Persuasion

Front 1

central/systematic route

Back 1

evaluating the merits of the object. the central features. high motivation needed to do this

Front 2

peripheral/heuristic route

Back 2

used when you're relying on the peripheral features of the object. other cues that are persuasive but not central merits

Front 3

ability to focus

petty et al

Back 3

cannot always focus

students are more persuaded by strong message than week when not distracted. but when distracted, messages equally persuasive

Front 4

motivation to focus

Back 4

1.strong/week message -central
2.expert/non expert-peripheral
3.take effect now/5 years-central

Front 5

attractiveness

Back 5

more attractive people are more convincing

Front 6

similarity

Back 6

we are more persuaded by those who are like us, or little better (highschool to middleschooler)

Front 7

credibility

Back 7

need someone who seems trustworthy. (often peripheral cue)

Front 8

sleeper effect

Back 8

when you read something, take source into account at first, but then over time, source fades and info later becomes more persuasive

Front 9

hovland & weiss

Back 9

with no delay- credible source more convincing than non-credible

with delay-credible and non credible report same belief in argument

Front 10

lenth

Back 10

long messages generally better

but short and good is better than long and fluffy (in central processing)

Front 11

order

Back 11

recency or primacycan be best.
spread between messages and then lenigh of decision makes difference.

a-b-week: a wins
a-week-b: b wins

Front 12

discrepancy

Back 12

how much does the message disagree with your view? messages that really go against plls beliefs have no impack

Front 13

positive emotion

Back 13

try and put you in good mood bc less critical judge and more easily persuaded

Front 14

subliminal

Back 14

subliminal perception has very short term effects but does work.


liquor stores: music affects type of wine you buy

Front 15

audience

Back 15

who are you persuading?

high/low SM pll influences how much they are persuaded by advertising

Front 16

strategies of persuasion

Back 16

dependant on interpersonal dynamics/relations

Front 17

foot in the door

Back 17

2 step technique: get someone to do something small and then ask for something big.

Front 18

Freedman & Fraser (foot in the door)

Back 18

put small sticker on door...then asked to put large sign on front yard. people put sticker will put sign up more than no sticker pll

Front 19

door in the face

Back 19

contrast effect:
ask for something huge and pll reject...then ask for something small and they say yes bc just said no

Front 20

cialdini (door in the face)

Back 20

asked students to chaperone juvenile delinquents at zoo...then ask to mentor everyday/2 weeks. will take them to the zoo

Front 21

low-balling

Back 21

agree to something and then people tell you all the details...cant back out at that point

Front 22

caldini (low balling)

Back 22

ppl asked to be in psych study...yes...7am in morning

already committed!

Front 23

"thats not all"

Back 23

try to convince someone to buy something/do something but keep adding things to deal..think its a bargain

fail to realize they dont need it

Front 24

giving no outs for donation

Back 24

ppl dont donate bc dont have time/money. campaigns emphasize fact that dont need time or money...ppl have to give penny...give more and more participate

Front 25

scarcity(of numbers or time)

Back 25

make ppl feel that time is running out they rush to irrational decisions (HSN)

Front 26

pennebaker et al (scarcity)

Back 26

bar example:
9 people think same sex
1030 about equal
12 opposite looking better

Front 27

forewarning

Back 27

if you initially tell someone that someone is going to pursuade them then they can prepare

Front 28

inoculation

Back 28

give person small amount of persuasion effort so they can prepare to fight the view & when persaded with bigger...prepared to fight back

Front 29

reactance

Back 29

ppl resist being told what to do & then when someone tries to persuade them they become even strong in own views

kids with no candy rule growing up go crazy for candy later

Front 30

albarracin et al (reactance)

Back 30

ppl given abtinence vs. moderation message with drinking

ppl drink more when abstinence only message