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127 Cards in this Set
- Front
- Back
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Explicit conclusion |
"It's better to spell things out for the audience." (May be perceived as forthright, less risk the listener will reach the wrong conclusion.) |
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Implicit Conclusions |
"It's better to let the audience figure things out themselves." (May seem less patronizing, less risk of psychological reactance) |
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When to use Explicit Conclusions (4): |
1. Listeners aren't knowledgeable about the issue 2. Message is complex 3. Message can be misinterpreted 4. Listeners have low involvement |
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When to use Implicit Conclusions (2): |
1. With highly involved audience 2. With hostile audience |
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Gain Framed messages |
Focus on the positive (Good for disease prevention ex. Sunscreen) |
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Loss framed messages |
Focus on the negative (Good for real risky situations ex early disease detection) |
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Whether to use loss or gain Framed messages depends on: |
The individual (mood, personality, etc.) |
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High sensation seekers are more persuaded by... |
Loss framed messages |
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Low sensation seekers are more persuaded by... |
By gain framed messages |
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People in a positive mood are more persuaded by... |
Loss framed messages |
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When receivers have low involvement, which is more important, quality or quantity vof the argument? |
Quantity |
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When receivers have high involvement, which is more important, quality or quantity vof the argument? |
Quality |
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For low involved receivers, evidence works as a ______ cue. |
Peripheral (Quantity matters, use narratives, testimonials, etc.) |
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Evidence is most effective when receivers have ____ involvement. |
High (Quality matters, use quantitative evidence.) |
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Information Processing Theory |
A person must first attend to and comprehend the persuasive message. Repetition can increase attention, learning, and retention. |
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More exposure theory |
Familiar objects are more liked than less familiar ones Repetition makes unfamiliar objects familiar. |
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_____ rate of repetition is best |
Moderate. Too much can cause negative reactions. |
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Out of 5 times __ is best for recall and persuasion. |
3 |
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People may be more tolerant of _____ messages but less of ____. |
Complex and abstract, humorous |
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The wear out threshold can be extended... |
1. Increasing vital stimulation 2. Increasing interest and involvement 3. Creating a series that repeats the same slogan but in different ways
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Climax order |
Saving the best for the end |
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Anticlimax order |
Strong arguments come first |
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Pyramidal order |
A sandwich with strong arguments in the middle |
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Putting your arguments _____ is the best strategy |
First or last |
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When there are opposing sides is it better to speak first or last? |
Recency effect (speak last) In a political debate speaking first is best. In a campaign ad shown weeks apart speaking last is best. |
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Primacy effect |
It is better to speak first I'd the speeches are back to back. |
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Recency effect |
It is better to speak last if the speeches are separated in time. |
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Inoculation theory |
"A small dose of the opposing position increases resistance to subsequent persuasion" Explains how attitudes and beliefs change and how to keep existing attitudes and beliefs consistent when others try to change them. |
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Inoculation is less effective on... |
Controversial topics |
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One sided messages |
Only presents arguments in favor of a particular position |
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Two sided messages |
A message that presents the arguments both in favor and opposition |
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Hierarchy of effectiveness with one and two sided messages: |
1. Two-sided refutational messages 2. One-sided messages 3. Two-sided non refutational messages |
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Two sided refutational messages are almost always more persuasive except when receivers: |
1. Already agree 2. Are easily confused 3. Are unintelligent 4. Will not be exposed to the opposing side later on |
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Compliance |
Occurs when an individual behaves in a particular way because someone else is encouraging them |
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Sequential compliance |
Tactics that require more than one step to be effective |
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Stages of sequential request |
1. Initial request (increases likelihood of target accepting the request) 2. Target request (request on which the influencer actually hopes to gain compliance.) |
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Impression management |
People want to maintain a positive image and impress the person by returning the favor |
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Internalized social norm |
Repaying favors is the right thing to do. It makes us feel good about ourselves. |
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Pre-giving only works if... |
The earlier behavior is perceived as a genuine act, not as a bribe |
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Door in the face |
The persuader makes a very large request the person is likely to turn down, then makes a smaller (actual) request |
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Door in the face works because... |
1. Perceptual contrast effect - second request seems more reasonable 2. Reciprocity - desire to return favor, perception of bargaining 3. Self-presentation - wanting to look better after rejecting them 4. Guilt |
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Ways to make door in the face work: (3) |
1. Size of initial request must be large enough to reject but not huge 2. Both requests must be made by the same person 3. Type of compliance |
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"That's not all" tactic |
Sweetens the deal, can be combined with scarcity principle Based on reciprocity and contrasting |
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Lowballing |
Making an offer that's too good to be true that has hidden strings attached and they cant back out |
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Bait and switch |
Too good to be true offer made, when the consumer trys to buy it, it's no longer available |
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_____ tactic changes the existing deal. ____ tactic involves a completely different deal. |
Low ball, bait and switch |
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____ lures the target in before they're committed, ____ operates after the target is committed. |
Bait and switch, low ball |
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Foot in the door technique |
Ask for something small then built up to a bigger request |
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Things that impact Foot in the door positively: |
1. Self-perception theory - if you think of yourself as someone who likes to help the request will enhance your attitude 2. Involvement |
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Foot in the door is made less successful by... |
Reciprocity or incentive |
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Foot in the door works best when... |
1. Size of initial request is largest that will be accepted 2. Prosocial nature - less effective for self serving reasons (Request does not have to be made by the same person) |
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Foot in the mouth |
Acknowledging that one is in a good mood redisposes a person to be more agreeable. "Ex. How are u today? |
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Defense against Commitment and Consistency tactics: |
Consistency is good unless you're too rigid. Would u make the same decision if u went back in time? |
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Defense against reciprocity tactics: |
Look at the act as a trick rather than generosity. Reciprocate with a favor from your own end and resist. |
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Persuasion vs. Compliance gaining |
Persuasion is an umbrella term. Compliance gaining falls under persuasion. Persuasion is one to many, compliance gaining is interpersonal/ face to face. . Persuasion has sender and recover, compliance only has senders.Persuasion changes attitudes, beliefs and behaviors while compliance just changes behavior. senders.Persuasion changes attitudes, beliefs and behaviors while compliance just changes behavior. Persuasion changes attitudes, beliefs and behaviors while compliance just changes behavior. |
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Types of compliance gaining strategies (Marwell and Schmitt) |
1. Reward 2. Punishment 3. Expertise 4. Activation of Impersonal Commitments (you will feel bad about yourself if you don't help) 5. Activation of Personal Commitments (you owe me) |
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Types of Power |
1. Reward power (ex. Promotion) 2. Coercive (ex. I'll fire u) 3. Expert (ex. Doctor) 4. Legitimate (ex. Your CEO) 5. Referent power (ex. Mentor) |
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Compliance gaining study results (long term and short term consequences v. Intimacy |
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Threat tactics are more likely in _____ contexts |
Short term, non interpersonal |
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Expressive design logic |
People who respond reflexively, impulsively |
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Conventional design logic |
People who follow norms, social customs |
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Rhetorical design logic |
People who rely on shared goals and reasoning |
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Most effective type of design logic is: |
Rhetorical |
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Goals - plans - actions |
- Primary goal (impact of initiation of the social action) - Secondary goals (set the boundaries and limitations) - Plans - positive rational approach - Actions - (ex. Provide evidence of your qualifications to get a raise) |
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Deception |
Intentional message distortion to alter beliefs and attitudes |
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Reasons for deception |
Behaviorism - to gain rewards and avoid punishment Motivation: - Benign - in the interests of the deceived person - Exploitive Fabrications - in the interest of the deceiver |
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Are men or women better at lying? |
Men (because they're better at controlling their facial expressions) |
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Signs of deception/lying |
Blinking more often Increased adaptors (fidgeting) Messages are more brief with less detail Pupil dilation Irrelevant info More negative statements and complaints Less involvement in communication |
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Four factor model |
Four processes that go into telling a lie 1. Arousal: increased anxiousness 2. Attempted control (can cause cue leakage): try to control signs of arousal 3. Emotion: triggers negative feelings or duping delight 4. Thinking: lying requires extra mental effort |
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Cue leakage |
Controlling facial cues leads to cue leakage ex. Via hands, feet |
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Duping delight |
Feeling happiness for deceiving someone |
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Interpersonal deception theory |
Explains how individuals handle deception at the conscious or subconscious level while engaged face to face. |
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Interpersonal deception theory strategic behaviors: |
(intentional behaviors) - few, vague details - withdrawal from conversation - dissociation (fewer "I" and "me" statements)- image and relationship protecting behavior (nodding, smiling) - image and relationship protecting behavior (nodding, smiling)
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Interpersonal deception theory nonstrategic behaviors: |
(unintentional leakage) - arousal and nervousness - negative affect - speech errors |
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Criticism of deception theories: |
1. Deception is very complex 2. Telling the truth may be harder than telling a lie 3. Depends on how important the lie is (ex. Denying a crime vs. that you like a certain food) |
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Machiavellianism |
Makes someone a natural born liar. - not interested in interpersonal relationships - manipulates others - little sense of social morality |
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High self monitors are better or worse at deception? |
Better |
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People who are expressive, socially tactful. Good communicators and friends are better or worse liars? |
Better |
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How to detect deception: |
- don't concentrate on the face, focus on vocal factors - focus on message content - focus on extremities - look for dissociation/ withdrawal - get the person to say an impromptu lie |
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3rd party effect |
Observers are better at spotting lies than participants. |
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People with a truth bias are... |
More trusting. Assume people are honest. (Common among friends) |
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People with a lie bias are... |
More suspicious. They tend to mistrust others. (Common in law enforcement personel) |
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Neurolinguistic processing |
Liars supposedly look up to the right when they're telling a lie - THIS IS NOT ACCURATE |
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Trained lie detecting experts are _____ % accurate |
60-70% |
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Polygraph |
Measures the stress of telling a lie (ex. Sweating, blood pressure.) Is unreliable because stress may come from just being interrogated and doesn't work on sociopaths. |
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Brain fingerprinting |
Exposure to images or emotionally colored words on a screen while an electrode headband records electric MERMERs emitted by the brain before the body reacts. |
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fMRI |
Shows regions of the brain responsible for lying |
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Motivational appeal |
Persuasion through altering people's moods, feelings or emotions |
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Intrinsic motivation |
A drive that comes from within |
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Extrinsic motivation |
A drive that comes from an outside factor |
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Logos |
Logic and reasoning |
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Pathos |
Emotion |
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When people agree with the conclusion they tend to think the persuasive message is (rational/emotional)? |
Rational |
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When people do not agree with the conclusion they tend to think the persuasive message is (rational/emotional)? |
Emotional |
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Fear level and persuasion have a ______ relationship. |
Positive, linear |
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Extended Parallel Process Model |
1. Perceived threat 2. Fear control (the receiver focuses on the fear and becomes anxious/ panicky) 3. Danger control (receiver concentrates on ways to reduce the danger) 4. Perceived efficacy (belief that they can do it.) |
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Response efficacy |
"it will work" |
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Self efficacy |
"I can do it" |
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Fear appeals are effective when... |
1. Fear level is relatively high 2. Includes an efficacy message 3. Stresses severity and susceptibility 4. Recommends on time only behaviors 5. Targets a mostly female audience |
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Participants are less likely to make a donation out of pity if the posters include... |
Positive portrayals |
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Negative (helpless victims) portrayals increase... |
Willingness to donate money |
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Positive portrayals (heroic survivors) may increase... |
Willingness to donate time |
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Does the requester of a guilt appeal have to be the source? |
No |
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Too much guilt may lead to... |
Avoidance |
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How to make guilt work: |
1. Emphasize positive feelings that come from helping 2. Beneficiaries must not appear to have a condition that they brought on themselves |
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Humor functions as a ____ cue. |
Peripheral |
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Humor increases... |
Trustworthiness and goodwill |
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When to use self-desparaging humor: |
When you have moderate or high credibility |
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Humor can reduce... |
Expertise or competence |
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Sex sells for what kind of products? |
Products people buy for sexual purposes |
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Warmth appeals |
Creating warm and fuzzy feelings. (operate through association.) |
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Contrast effect |
Using warm ads with other kinds is more effective |
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Motivational appeals can be combined. A pro and cons is: |
Their positive effects can add up. But they may cancel each other out |
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Persuasion is focused on... |
The means |
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Persuasion researchers are responsible for... |
The knowledge they uncover and pass along. |
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Ends vs. Means |
Are the means justified by the outcome? |
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Consequentialism |
Weigh the pros and cons |
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Deontological systems- duty ethics |
You have a moral obligation despite the outcome |
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Amoralism |
Do it if you can get away with it. Decisions are based on your self interest |
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Situational ethics (relativism) |
There are no moral absolutes or ethical Maxim's. It depends on the situation. |
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Universalism |
There are universal laws for everyone which must be honored. |
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Egalitarianism (the Golden Rule) |
Treat others as you would like them to treat you |
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The Platinum Rule |
Treat others as they treat themselves |
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Free market ethics |
Let the buyer beware, no restraint on persuasive messages they have to evaluate for themselves |
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Utilitarianism |
The greatest good for the greatest amount of people |
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Virtue ethics |
What kind of person do I want to be? |
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Principles of ethical persuasion: (3) |
1. Respect 2. Equality and reciprocity 3. Tolerance |
