persuasion

Question 1

persuasion

Answer 1

process through which attitudes, beliefs or behaviors are changed

Question 2

cognitive approach

Answer 2

examines why we are persuaded

Question 3

central route

Answer 3

arguments
think about arguments
enduring changes in behavior

Question 4

peripheral route

Answer 4

superficial cues
not alot of thinking
temporary changes in attitude
approaches

Question 5

credibility

Answer 5

believeability. A credible communicator is perceived as both expert and trustworthy

Question 6

sleep effect

Answer 6

initally discount message but then forget why
delayed persuasion
ex. not liking the communicator so dont care about the product.

Question 7

attractiveness and liking

Answer 7

physically attractive

similar

Question 8

similar

Answer 8

matter of lifestyle

Question 9

credibility

Answer 9

who is sending the message

>eye contact

Question 10

perceived expertise

Answer 10

knowledgeable

speak confidently

Question 11

perceived trustworthiness

Answer 11

eye contact
speak quickly
argue against self-interest

Question 12

effect of fear

Answer 12

more fear greater response

fear most persuasive when:
>you fear the consequences
>a solution is offered
> you are capable of implementing the solution

Question 13

primacy effect

Answer 13

information presented first has more influence

Question 14

recency effect

Answer 14

information presented last is most persuasive
>time has to seperate messages
>have to make decision after hearing second message

Question 15

effect of good feeling

Answer 15

more impulsive, use peripheral cues

refreshment

Question 16

one-sided vs. two sided appeals

Answer 16

does audience agree or disagree with you

will audience become aware of opposing arguments

Question 17

active experience

Answer 17

strengthen attitudes

>receiving spoken message

Question 18

passive reception

Answer 18

in advertising repetition and rhyming influential

Question 19

personal

Answer 19

contact with others will help persuasion
>heart disease study
>college

Question 20

media

Answer 20

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

Question 21

what is audience thinking

Answer 21

forewarened
>might create counteragrument
>can distract with pictures
>sneak attacks effective

Question 22

level of involvement

Answer 22

use central route
>arguments
>facts
>stats

Question 23

distracters

Answer 23

peripheral cue=pretty pictures
repeating the message
presenting multiple speakers
make the audience feel responsible

Question 24

cults

Answer 24

religious movements
devotion
isolation
charismatic leader