persuasion

Question 1

What are the two main types of strategies identified for increasing the effectiveness of a persuasive message?

Answer 1

Alpha strategies and Omega strategies

Alpha strategies aim to overcome resistance by increasing approach forces, while Omega strategies aim to reduce resistance by decreasing avoidance forces.

Question 2

What do alpha strategies in persuasion aim to do?

Answer 2

Overcome resistance to persuasion by increasing approach forces

They provide reasons for change, maximizing argument strength and using consensus information.

Question 3

What do omega strategies in persuasion aim to do?

Answer 3

Reduce or neutralize resistance by decreasing avoidance forces

They address resistance by offering counterarguments and using comparisons to enhance desirability.

Question 4

List three communicator (source) factors that increase persuasiveness.

Answer 4

• Attractiveness
• Likability
• Credibility

Question 5

What factors affect a communicator’s credibility?

Answer 5

• Expertise
• Trustworthiness

Expertise is determined by perceived knowledge, skill, and experience; trustworthiness is influenced by fairness, honesty, and intent.

Question 6

How does expertise affect a communicator’s persuasiveness?

Answer 6

Communicators are more persuasive when perceived as having adequate knowledge, skill, and experience

Example: A basketball player is more persuasive for athletic shoes than non-athletic products.

Question 7

What is the sleeper effect in persuasion?

Answer 7

The phenomenon where the impact of high- and low-credible communicators does not persist over time

People tend to remember the message but forget its source.

Question 8

True or False: Trustworthiness of a communicator is influenced by their intent.

Answer 8

True

Question 9

Fill in the blank: Communicators are considered trustworthy when they are perceived as being _______.

Answer 9

fair, honest, and unbiased

Question 10

What is a key factor that enhances the persuasiveness of a celebrity in advertising?

Answer 10

Congruence between the celebrity’s background and the product

A celebrity’s relevance to the product enhances their effectiveness as a spokesperson.

Question 11

What are the three message factors that affect the persuasiveness of a message?

Answer 11

Message discrepancy, presentation order, and timing, and fear arousal

Question 12

What is the relationship between attitude change and message discrepancy?

Answer 12

An inverted-U shape, with the greatest change at moderate discrepancy

Question 13

How does communicator credibility affect the relationship between attitude change and message discrepancy?

Answer 13

For low-credible communicators, the relationship is inverted-U; for high-credible communicators, it is linear

Question 14

What occurs when both sides of an argument are presented back-to-back and attitudes are assessed after a period?

Answer 14

Primacy effect

Question 15

What is the primacy effect?

Answer 15

The first side presented has the greatest effect on attitudes

Question 16

What is the recency effect?

Answer 16

The second side presented has the greatest impact when attitudes are assessed soon after the second presentation

Question 17

What type of effects occur when two sides of an argument are presented back-to-back and attitudes are measured immediately?

Answer 17

No consistent primacy or recency effects

Question 18

What did research find about fear arousal and its effectiveness in producing attitude change?

Answer 18

Inconsistent results; moderate fear arousal is often considered most effective

Question 19

According to a meta-analysis, what conditions make fear appeals most effective?

Answer 19

High level of fear, efficacy message, negative consequences described

Question 20

What recipient factors have been linked to susceptibility to persuasion?

Answer 20

Self-esteem, intelligence, and age

Question 21

What is the relationship between self-esteem and influenceability?

Answer 21

Inverted U-shaped; moderate self-esteem is most susceptible

Question 22

What kind of relationship exists between intelligence and influenceability?

Answer 22

Linear; higher susceptibility with lower intelligence

Question 23

What U-shaped relationship has been observed regarding age and susceptibility to persuasion?

Answer 23

Adolescents/young adults and older adults are more easily persuaded than middle-aged adults

Question 24

What is McGuire’s attitude inoculation hypothesis?

Answer 24

A method to increase resistance to persuasion by exposing individuals to weak arguments and counterarguments

Question 25

Fill in the blank: An effective way to ‘immunize’ people against attempts to change their attitudes is to provide them with _______ along with counterarguments.

Answer 25

weak arguments

Question 26

What is behavioral economics?

Answer 26

An approach to understanding decision making and behavior that integrates behavioral science with economic principles

Behavioral economics addresses topics such as materialism, scarcity, and loss aversion.

Question 27

Define materialism in the context of behavioral economics.

Answer 27

A set of values and goals focused on wealth, possessions, image, and status, often conflicting with personal and spiritual growth

Materialism is negatively related to personal well-being.

Question 28

What did the meta-analysis by Dittmar et al. (2014) find regarding materialism?

Answer 28

Prioritization of materialistic values strongly correlates with:
* Compulsive buying behavior
* Engaging in risky health behaviors
* Negative self-appraisal
* Negative affect

Question 29

How does the measurement of materialism affect its relationship with personal well-being?

Answer 29

The relationship is stronger when measured with a multidimensional scale than with a scale focused only on money and possessions

An example of a multidimensional scale is the Material Values Scale.

Question 30

What is the Material Values Scale?

Answer 30

A scale that assesses the centrality of acquiring material goods to a person’s life and beliefs about acquisition’s effects on happiness and success

Question 31

What is scarcity according to Mullainathan and Shafir (2014)?

Answer 31

The lack of something required to fulfill a need, leading to preoccupation with that need and a reduction in mental bandwidth

Question 32

What are the two components of mental bandwidth?

Answer 32

Cognitive capacity and executive control

Cognitive capacity involves problem-solving and logical reasoning, while executive control involves planning and attention shifting.

Question 33

What is a ‘scarcity trap’?

Answer 33

A situation characterized by preoccupation with an unfilled need and self-defeating behaviors that perpetuate scarcity

Question 34

What does loss aversion refer to?

Answer 34

The principle that losses loom larger than gains, meaning the displeasure from losing something is greater than the pleasure from gaining the same amount

Question 35

According to Kahneman and Tversky, how much more powerful is the aggravation from losing money compared to the satisfaction from gaining it?

Answer 35

About twice as powerful

Question 36

In the coin flip bet example, when are people more likely to accept the bet?

Answer 36

When they’ll lose $100 if tails but gain $200 if heads

Question 37

What is the premise of Kahneman and Tversky’s prospect theory?

Answer 37

It addresses how risky decisions are made, including the concept of loss aversion