persuasion Flashcards
what is persuasion
process by which a message changes attitudes or behaviours
why do influencers have to state that they are advertising?
more persuasive if audience thinks they mean it, not just paid to say it
persuasion can be competitive - audience may want to resist attempt of persuasion
the heuristic systematic model
systematic processing occurs when targets actively scan and process the arguments put forward in a message
heuristic processing occurs when people do not carefully consider arguments, but resort to cognitive shortcuts instead
it is easier to make a quick judgement rather than weigh up pros and cons
the elaboration likelihood model
variations in persuasion depend on the likelihood that PPs will engage in elaboration of the argument relevant to the issue
when people think carefully about a message, they are attending to its central cues
when people are persuaded by the more superficial aspects of a message they are attending to its peripheral cues
central route processing is generally more effective and longer lasting than peripheral route persuasion
central processing increases depending on personality (need for cognition) and situation (being in a good mood))
how to persuade - attractive sources
people are more persuaded by more conventionally attractive people
attractive people seek out face to face contact with low motivation audiences, and attractive people more confident in their persuasion (Vogel et al 2010)
how to persuade - likeable sources
liked persuaders are more effective, but only in real time media (not in writing) and if you aren’t too obvious
distracts us from the message and towards the characteristics of the source (Chaiken and Eagle, 1983)
how to persuade - similar sources
similarity with audience makes you more persuasive
shared in-group identity (Halsam et al 1996)
mimicry in both lab studies and field studies (Hermann et al 2011)
how to persuade - door in the face technique
making a large, unrealistic request before making a smaller, more realistic request is more likely to be successful, but only works if the same person makes both requests
how to persuade - that’s not all technique
1) influencer offers buyer something at a high price
2) wait a while, buyer says no
3) offer buyer incentive
4) consumer feels they owe something because they were generous
5) consumer makes purchase
how to persuade - foot in the door technique
1) influencer asks for small favour which is almost university granted
2) then ask for larger, related favour
3) since the person is already committed, they are more likely to grant the large request
how to persuade - the low ball technique
1) influencer suddenly adds unattractive conditions to something after person has agreed to it
2) since person is already committed, more likely to comply with unattractive surprise
how to persuade - repetition and the truth effect
TV ads more effective when people are exposed to them 2-3 times a week
work best when people are already familiar with object of advert and had initially positive reaction
statements seem more true when repeated, up to a point
resisting persuasion - reactance and the boomerang effect
when people react strongly against blatant or persistent influence attempts because they are direct threats to personal freedom
boomerang effect = threats to personal freedom leading to defiant responses
resisting persuasion - forewarning - prior knowledge
prior knowledge of persuasion attempt often renders attempt less effective
time to do research/produce counterarguments
more effective with important issues compared to trivial ones
resisting persuasion - counter arguing
people can actively resist persuasion attempts by addressing and arguing against attitude incongruent arguments directly
resisting persuasion - attitude inoculation
presenting people with a weak, attitude inconsistent argument prior to a stronger persuasive attempt helps them to resist the message
inoculates them because they are more able to generate counterarguments
bullshit receptivity
people with lower IQ, more intuitive, believe in supernatural, more likely to see bullshit as profound and less likely to detect the deceptive vagueness of it
politically conservative individuals are more receptive to bullshit
people who are highly receptive to bullshit tend to be pro-social
people who are receptive to bullshit more likely to be taken in by deepfakes
what are pre bunking and debunking
prebunking = give disconfirmation before a message
debunking = give disconfirmation after a message
pre bunking or debunking?
some evidence that debunking is more effective
prebunking works if it inoculates people
