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Accounting 241 > Persuasion Chapters 14/16 > Flashcards

Persuasion Chapters 14/16 Flashcards

1
Q

does traditional research place more emphasis on verbal or visual messages

A

verbal

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2
Q

Picture Superiority Effect

A

Pictures are more readily recognized and remembered than words (due to the fact that pictures are processed in 2 different modes, while words are processed under 1)

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3
Q

3 Ways images persuade

A

1) Iconicity
2) Indexicality
3) Syntactic Indeterminacy

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4
Q

Iconicity

A

Images can represent or sum up ideas or concepts

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5
Q

Idexicality

A

Images can document or serve as proof

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6
Q

Syntactic Indeterminacy

A

Although images lack logical operators, they can imply relationships through association (visual enthymeme)

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7
Q

Common visual association in advertising

A
  • social status/elitism
  • sex/romance
  • cause-related
  • power/speed/strength
  • youth culture
  • cool/hip/trendy
  • safety/security
  • sense/place of belonging
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8
Q

Ways Art Persuades

A
  • Provides social critiques
  • Sparks Controversy
  • Increases Awareness
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9
Q

Ways Film Persuades

A
  • Reaches a large group of people
  • follow a narrative form
  • viewers don’t expect to be persuaded
  • export values
  • promote popular culture
  • model behavior
  • promote viewer identification
  • foster/perpetuate stereotypes
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10
Q

Persuasion in Advertising

A
  • eye catching visuals help an ad stand out

- images in ads make arguments about product/brand

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11
Q

Persuasion in Photography

A
  • serve as iconic representations of events

- not objective records (easy to manipulate)

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12
Q

T/F - social movements often provoke a backlash in the form of counter-movements that seek to defend privelege or power

A

True

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13
Q

4 Ingredients of a Social Movement

A

1) Grievance -> perceived wrong
2) resources
3) Frame -> Define issues/identify opportunity
4) Initiating Event

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14
Q

T/F - When the proposition being advocated would result in radical societal change, it is likely the persuasion will NOT work

A

True

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15
Q

Confrontation Strategies

A

1) shock or offend the audience
2) attack the audience
3) create guilt in the audience
4) threaten the audience
5) Terrorism or civil disobedience

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16
Q

Can confrontation result in a loss of credibility

A

Yes. Can also cause backlash and result in societal repression

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17
Q

Guidelines for using confrontation

A

1) Should never be used when adaptive persuasion is an option
2) only used as a last resort
3) only used on critical issues
4) only works in open/democratic countries where rights are protected
5) When you have nothing else to lose

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18
Q

External Audience for Confrontation

A
  • transform perceptions of reality
  • prescribe/sell courses of action
  • mobilize for action
  • get new members
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19
Q

Internal Audience for Confrontation

A
  • Sustain movement by creating the perception that change is possible
  • legitimize the social movement
  • alter/define self perception of protestors -> make them believe in the good of the movement and their ability to make change
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20
Q

Are organizations/companies/people immune to crisis

A

No -> must be prepared to communicate effectively

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21
Q

Key aspects of a crisis

A
  • unpredictable
  • violate expectations of audience/publics
  • serious threat to organizational operations
  • organization is in a crisis if the audience perceives it that way
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22
Q

Crisis Management

A

Set of factors designated to combat crises and lessen the actual damage inflicted (Prevent/lessen negative effects of crisis)

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23
Q

Crisis Management Lessons Learned

A

1) Preparation is Key (improves speed and effectiveness of the response
2) communication channels (reach as many people as possible)
3) spokesperson training (train those in the eye of the media)
4) Initial Crisis Response (Be quick and accurate)
5) Reputation Repair (Addressed after stakeholder safety)

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24
Q

Image Restoration Strategies

A

1) Denial
2) Evading Responsibility
3) Reducing Offensiveness
4) Corrective Action
5) Mortification

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25
Q

Evading Responsibility Tactics

A

Provocation - response to someone elses actions

Defeasibility - lack of information/control over situation

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26
Q

Strategies to reduce offensiveness

A

Bolstering- reminder of the actors positive qualities
Differentiation- compare act to similar ones
Transcendence- Place act in a different context
Attack Accuser- Challenge those who say there is a crisis
Compensation- Offer money or goods

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27
Q

M=EC^3

A

Message = Emotion x Connection x Credibility x Contrast

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28
Q

Ethical guidelines

A
  • be honest and truthful
  • take responsibility of your words and don’t steal others
  • give audiences the choice to listen and provide reasons why they should
  • respect your audience
  • be positive and tolerant
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29
Q

Quick Ethics tests

A

vision test- can you look yourself in the mirror
thanksgiving test- how would you describe your actions to your family
kid on shoulder- how would you want your kids to see you acting
publicity test- how would you want your actions to be described if it was front page news

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30
Q

where does the power of images come from

A

their perceived “realness” and the idea that seeing is believing

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31
Q

product placement

A

inserting brand name items into movie scenes

32
Q

Social Cognitive Theory

A

Adolescents observe behaviors that are modeled in the media then imitate those behaviors in real life

33
Q

Cultivation Theory

A

The more violence people watch, the more likely they are to develop an exaggerated belief in a mean/scary world

34
Q

3 types of lovers compared to persuasion

A

1) seducers
2) rapists
3) lovers
differ in respect, equality and tolerance

35
Q

Credibility is:

A

1) Receiver based
2) situational/contextual
3) dynamic -> can change over time
4) multidimensional

36
Q

3 Primary dimensions of credibility

A

1) expertise/competence
2) trustworthiness/character
3) goodwill/perceived caring

37
Q

3 Secondary dimensions of credibility

A

1) Dynamism
2) poise/composure
3) sociability/likeability

38
Q

3 parts of Rhetorical Situation

A

1) exigence
2) audience
3) constraints

39
Q

Social Judgement Theory

A

When people hear a persuasive message, they compare it with their existing attitudes

40
Q

Linguistic Presupposition

A

Positively reinforcing an idea through well thought out phrasing

41
Q

Nudge Theory

A

Small design changes that can markedly affect individual behavior -> should be transparent and never misleading to be done ethically

42
Q

Aristotle’s 3 appeals

A

1) ethos - establish speakers credibility
2) pathos - emotional appeal
3) logos - show the logic/truth of an argument

43
Q

Attitudes

A

a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor -> learned predispositions that tend to correspond with behavior

44
Q

Inductive reasoning

A

specific to general -> what is true in one set of circumstances will be true in another

45
Q

deductive reasoning

A

general to specific -> uses syllogisms

46
Q

3 basic elements of an argument

A

1) evidence
2) warrant
3) claim

47
Q

Functions of a Narrative in Persuasion

A
  • add interest
  • create identification
  • aid memory
  • make illustrative/enthymematic arguments
  • create an emotional response
  • link other strategies together
48
Q

Innoculation

A

giving a weak dose of your opponents argument and then refuting it (very effective strategy)

49
Q

Foot in Door Strategy

A

make a small request first and once it is agreed to, follow it with a larger request

50
Q

foot in mouth strategy

A

acknowledging that one is in a good mood predisposes a person to be more agreeable

51
Q

door in face strategy

A

make a request so large that it is turned down, then follow it with a smaller request that is likely to be accepted

52
Q

contrast principle

A

we contrast against “anchor points” or our expectations/reference point in our attitudes

53
Q

Elaboration Likelihood Model (ELM)

A
  • 2 routes of persuasion in the brain
  • peripheral route = based on heuristic cues
  • central route = audience must have motivation/ability to process message
54
Q

unimodel of persuasion

A
  • rejects dual process model (peripheral/central)

- claims one can think more or less about an issue depending on the elaboration given from speaker

55
Q

casual reasoning

A

establishes a relationship between cause and effect`

56
Q

Identification

A

when people are united through substance (attitudes, activities, ideas, possessions, etc…)

57
Q

Responses to fear appeals (EPPM)

A

1) ignore the message - low perceived vulnerability
2) danger control - find ways to manage threat
3) fear control - let fear/anxiety take over

58
Q

Perceived Efficacy (EPPM)

A

the belief that there is a clear course of action to avoid the threat

59
Q

Response Efficacy (EPPM)

A

believing that your information will lead to a positive outcome

60
Q

Immediacy

A

actions that communicate warmth, friendliness, closeness and involvement with others -> has a direct positive correlation with persuasion

61
Q

4 factor model

A

1) arousal - lying increases nervousness
2) attempted control - liars try to control arousal
3) emotion - lying triggers negative emotions
4) thinking - lying requires more mental effort

62
Q

Lie Detection Methods

A

1) observers tend to focus on wrong cues
2) familiarity is a double edged sword
3) people who are intimate may have a harder time spotting lies
4) suspicion helps you spot lies but misjudge truths
5) asking follow up questions makes it harder to detect lies
6) knowing someone thinks you are lying makes you more nervous
7) lying is more mentally taxing than telling the truth
8) sketching approach
9) asking random specific questions
10) consider contextual cues

63
Q

subliminal message

A

below the threshold of human pereception

64
Q

supraliminal message

A

message that is consciously recognized and processed but often not noticed

65
Q

ethical guidelines

A
  • be honest and truthful
  • take responsibility for your words and don’t steal others
  • give audiences the choice to listen and provide reasons why they should
  • respect your audience
  • be positive and tolerant
66
Q

Fogg Behavior Model

A

Behavior = motivation x ability x prompt

67
Q

Impression Management Theory

A

how people go about trying to project a positive self image (being seen as credible)

68
Q

Social Impact Theory

A

the first person you add into a group has the most influence, and each additional person has less and less of an impact

69
Q

social influence model

A

the 3rd and 4th people you add into a group have the most impact because there is no minority between 2 people

70
Q

social comparison theory

A

we learn about ourselves by comparing ourselves to others

71
Q

persuasive arguments theory

A

the argument that most people in a group support is the one that members shift to

72
Q

attatchment theory

A

people develop attachments to specific brands

73
Q

language expectancy theory

A

people have certain expectations of what language should be used when trying to persuade people

74
Q

information processing theory

A

in order to be persuaded, you must first comprehend the message, then compare your position to the one being presented and either accept or reject it

75
Q

communication accommodation theory

A

when speaking with others, we adjust our style of speaking to theirs in order to receive approval and gain efficiency

76
Q

self perception theory

A

you use your behavior to infer your attitude

77
Q

Gruen Transfer

A

the moment a shopper changes from a consumer with a particular product in mind to an undirected impulse buyer

Accounting 241 (2 decks)

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