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56 Cards in this Set
- Front
- Back
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What is pure persuasion? |
- Intentional - Clear Cut Cases - Examples: TV Commercials |
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What is borderline persuasion? |
- Unintentional - Not as clear cut as pure persuasion - Examples: Appearance |
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What is the Elaboration Likelihood Model (ELM)? |
- There are 2 routes to persuasion: Central and Peripheral - Different models of information processing |
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What is central processing? |
- A route from the ELM model - Logical - Route used when an individual is highly involved - Longer lasting |
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What is peripheral processing? |
- Route of the ELM Model - Occurs when individuals are less involved - Persuaded by objects secondary to facts - Transitionary |
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What is Aristotle's Rhetoric? |
- Logos: Logic - Pathos: Emotion - Ethos: Credibility |
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What is an attitude? |
A learned predisposition to respond favourably or unfavourably towards an object - Vary in intensity |
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What are the 3 pitfalls in measuring attitude? |
1) Social Desirability Bias 2) Non Attitudes 3) Mindfulness |
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What is Social Desirability Bias? |
- A pitfall in measuring attitude - A respondent providing the "socially correct" response - Example: Pretending to like things we do not like |
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What is a Non-Attitude? |
- A pitfall to measuring attitudes - A respondent providing a made up opinion so that they do not look uninformed - Example: Jimmy Kimmel's interview's with people at Coachella (making up fake band names) |
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What is Mindfulness? |
- A pitfall in measuring attitudes - A respondent not deciding on an attitude toward something - Can flip flop - depends on how they are feeling - Example: Sometimes I like living in Victoria...depends on the day. |
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What are 4 other ways of measuring attitudes? |
1) Appearances (clothing, hygiene) 2) Associations ("Millenials", "Soccer Moms") 3) Behaviour (Habits, lifestyles)
4) Physiological Measures (...Eye twitching) |
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Describe the Theory of Reasoned Action (TRA) Model |
1) "Belief of the Outcome" and "Evaluation of the Outcome" influence the "Attitude toward the Behaviour" 2) "Normative Beliefs" and "Motivation Capacity" influence the "Subjective Norm Component" 3) The "Attitude toward the Behaviour" and "Subjective Norm Component" lead to a "Behavioural Intention" 4) "Behavioural Intention" finally leads to "Actual Behaviour" |
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Give an example of the Consistency Theory |
- A child likes Popeye - Popeye likes spinach - The child does not like spinach The child trusts Popeye's judgment but is torn because he likes something she doesn't. The child will have to change either her attitude towards Popeye or her attitude towards spinach |
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Why do people experience cognitive dissonance? |
- People want to maintain a positive self-concept - People will rationalize their choices so that they can keep their positive self-concept - Behaviour that contradicts their self-concept causes dissonance - Leads to "buyer's remorse" - The greater the decision, the greater the dissonance |
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What are the 3 main ways to reduce dissonance |
1) Rationalizing (Not the same as being rational)
2) Selective Exposure (Pay attention to the supportive information) 3) Polarization of Alternatives (Exaggerating what would have happened if you chose the other option) |
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What are the strategies to maintain cognitive consistency |
- Denial - Bolstering (I'm a good person) - Bargaining - Differentiation (It's not like I killed a guy) - Transcendence (No one is perfect) - Modifying one or more cognitions - Communicating (I'll just convince my friends I'm not a bad person) |
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What is psychological reactance? |
- Reverse Psychology - Backlash |
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Why is commitment important? |
- Once we are committed it is harder to turn back -Examples: Signing a contract, getting married, voicing your New Year's Resolution's |
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What are the 4 dimensions of credibility? |
1) Credibility is in the eye of the beholder 2) Credibility is a multi-dimensional construct (ex: what does it take to be "athletic"?) 3) Credibility is situational (Having a Ph.D. doesn't give you the right to practice medicine even though you're a "doctor") 4) Credibility is dynamic (Changes over time, can change quickly) |
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What are the 3 primary dimensions of credibility? |
1) Expertise (competence) 2) Trustworthiness (character/integrity) 3) Goodwill (perceived caring) |
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What are the 3 secondary dimensions of credibility? |
1) Dynamism (extrovertism) 2) Composure (poise) 3) Sociability (likeability) |
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What does credibility function as? |
- A peripheral cue - Credibility matters more when the receiver has low involvement |
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11 Strategies to enhance credibility |
1) Prepare thoroughly (Do not "wing it") 2) Cite evidence (you've done your research) 3) State your own expertise (you know what you're talking about) 4) Build trust (identify with your audience) 5) Display goodwill (show you care) 6) Improve your likeability 7) Adapt your language to fit your audience 8) Avoid powerless language 9) Have an admired source introduce you 10) Emphasize your similarity to your listeners 11) Increase listener involvement (promote central processing) |
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Why do advertisers target children? |
- They are easy marks - Advertisers take advantage of children's naivety - Example: "The North American House Hippo" |
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Why do advertisers target the elderly? |
- The elderly are lonely and want someone to talk to - The elderly are typically more polite - The elderly can have cognitive impairments (dementia, Alzheimer's) |
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List some demographics that affect persuasion? |
- Age (Children vs Elderly) - Gender (Gender stereotypes) - Culture (Individualism vs collectivism) |
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What type of advertising techniques do individualistic cultures prefer? |
- Direct, assertive - Emphasis on individual benefits & success - Rational strategies |
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What type of advertising techniques do collectivistic cultures prefer? |
- Indirect persuasion - Ads that appeal to group benefits - Gift-giving |
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What are the differences between high and low self-monitors? |
High Self-Monitors: - More sensitive to social cues - More responsive to image-oriented ads Low Self-Monitors: - More independent - More responsive to product features/functions |
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What are the differences between verbal agressiveness and argumentativeness? |
Verbal Aggressiveness is: - A destructive trait - Relies on name calling, insults, and put-downs - The goal is to damage another's self-concept Argumentativeness is: - A constructive trait - Involves a willingness to argue by focusing on issues, not personalities |
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What is an intrinsic motivation? |
- Internal desire or drive |
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What is an extrinsic motivation? |
- An external incentive - May be positive or negative - May be activating or energizing |
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Types of motivational appeals (There are bajillions) |
- Fear - Guilt - Sympathy - Loyalty - Maliciousness - Pride - Patriotism - Hope - Love - Sex |
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What is the attachment theory? |
- People developing an emotional attachment to a specific brand - The brand becomes an extension of the self - Example: Hybrid cars and people who care about the environment |
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What are effective motivational appeals? |
- Pity Ploys (Feed the children) - Fear (War posters from WW2) - Guilt Trips (Making you feel like a bad parent for not buying X product) - Humor - Sex (but does it really sell?) - Warmth (Like a good neighbor...) |
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What is "Post Hoc" reasoning? |
- Used in sex appeal - "If you use product X, you will be more sexy" - "If you use product X, other sexy people will be attracted to you" |
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Give an example of need vs. want |
Thirst is a need Juice is a want |
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What are the 5 levels of customer needs? |
1) Self-Actualization 2) Esteem 3) Social 4) Safety 5) Physiological |
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What are the differences between Denotative and Connotative meaning? |
Denotative: - Strict dictionary definition Connotative: - Emotional Associations surrounding the word Example: Chick, pig, dog, cougar |
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What are the pro's and con's of powerful language |
Pro's: - Conveys confidence and credibility Con's: - Requires good arguments and evidence - Females need to moderate their assertiveness for male audiences |
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What are the downfalls to powerless language? |
- It signifies low status - It signifies low credibility |
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What are the 6 types of powerless language? |
1) Disclaimers (You'll probably say no...) 2) Hedges (Kind of, sort of, I guess) 3) Hesitations (Uhm, like, you know) 4) Intensifiers (Very, really) 5) Polite forms (If it's okay, I'd appreciate it) 6) Tag Questions (Don't you think?) |
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List 6 reasons why we use nonverbal communication |
1) Shape impressions of ourselves (Dressing professionally) 2) Establish intimacy and rapport (Through eye contact, smiling,etc.) 3) Facilitate or inhibit attention ("nonverbal distractions") 4) Model behaviour (Putting on a seatbelt) 5) Signal expectations (Eye contact to signal turn taking during conversaion) 6) Violate other's expectations (Standing too close or too far away) |
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What are immediacy behaviours? |
- Warm, friendly, and involving - It is easier to comply with those we like - We tend to trust warm, friendly people |
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6 Types of nonverbal codes |
1) Kinesics (movement) 2) Haptics (touch) 3) Proxemics (closeness) 4) Chronemics (time) 5) Artifacts (What you wear) 6) Physical appearance (Please shower) |
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What does eye contact convey? |
- Interest - Attention - Warm - Immediacy - Attraction - Liking |
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Why is gaze avoidance a bad thing? |
- Strangers are less likely to comply - Perceived as rudeness - Perceived as ostracism |
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What does smiling convey? |
- Warmth - Attraction - Liking - Sincerity |
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What are the negative effects of too much smiling? |
- May be perceived as phony - May be perceived as shallow |
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What is mirroring and what does it convey? |
- Matching or mimicking another's behaviour - Conveys: Similarity, empathy - It can be counterproductive: Scowling, closed posture |
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List some "adaptors" |
- Lip biting - Nail biting - Hand wringing - Hair twirling |
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Why are "adaptors" bad? |
- Self-touching behaviours inhibit persuasion - Adaptors signify nervousness, anxiety, boredom, stress |
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Explain "Haptics" |
- Touch - Facilitates compliance gaining - Can convey positive or negative effects - Can foster a favourable impression - Can provide reassurance, empathy - Must be perceived as appropriate to be effective |
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What is paralanguage? |
It's how you say it - Fluency (gaps, pauses) - Speed - Pitch/tone |
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Give some examples of the effect of chronemics |
- "Must act now" - "Only a few left" - "Buy now, pay later" |
