Revising Attitudes: Attitude Change & Persuasion

Question 1

What is persuasion?

Answer 1

The process by which a message induces change in attitudes or behaviors

Question 2

In what situations is persuasion used normally?

Answer 2

Persuasion is used as a means of convincing people:

• to buy a certain product
• to believe something or act in a certain way
• to agree with a point of view

Question 3

What are the different attitude changes that can occur due to persuasion?

Answer 3

There are…
BIG changes: positive → negative
LITTLE changes: negative → less negative

Question 4

What are the dual process models?

Answer 4

1) Elaboration Likelihood Model (ELM)

2) Heuristic Systematic Model (HSM)

Question 5

What is the elaboration likelihood model of persuasion (ELM)?

Answer 5

There are two routes to persuasion:

1) The Central Route
2) The Peripheral Route

Question 6

What is the central route?

Answer 6

Persuasion that occurs when interested people focus on the arguments and respond with favourable thoughts.

Question 7

What is the peripheral route?

Answer 7

Persuasion that occurs when people are influenced by incidental cues, such as a speaker’s attractiveness

Question 8

What determines whether or not you use the central or peripheral route to process information?

Answer 8

Motivation and ability influences:
High motivation/abiltiy → deep/focused processing of the quality of the message → lasting change

Low motivation/ability → superficial processing, focused on surface features → temporary change

Question 9

What are the different elements of persuasion?

Answer 9

Who?
- The communicator (credibility/attractiveness)

Says what?
- The message

To whom?
- Audience

Question 10

What is the expert opinion?

Answer 10

Experts approve this product, so you should use it: “Four out of five dentists recommend sugarless gum for their patients who chew gum”

Question 11

What is the sleeper effect?

Answer 11

An initially discounted message becomes effective, as we remember the message but forget the reasons for discounting it (Delayer Persuasion)

Question 12

What characteristics of the communicator might affect a subject’s persuasion?

Answer 12

Perceived attractiveness:

• Beauty (physical attractiveness)
• Similarity (identifying with the communicator)

Question 13

What are the different characteristics of a message?

Answer 13

• One sided vs. two-sided appeals
• Emotion vs. reason
• The use of fear (fear appeals)
• Order/Timing of a message (Primacy vs. recency)
• Message repetition

Question 14

What elements go into one-sided vs two-sided appeals?

Answer 14

Consider:

• How well the audience is informed
• The initial position of the audience

Question 15

How do message characteristics affect one sided vs. two sided appeals?

Answer 15

Message Strength/Argument Quality:

• Central Route → Do the arguments make sense? Are they strong, quality arguments?
• Peripheral Route → When less focused, you can be convinced by a weak argument

Question 16

Which is most preferred, one-sided appeals or two-sided appeals?

Answer 16

Two sided appeals are better (It’s better to acknowledge the other side). However, if an audience already leans towards your side, maybe it is better to be one-sided.

Question 17

How does emotion and reason influence persuasion?

Answer 17

• Well educated and analytical people respond better to reasonable/rational appeals are better.
  Less educated and less analytical people respond better to emotional appeals.