Week 5- The Art of PERSUASION* Flashcards
What makes communication persuasive?
The message-Passion; how much the person receiving and delivering the message cares about the issue. ISSUE RELEVANCE & IMPORTANCE
Repetition-Don’t overdo to avoid wear out. The right amount of repetition. The right amount of exposure. Initial familiarity, Logos. How true we see something as being. As familiarity increases, likability increases.
What did Yale say about attitudes and behaviour change?
Yale- Who says what to whom- propaganda will be an effect
What are the communicator variables?
Competence or Expertise-Trustworthiness or Eye contact
Fast talkers are more persuasive.
Powerful speakers-powerful language and who is communicating that message, bodily posture, physical attractiveness. (Halo effect-physically attractive; warmth; trustworthiness) More attractive- more easily influence others; earn more money.
The similarity between source & audience- Age; gender; similar beliefs
What are the communicator variables?
Competence or Expertise-Trustworthiness or Eye contact
Fast talkers are more persuasive.
Powerful speakers-powerful language and who is communicating that message, bodily posture, physical attractiveness. (Halo effect-physically attractive; warmth; trustworthiness) More attractive- more easily influence others; earn more money.
The similarity between source & audience- Age; gender; similar beliefs
Which audience is more likely to be persuaded?
-Moderate self-esteem; more easily persuaded than high or low; moderately intelligent-easiest to persuade. Old people and young children easiest to persuade and marketise to.
What are single and dual-process models?
Single-process models-quickly and thoughtlessly, irrational
Dual-process models- Deliberate thought; sequential relationships; rational
What are the 2 types within dual-process models?
(Weak or strong arguments)-Expert (competence) and non-competence- Facts and statistics are strong whereas opinions are weak.
High vs Low involvement
Long term change in attitudes and opinions.
What is the heuristic systematic mode?
Systematic processing; heuristic (Mental shortcut, previous/past resemblance).
According to Festinger what is cognitive dissonance?
Aware of inconsistency between multiple attitudes or attitudes & behaviour.
Aversive- Emotions of discomfort, regret, reducing and changing your thoughts & behaviour for alignment to what they believe in. (Advert of children telling adults to quit smoking)Relevant and important
What is effort justification?
Weight loss study, control baseline condition (High condition, low condition, amount of weight loss at different time points)
What did Festinger and Carlsmith find out about induced compliance?
Behaviour doesn’t fit in.
People in dollar condition more likely to engage
What did Zimbardo’s Grasshopper study show?
Favourability eating food products and grasshoppers
Increased liking of eating insects
INDUCED COMPLIANCE-post decisional conflict behaviour doesn’t fit in with the attitude e.g. convincing yourself to eat what you ordered
What does the self-perception theory state?
Overjustification effect-too many external rewards; absence of internal rewards
How do we resist?
Inoculation-giving doubt; weak immunity; weak argument
Selective Avoidance
Forewarning
Reactance-restrict our personal freedom
