Persuasion

Question 1

You can “inoculate” or immunize people against persuasion by exposing people to weak (easily refutable) arguments against their position

Answer 1

Attitude inoculation

Question 2

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

Answer 2

agenda control

Question 3

what makes a speaker more persuasive?

• Physical appeal
• Similarity

Answer 3

Attractiveness

Question 4

whom: mood, distraction, movement

what makes an audience more persuasive?

1. Mood
   - A positive mood may lead to greater persuasion
   - Misattribute good mood to the message
2. Distraction
   - If…
   - The message arguments are weak
   - The message is delivered by a credible person
3. Movement
   - Head nodding (wells and petty, 1980)

Answer 4

audience effects

Question 5

an appeal to follow the crowd, to join in because others are doing so as well

Answer 5

bandwagon effect

Question 6

presenting information that is positive to an idea or proposal and emitting information contrary to it

ex:
- a brand of snack food is loaded with sugar (and calories), the commercial may boast that the product is low in fat, which implies that it is also low in calories

Answer 6

card stacking

Question 7

• Perceived expertise
• Trustworthiness
• Arguing against self-interest
• Speaking quickly and without hesitation

Answer 7

Credibility

Question 8

• Distinctive ritual and beliefs related to its devotion to a god or a person, usually far outside the mainstream
• Isolation from the surrounding “evil culture”
• A charismatic leader

Answer 8

cults

Question 9

the rubber band effect (wanting space and pulling back)

• a lack of compatibility or similarity between two or more facts
• More … leads to more persuasion to a point, after which too much is bad
• Experts get away with this more

Answer 9

Discrepancy

Question 10

• If…
• The message arguments are weak
• The message is delivered by a credible person

Answer 10

distractions

Question 11

Two possible processing routes that can cause persuasion

• Peripheral Route Processing
• Central Route Processing
• The way we process persuasive messages is based on motivation and ability

Answer 11

Elaboration likelihood model

Question 12

• Effortless processing
• Not directly pertinent to the argument

ex. celebrity in ads

Answer 12

Peripheral Route Processing

Question 13

• Effortful processing
• Effect of argument quality

Answer 13

Central Route Processing

Question 14

• Greater personal relevance, greater need for cognition
• No distractions, sufficient information and time to process

Answer 14

High Motivation and High Ability

Question 15

• Less personal relevance, less need for cognition
• Lots of distractions, insufficient information and time to process

Answer 15

Low Motivation and Low Ability

Question 16

• Only effective in some conditions
• When coupled with behavioral recommendations
• Not effective in domains that are already scary

ex. Smoking kills in many ways … quit smoking right now

Answer 16

Fear appeals

Question 17

words that have different positive meaning for individual subjects, but are linked to highly valued concepts

ex. “This product promises everything you could ever want in toothpaste”

Answer 17

Glittering generalities technique

Question 18

individual person you can identify as a victim of a conflict

Answer 18

Identifiable victim effect

Question 19

presenting an idea or proposal as the least offensive option

Answer 19

Lesser of Two Evils

Question 20

Isolated from friends and family who could help counter-argue

Answer 20

One-sided appeals

Question 21

the “what”
- what makes a message more persuasive?

Answer 21

message effects

Question 22

Our attitudes about our own thoughts

• awareness and understanding of one’s own thought processes.

Answer 22

Metacognition

Question 23

• A positive mood may lead to greater persuasion
• Misattribute good mood to the message

Answer 23

mood

Question 24

head nodding

Answer 24

movement

Question 25

mediates the relation between expert and explanation quality - credibility

Answer 25

Perceived expertise

Question 26

oversimplifying a complex situation by presenting one specific group or person as the enemy

Answer 26

Pinpointing the Enemy

Question 27

convincing the audience that one’s views are those of the common person and that they are also working for the benefit of the common person

Answer 27

Plain Folks

Question 28

information presented at the beginning is most persuasive Message 1--> Message 2 --> Delay =

Answer 28

Primacy effects

Question 29

information presented at the end is most persuasive Message 1--> Delay --> Message 2

Answer 29

Recency effects

Question 30

an unpleasant motivational arousal that emerges when people experience a threat to or loss of their free behaviors

Answer 30

Reactance

Question 31

Information becomes dissociated from its original, non-credible source over time

Answer 31

Sleeper effect

Question 32

the "who" - what makes a speaker more persuasive?

Answer 32

Speaker effects

Question 33

an attempt to persuade the reader by using a famous person to endorse a product or idea

Answer 33

Testimonials technique

Question 34

Public commitment to a belfie causes resistance to persuasion

Answer 34

Thought polarization

Question 35

individuals will perceive media messages to have greater effects on other people than on themselves

Answer 35

Third-person effect

Question 36

- presenting pro and con arguments If… Audience is or WILL BE aware of both sides - Audience disagrees with you - …then acknowledge the other side - BUT, backfires when the audience is on your side, so stick with a one-sided appeal

Answer 36

Two-Sided Appeals

Question 37

Who says What to Whom - Who: Speaker Effects (credibility and attractiveness) - What: Message Effects (discrepancy, two-sided appeals, primacy and recency effects and fear appeals) - Whom: Audience Effects (mood, distraction, movement)

Answer 37

yale model

Question 38

Messages with a single identifiable victim are more compelling than those without such vivid imagery

Answer 38

Identifiable victim effect