persuasion Flashcards
persuasion
process through which attitudes, beliefs or behaviors are changed
cognitive approach
examines why we are persuaded
central route
arguments
think about arguments
enduring changes in behavior
peripheral route
superficial cues
not alot of thinking
temporary changes in attitude
approaches
credibility
believeability. A credible communicator is perceived as both expert and trustworthy
sleep effect
initally discount message but then forget why
delayed persuasion
ex. not liking the communicator so dont care about the product.
attractiveness and liking
physically attractive
similar
similar
matter of lifestyle
credibility
who is sending the message
>eye contact
perceived expertise
knowledgeable
speak confidently
perceived trustworthiness
eye contact
speak quickly
argue against self-interest
effect of fear
more fear greater response
fear most persuasive when:
>you fear the consequences
>a solution is offered
> you are capable of implementing the solution
primacy effect
information presented first has more influence
recency effect
information presented last is most persuasive
>time has to seperate messages
>have to make decision after hearing second message
effect of good feeling
more impulsive, use peripheral cues
refreshment
one-sided vs. two sided appeals
does audience agree or disagree with you
will audience become aware of opposing arguments
active experience
strengthen attitudes
>receiving spoken message
passive reception
in advertising repetition and rhyming influential
personal
contact with others will help persuasion
>heart disease study
>college
media
two-step communication
>media influences leaders in the community
>leaders influences others
depends on difficulty of message
>video/live for easy message
>written for hard message
what is audience thinking
forewarened
>might create counteragrument
>can distract with pictures
>sneak attacks effective
level of involvement
use central route
>arguments
>facts
>stats
distracters
peripheral cue=pretty pictures
repeating the message
presenting multiple speakers
make the audience feel responsible
cults
religious movements
devotion
isolation
charismatic leader
