Propaganda Flashcards
what is Mere exposure effect?
The more familiar an item is, the more attractive it is
When people don’t care to much about the choice, we go for familiarity
what was the second red scare?
Occurred from roughly 1947-1957 after WW2 ended. it was a breakdown in communication because there was an overwhelming fear of soviet spies. Loyalty tests were conducted across the government.
In the elaboration likelihood model, what is the central route?
Involves weighing arguments and considering relevant facts and figures
Most likely to use this route when people are highly motivated and have the ability to pay close attention
In the elaboration likelihood model, what is the peripheral route?
Involves using simple, often irrelevant cues without much thought.
Most likely to occur when people aren’t motivated or paying much attention.
What is heuristics?
A mental shortcut/rule of thumb that we use when making decisions and judgements
why does credibility effect the communication?
We are more likely to be persuaded by someone we view to be an expert on the topic
Why do people want to paint themselfs in a trustworthy light?
We are more likely to be persuaded by someone that we trust. You appear less like you are persuading someone if they trust you.
Why does attractiveness matter in persuasion?
We are more likely to be persuaded by someone we admire and want to be like. However, this only works in trivial issues, people are less likely to care about attractiveness in major issues.
What is the Logic vs. Emotion debate?
Ads that are more emotional tend to apeal more than ads that are purely logical
What does self esteem have to do with fear appeals?
People with high self esteem are more likely to take immediate action, whereas people with low self esteem are less liekly to take immediate action, but with more time they will be more willing.
What is a one sided argument and when should you use it?
A One sided argument is when you only talk about things that pretain to what your product/idea is. You should use this approach when your audience is more uninformed.
ex. You should use an apple phone because it has 250gb of storage
what is a two sided argument and when should you use it?
A two sided argument is when you talk about both your product/idea and the oppositions, proving yours is better. You should use this on a more informed audience
ex. you should use an apple phone because it has 250gb of storage and andorid only has 200
what is the serial position curve?
Peoples memory is best at recalling word at the beginning and end of a list of words, creating a U shape of memory
What is the primacy effect?
People have more recall for things at the beginning because that is when they are paying the most attention
If there is speeches, and the decision is delayed, primacy will remember better
What is the recency effect?
There is better recall for things at the end because they are stored in short term memory
If there is speeches and no delay before the results, recency is better
What does size of discrepancy refer to?
The difference between what your audience currently believes and what you want them to believe. How liekly people are to change their opinion. This has shown mixed results
Some research finds that the greater discrepency, teh more likely people are to change their opinion, but if too extreme people go back
how does self esteem influence persuasion?
People with low self esteem are more likely to be persuaded
How does politics influence persuasion?
Conservative tend to be more easily persuaded by ear based appeals, liberals tend to be more persuaded by fact based arguments
How do cultural variables play a part?
persuasive messages are more likely to resonate with an audience when they align with the prevailing cultural values and norms. What is considered persuasive in one cultural context might not be in another due to these differing cultural priorities
Western cultures: Individualistic
Eastern cultures: Social group and interdependence
What is attitude inoculation?
Technique where you gradually expose yourself to arguments that go against your opinion, an build up immunity to larger attacks on your beliefs
what is Brehms reactance theory?
When people feel their freedom being threatened, an unpleasant state is aroused, causing people to be more likely to preform the threatened behaviour.
What was Penbackers and Sanders experiment
They placed one of two signs in a washroom on a college campus where there was graffiti:
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One sign read: “Do not write on these walls under any circumstances”.
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The other sign read: “Please don’t write on these walls”.
The researchers found that there was significantly more graffiti in the washroom with the harsh-worded “do not write” sign. This suggests that the stronger prohibition was perceived as a greater threat to the students’ freedom to write on the walls, leading to reactance and an increase in the very behaviour the sign aimed to prevent. The students reacted against the imposed restriction as an imposition on their personal freedom
