Unit 2: Persuasion Flashcards
persuasion
process by which message induces change in beliefs, attitudes, Bx
central route persuasion
deliberate and effortful, reason based, thoughtful consideration on arguments and more enduring effect
central route most effective when
audience focused on message, stong argument made (weak argument backfires)
peripheral route persuasion
mood based, influenced by incidental cues, temporary effect
peripheral route most effective when
audience is not motivated or distracted, uses cues that allow audience to not have to think a lot
two factors influencing persuasion
content and context
message content
make people feel good (evaluative conditioning makes them associate feeling with product) or scared (provide escape from fear) or disgust (have bigger effect)
message context
communicator-recipient opinion discrepancy - compared to current opinion/Bx how much do you need to change to meet persuader’s opinion/messahge
big discrepancy
needs a lot of change, message from credible source
small discrepancy
needs a little change, works if source is not most credible
message context one sided appeal
only mention pros; effective when audience already agrees and won’t discover cons
message context two sided appeal
present pros and cons, effective when audience doesn’t initially agree
six persuasion principles
authority, liking, social proof/consensus, reciprocity, consistency, scarcity
persuasion - authority
people defer to credible experts (Doctor recommended)
if you find out persuader is authority figure after message presented
good only if you agree with the message
if you find out persuader is authority figure before message presented
you are more open to persuasion
persuasion - liking
people respond positively to those they like (similarity, attractiveness)
how do sales reps use liking for persuasion
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
persuasion - social proof/consensus
people allow example of others to validate how they think/feel/act
how does sales use social proof
advertise how many of the product have already been sold
persuasion - reciprocity
people feel obligated to repay in kind what has been received
how does sales use reciprocity
free samples, shipping; sales reps compliment when people try on clothes
persuasion - consistency
people tend to honor their public commitments
how does sales use consistency
ask customers if they want to start a fitting room, foot-in-the-door phenomenon
persuasion - scarcity
people prize what is scarce
how does sales use consistency
advertise low stock, seasonal products, limited addition
reactance
when people feel freedom to perform Bx is threatened, they reduce the threatened feeling by performing the Bx at stake
developing counterarguments - attitude inoculation
exposing people to weak attacks on their attitudes so that when stronger attacks come they will have refutations available
example of attitude inoculation
cults tell new initiates that their families will attack the cult
