W9: Persuasion

Question 1

What are the two models of persuasion?

Answer 1

1. Heuristic-Systematic Model

2. Elaboration-Likelihood Model

Question 2

Explain the heuristic-systematic model.

Answer 2

Peripheral/Heuristic: unconscious, automatic processing
- source attractiveness, source expertise, quality and quantity of arguments, consensus

Central/Systematic: conscious, deliberate, slower
e.g. argument quality (does the argument make sense?)

Question 3

Explain the elaboration-likelihood model.

Answer 3

When you see a message, you either think about it a lot or a little.
- Central vs Peripheral

Factors that influence Elaboration (e.g. ability and motivation)

Process (central vs peripheral)

Factors that promote persuasion (argument quality vs source attractiveness)

EPP

Question 4

What are the elements of persuasion?

Answer 4

Who? Message source
What? Message quality
Whom? Message receiver

Question 5

What are the components of a message source?

Answer 5

1. Attractiveness (Halo Effect)
2. Credibility (Sleeper Effect)
3. Certainty (Confidence)

Question 6

What are the factors affecting message content?

Answer 6

1. Quality
   - straightforward and clear
   - conclusive
   - augmentation principle
2. Vividness
   - Identifiable Victim Effect

Question 7

What are the different factors affecting message receiver’s persuasion?

Answer 7

1. Age
   - younger people more persuaded
2. Mood
   - stronger mood = more persuasion
   - sad/happy/guilty
3. Need for cognition
   - higher NFC: central
   - lower NFC: peripheral

therefore, matching is crucial!

Question 8

How does social media affect persuasion?

Answer 8

1. Agenda Control
   - emphasis on specific events to make people believe that it is important
2. Hostile Media Phenomenon
   - naive realism (people who disagree with us are biased, even if it is balanced)

Question 9

What are the 4 resistance to persuasion?

Answer 9

1. selective attention and evaluation
   - attention: the way people seek out information, tuning into info that supports their pre-existing attitudes
   - evaluation: people like things that support their current attitudes
2. level of knowledge
   - environmental awareness example
3. attitude inoculation
   - toothbrush example
4. public commitment
   - want to maintain self-image
   - though polarisation