Persuasion Flashcards
1
Q
What is the Elaboration-likelihood model (ELM)?
A
- Petty and Caccipo
- looks at factors that affect how likely it is that you will elaborate on the message
- dual process model; automatic (quick, heuristic) and controlled (deliberative,rational)
2
Q
Describe the two routes of persuasion according to ELM
A
Peripheral (heuristic)
- automatic; superficial cues, celebrities, music and nothing really to elaborate on
- little motivation to carefully consider as you don’t actually care about the content (not vital)
- rely on heuristics (affect etc)
- not personal, and maybe incomplete/hard to comprehend messages
- attractiveness, dame, number/length of arguments and consensus may promote an attitude changes
Central (systematic)
- controlled; careful and logic thinking and rationality
- high motivation, you aren’t distracted and care
- paying attention to. the actual arguments/content
- personal issue and responsibility and may have knowledge in the domain
- quality of argument promotes an attitude change
3
Q
Why is ELM described as a dual-process model?
A
- people will be “cognitive misers”
- using resources and effort only for issues that are important for you etc
4
Q
How did Petty and Caccipo test ELM?
A
- gave UG’s list of argument for comprehensive exit exams
- manipulated motivation
a) strong vs weak arguments
b) expertise of the source
c) personal relevance - when personally relevant, they listened to the strong arguments and also the weak; but interaction showed much stronger interaction with the strong arguments
- when personally, paid attention to source but when not personal, paid even more attention to expert/source - used as a peripheral cue
- low relevance: peripheral cue matter
- high relevance: central cues matter
5
Q
What is the Yale Approach (1973) to persuasion?
A
- Hovland, Janis and Kelley
- persuasiveness is a function of who, what, whom
- msg source, content and receiver
6
Q
What is The Who (Yale approach)?
A
- the characteristics of the source (e.g. celebrity endorsements)
- credibility - expertise, trustworthiness
- fame - do we like the person
- attractiveness - halo effect
7
Q
What is The What (Yale approach)?
A
- msg characteristics (quality, clarity, meaning)
- higher quality - more persuasive, conveying desirable and novel consequences of attitude change and appealing to core values of the audience
- straight forward, clear, logic
Hamill, Wilson, Nisbett
- more vivid, more persuasive
a) vivid story of “welfare queen”
b) facts about the system
c) both (opposing) - the facts did not hold influence by themself - only vivid story or both
8
Q
What is the identifiable victim effect?
A
- focus on the single, vivid individual - evoke emotions
- more influential than stats and illicit empathy - emotional appeal
- important with solution
- shock factor
9
Q
Describe the fear appeals and reactance (in regards to The What)
A
- antismoking
a) watched graphic lung cancer vid
b) read pamphlet
c) both - c had greatest attitude change, followed by a and b
HOWEVER…
- reactance: when freedom threatened, negative affect, engage in rebellion
- may be difficult in fear appeal
- instead use engaging, pleasant fun msgs and then the core msg - gripping attention and not telling them what to do
10
Q
What is The Whom (Yale Approach)?
A
- audience characteristics/demographics
- Haan - analysis of American and Korean ads - looked at the slogan
- American, emphasised individual but Koreans emphasised a collective approach
- consider the target - a match for effective persuasion
11
Q
Describe the Third Person Effect
A
- perception bias where people assume that persuasive messages have a strong influence on other people but not yourself
- assuming you stay unbiased
Censorship
- censorship attitudes increase if they are affecting teens
- don’t consider themselves
- believe we have a neutral, accurate position and think the media is biased
e. g. Presidential Election (1980)
- respondents called and asked if media favoured one candidate
- 83% - of Carter supporter said it was Reagan favoured
- 96% of Reagan said favoured Carter
- think our behaviour is being attacked
12
Q
What is the Sleeper Effect?
A
- initially unconvincing message from unreliable source becomes more persuasive with time
- because the evidence begins to fade
- unreliable sources are rejected initially
- the message and source are separated overtime
- discounting
- only occurs when the source credibility is questioned after the msg (if questioned before, it is not stored)
13
Q
What selective attention?
A
- resistance to persuasion
- people tend to seek out supporting schemas and rejecting contracting
- avoiding contradiction
- confirmation bias and maintaining current views
14
Q
What is selective evaluation? give evience
A
- resistance to persuasion
- people like things that support current attitudes and dislike contradictions (self-verification)
Ziva and Kunda:
- ppts reading NYtimes describing caffeine increasing likelihood for females to develop a disease
- showed to men and women
- high caffeine females found the article less convincing than low caffeine users
- men were unaffected
Lord, Ross, Lepper:
- ppts read studies about death
1) death penalty is a deterrent
2) death penalty increases crime rates - those who favoured the death penalty, thought 1 was a more rigorously tested and vice versa
- each side became more extreme (but receiving mixed evidence should moderate them)
15
Q
What is public commitment?
A
- increases resistance to change
- telling others about likes/dislikes binds us to the things
- maintains consistent self-image
