Heuristics

Front 1

Heuristics

Back 1

Cognitive shorthands used in peripheral processing. Operate below the level of consciousness (we use them to make decisions and process info but are not aware that we use them)

Types: credibility (is the person an expert? is the person trustworthy?)
-Liking (do you like the person?)
-Consensus (pressure to comply with persuasive messages when everyone else already agrees with it)

More likely to use heuristics when the message is complex, has many steps, has no personal relevance or is boring

Front 2

Cialdini (social psychologist)'s seven principles

Back 2

1) Contrast
2) Consistency
3) Social Proof (leads to pluralistic ignorance)
4) Reciprocity
5) Liking (if you like the persuader, you are more likely to comply with her message)
6) Authority (ex: nurses' blind compliance w/ doctor's instructions)
7) Scarcity (if something is scarce, you are more likely to want it)

Front 3

Explanations for the power of heuristics and critiques

Back 3

Mother Turkey hypothesis

Autopilot hypothesis

Front 4

Critiques of Mother Turkey hypothesis

Back 4

Critiques:
-Concealed differences (Consistency or bringing one's beliefs, values and attitudes in line w/ one's actions, does not always work b/c we all value our lives yet most of us do not believe that we are immortal.
-Tensions between principles: Consistency and contrast are at odds with one another. Consistency says that we are more likely to comply if it is something that we have already done whereas contrast says that we are more likely to comply if we see the task as a lesser commitment than something we have already done

-Unidentified triggers: Cialdini is not specific about the triggers. Rather than acting as specific cues, they are more like guidelines that are in invoked as the situation demands

-Saying "no":
We can say no and make conscious decisions not to be influenced by certain things

Front 5

Automatic pilot metaphor is better

Back 5

Gives humans the power to turn off autopilot and to make adjustments using multiple sensing and error-correcting devices if we notice that we are misinterpreting something

Front 6

Is it ethical for persuaders to use heuristics?

Back 6

Yes because it is the persuadees responsibility to take him or herself off auto-pilot and make their own decisions by learning about the heuristics and trying to make the right decision in the face of them. Even if they do make their decision based on heuristics, at least it is not because someone persuaded them to.