Persuassion

Question 1

Persuasion via automatic cognition

Answer 1

• explicit attitudes: conscious evaluation of a particular attitude object
ex: man supporting affirmative action for women
• implicit attitudes: involuntary, uncontrollable

Question 2

Implicit association test

Answer 2

• 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

Question 3

Central Route (controlled cognition)

Answer 3

• person carefully thinks about the arguments in the persuasive msg

Question 4

Peripheral Route (automatic cognition)

Answer 4

• person does not actively or deliberately think about the arguments in the persuasive msg.

Question 5

Deciding to take the central or peripheral route

Answer 5

1. ability= cable to process the msg.

2. motivation= if we want to process the msg.

Question 6

High ability & high motivation

Answer 6

Central route (controlled)

Question 7

NOT high ability & high motivation, any other route

Answer 7

peripheral route (automatic)

Question 8

Interpersonal persuassion

Answer 8

1. Simplicity: msg short & simple
2. 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.
3. Incongnity: suprise ppl & break patterns
4. Confidence: the more confident a person appears the more likely a person is to believe them
5. 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.

Question 9

Framing effects

Answer 9

• Ppl respond very differently to the exact same problem when framing in diff ways

Question 10

Loss Aversion

Answer 10

• Strongly prefer avoiding losses

* You feel losses more than gains

Question 11

Threats

Answer 11

• Ppl persuaded bc they are afraid of suffering some consequences
• Very powerful
• Effects public policy: ex immigration

Question 12

Cialdini: 6 factors that influence persuassion

Answer 12

1. Reciprocity
2. Consistency
3. Social Validity
4. Liking
5. Authority
6. Scarcity

Question 13

Reciprocity

Answer 13

• when you get something you feel obligated to give back

* ex: nice to me, nice to you.

Question 14

Consistency

Answer 14

• Once we make a stand/make a choice we feel pressure to behave consistently with the commitment

Question 15

Liking

Answer 15

Prefer to say yes to those we know & like & those who like us

Question 16

Authority

Answer 16

Ppl rely on those w/ superior knowledge or perspective for guidance on how to respond
ex: seeking medical advice

Question 17

Scaricty

Answer 17

Items & opportunities become more desirable as they become less available
ex: tory burch seller saying that deal was never going to be seen again

Question 18

Foot in door technique

Answer 18

• get person to consent to a small request, then increase the size of the request.

Question 19

What is the 1st step in the foot in the door technique?

Answer 19

• Gain targets compliance with a small request

* ex: “would you sign a petition to help stop drunk driving”

Question 20

What is the 2nd step in the foot in the door technique?

Answer 20

• Make a related, larger request

* ex: “would you post this big sign about drunk driving on your lawn”

Question 21

Bait & Switch technique

Answer 21

• Works by getting ppl to comply w/ course of action, then suggest alternative

Question 22

1st step in bait & switch technique

Answer 22

• get the target to commit to the course of action

* ex: advertise a DVD player for $50

Question 23

2nd step in bait & switch technique

Answer 23

• 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

Question 24

Labeling

Answer 24

Works by appealing to our need to maintain a positive image

Question 25

1st step in labeling

Answer 25

• Assign the target a trait

* ex: you are a very generous person

Question 26

2nd step in labeling

Answer 26

• Seek compliance w/ a label consistent with trait

* ex: would you donate food to the food drive

Question 27

In person scam techniques

Answer 27

• 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

Question 28

Norms

Answer 28

• Descriptive norms

* Injunctive norms

Question 29

Descriptive norms

Answer 29

• what most others do

* ex: towels in the hotel

Question 30

Injunctive norms

Answer 30

• what most of others approve or dissaprove

Question 31

Brand

Answer 31

• Impression of a PRODUCT or service in the minds of potential users or customers
• product has to do with EXPRIENCE & LIFESTYLE

Question 32

Persuasion via group membership occurs via which routes?

Answer 32

1. ppl expect to agree with fellow in group members more than out group members
2. ppl are more likely to alter their original views to be in line w/ others in valued group memberships