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ICS first midterm > Persuasive exam > Flashcards

Persuasive exam Flashcards

1
Q

McGuire’s 13 steps

A
  1. Exposure
  2. Attention
  3. Ad attitude
  4. Interest in content
  5. Comprehension
  6. Generating own thoughts
  7. Attitude to message content
  8. Storing attitude in memory
  9. Retrieving attitude from memory
  10. Behavioural intention
  11. Behaviour
  12. Evaluation of behaviour
  13. Behavioural change
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2
Q

Attenuated-effects fallacy

A

For persuasive message to be effective most steps need to take place until behaviour happens, thus the impact is much smaller than often anticipated.

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3
Q

Distant-measure fallacy

A

Message effectiveness is evaluated from a step too early in the matrix

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4
Q

Neglected-mediator fallacy

A

Neglecting the fact that inputs that affect some outputs positively, may affect others negatively.

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5
Q

Compensatory principle (McGuire)

A

The opposite of neglected-mediator fallacy. Here the positive effect on some outputs may outweigh the negative on others

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6
Q

Golden mean principle (McGuire)

A

Often intermediate levels of input factors work best

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7
Q

Situational-weighting principle (McGuire)

A

Checking which steps in the matrix are inhibited/enhanced. Then, you can hone the message to counter the inhibitions.

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8
Q

Valid arguments

A

Conclusion is correct from premises

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9
Q

(Un)sound argument

A

Sound - valid arguments (conclusion correct) and premises are correct

Unsound - valid arguments, but the premises are incorrect

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10
Q

Modus ponens (implication elimination)

A

If Q then P. P, therefore Q

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11
Q

Modus tollens (denying the consequent)

A

If P then Q. Not Q, therefore not P.

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12
Q

Alliterations

A

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.

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13
Q

Hyperbole

A

Exaggerated statements or claims not meant to take literally

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14
Q

Euphemism

A

a word or phrase used to avoid saying an unpleasant or offensive word

Example:
Gosh instead of God or jeez instead of Jesus

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15
Q

Prolepsis

A

Placing a word at the beginning to highlight it.

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16
Q

Enumeration

A

Repeating the same word to highlight it

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17
Q

Tautology

A

Saying the same thing twice, but in different words

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18
Q

Representativeness

A

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.

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19
Q

Gambler’s fallacy

A

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)

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20
Q

Copycat branding

A

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

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21
Q

Brand extension

A

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

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22
Q

Availability heuristic

A

when we want to estimate the prevalence of some event, we search our memory for relevant examples we are aware of

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23
Q

Dread risks

A

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

24
Q

Affect heuristic

A

When we feel positive about something, we tend to think it has more pros than cons

25
Q

More-is-better heuristic

A

We think that more arguments or higher price means better quality

26
Q

Anchoring and adjustment heuristc

A

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

27
Q

Odd pricing

A

prices like 1.99 instead of 2.

Uses anchoring as the 1 is the first thing we see, which looks much better than 2

28
Q

Authority heuristic

A

the tendency to obey people with authority

29
Q

Likeability heuristic

A

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

30
Q

Consistency heuristic

A

attitudes and decisions are based on past behaviours rather than reasoned decisions

It tries to avoid cognitive dissonance

31
Q

Foot-in-the-door technique

A

Plays on consistency heuristic

a person is persuaded to comply with a major request by preceding it with a minor request

32
Q

Labelling

A

Plays on consistency

attaching a label to people in the hopes that people will act in accordance with that label

33
Q

Low-balling

A

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.

34
Q

Hypocrisy effect

A

influence strategy where people are required to express a certain point of view and then are expected to act accordingly to avoid cognitive dissonance

35
Q

Reciprocity heuristic

A

we are inclined to comply with people, who give us something as a gift.

36
Q

Door-in-the-face technique

A

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

37
Q

That’s-not-all technique

A

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

38
Q

Scarcity heuristic

A

things that are scarce are considered more valuable, simply because they are scarce.

39
Q

6 basic emotions

A
  1. Anger
  2. Surprise
  3. Disgust
  4. Joy
  5. Fear
  6. Sadness
40
Q

4 reward/punishment aspects

A
  1. Consistency
  2. Variation - more is better
  3. Timing - immediate is better
  4. Severity - more is better (up to a point)
41
Q

Evaluative conditioning

A

a change in the valence of a stimulus that is due to the pairing of that stimulus with another positive or negative stimulus.

42
Q

Mere exposure

A

an effect whereby the more we come into contact with a stimulus, the more positively we perceive it

43
Q

Semantic priming

A

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

44
Q

Construal or conceptual priming

A

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.

45
Q

Goal priming

A

occurs when exposure to certain cues or stimuli activates a particular goal, increasing the likelihood that you will engage in goal-directed behaviour

46
Q

Behavioural priming

A

occurs when exposure to a certain stimulus makes you more likely to engage in specific behaviours that are related to the prime

47
Q

contrast effect

A

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

48
Q

Pluralistic ignorance

A

a situation where the majority of group members privately reject a social norm, but incorrectly assumes that most people accept it.

49
Q

False-consensus effect

A

It basically means that you incorrectly think you hold the majority point of view

50
Q

Broken windows theory

A

signs of disorder will lead to more disorder not only in that area

51
Q

5 factors in role-model effectiveness

A
  1. Perceived similarities with the model
  2. Control over one’s own performance (self-efficacy)
  3. Sufficient time to reach the same level
  4. The model is rewarded for their behaviour
  5. 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
52
Q

Intervention mapping 6 steps

A
  1. Needs assessment
  2. Change objectives
  3. Methods and application
  4. Programme production
  5. Adaptation and implementation
  6. Evaluation plan
53
Q

Goal gradient effect

A

states that as people get closer to a reward, they speed up their behaviour to get to their goal faster

54
Q

Promotion focus

A

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

55
Q

Prevention focus

A

The opposite of promotion focus, where the absence of negative results is desired

56
Q

4 factors of self-efficacy according to Bandura

A
  1. Previous attempts
  2. Physiological responses such as stress
  3. Other people’s power of persuasion on us
  4. Success of others

ICS first midterm (4 decks)

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