Persuasion (5) Flashcards
________- involves attempts by a person or group to convince another person toadopt a given position or behaviour
its everywhere!!!!
persuasion
when persuasion is direct it is called ______ persuasion, when it is subtle is it called _______ perusasion
pure
borderline
E.g., person wearing t-shirt with political message on it – are they trying to persuade others or not?
persuasive intent is not always apparent, but we often assume that the are trying to persuade us if that’s how it appears
the ____ _____ began the modern study of persuasive communications
what were they trying to figure out?
the yale group
trying to figure out what makes a persuason communication effective
the yale group made the ______-______ approach
a theory that studies how individuals process and respond to ________ _______.
The message-learning approach
persuasive messages
the message-learning approach:
what are the three elements of a persuasive message
the source (expertise, attractiveness)
the communication itself (arugment)
the target (recipient) of the message
the message-learning approach:
describe the three elements focused on my the yale group
source - source’s expertise, credibility, likeability, and physicalattractiveness
communication itself - argument quality
audience - characteristics of a target pthat might influence their likelihood of being persuaded (eg. age, intelligence, distractions
the massage learning approach:
The _______ refers to the means by which a persuasive communication is delivered (ie. face to face, over TV, social media)
channel
the message learning approach:
yale group looked at “Who says what to whom, how, and with what effect?”
where:
“who” is the ______
“what is the ______
“whom” is the ______
“how is the” _______
“what effect is the” _____-_____ ______
“who” is the subject
“what” is the message
“whom” is the target/audience
“how” is the channel
“what effect” is the post-attitude change
the message learning approach:
what three things impact the source
credibility
the liking principle
physical attractiveness
the message learning approach:
what must a source possess to be consiered credible
competence/expertise
trustworthiness
the message learning approach:
Smart and knowledgeable individuals are more persuaded by sources with ______
expertise
a source can increase their credibility by saying something _______ about a product in addition to something ______
negative
positive
“It tastes awful. And it works.”
that is the slogan for buckleys, why is it good
syas something good and bas = increasing source credibility
wayne gretski endorsed food, clothing, and a bunch of other random things
how did this impact his credibility? why?
the more products a celebrity endorses, the less trustworthy s/he appears to be
define how the liking princeple works
We want / feel obligated to comply with people we like (e.g., friends, family members, celebrities)
experiment: the liking princeple
servers instructed to either lightly touch the arms or customers when bringing the bill or not
results
-customers tipped higher and saw restaurant more favourable when they were touched
displays the liking princeple
we are easily persuaded by people whom we find _______ _______
_______ ______ - what is beautiful is assumed to be good, trustworthy
physically attractive
halo effect
order effects in terms of strongest part of arguments:
Strong last = _______ order
Strong argument first = _______ order
Strong in middle = _______ order
______ and _______ are best
Strong last = climax order
Strong argument first = anticlimax order
Strong in middle = pyramid order
climas and anti climax are best
Xime and Kristina hold a debate
Xime goes first, Kristina goes second
a week later, a vote is held to decide who wins
who’s speech are we more likely to remember, specifically due to what
primacy effect dictates we are more likely to remember the speech we heard first (Xime)
Xime and Kristina hold a debate
Xime goes first and kristina goes second
votes is held right after
who’s speech are we more likely to remember
recency effect says klristina will win/beremebered
A ______-______ arugment acknowledges both the pros and cons of an issue and often includes a refutation of the opposing side
Two-sided arument
A ____-_____ argument focuses only on presenting the arguments or information that support a particular viewpoint or position
one-sided
is a two-sided or one-sided argument better
two-sided
…provided that the message refutes opposition arguments
in a __________ argument a person explains why some claim they are making is true and some opposing claim is not
refutational argument
pros of refutational arugments
enhance credibility of speaker
provide cogent reasons why opposing argument wrong
_______-______ refers to relying on external or internal cues to guide behaviour
self-monitoring
differentiate between high and low self-monitoring
High SMs: gain social approval
Low SMs: being consistent, true to self
exp: presented high- and low self-monitors with bottles of perfume
had them rate the appeal of the perfumes ona scale from 1 to 10
what were the two indep vars, and the one dependent
independent:
1 - performance quality - pleasantness of smell (good or bad)
2 - attractiveness of bottle (high vs low SM)
dependent:
1 - rating they gave perfume on scale from 1 to 10
exp: presented high- and low self-monitors with bottles of perfume
results?
For low self-monitors, what mattered most was the smell of the perfume; they were less influenced by the attractiveness of the bottle
For high self-monitors, what mattered most was the attractiveness of the bottle, regardless of the smell of the perfume!
-they likely saw the possession of a pretty bottle as good for their social image
ELM: Two Routes to Persuasion
explain them the systemic route of processing
central route
- thoughtful consideration of relevant information
- persuaded by strong arguments
in the systemic route
Message recipients have to be ______ and ______ to engage in systematic processing
why?
motivated and able
-thinking carefully about and argument can be effortful, difficult
ELM: Two Routes to Persuasion
the peripheral route of processing is also known as what?
explain this type
occurs when people rely on cues (heuristics) to make judgments about the message, without thinking carefully about the arguments
“Experts know what’s best”
“I trust the recommendations of people I like”
these are examples of ______
heuristics
Exp: Effect of Personal Relevance (Petty cacioppo and goldman)
Students read message in favor of comprehensive exams (mandatory to graduate)
conditions:
- 3 vs. 9 arguments
- Weak vs. strong arguments
- Low personal relevance vs. high personal relevance (wether they would have to take the exam)
results when PV was high? low?
When personal relevance was high, the strength of the arguments was more persuasive than the number of arguments.
When personal relevance was low, the number of arguments was more persuasive than the strength of the arguments.
where there is low personal relevance _______ processing occurs
when it is high _______ processing occurs
heuristic
central
What do ads want to do?
________ one product from the next, even if those products are: virtually ______
differentiate
identical
why to ads want to differentiate between identical products? how do they do this?
to make people aware of your brand so it stands out among similar products
they target AFFECTIVE attitudes/behaviour so that you actually purchase the product
_____ _____ ads try to convince audience that a product has good qualities/features
they are ______-based: Highlight product features; present statistics, performance data, results of studies
these target ______-______ processing
hard sell ads
information-based
central-route processing
what is a soft-sell ad
Use the peripheral route; heuristic processing
“style over substance”
Example of hard sell ad (Volkswagen Beetle)
VWs have been rejected for surface scratches barely visible to the eye; this preoccupation with detail means the VW lasts longer, requires less maintenance, and depreciates in value less than any other car;
“We pluck the lemons, you get the plums.”
what type of advertising is this?
hard-sell
central route
E.g., Budweiser’s “best buds” ad featuring a horse and a puppy (and saying nothing about the beer itself)
what ype of ad is this
soft-sell ad
image ads
warth appeals
humour appeals
sex appeals
needs apeals
these are all examples of what
soft-sell ads
______ ads
attempt to draw ______ using famous ppl, attractive ppl, models
they aim for your to _______ with the _______ (want to be like them)
image ads
conncetions
Identification with source → want to be like them
Viginia slims used female empowerment slogan: “you’ve come along way, baby”
Marlboro introduced the Marlboro man = masculine ideal, and became very popular
Camel Brand cigarettes used characters to draw young adults and teens
these are examples of _______ ads
image ads (soft sell)
soft sell ads:
______ ______- try to arouse positive feelings, which will be associated with product (conditioning)
Emphasize family, friends, sense of belonging (e.g., patriotism), nostalgia
warmth ads
E.g., Diet pepsi ad associated the drink with gen x wanting to feel young again
this is an example of _____ ______
warmth appeals
soft sell ads:
______ ______ use jokes to facilitate persuasion via ________ route
humour appeal
peripheral
what three things do humour appeals do
capture attention
distract from content
increase liking
_______ humour has an advantage over _______ humour
in humour appeals
Related humour has an advantage over unrelated humour
soft sell ads:
_____ appeals
sex sells bruv
Grab attention, but typically _____ _______ for _______
sex appeals
Grab attention, but typically lower recall for product
soft sell ads:
______ appeals
Ad tries to evoke a need and then promote itself as the solution (e.g., hunger or thirst)
need appeals
give example of an ad slogan that uses need apeal
Sprite: obey your thirst
Snickers satisfies
The Listerine ad in the 1920s created a need appeals strategy by introducing the term “Halitosis”
explain
“Halitosis” = bad breath
to make people aware of a problem (bad breath) and then present Listerine as the solution to this need
soft sell ads often make use of what two things
catchy jingles (or popular songs)
slogans
slogans tend to ______ when they use a _____ and/or are ______
give example
“stick” when they use a rhyme and/or are short
E.g., I’m lovin it, Sunway Eat Fresh, What happens in Vegas stays in Vegas, Just do it, Gillette, the best a man can get
soft sell ads dont operate through _________ rather through ______ _______
information
peripheral cues
ie. feelings, images, associations, needs.
Advertising can be Camouflaged as Entertainment
E.g., ______ ______ in TV shows and movies
product placement
_________ marketing is an advertising approach that borrows the concept of _________warfare,
or the element of ________, to communicate with target audiences.
Guerrilla marketing is an advertising approach that borrows the concept of “guerrilla” warfare,
or the element of surprise, to communicate with target audiences.
give the examples discussed in class of Guerilla marketing campaigns
Ad for bounty - giant coffee cup spilled
clothing company dressed the wall street bull in their new underwear
dating back to the 1950s, companies have used ________ messaging
subliminal
Subliminal = presented for less than ______ ms
200
A theatre owner claimed that his subliminal messages embedded in a movie increased sales of popcorn by 58% and Coke by 18%
explain
it was a hoax! he was trying to generate publicity
despite this, may people believe that subliminal messaging is used
Product placements on TV and movies may be ____________, may be ____________, but not “subliminal”
why not subliminal
blantant
subtle
products are always presented for a length of time such that they can be perceived consciously
Nike used controversial football player Colin Capernick to present their slogan “dream crazy”
“Dream Crazier” ad featured Serina Williams and listed the unfair double-standards faced by women athletes, “they call us crazy, show them what crazy can do”
these are examples of ads as ______ ________
what may be the problem with them
social activism
-is it possible to be both trying to sell products and at the same time trying to advocate for social justice
______ ______ refers to hiring undercover marketers to visibly use a product in public
“Roach Baiting”
give an example of roach baiting
hint: operation fake tourist
operation fake tourist – company sends actors around in public with their fancy new camera, they ask bystanders to take a pic for them and talk up the camera’s features
viral marketing on social media includes ________ _______
Measuring public response to product in real time
sentiment tracking
why do companies do sentiment tracking
-if there’s a negative response they can make a change right away
Word of Mouth is more powerful than any ad!
______ _______ campaigns often combine facts with emotional appeals
E.g., MADD
E.g., SPCA ads
-highly emotional ads
Public awareness
Public Awareness campaigns often use ______ ______
A persuasive message that arouses fear in an attempt to change people’s attitudes/behaviour
E.g., government produced PSAs about danger of COVID
fear appeals
for fear appeals to be effective, they must:
- make people feel __________
- give specific recomendations for avoiding _____ ________
- make people feel _______ of carrying out recommended action (self-efficacy)
- make people feel vulnerable
- give specific recomendations for avoiding negative stimulus
- make people feel capable of carrying out recommended action (self-efficacy)
fear appeals:
- make people feel vulnerable
- give specific recomendations for avoiding negative stimulus
- make people feel capable of carrying out recommended action (self-efficacy)
in these steps:
2 = ______ efficacy
3 = ______ efficacy
2 = response efficacy
3 = self efficacy
Video: anti-cocaine commercial
didn’t work well cause the girl in the story was very _______ and ________ at the end of the night
even though she was at the hospital, there was more _______ than ______ portrayed
Negative consequences were not _______ enough
directed target to resources but not exact ______
Video: anti-cocaine commercial
didn’t work well cause the girl in the story was very attractive and survived at the end of the night
even though she was at the hospital, there was more pleasure than pain portrayed
Negative consequences were not specific enough
directed target to resources but not exact steps
define innoculation
Exposure to weak arguments against one’s position can strengthen the original position
exp: Inoculation: McAlister et al., 1980
Grade 7 students exposed to ______ arguments in favor of smoking
control school and incoculted school were compared
how did they get innoculated
weak arguments
Generated counterarguments (students)
