Test 2 Flashcards
Target psychological and emotional processes that operate in people
Process appeals
Predicts when we experience psychological tension/dissonance, we try to reduce it in some way instead of resolving the tension
Cognitive Dissonance Theory
Does appealing to the audience’s needs have the potential to backfire? Why or why not?
Yes. They may send the wrong message. Example would be suitcase surviving a plan crash as discussed in class
Motivates people and prompts purchase behavior
Hot Button Appeals
Discovering one’s needs in order to target them
Motivational Research
Packard’s “Compelling Needs”
- Emotional security
- Reassurance of worth
- Ego gratification
- Creative outlets
- Love objects
- Sense of power or strength
- Roots
- Immortality
5 components of emotions
- Cognitive evaluation of a situation
- Physiological arousal
- Motor expression
- Motivational intentions/readiness
- A feeling state in the subject
Hoveland’s stages of persuasion
- Attention
- Comprehension
- Retention
- Action
Attitudes function to influence our emotions and feelings
Affective function
Premises relying on logical and analytical abilities (central route)
Content premises
Reasoning from general to specific
Deductive Reasoning
Identifies the specifics before coming to a generalized conclusion
Inductive reasoning
Asserted that attitudes toward objects or issues differed from attitudes toward situations
Rokeach
5 ways of knowing
- Tenacity
- Authority
- Intuition
- Experience
- Scientific method
2 facets of proof
- Reasoning (deductive)
* Evidence (inductive)
Error in reasoning
Fallacies
Fallacy identifies instances where facts that are not yet proven are assumed to be so
Begging the Question
Fallacy makes an unwarranted leap from one premise to another
Non sequitur
Arguments attack the source of the persuasive statement without addressing the reasoning behind the statement
Ad hominem
Fallacy uses an appeal to a higher authority or tradition
Ad verecundiam
Fallacy occurs when persuaders reduce a complex argument into an easily defeated, weaker argument
Straw argument
Fallacy assumes that once a course of action is started, it will be followed to its final conclusion
Slippery Slope
Fallacy assumes that because many people are doing something, it is reasonable
Ad populum
Conclusion is pre-supposed by initial claim with no justification
Circular reasoning
