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67 Cards in this Set
- Front
- Back
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Persuasion
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-Molding or shaping attitudes
-Positive or negative -Study of attitudes and how to change them -Symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice |
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Characteristics of Persuasion
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-communication using shared symbols
-requires intent -need not be sucessful -involves 2 or more people -Attempt to change beliefs.... |
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Influence and Persuasion
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-power that affects something
-Influence does not require intent |
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Coercion and Persuasion
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- relies on force
- Does not provide freedom of choice |
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Persuasion and Education
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- Not intended to change beliefs, only to convey info/knowledge
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Propaganda and Persuasion
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-Aimed at mass audience
-Focuses on emotional appeals -Conceals purpose -Negative Connotation -Persuasion does not conceal purpose |
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Aristotle's View on Persuasion
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Ethos- Credibility, the nature of communicator
Logos- Logical, Strength of the message Pathos- Emotions, emotional state of the audience |
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Utilitarian Perspective of Persuasion Ethics
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-Action should produce more good than evil
-It's good if it leads to a positive end, helping more people than it hurts |
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Deontological Perspective of Persuasion Ethics
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(Intentional Morality) If the communicator seeks to improve the well-being of the audience through communication it is moral.
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Existentialism Persuasion Ethics
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People are free to choose what they want in life, but are responsible for their choices. No one to blame
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Attitude Definitions
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*-a learned, global evaluation of an object the influences thought and action
-Association between a given object and a given evaluation -Psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor. -Learned predisposition to respond in a consistently favorable or unfavorable manner with respect to the given object -a more or less permanently enduring state of readiness of mental organization which predisposes an individual to react in a characteristic way to any object or situation with which it is related. |
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Characteristics of Attitude
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-Psychological construct
- never directly observed -involve affect (like or dislike) -tied to an object -Consistent -predisposition to behavior -Learned -People tend to cluster with like attituded people |
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Ambivalence
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-Occurs when we feel both negatively and positively about a person or issue
-Uncertainty or conflict of attitude elements |
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Describe Balance Theory
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-Cognitive elements have positive or negative valence
-Involves relationship between perceiver (P), another person (O), and an issue (X) -Harmony occurs when signs are multiplied together they yield a positive |
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4 ways in Dealing with inconsistent attitudes
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-Denial
-Bolstering: Strengthening one of the attitudes more so there is a clear winner -Differentiation: Mentally separating the inconsistencies -Transcendence: Looking past the conflict |
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Explain Social Judgment Theory
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An issue or attitude object has a range of positions that can be divided into 3.
1 Latitude of Acceptance 2 Latitude of Rejection 3 Latitude of non-commitment |
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Implicit vs Explicit Attitudes
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Implicit
-Operates outside of concious thought -Activated automatically -Situations occur where person cannot hide/regulate emotion Explicit -Operates on a conscious level -Not always automatic and can be regulated -Guide everyday behavior |
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What are the 6 different Function of attitudes?
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1 Knowledge
2 Utilitarian- Obtain rewards avoid punishment 3 Social Adjustive- "adjust to group" 4 Social Identity- express who one is 5 Value-Expression- express core values 6 Ego-Defensive- "defense" against unpleasant emotions people won't acknowledge |
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LaPiere's Study's Contribution
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Reminded that in some cases attitudes will not predict behavior
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Factors that affect attitude behavior relationship
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Self-Monitoring:
-High self monitors exhibit less behavior attitude consistency, also assess situations and choose socially acceptable behavior -Low self monitors are consistent with attitudes Direct Experience: -Clearly defined -Greater certainty -Stable -Resistant to counters -Come more quickly to mind -More likely to translate attitude into a behavior |
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Theory of Reasoned Action
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Assumes behavior as the ultimate outcome, and humans choose how to behave in a rational manner.
Involves behavioral intention = attitude + subjective norms. |
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TRA Attitude towards Behavior Parts
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Belief Strength
Belief evaluation (+/-?) |
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TRA Subjective Norms definition and Parts
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Social pressure from salient others to perform or not perform a behavior.
1 Normative Beliefs 2 Motivation to Comply |
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Theory of Planned Behavior
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Expansion of TRA to include behaviors that are not under complete volition control.
Adds third compenent of Perceived Behavioral Control |
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TPB Perceived Behavioral Control Parts and definition
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Refers to whether individuals think they can control the targeted behavior
1 Control Beliefs: Likelihood of having the opportunities and resources to perform the behavior and the frequency this occurs 2 Perceived Power: percieved ability of the control belief to facilitate or inhibit the performance of the behavior. |
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Accessibility Theory
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Attitudes must instantly be activated from memory in order for it to influence behavior.
Attitudes influence perceptions of an issue or person |
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Attitude Scales (3)
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Likert- 1through 7 scale
Guttman- Progresses from easy to accept to more difficult Semantic Differential- rate an object based on bipolar adjectives (Hot or Cold) |
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Factors that Lead to inaccurate attitude measurement
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No perfect scale
-careless responders -people's desire to say socially appropriate things -tendency to agree regardless of content -questions in the survey can influence other answers -odd wording |
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Physiological Measurements of Attitudes
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Galvanic Skin Response
Pupil Dilation Facial Electromyography |
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Physiological Measurements of Attitudes Pros and Cons
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Cons
-Impractical for large groups -Expensive equipment -Detect arousal not specific valence Pros -Useful when self report scales are impossible -Useful when individuals will not accurately report attitudes |
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Milgrim Experiment
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How far will people go to obey authority?
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2 Bias Audiences have against the speaker
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1 Knowledge Bias- communicators lack credibility when bias knowledge
2 Reporting Bias- speech does not report certain facts, reduces credibility |
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How do social attractiveness/likeability affect persuasion?
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-Capture attention better
-Attractiveness is sometimes associated with the message -Makes people feel good |
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What does the Yale model say about processing persuasive messages?
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To be persuaded, individuals had to attend to, comprehend, learn, accept, and retain the message
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What does the Cognitive Response Approach say about processing persuasive messages?
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People’s own mental reactions to a message play a critical role in the persuasion process
• Cognitive responses include pro-arguments and counterarguments • Persuasion occurs if the communicator generates a favorable cognitive response from the audience |
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Explain the Elaboration likelihood model
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ELM makes different predictions depending on how likely it is that the receiver will elaborate on the message.
Two routes central (high elaboration) and peripheral (low elaboration) |
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What two factors determine whether people will engage in central/peripheral processing?
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• Motivation refers to how much the receiver wants to elaborate on the message.
• Ability refers to how capable the receiver is to elaborate on the persuasive message. |
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What are some of the factors that affect people’s motivation to process messages?
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• Personal relevance/personal involvement
• Accountability • Personal responsibility • Incongruent information • Need for cognition(NFC) |
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What are some of the factors that affect people’s ability to process messages?
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• Message comprehension
• Repetition • Distraction • Format of the Message • Prior Knowledge |
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Describe how the Heuristic Systematic Model is different from the ELM?
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• Emphasizes that heuristic and systematic processing are not mutually exclusive.
• People can rely on heuristics while systematically processing a message. • Heuristics play an important rule in attitude change – People are minimalist information processors”. |
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Explain the Inoculation Theory
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• Exposure to a weak dose of opposition arguments, strong enough to stimulate defenses, but not strong enough to overwhelm, should produce the mental equivalent of antibodies – counterarguments
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Describe why refutational two sided messages work better than non-refutational two sided and one sided messages?
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two-sided messages influence attitudes more than one sided messages, provided one very important condition is met: the message refutes opposition arguments
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What are the pros of implicitly stating a conclusion and explicitly stating a conclusion?
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Explicit conclusion drawing:
• Minimizes chances individuals will become confused • Helps people comprehend the message • Tends to enhance source evaluations and persuasion Implicit conclusion: - Makes audience feel like they have a choice to choose/think independently |
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What does ELM say about the use of evidence in persuasion?
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Connection to the ELM:
• When people are highly knowledgeable, evidence will be processed centrally • When people lack motivation they rely on peripheral cues |
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Explain how fear appeals and guilt appeals are used in persuasion.
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• a persuasive communication that tries to scare people into changing their attitudes by conjuring up negative consequences that will occur if
they do not comply with the message recommendations |
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What are the two main components of the extended parallel processing model?
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Threat: convince there is a danger, severity and susceptibility information
• Efficacy information: information about the effectiveness of the recommended action |
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What are the two components in threat?
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- Severity information: seriousness or magnitude of the threat
-Susceptibility information: the likelihood that the threatening outcomes will occur |
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What is need for cognition and how does it affect the process of persuasion?
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“a stable individual difference in people’s tendency to engage in
and enjoy effortful cognitive activity” • Generate a greater number of issue relevant thoughts • Recall more message arguments • Seek more information about complex issues than those low in NFC • Are more influenced by quality of message arguments |
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What is self-monitoring and how does it affect the process of persuasion?
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High Self Monitors
• Put a premium on displaying appropriate behavior in social situations • Devote a great deal of cognitive energy to processing a message when it is delivered by a prestigious and popular source • Attitudes are less likely to predict behavior • Attitudes serve a social-adjustive function. Low Self Monitors • Are less concerned with playing a role or displaying socially appropriate behavior • Are highly attentive when the message comes from an expert • Attitudes are more likely to predict behavior • Attitudes serve a value-expressive function |
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What is dogmatism and how does it affect the process of persuasion?
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• Dogmatism is the tendency to close off their minds to new ideas and accept only the opinions of conventional, established authorities
HIGHLY • Find it difficult to come up with evidence that contradicts their beliefs • Are willing to accept the views of an expert, even when he or she uses weak arguments to support the position • Hard to convince Low- Dogmatic Individuals • Are open-minded • Receptive to new ideas • Willing to consider good arguments • More open to persuasion, particularly from strong arguments |
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Explain a) need to evaluate b) need for affect c) need for closure.
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• The need to evaluate taps people’s tendency to evaluate social experiences as either good or bad
• The need for affect focuses on a need to tune in to—or tune out—emotional events • The need for closure involves a preference for getting a definitive answer on an issue and a discomfort with ambiguity |
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Explain the cognitive dissonance theory
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Cognitive dissonance means incongruity among thoughts or mental elements.
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Describe strategies to reduce cognitive dissonance
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-Change your attitude
- Add consonant cognitions - Derogate the unchosen alternative - Spread apart the alternatives - Alter the importance of the cognitive elements -Suppress thoughts - Communicate - Alter behavior |
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What practical implications does the cognitive dissonance theory offer to persuaders?
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• Make a commitment public
• Encourage people to publicly advocate a position with which they disagree • Confront people with their own hypocrisy |
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Describe the door-in-the-face technique and explain why it works?
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• DITF begins with a large request and scales down to an appropriately modest request
• Persuader makes a large request that is almost certain to be denied. • After being turned down, the persuader returns with a smaller request, the target request the communicator had in mind at the beginning WHY? Guilt: Individuals may feel guilty for turning down the first request • Reciprocal concession: if they are compromising and making a new offer, you feel like you should consider it. • Social judgment process: the first request was an anchor to which the second was compared making it seem less extreme • Self-presentation: People fear the persuader will evaluate them negatively for turning down the first request |
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Describe the foot-in-the-door technique and explain why it works?
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• Starting off slow and moving to a larger request
• Stipulates that an individual is more likely to comply with a second, larger request if he or she has agreed to perform a small initial request • Successful technique employed over the years and has empirical support WHY? • Bem’s Self-Perception Theory: Individuals who perform the small favor may infer that they are helpful, cooperative people, and this self-perception makes them accede to the second, larger request. • Consistency Needs: Because an individual agreed to the first request the individual may find it dissonant to reject the second • Social Norms: People are reminded about the norm of social responsibility – one should help those in need. |
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Describe what is lowballing
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• Low-balling: Similar to foot-in-the-door technique, one small request followed by another larger request
*Difference: the first request is the target request |
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that’s not all technique
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When offering or conceding something to somebody, rather than give it to them as a final item, give it in incremental pieces. Do not allow them to respond to each piece you give them -- keep on offering more.
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pique technique
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Pique technique: making the request in an unusual and atypical manner.
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disrupt then reframe
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Disruption inhibits critical
thinking, thus increasing likelihood of persuasion. |
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fear then relief
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Example: The boss came around when you were out and asked where you were. Don't worry, I gave a good excuse. Could you cover for me? I want to go home early.
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Describe the psychological approach to creating communication campaigns
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• A campaign cannot bring change overnight.
• Change occurs gradually, in stages. • Persuasive campaigns are tailored to the needs of the people at a particular stage |
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Pre-Contemplation (psychological approach to creating communication campaigns)
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Pre-Contemplation
- Convince them that their behavior is risky -Affective messages more likely to succeed |
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Contemplation (psychological approach to creating communication campaigns)
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Contemplation
•Encourage them to adopt healthy behavior •Cognitive messages more likely to succeed |
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According to the diffusion theory what criteria should the innovation in order to be successfully diffused?
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• The more compatible an innovation is with people’s values and cultural norms, the more likely it is to diffuse rapidly into society.
• The degree to which it promises a clear, and salient reward to the individual • Communication plays a critical role- mass media enhance knowledge, interpersonal comm changes attitudes • News stories frequently set the agenda |
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Describe some common hurdles in the success of communication campaigns.
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• Targeting the relevant audience segment
• Lack of motivation in target audience • Psychological Reactance Theory (the forbidden fruit effect) |
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Describe some strategies for creating successful communication campaigns.
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• Identifying the right audience segment
• Creating tailored messages for your audience • Using the right type of media • Supplementing media with interpersonal communication • Avoid overly preachy messages • Adopt a realistic approach |
