Persuasion Flashcards
Persuasion
The process by which attitudes are changed
Changing beliefs attitudes or behaviours of a target through the use of information or argument
Has many different forms
the process of persuasion
to elicit action, a persuasive message must clear several
Central route
Occurs when people focus on the arguments
influenced by strength and quality
of arguments
Listen attentively, think actively and critically about the argument. (Thinking critically, asking questions, providing good argument)
Reaction depends on the strength of the message
Messages have a greater impact when they are:
Easily learned—to understand
Memorable
Stimulate favorable analysis—to understand persons questions
Peripheral
occurs when people focus on incidental cues
dont pay attention to actual message
influenced by superficial cues
Credibility—seems competent and trustworthy, don’t pay attention to actual message
Likability—similar,attractiveness
Number of arguments, statistics, supporting experts—dazzle people with facts
Familiarity with argument
Positive audience reaction—make people feel good first; they will be less likely to examine your argument
Argument is contrary to speaker’s own interests—most positive way to go about it
Central route process
Route choice follows: ability and motivation—do you have effort &understand what they talk about
If you create a change via central route— stable attitude
If you care about it
Audience—analytical and motivated
Processing—high effort, elaborate, agree or counter argue
Persuasion—cogent arguments evoke enduring agreement
leslie economic plan makes sense, I will vote for her
Response!
Peripheral route process
Route choice follows: ability and motivation—do you have effort &understand what they talk about
Unstable attitude
Audience—not analytical or involved
Processing—low effort, use peripheral cues, rule of thumb heuristics
Persuasion—cues trigger like and acceptance but often only temporarily
leslie seems nice, I will vote for her
Response
THE SLEEPER EFFECT
Over time, the messages of low-credibility communicators become more persuasive
Dismiss this first time you hear it
Credibility
Perceived expertise and trustworthiness (motives, goals, values) —mechanic you don’t know saying you need all these expensive repairs
Perceived believable
In the eye of the beholder(maybe be credible to some but not all)
Attractiveness and liking
Physical attractiveness
Similarity—to you, more likely to trigger peripheral route
the message content
presentation
reason vs. emotion: it depends on the audience
good mood = more likely to trigger peripheral because it won’t always bring good mood (then active listening)
the effect of good feelings
people given snacks when reading put them in a good mood, therefore more likely to be persuaded
The effect of arousing fear
Useful for the target taking action
If they believe— ie/dental, smoking, driving
Make you feel like it’s a bad idea
Moderate may be better than high— to be believable, too strong may reduce message, not rational
Ie/ reduce drinking and driving
discrepant message
Advocating a position that is different from what the target believes
Discrepancy
Effect depends on the credibility of the communicator
needs to be somewhat different from what target believes—greater levels will lead to greater changes
One-sided
Uncomplicated, easier to grasp, when audience does not know issue, keep audience blind to other viewpoints—this is what you should follow
Having a communicator argue against their side. And self interest. and not beneficial to them
Two-sided appeals
Complex, attract more attention, processed more thoroughly
Source appears less bias and more trustworthy
Shows both
Central route people and educated are more persuaded
Has to be motivated to understand both sides
Cognitive
Focus is on information
Affective
Focus is on your emotions
Ie/ pretty image, makes you feel good
three routes of message content
cognitive
affective
behavioural
Behavioural
Offers a discount or prize, potential to win
Other reasons to buy
Manipulate behavior dramatically
Ie/ buy one get one free
The two-step flow (channel of communication)
From media to opinion leaders, to the general public
Comparing media (channel of communication)
The more lifelike, the more persuasive its message— good except for complex info
Ie/ video, direct person talking to you
Emotion message content
It depends on the audience
The effect of good feelings
Good mode= more likely to trigger peripheral , because it won’t always bring good mood (the active listening)
People given snacks put them in a good mood: more likely to be persuaded
Intelligence (audience)
More resistant to influence
Critically evaluate source
Involvement with issue
Life cycle (audience)
Young/old
Ie/ more conservative as we age
Generational effects (audience)
People who were conservative at 20, still are but generation coming next will be less
Forewarning (audience)
Telling people they are being exposed to a persuasive attempt
Getting prepared
Distractions (audience)
more likely to use peripheral cues— ie/ attractiveness of speaker
Ie/ parent doing dishes, more likely to persuade
Trouble paying attention
Anything taking away from their attention
Uninvolved audiences
How involved are you?
Need for cognition (audience)
Some people have a desire for info
persuasive elements
the message
the audience
the communicator
attitudes follow behaviour
compliance breeds acceptance
the foot in door phenomenon
Group effects
Cults separate people from their previous social support structure— isolation
No one to argue with their beliefs—not exposed to counter arguments
Group offers identity that defines reality
Cults punish dissention— if you disagree
Appears as though there is consensus—people don’t want to disagree because they don’t want to be punished
Strengthening Personal Commitment
Challenging beliefs— think hard
Developing counter-arguments— central route;details
Attitude inoculation
Inoculation Programs
Inoculating children against peer pressure to smoke— get them to come up with reasons against smoking
Inoculating children against advertising
Implications of Attitude Inoculation
Better to be exposed to a variety of ideas
Exposing to weakened versions of persuasion may help build immunity
People who reject ideas experience attitude inoculation— harder to come up with reasons to reject beliefs
Reject the idea to quit smoking once, may be less willing to consider quitting later
people innoculated in high school were less likely to smoke than those who did not
