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50 Cards in this Set
- Front
- Back
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What is IMAGE or CREDIBILITY?
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- a comparison of what the persuader "seems to be & know to all that we are and know."
- complex perceptions formed by past, present, and future expectations of a persuader. - the receiver's attitude toward the source @ a given time in a given situation. |
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What are the dimensions of credibility?
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- trustworthy/safe (primary)
- competent/expert (primary) - goodwill (primary) - composure (secondary) - deynamic/energetic (secondary) |
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Where does credibility come from, prior to the message?
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- associations
- endorsements - previous behavior & reputation - media images |
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Where does credibility come from, during the message?
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- content
- delivery - dress & appearance - promises made |
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Where does credibility come from, after the message?
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- changes in audience behavior
- endorsements - consequences (good/bad) - promises kept - reporting & interpretation |
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Credibility is affected when the persuader appears to be _____ or _____ to us in important ways.
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similar, dissimilar
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For _____, we are more influenced by knowledgeable people dissimilar to us.
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factual material
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For _____ judgements & opinions, we are more influenced by people similar to us.
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judgements and opinions
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Persuaders have different _____ at the same time.
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images
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Credibility changes over time. T/F
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TRUE
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Changing situations affect credibility. T/F
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TRUE
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The effect of credibility diminishes over time, so it must be _____.
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Reinforced
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The "_____" effect: Under the right circumstances, a message from a low-credibility source can actually increase in persuasiveness.
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sleeper
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The "_____" effect: After a certain amount of time, the audience may forget who the source of a message is.
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reinstatement
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The mass media influences the way we see persuaders. T/F
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TRUE
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How can we enhance credibility?
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- Endorsements
- Careful introduction OF or BY - Early expression of views held by the audience - Solid content, reasoning, structure - Making & keeping promises - Identify self or organization late in the presentation - Humor - Delivery that exhibits - Dress & Appearance |
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Case studies in image change can affect:
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- a product
- a company - a person |
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How can we REPAIR credibility?
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apologetic tactics to DEFEND character, morality, legality (legitimacy)
--> not about apology, about defense |
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Name the 7 apologetic tactics discussed in class.
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- Denial of intention/participation/sentiment
- Association with people/organizations/etc. - Disassociation from people/organizations/etc. - Distinguish or differentiate from present/past, atypical/typical, good/evil, etc. - Transfer blame or responsibility to another person/organization/accuser - Counterattack by question opposition's credibility/ attributing evil motive to accusers/ etc. - Victim of a plot/evil/situation/etc. |
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You should design your persuasive effort to _____ your audience.
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fit
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Questions you should ask about your audience:
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- What is its MAKEUP?
- What does it KNOW? - What does it BELIEVE? - How does it FEEL? |
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What are relevant personal characteristics of the audience?
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- age
- gender - ethnicity/culture - personality/temperaments - intelligence - formal/informal education - information level - self-esteem - socio-economic characteristics - number (size of audience) |
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Describe an authoritarian personality:
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- unchangeable central beliefs
- relies on TRUSTED authorities - complies with strict hierarchies - relies on WHO supports the message - sees the world as a jungle |
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Describe a democratic personality:
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- changeable central beliefs, given the right kind of message
- relies on message data - trusts capabilities & performance - relies on LOGIC of the proposal - sees the world as friendly & supportive |
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Well-informed audiences are _____ persuasible.
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less
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Name a few socio-economic characteristics:
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- income
- superior-subordinate relationships - marital status - parental status |
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_____ are products of two or more attitudes.
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Behavioral acts
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______ are learned & relatively enduring organizations of important beliefs that predispose us to respond favorably or unfavorably toward persons, places, things, ideas, acts.
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Attitudes
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Where do attitudes come from?
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Specific beliefs and values
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_____ are judgements about what is probably true or believable in social, religious, political, economic, and historical contexts.
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Specific beliefs
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_____ are fundamental beliefs about ideal states of existence & modes of behavior
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Values
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Why is the relationship of values, beliefs, and attitudes critical to persuation?
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Values --> Beliefs --> Attitudes --> Judgements/Action --> Persons, Places, Things, Ideas, Acts
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How do persuaders trigger audiences into judgements & actions?
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Identify persons, places, things, ideas, and acts with one or more values.
Values --> Beliefs --> Attitudes --> Judgements/Action --> SPECIFIC VALUES/EMOTIONS ("hot buttons") --> Persons, Places, Things, Ideas, Acts |
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Name the 5 main values discussed in class.
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- survival values
- social values - success values - independence values - progress values |
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What 2 basic physical & psychological reactions prepare us for action?
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- survival emotions
- social emotions |
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Emotional triggering depends on the individual's:
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- mood
- personality - experiences |
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Intense fear appeal should be used for:
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- an initial exposure
- audience feels invulnerable ("it won't happen to me") - persuader is highly credible - major action is desired |
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Moderate fear appeal should be used for:
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- previous exposure
- audience feels somewhat vulnerable - persuader moderately credible - will face counter persuasion - moderate action is desired |
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Minimal fear appeal should be used for:
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- great deal of exposure
- feels exceedingly vulnerable - persuader has low credibility - simple action is desired |
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When using fear appeals, the audiences should be convinced with evidence that the solution is __________.
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easy to implement & will be effective
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We persuade in a vacuum. T/F
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FALSE
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A persuasive situation is a toal context of:
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- time
- events - place - objects - persons - relationships |
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The situation may demand a _____ response.
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fitting
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Describe 5 situations which require different responses.
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- a triggering or catalytic event marked by URGENCY
- a temporal change - societal changes - a regularly scheduled event - competing demands and responses |
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The persuader may INFLUENCE a situation by:
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- creating a positive view of the situation
- creating a negative view of the situation - addressing an unrecognized danger - taking advantage of a moment of opportunity - addressing the ill-treatment of a group |
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Situational variables that may affect a fitting response may or may not be _____.
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controllable
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Name 7 situational variables discussed in class.
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- the environment
- time of day/week/month/etc - timing of limits/before-after/early-late/etc. - historical precedent - perceptions of the situation - norms - the rules of the game |
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_____ are expectations about how one SHOULD act in a given situation.
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Norms
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In a _____, the persuader tries to place us into a mythical/hypothetical, but believable, situation.
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mythical event
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In a _____, the persuader creates an illusion that a "real" event is taking place.
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pseudo event
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