Persuassion Flashcards
Persuasion via automatic cognition
• explicit attitudes: conscious evaluation of a particular attitude object
ex: man supporting affirmative action for women
• implicit attitudes: involuntary, uncontrollable
Implicit association test
- measures the automatic association one has btwn 2 concepts
- having associations we are not aware of
- social stereotypes?
- difference btwn. latencies (time it takes) to respond to both types of associations
Central Route (controlled cognition)
• person carefully thinks about the arguments in the persuasive msg
Peripheral Route (automatic cognition)
• person does not actively or deliberately think about the arguments in the persuasive msg.
Deciding to take the central or peripheral route
- ability= cable to process the msg.
2. motivation= if we want to process the msg.
High ability & high motivation
Central route (controlled)
NOT high ability & high motivation, any other route
peripheral route (automatic)
Interpersonal persuassion
- Simplicity: msg short & simple
- Perceived self interest: present msg in a way that appears it is not in persuaders best interest, but in those YOU ARE TRYING TO influence.
- Incongnity: suprise ppl & break patterns
- Confidence: the more confident a person appears the more likely a person is to believe them
- Empathy: More persuaded when we feel the person can empathize with us.
ex: giving a mint with a bill, higher tip. even higher tip when a waitress went back to get another mint.
Framing effects
• Ppl respond very differently to the exact same problem when framing in diff ways
Loss Aversion
- Strongly prefer avoiding losses
* You feel losses more than gains
Threats
- Ppl persuaded bc they are afraid of suffering some consequences
- Very powerful
- Effects public policy: ex immigration
Cialdini: 6 factors that influence persuassion
- Reciprocity
- Consistency
- Social Validity
- Liking
- Authority
- Scarcity
Reciprocity
- when you get something you feel obligated to give back
* ex: nice to me, nice to you.
Consistency
• Once we make a stand/make a choice we feel pressure to behave consistently with the commitment
Liking
Prefer to say yes to those we know & like & those who like us
Authority
Ppl rely on those w/ superior knowledge or perspective for guidance on how to respond
ex: seeking medical advice
Scaricty
Items & opportunities become more desirable as they become less available
ex: tory burch seller saying that deal was never going to be seen again
Foot in door technique
• get person to consent to a small request, then increase the size of the request.
What is the 1st step in the foot in the door technique?
- Gain targets compliance with a small request
* ex: “would you sign a petition to help stop drunk driving”
What is the 2nd step in the foot in the door technique?
- Make a related, larger request
* ex: “would you post this big sign about drunk driving on your lawn”
Bait & Switch technique
• Works by getting ppl to comply w/ course of action, then suggest alternative
1st step in bait & switch technique
- get the target to commit to the course of action
* ex: advertise a DVD player for $50
2nd step in bait & switch technique
- describe the course of action as unwise, suggest alternative
- ex: that DVD player is a piece of trash, if you really want a top quality you should buy this DVD player for $275
Labeling
Works by appealing to our need to maintain a positive image
1st step in labeling
- Assign the target a trait
* ex: you are a very generous person
2nd step in labeling
- Seek compliance w/ a label consistent with trait
* ex: would you donate food to the food drive
In person scam techniques
- Professional dress
- target put in role of helper (empathy)
- typically series of increasingly larger requests (foot in the door technique)
- target in need of help (scammer seeks to help)
- ex: the girl whose purse was stolen and the scammer got her to reveal her bank account number
Norms
- Descriptive norms
* Injunctive norms
Descriptive norms
- what most others do
* ex: towels in the hotel
Injunctive norms
• what most of others approve or dissaprove
Brand
- Impression of a PRODUCT or service in the minds of potential users or customers
- product has to do with EXPRIENCE & LIFESTYLE
Persuasion via group membership occurs via which routes?
- ppl expect to agree with fellow in group members more than out group members
- ppl are more likely to alter their original views to be in line w/ others in valued group memberships
