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22 Cards in this Set
- Front
- Back
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What are the two routes to persuasion? |
central or peripheral |
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What is persuasion? |
The process by which message induces change in beliefs, attitudes, or behaviors |
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When does central persuasion occur? |
Occurs when interested people focus on the arguments are responds with favorable thoughts |
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What does a central persuasion pay attention to? |
quality of arguments |
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When does peripheral persuasion occur? |
When people are influenced by incidentals such as a speakers attrictiveness |
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What does peripheral persuasion focus on? |
cues that trigger automatic acceptance without much thinking |
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What determines the route of persuasion that will be taken? |
Motivation -personal relevance -need for cognition Ability -cognitive load |
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What is the outcome of a peripheral route of persuasion? |
Superficial and temporary ttitude change |
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What is the outcome of a central route of persuasion? |
More durable and more likely to influence behavior |
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What is persuasion highly related to? |
Attitude |
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What are the elements of persuasion? |
WHO-source characteristics SAYS WHAT-message characteristics TO WHOM- audience/ receiver |
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What are the aspects of the WHO element? |
Credibility- comes from someone with obvious expertise or who seems unbiased and trustworthy Likeablility- Part of the audiences "in-group" smiles, seems friendly or nice Attractiveness- What is beautiful, sexy or famous is good. |
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What is the sleeper effect and what characteristics is it associated with in the WHO element? |
When a message from an unreliable source initially exerts little influence but later cause individuals attitudes to shift. --occurs because people remember the content but not the source
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What are the message characteristics of the SAYS WHAT element? |
-one sided vs two sided arguments -message order effects -emotion vs reason -doesn't seem designed to influence |
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What is the difference between a 1 sided and a 2 sided argument |
2 sided= appears to be fair, lower counterarguments, disarms unfriendly or cynical audiences
1 sided= good for friendly audiences, good when audiences don't want to engage in controlled thinking (or when you don't want them to) |
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What does it mean for message order effects? |
Primacy effect, recency effect |
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What is the recency effect |
A part of the SAYS WHAT element, and the message order characteristics, it means that material at the end of a message has the most effect |
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What is the primacy effect |
A part of the SAYS WHAT element, and part of the message order characteristics, it means that material at the beginning of a message has the most effect |
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Describe what the emotion vs reason characteristics means |
It is part of the SAYS WHAT element, and just explains that emotion aspect uses images or feeling words to make a point where as the reason uses facts and logic. |
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How does communication the doesn't seem designed to influence affect persuasion? |
Over heard conversations or communication from an unexpected source. -dentist talking about hearing patients complain about sensitivity and tooth pain for new tooth paste |
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What are some components of the TO WHOM element of persuasion |
Age 18-25 are more persuadable Other demographics: culture, high self monitors Need for cognition Intelligence |
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Which level of intelligence is the most persuadable? |
People of moderate intelligence are the most persuadable.
Lower= persuaded too easy Higher= Hard to convince due to logic |
