Persuasive exam Flashcards
McGuire’s 13 steps
- Exposure
- Attention
- Ad attitude
- Interest in content
- Comprehension
- Generating own thoughts
- Attitude to message content
- Storing attitude in memory
- Retrieving attitude from memory
- Behavioural intention
- Behaviour
- Evaluation of behaviour
- Behavioural change
Attenuated-effects fallacy
For persuasive message to be effective most steps need to take place until behaviour happens, thus the impact is much smaller than often anticipated.
Distant-measure fallacy
Message effectiveness is evaluated from a step too early in the matrix
Neglected-mediator fallacy
Neglecting the fact that inputs that affect some outputs positively, may affect others negatively.
Compensatory principle (McGuire)
The opposite of neglected-mediator fallacy. Here the positive effect on some outputs may outweigh the negative on others
Golden mean principle (McGuire)
Often intermediate levels of input factors work best
Situational-weighting principle (McGuire)
Checking which steps in the matrix are inhibited/enhanced. Then, you can hone the message to counter the inhibitions.
Valid arguments
Conclusion is correct from premises
(Un)sound argument
Sound - valid arguments (conclusion correct) and premises are correct
Unsound - valid arguments, but the premises are incorrect
Modus ponens (implication elimination)
If Q then P. P, therefore Q
Modus tollens (denying the consequent)
If P then Q. Not Q, therefore not P.
Alliterations
the occurrence of the same letter or sound at the beginning of adjacent or closely connected words.
Example:
The big bad bear bored the baby bunnies by the bushes.
Hyperbole
Exaggerated statements or claims not meant to take literally
Euphemism
a word or phrase used to avoid saying an unpleasant or offensive word
Example:
Gosh instead of God or jeez instead of Jesus
Prolepsis
Placing a word at the beginning to highlight it.
Enumeration
Repeating the same word to highlight it
Tautology
Saying the same thing twice, but in different words
Representativeness
the probability that person, product or event A is regarded as a cause, consequence or part of B depends upon the extent to which A displays the essential characteristics of B.
Gambler’s fallacy
Related to representativeness
Is the belief that if event occurred less frequently than expected, its probability of occurring in the future is higher (when in fact it is independent of previous occurrances)
Copycat branding
Related to representativeness
new or less famous products that look like well established brands in the hopes to borrow some success them
Works because it looks like A, so it must be similar to A
Brand extension
Related to representativeness
exploiting resemblance to a brand’s existing products to take advantage of existing success
Example of Apple product names: iPad, iPod, iPhone
Availability heuristic
when we want to estimate the prevalence of some event, we search our memory for relevant examples we are aware of
Dread risks
Related to availability
events that are not very probable to happen, but then they do, they have instant awful consequences. Example: aeroplane crashes
The severe consequences make them more salient in the mind, forming a misconception of prevalence
Affect heuristic
When we feel positive about something, we tend to think it has more pros than cons
More-is-better heuristic
We think that more arguments or higher price means better quality
Anchoring and adjustment heuristc
a cognitive bias that describes the common human tendency to rely too heavily on the first piece of information offered (the “anchor”) when making decisions
Odd pricing
prices like 1.99 instead of 2.
Uses anchoring as the 1 is the first thing we see, which looks much better than 2
Authority heuristic
the tendency to obey people with authority
Likeability heuristic
we tend to comply with requests from people we like.
We tend to like people who:
1. Resemble us
2. Are familiar with
3. Help us
4. Are attractive.
The halo effect - we tend to generalise physical attractiveness to other aspects of their character
Consistency heuristic
attitudes and decisions are based on past behaviours rather than reasoned decisions
It tries to avoid cognitive dissonance
Foot-in-the-door technique
Plays on consistency heuristic
a person is persuaded to comply with a major request by preceding it with a minor request
Labelling
Plays on consistency
attaching a label to people in the hopes that people will act in accordance with that label
Low-balling
Plays on consistency
after agreeing to purchase on one price, a similar, more expensive option is offered. To be consistent, we are more likely to agree.
Hypocrisy effect
influence strategy where people are required to express a certain point of view and then are expected to act accordingly to avoid cognitive dissonance
Reciprocity heuristic
we are inclined to comply with people, who give us something as a gift.
Door-in-the-face technique
Plays on reciprocity heuristc
having a major request (perhaps even impossible) which is then dropped, but a minor request is made instead.
Lowering the request is seen as a favour
That’s-not-all technique
Plays on reciprocity
giving an initial price and time to reflect on the offer, but not enough time to actually respond and then throws in an added extra or lowers the price
Scarcity heuristic
things that are scarce are considered more valuable, simply because they are scarce.
6 basic emotions
- Anger
- Surprise
- Disgust
- Joy
- Fear
- Sadness
4 reward/punishment aspects
- Consistency
- Variation - more is better
- Timing - immediate is better
- Severity - more is better (up to a point)
Evaluative conditioning
a change in the valence of a stimulus that is due to the pairing of that stimulus with another positive or negative stimulus.
Mere exposure
an effect whereby the more we come into contact with a stimulus, the more positively we perceive it
Semantic priming
the facilitation of a faster response to a target due to prior exposure to a stimulus that is related in meaning.
Example: duck might make other water birds, such as swans more salient
Construal or conceptual priming
A form of priming that influences how we interpret or construe an event, object, or situation.
The initial stimulus primes you to adopt a particular interpretative framework.
Goal priming
occurs when exposure to certain cues or stimuli activates a particular goal, increasing the likelihood that you will engage in goal-directed behaviour
Behavioural priming
occurs when exposure to a certain stimulus makes you more likely to engage in specific behaviours that are related to the prime
contrast effect
is the enhancement or diminishment (relative to normal) of perception, cognition or related performance as a result of successive (immediately previous) or simultaneous exposure to a stimulus of lesser or greater value in the same dimension
Example: normal sized house may seem small next to a mansion
Pluralistic ignorance
a situation where the majority of group members privately reject a social norm, but incorrectly assumes that most people accept it.
False-consensus effect
It basically means that you incorrectly think you hold the majority point of view
Broken windows theory
signs of disorder will lead to more disorder not only in that area
5 factors in role-model effectiveness
- Perceived similarities with the model
- Control over one’s own performance (self-efficacy)
- Sufficient time to reach the same level
- The model is rewarded for their behaviour
- The model is not immediately successful, but gradually improved. This is called a coping model. A contrast is a master model, which was successful from the start
Intervention mapping 6 steps
- Needs assessment
- Change objectives
- Methods and application
- Programme production
- Adaptation and implementation
- Evaluation plan
Goal gradient effect
states that as people get closer to a reward, they speed up their behaviour to get to their goal faster
Promotion focus
A promotion focus involves the attempt to achieve positive results and seeks to reduce the discrepancies between the current state and the desired end-state.
Individuals with a promotion focus understand success and failure as the presence or absence of positive results
Prevention focus
The opposite of promotion focus, where the absence of negative results is desired
4 factors of self-efficacy according to Bandura
- Previous attempts
- Physiological responses such as stress
- Other people’s power of persuasion on us
- Success of others
