Persuasion

Question 1

5 stages in the persuasion process

Answer 1

1. Exposure
2. Attention
3. Comprehension
4. Yielding (agree with message)
5. Memory

Question 2

We will process a message carefully when we are…

Answer 2

1) Motivated to do so:

2) Able to do so

Question 3

Elaboration likelihood model

Answer 3

There are two routes to persuasion, the central route and the peripheral route

Question 4

Central route

Answer 4

People carefully and deliberately scrutinize message content. Occurs when interested people focus on the argument and respond with favourable thoughts

Question 5

Peripheral route

Answer 5

People attend to relatively simple, superficial cues. Occurs when people are influenced by incidental cues, such as a speaker’s attractiveness

Question 6

If people’s motivation and ability is low, they will engage in peripheral processing. So, a persuasive message will include…

Answer 6

simple message and attractive communicator.

Question 7

Attitude change by the peripheral route is likely to be _______ relative to attitude change by the central route.

Answer 7

temporary

Question 8

If people’s motivation and ability is high, they will engage in central processing. So, a persuasive message will include…

Answer 8

high message quality and good arguments

Question 9

The source of a message is more persuasive if they are seen as…

Answer 9

credible and likeable

Question 10

What factors influence credibility?

Answer 10

Trustworthiness, perceived expertise, viewed as acting against their own interests, not viewed as trying to persuade

Question 11

What factors influence likeableness?

Answer 11

Being attractive

Question 12

The sleeper effect

Answer 12

An effect that occurs when messages from unreliable sources initially exert little evidence, but later cause individuals’ attitudes to change.

Question 13

Why does the sleeper effect occur?

Answer 13

Over time, people do not source-monitor correctly; they forget where they learned information.

Question 14

Important moderator of the sleeper effect

Answer 14

Whether information that discredits the source precedes the message. In this case, the individual would be more skeptical from the get-go and may choose not to attend to the information at all. Versus if the information that discredits the sources appeared after the message, the individual would have already paid attention to the compelling message and is more likely to fall prey to the Sleeper Effect

Question 15

Factors that influence the message itself

Answer 15

One sided vs two-sided arguments
Order of messages
Strong emotions

Question 16

One-sided versus two-sided arguments

Answer 16

If the audience is not knowledgeable, use a one-sided argument. If the audience is knowledge, use a two-sided argument

Question 17

Order of messages

Answer 17

Messages presented first are more persuasive (primacy effect). But, if there is a long delay or later arguments are easier to understand, the recency effect occurs

Question 18

Strong emotions

Answer 18

Moderate amounts of fear can increase persuasiveness of message, if the message also states how the negative outcome can be avoided

Question 19

Recipient factors

Answer 19

Motivation to process information
Ability to process information
Mood effects

Question 20

People in a good mood are more likely to engage in….

Answer 20

peripheral processing

Question 21

Why don’t people in a good mood process information carefully?

Answer 21

They don’t want to ruin their mood by thinking critically

Question 22

Ego-depletion

Answer 22

A state in which our self-regulatory capacities are diminished.

Something is interrupting our self-regulatory capacities preventing us from reaching out goals

Question 23

Cialdini’s 6 classic persuasion techniques

Answer 23

1. Reciprocity
2. Commitment and consistency
3. Social proof
4. Liking
5. Authority
6. Scarcity

Question 24

1. Reciprocity

Answer 24

One should be willing to comply with a request from someone who has previously provided a favour or concession

Question 25

Reciprocal concessions are also known as…

Answer 25

door-in-the-face technique

Question 26

2. Commitment and consistency

Answer 26

People prefer to see their attitudes as consistent, and their attitudes and behaviours as consistent

Question 27

Two techniques associated with commitment and consistency

Answer 27

Foot-in-the-door technique and low-ball technique

Question 28

3. Social proof

Answer 28

We often judge the acceptability of our own attitudes and behaviours by using the attitudes and behaviours of others as a reference point

More likely to comply to a request if it is what others are doing

Question 29

4. Liking

Answer 29

We are more likely to comply with people we know and like

Question 30

5. Authority

Answer 30

We are more likely to comply with people who are perceived to have authority

Question 31

6. Scarcity

Answer 31

Things that are hard to obtain are viewed as more valuable