Soc-Psyc Chapt 5

Question 1

Define social influence.

Answer 1

The many ways people impact one another, including changes in attitudes, beliefs, feelings, and behavior. Other people affect us directly and indirectly through their words, actions, and even their presence

Question 2

What is persuasion?

Answer 2

An attempt to change someone’s beliefs or attitudes.

Question 3

Contrast persuasion with compliance.

Answer 3

Compliance usually involves seeking a behavioral response to a simple, explicit request, while persuasion aims to change beliefs or attitudes.

Question 4

What is the difference between advertising and marketing?

Answer 4

Advertising focuses on bringing a product or service to the public’s attention, often through paid announcements. Marketing encompasses the broader process of conceiving, promoting, distributing, and selling a product or service.

Question 5

Explain the Elaboration Likelihood Model (ELM).

Answer 5

The ELM, a theory of attitude change, outlines two routes to persuasion: the central route (systematic processing) and the peripheral route (heuristic processing). It predicts whether people will carefully consider the content of a persuasive message.

Question 6

Describe the central route to persuasion.

Answer 6

This route uses systematic argument, evidence, and logic to persuade. It is more effective when the audience is motivated and able to process the message.

Question 7

Describe the peripheral route to persuasion.

Answer 7

This route relies on easily processed peripheral cues and shortcuts, requiring less effort from the audience. It is more effective when the audience is distracted, tired, or unmotivated.

Question 8

How does the ability to focus impact persuasion?

Answer 8

Distraction can hinder the ability to process persuasive messages, making people susceptible to both weak and strong arguments. Without distraction, strong arguments are more persuasive.

Question 9

How does personal relevance influence persuasion?

Answer 9

When an issue is personally relevant, people are more motivated to focus and are persuaded by strong arguments. When relevance is low, peripheral cues like source expertise become more influential.

Question 10

What are the four key elements of persuasion?

Answer 10

○ The communicator (spokesperson)
○ The message
○ The audience (target)
○ The medium (channel of communication

Question 11

How does communicator likability affect persuasion?

Answer 11

Likable communicators, perceived as similar or physically attractive, are more persuasive.

The halo effect, where attractiveness is associated with other positive traits, contributes to this.

Question 12

How does communicator credibility influence persuasion?

Answer 12

Credible communicators, possessing expertise [how much the individual knows (their level of education in that area, or professional designations)] and trustworthiness (largely dependent on whether we perceive the source as having something to sell or not), are more persuasive.

The sleeper effect, where source credibility fades over time, can lessen this impact.

Question 13

Explain the role of convert communicators in persuasion.

Answer 13

Convert communicators, who argue against their past actions or self-interest, can enhance trustworthiness and persuasiveness.

Question 14

When is similarity more important than credibility in persuasion?

Answer 14

Similarity matters more for subjective preferences (personal taste, way of life, etc.), while credibility is crucial for objective facts.

Question 15

How do message length and quality impact persuasion?

Answer 15

Longer messages with strong arguments are more effective (if they are processed centrally). However, long messages with weak arguments are less effective than short, strong messages. Explicit conclusions and vivid examples enhance message effectiveness

Question 16

Explain the Identifiable Victim Effect.

Answer 16

Vivid, personal stories, even if not statistically representative, can be more persuasive than factual data

Question 17

What are the benefits of two-sided appeals in persuasion?

Answer 17

Two-sided appeals, acknowledging counter-arguments, increase credibility and effectiveness, especially when targeting intelligent audiences engaging in central route processing.

Question 18

Contrast primacy and recency effects in persuasion.

Answer 18

Primacy – going first creates preconceptions – once a belief is formed, it can be difficult to change.

Recency – older information fades from memory (becomes less vivid) and more recent information can feel more vivid.

• Forgetting is the key for making the recency effect work. If the two messages are separated in time, and if the audience has to decide shortly after hearing the second message, then you want to go second.
• But if the two messages are presented close in time (back-to-back) and if there is a delay before the audience has to decide, then you want to go first.

Question 19

How does mood affect persuasion?

Answer 19

People in a good mood are more receptive to persuasive messages.

Question 20

How does intelligence relate to persuasion?

Answer 20

Audience members with high intelligence were receptive to persuasive messages because they had longer attention spans and were better able to comprehend arguments. However, they were less likely to accept messages because they were more confident in their existing attitudes.

Question 21

What is the role of “need for cognition” in persuasion?

Answer 21

People high in need for cognition, who enjoy effortful thinking, are more persuaded by the central route, while those low in this trait are more swayed by peripheral cues.

Question 22

How does self-monitoring influence persuasion?

Answer 22

High self-monitors, concerned with public image, are more persuaded by messages focusing on image, while low self-monitors are less influenced by such appeals.

Question 23

How does subject motivation influence persuasion?

Answer 23

Highly motivated individuals engage in systematic processing, while those with low motivation rely on heuristics. Negative (loss-framed) messages work better for the highly motivated, while positive (gain-framed) messages are more effective for the less motivated.

Question 24

What is attitude inoculation?

Answer 24

Exposing people to weak attacks on their beliefs, along with counter-arguments, helps them resist stronger attacks later. This involves inducing threat and providing preemptive refutations.

Question 25

How does forewarning help resist persuasion?

Answer 25

Making people aware of an upcoming persuasive message allows them to prepare counter-arguments, especially when combined with training in evaluating message features.