs students
    • relevance - next year or 10 years later
32
Q

what were the results?

A
  • personally relevant(implemented next year)
    • motivated to pay attention to the strengths (central route)
  • not relevant (10 years)
    • persuade by expertise of the source (peripheral route)
33
Q

“thoughts we have about our thoughts (reflections)”

A

metacognition

34
Q

“idea that feeling confident about our thoughts validates those thoughts making it more likely that we will be swayed in their direction”

eg. attempting to counter the 10 commandments but cant really - end up endorsing them

A

self validation hypothesis

35
Q

what are the 3 goal of ads?

A
  1. differentiate products from each other even if they are virtually identical
  2. awareness of brand to stand out
  3. manipulate att and behaviours to make them purchase products
36
Q

what are hard sell ads?

A

try to convince audience that a product has good qualities/features → a rational analysis would suggest buying product

-appeal to central-route processing

37
Q

what do information based ads in terms of hard sell ads highlight?

A
  • product features, present statistics, performance data, results of studies
  • Does not have to be in words - like a car crash to show safety features

E.g., original VW Beetle Ad “Lemon”- sells car strictly based on features over style

38
Q

what are soft sell ads?

A

Style over substance” - they say nothing about the features

  • eg. I.e. Budweiser Superbowl ads - Best Buds ads featureing horse and puppy but nothing about the actual beer
  • appeals to the peripheral route
39
Q

what are image ads in terms of soft sell ads?

A
  • pair the product with specific people
    • i) attractive models
    • ii) famous / successful people
    • attempt to draw implicit connections:

Identification with source → want to be like them

40
Q

what are warmth appeals in terms of soft ads?

A

try to arouse positive feelings, which will be associated with product (conditioning)

  • Emphasize family, friends, sense of belonging (e.g., patriotism), nostalgia

E.g., Tim Hortons appealing to Canadian’s patriotism

41
Q

what are humour appeals in terms of soft ads?

A

jokes facilitate persuasion (they do not directly persuade) via peripheral route:
- capture attention, distract from content, increase liking

E.g., Old Spice - Smell like a Man

42
Q

what type of soft ad grabs ppls attention but is in lopwer recall for product?

A

sex appeals

43
Q

what soft sell ad tries to evoke a need and then promote itself as the solution (e.g., hunger or thirst - “obey your Thirst - Sprite, Halitosis and Listerine”)?

A

need appeals

44
Q

what do soft ads also use to capture attention and persuade?

A

catchy jingles (or popular songs)
- E.g., iPod original ads used popular artists and groups in their ads, “Juicy Fruit - The Taste is Gonna Move You”
- Work via conditioning

slogans
- Tend to “stick” when short and/or use a rhyme
- E.g., I’m lovin’ it

45
Q

what is subliminal advertising?

A

anything presented for < 200ms - conscious mind is able to perceive something at 200ms and anything below conscious threshold is only perceived by unconscious design

46
Q

what was the movie theatre hoax of subliminal messaging?

A
  • owner claimed that his subliminal messages embedded in a movie increased sales of popcorn by 58% and Coke by 18% (“eat popcorn and drink coca-cola” for 30 seconds )
  • claimed they worked - society was shocked by this
  • The National Association of Broadcasters quickly made the use of subliminal messages illegal

Problem: hoax! - fabricated the story to generate publicity for struggling movie theate

47
Q

how is advertising camo as entertainment?

A

Product placements on TV and movies may be blatant, may be subtle - NOT SUBLIMINAL

  • ppl acc notice - companies want you to see it
    eg. Eggo in Stranger Things
48
Q

how can ads related to social activism? (example)

A

Nike’s “Dream crazy” and “Dream crazier” (nike well at addressing social issues)
- narrated by Colin Kapernick

  • after more police brutality, more people changed their opinions in favour of what he stood for (athletes joined in his cause)
  • Nike followed up with dream crazier ad featuring Serena Williams which addressed unfair double standards for women athletes
49
Q

“hiring undercover marketers to visibly use a product in public”

E.g., Operation Fake Tourist - camera employees hyping up product

A

“roach baiting”

50
Q

how does marketing on social media influence persuasion?

A

-Measuring public response to product in real time (up to date)

“Uber-influencers” (Gladwell) - trendsetters, always has latest gadgets or go to best places and can therefore spread news about next best thing to wider audience (Charli D”Amelio)

51
Q

how are public service campaigns persuasive?

A

A persuasive message that arouses fear in an attempt to change people’s attitudes/behaviors

-Often combine facts with emotional appeals

E.g., government produced PSAs about the danger of COVID, anti-smoking campaigns, texting and driving ads etc.

52
Q

what are the 3 elements that make fear appeals effective?

A
  1. make people feel vulnerable → make them think it is bad, likely, and
    personal relevant
  2. give specific recommendations for avoiding bad outcome (response efficacy)
  3. make people feel capable of carrying out recommended action (self-efficacy

eg- “Wasn’t scary - she truly just looked a bit drunk”
“Would you trade your health for a one night stand?”

53
Q

“small attacks on ppls beliefs that engage their preexisting attitudes prior commitments and background knowledge enabling then to counteract a larger attack and resist persuasion”

A

inoculation

54
Q

what is an example of inoculation?

A

eg. Analogous to getting vaccine - injecting a small and weak amount of the illness to get your body to strengthen its response against it (antibodies)

55
Q

what happened in McAlister et al., 1980?

A
  • Phase 1: Grade 7 students exposed to weak arguments in favor of smoking (liberated women smoke, you are chicken to not try it etc.)
  • Students then asked to generate their own counterargument
  • Smoking rates compared to control school

Students who had undergone inoculate program were less likely to smoke than at control school

56
Q

what is agenda control?

A

efforts of the media to select certain events and topics to emphasize thereby shaping which issues and events ppl think are important

eg. male out number females on Tv programs and speak more than women, crime is very prevalent

57
Q

how is our mind selective when it comes to persuasion?

A
  1. selective attention
    • confirmation bias - choose info that confirms out beliefs (tune out info that doesn’t)
  2. selective evaluation
    eg. receive unhealthy diagnosis - downplay seriousness and validity of test
58
Q

“more extended thought of an issue tends to produce a more extreme entrenched attitude”

A

thought polarization hypothesis

social psychology (6 decks)

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