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Social, personality and abnormal year 2 > Psychology in society lecture 2 > Flashcards

Psychology in society lecture 2 Flashcards

Persuasion and marketing

1
Q

What is persuasion?

A
  • A change in attitude, beliefs or behaviour in response to direct messages.
  • Requires internalisation
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2
Q

What are the 3 components of attitude?

A

Affect
Cognition
Behaviour

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3
Q

What are the two types of measurement in attitudes?

A

Indirect vs direct - is it obvious what is being measured?

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4
Q

What are the two levels of processing in attitudes?

A

Automatic vs deliberate

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5
Q

What are the two types of mental construct in attitudes?

A

Implicit vs explicit - does it require a distinct mental construct?

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6
Q

Why is it difficult to show the attitude to behaviour link in the laboratory? (3)

A
  • there can be a gap between people’s attitudes and how they actually end up behaving so they don’t fully relate to each other
  • it isn’t clear which component of the 3 component model is causing the behaviour in that situation
  • it isn’t clear which attitude is driving the behaviour
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7
Q

Why might behaviour towards one object be controlled by the attitude toward another?

A

Situations are complex and involve many things that you have attitudes towards so you need to choose which attitude to act upon

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8
Q

What are the two types of processing in the dual process model of persuasion?

A
  • Heuristic processing
  • Systematic processing
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9
Q

What are the key components of heuristic processing? (3)

A
  • Argument quality is not very important
  • Less cognitively demanding
  • Relies on simple rules
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10
Q

What are the key components of systematic processing? (3)

A
  • Argument quality is important
  • Involves effortful scrutiny of all relevant information
  • More cognitively demanding
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11
Q

In what situations does systematic processing occur?

A

When:
- One has the motivation to be accurate, defend an attitude, or create a positive impression.
- One has the cognitive capacity for effortful processing.
- One tends, by personality, to need clear explanations.

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12
Q

How does motivation to be accurate influence the type of processing used for strong and weak arguments?

A
  • Low motivation = heuristic processing - no difference in strong and weak arguments
  • High motivation = systematic processing - so strong arguments change attitude more and weak arguments change less
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13
Q

How does level of distraction influence type of processing for strong and weak arguments?

A
  • High distraction = heuristic processing - no difference in type of argument
  • Low distraction = systematic processing - more convinced by strong than weak arguments
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14
Q

What 3 factors can affect persuasion?

A
  • source
  • message
  • audience
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15
Q

How do source and audience interact?

A
  • To do with power levels
  • People prefer others of similar power levels
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16
Q

What did Dubois et al find when manipulating the power state of participants then either making them give a speech or listen to a speech - measuring their attitudes towards the speech topic and the speaker?

A
  • A high power state audience were more persuaded by a high power communicator
  • A low power state audience were more persuaded by a low power communicator
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17
Q

What are some characteristics of high power individuals? (3)

A
  • less dependent on others
  • more “agentic”
  • focused on competence
18
Q

What are some characteristics of low power individuals? (3)

A
  • more dependent on others
    -more “communal”
  • focused on warmth (affiliation)
19
Q

What are some characteristics of high power communicators? (2)

A
  • used more competence-related arguments
  • competence-related arguments more persuasive among high-power audiences
20
Q

What are some characteristics of low power communicators? (2)

A
  • used more warmth-related arguments,
  • warmth-related arguments more persuasive among low-power audiences
21
Q

On what factor do message and audience interact?

A

Need for cognition/affect

22
Q

What was found in the Lemphur study comparing an affect-oriented message and a cognition-oriented message to people with differing needs for affect and cognition?

A
  • Found that an affect-oriented message appealed more to people high in need for affect than people low in it so changed their attitude more positively. There was no significant difference between the attitudes after hearing a cognition-oriented message for people high or low in need for affect
  • The same effect was found with need for cognition - high need for cognition = more persuaded by the cognition-oriented message than low need for cognition. No significant effect of need for cognition on how affected they were by an affect-oriented message
23
Q

What do the 3 levels (source, motivation and audience) interact to determine?

A

Level of processing

24
Q

What are the two arguments for how type of processing differs when listening to a source high or low in expertise?

A
  • High expertise = more heuristic as they are probably right
  • High expertise = more systematic as they are more closely listened to
25
Q

How do we process proattitudinal arguments from experts and non experts?

A
  • Experts = Heuristically as we trust them
  • Non = systematically to discover any weaknesses in our arguments
26
Q

How do we process counterattitudinal arguments from experts and non experts?

A
  • Experts = systematic to better counter them
  • Non = ignore them (only heuristic at best)
27
Q

What was found when comparing participants’ abilities to differentiate between strong and weak arguments for non-expert and expert sources when they had proattitudinal or counterattitudinal arguments?

A
  • participants could tell the difference between a weak and strong argument for a non-expert source but not for an expert source when presented with pro-attitudinal arguments - so experts were processed heuristically and non-experts systematically
  • Participants could tell the difference between weak and strong arguments for experts but not non-experts when presented with counter-attitudinal arguments - so experts were processed systematically and non-experts heuristically
28
Q

What are the two dimensions what people perceive brands in terms of and why?

A
  • Ability
  • Intentions
  • They are social objects
29
Q

What kind of brands do people prefer (in terms of ability and intentions)?

A

High ability

30
Q

What is anthropomorphism?

A

The attribution of human characteristics to inanimate objects, animals, etc.

31
Q

What is an entity theorist? (2)

A
  • Expect behaviour to be consistent over time
  • Characterise a person based on a single act
32
Q

What is an incremental theorist? (2)

A
  • Believe that behaviour changes with context
  • Do not expect behaviour to be stable over time
33
Q

How do entity and incremental theorists differ in their blaming of an anthropomorphised brand vs a non anthropomorphised brand after being told it doesn’t work?

A
  • Entity theorists blame an anthropomorphised brand more than non anthropomorphised
  • incremental theorists are fairly equal in their brand attitudes
34
Q

How do entity theorists and incremental theorists feel after a brand apologises, denies or compensates after finding out their product doesn’t work for an anthropomorphised vs non anthropomorphised brand?

A
  • Entity theorists = appreciate an apology or compensation. It still doesn’t go back up as high as non anthropomorphised though. Denial makes opinion go down
  • Incremental theorists = views also go up after apology and compensation and down after denial
35
Q

What are 3 types of audience resistance strategies to persuasion?

A

Avoidance
Contesting
Empowering

36
Q

What are 3 types of avoidance for audiences resisting persuasion?

A
  • physical
  • mechanical
  • cognitive
37
Q

What are 3 types of contesting for audiences resisting persuasion?

A
  • content
  • source
  • tactics
38
Q

What are 3 types of empowering for audiences resisting persuasion?

A
  • attitude bolstering
  • social validation
  • self assertion
39
Q

What are 3 persuasion resistance neutralising tactics against avoidance?

A
  • forced exposure
  • branded content
  • viral marketing
40
Q

What are 4 persuasion resistance neutralising tactics against contesting?

A
  • two-sided advertising
  • cognitive depletion
  • distraction
  • safety cues
41
Q

What are 2 persuasion resistance neutralising tactics against empowering?

A
  • self affirmation
  • freedom

Social, personality and abnormal year 2 (16 decks)

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