Unit 2: Persuasion

Question 1

persuasion

Answer 1

process by which message induces change in beliefs, attitudes, Bx

Question 2

central route persuasion

Answer 2

deliberate and effortful, reason based, thoughtful consideration on arguments and more enduring effect

Question 3

central route most effective when

Answer 3

audience focused on message, stong argument made (weak argument backfires)

Question 4

peripheral route persuasion

Answer 4

mood based, influenced by incidental cues, temporary effect

Question 5

peripheral route most effective when

Answer 5

audience is not motivated or distracted, uses cues that allow audience to not have to think a lot

Question 6

two factors influencing persuasion

Answer 6

content and context

Question 7

message content

Answer 7

make people feel good (evaluative conditioning makes them associate feeling with product) or scared (provide escape from fear) or disgust (have bigger effect)

Question 8

message context

Answer 8

communicator-recipient opinion discrepancy - compared to current opinion/Bx how much do you need to change to meet persuader’s opinion/messahge

Question 9

big discrepancy

Answer 9

needs a lot of change, message from credible source

Question 10

small discrepancy

Answer 10

needs a little change, works if source is not most credible

Question 11

message context one sided appeal

Answer 11

only mention pros; effective when audience already agrees and won’t discover cons

Question 12

message context two sided appeal

Answer 12

present pros and cons, effective when audience doesn’t initially agree

Question 13

six persuasion principles

Answer 13

authority, liking, social proof/consensus, reciprocity, consistency, scarcity

Question 14

persuasion - authority

Answer 14

people defer to credible experts (Doctor recommended)

Question 15

if you find out persuader is authority figure after message presented

Answer 15

good only if you agree with the message

Question 16

if you find out persuader is authority figure before message presented

Answer 16

you are more open to persuasion

Question 17

persuasion - liking

Answer 17

people respond positively to those they like (similarity, attractiveness)

Question 18

how do sales reps use liking for persuasion

Answer 18

sales reps make small talk to try and find a similarity with the customer - if you like them you are more likely to buy the product

Question 19

persuasion - social proof/consensus

Answer 19

people allow example of others to validate how they think/feel/act

Question 20

how does sales use social proof

Answer 20

advertise how many of the product have already been sold

Question 21

persuasion - reciprocity

Answer 21

people feel obligated to repay in kind what has been received

Question 22

how does sales use reciprocity

Answer 22

free samples, shipping; sales reps compliment when people try on clothes

Question 23

persuasion - consistency

Answer 23

people tend to honor their public commitments

Question 24

how does sales use consistency

Answer 24

ask customers if they want to start a fitting room, foot-in-the-door phenomenon

Question 25

persuasion - scarcity

Answer 25

people prize what is scarce

Question 26

how does sales use consistency

Answer 26

advertise low stock, seasonal products, limited addition

Question 27

reactance

Answer 27

when people feel freedom to perform Bx is threatened, they reduce the threatened feeling by performing the Bx at stake

Question 28

developing counterarguments - attitude inoculation

Answer 28

exposing people to weak attacks on their attitudes so that when stronger attacks come they will have refutations available

Question 29

example of attitude inoculation

Answer 29

cults tell new initiates that their families will attack the cult