Theories, Tactics, Definitions Flashcards
Working Definition of Persuasion
Persuasion involves one of more persons who are engaged in the activity of creating, reinforcing, modifying, or extinguishing beliefs, attitudes, intentions, motivations, and/or behaviors with the constraints of a given communication context (Seiter & Gass, 2007)
Cialdini’s view
Click, Whirr
We need short cuts (stereo types, rules of thumbs)
Tape recorder metaphor
Click: the appropriate tape is activated
Whirr: rolls out the appropriate set of behavior
Elaboration Likelihood Model of persuasion (Petty & Cacioppo, 1986)
Is a dual process theory of how attitudes are formed and changed.
The model examines how an argument’s position on the “elaboration continuum”, from processing and evaluating (high elaboration) to peripheral issues such as source expertise or attractiveness (low elaboration), shapes its persuasiveness.
2 routes to persuasion:
• Central
• Peripheral (peripheral cues)
Which route we take depends on motivation and ability.
Fixed-action pattern
Intricate sequence of behavior that occur in the same fashion over and over (automatic behavior)
Sometimes this is beneficial for survival
Trigger Feature
A specific feature of something that is the cause for activating the activates the fixed-action pattern or Click, Whirr response.
For example the colour of the feathers on a bird
Judgmental heuristics
Short cuts that allow for simplified thinking that works well most of the time but leaves us open to occasional costly mistakes.
Controlled responding
To react on the basis of thorough understanding of all relevant information
people will use this when They have the desire and ability to do so
Mimics
Creatures who copy the trigger of another animal to trick them in to “playing their behavior tapes” at the wrong time.
For example fire flies
Pique Technique
Rather than make a standard request for something, make an unusual request that leads people to wonder why you are making that particular request (and hence pay attention to you).
Making a novel request creates surprise, breaking the person out of their schema and forces them pay attention, thinking further about your request in a central processing fashion. The novelty in the request piques their interest (hence the name of the technique).
Disrupt and reframe technique
Disrupt automatic processing to make them think then give information to reframe your thoughts on it.
Both components are necessary
“a package of gum sells for (3 dollars or 300 pennies), which is a bargain.
Heuristic Systematic Model of Persuasion (Chaiken, 1980)
Aka dual process theory
This attempts to explain how people receive and process persuasive messages. The model states that individuals can process messages in one of two ways: heuristically or systematically. The guiding belief with this model is that individuals are more apt to minimize their use of cognitive resources thus affecting the intake and processing of messages.
Provides an account of how a phenomenon can occur in two different ways, or as a result of two different processes. Often, the two processes consist of an implicit (automatic), unconscious process and an explicit (controlled), conscious process.
Principle of Scarcity
When commodities are perceived as rare or not easily attainable, their value is increased.
- Limited numbers
- Time limits
Optimizing conditions for scarcity/ commodity theory
• Newly scarce (a possible for revolutions a revolt, “freedoms, once given, will not be relinquished without a fight.”)
• Competition for resources
Commodity Theory
Scarcity acts as a signal to attend to properties of item
• Attitudes become polarized
Psychological Reactance
Brehm’s reactance theory
• We all want the freedom to think, feel and act as we choose
• If we think a freedom is being threatened, we try to restore it
E.g., censorship, love and romance
It emerges at 2 (toy behind Plexiglas study)
Other implications of reactance
• Very strong appeals might boomerang
• The closing time effect
Phantom Alternatives
A very attractive alternative was included, but was unavailable (phantom alternative)
The phantom trap
Try to obtain what cannot be reached
Phantom fixation
tendency to focus attention on the scarce or unavailable resource, while overlooking the possible
“Romeo and Juliet” effect
An example how parental control can boomerang.
If couples feel more external interference to being together they desire it more.
Goal of Maintaining a
Positive Self-Concept
- People have a strong need to enhance their self-concepts by behaving consistently with their actions, statements, commitments, beliefs, and self-ascribed traits
- Forms the basis of much compliance research
Self-perception theory
You don’t know how you feel or your opinions you look at your pervious actions
Foot-in-the-door technique (FITD)
Before making the target request, begin by getting compliance with a very small request.
Low-ball technique
gain compliance with request, later reveal hidden costs
e.g., car salesperson, Credit card companies
Post decision dissidence
Buyer’s Remorse
Foolish fortress
When we are consistent to protect ourselfs from thinking about things we don’t want to.
Ex. the meditation down payment story
