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
