Persuasion Midterm 1

Front 1

Benefits of Studying Persuasion (Functions: knowledge, defensive, etc.);

Back 1

1. instrumental
2. awareness and knowledge
3. the defensive function
4. the debunking function

Front 2

1. instrumental

Back 2

1. goal directed, effectiveness/appropriateness
ex. convincing spouse to have a balanced diet
2. just because you're engaging in persuasion does not an you've been doing it as well as you can

Front 3

2. awareness and knowledge

Back 3

1. make you more aware of persuasion being used on loved ones
2. allows us to adapt
3. overcoming HABITUAL PERSUASION: individuals are often unaware of their own habitual, reflexive patterns of persuasion.
4. we get comfortable with the same patterns and behaviors and we're not aware of it
5. not all strategies are going to to work in all situations

Front 4

3. the defensive function

Back 4

1. defending yourself. becoming a more discerning consumer. panhandlers, con-artists, scammers.
2. one is less likely to succumb to telemarketers, infomercials, mail order scams and high pressure scale tactics.
3. funeral home directors

Front 5

4. the debunking function

Back 5

1. dispelling fallacies, myths, urban legends
2. false stereotypes, outmoded ways of thinking
3. pop culture versus empirical research
4. persuasion research has yielded a host of non-obvious counter intuitive findings (logical-emotional dichotomy) (perception vs. reality)
5. conspiracy theories (ex. kennedy assasination)

Front 6

Criticisms of persuasion (ex. means of persuasion) (??)

Back 6

raising donations, recruiting, campaigning, convince, manipulate, influence, propaganda, coercion, to sell

Front 7

“Not so obvious” contexts for persuasion.

Back 7

1. science: use persuasion to convince others that their theories are valid
a. social learning versus communibiology
2. persuasion in the ARTS: movies that have made a difference and a statement. movies show social problems, raise our awareness, actors speak out on certain causes.

Front 8

persuasion

Back 8

Persuasion involves one or more persons who are engaged in the activity of creating, reinforcing, modifying, or extinguishing beliefs, attitudes, intentions, motivations, and/or behaviors within the constraints of a given communication context.

Front 9

Persuasion vs. Coercion and/or Propaganda;

Back 9

1. Persuasion is an attempt to influence another while allowing the other free choice and multiple options.
2. Coercion—force (psychological and physical), blackmail, etc.

Front 10

Pure vs. Borderline Cases of Persuasion;

Back 10

1. pure: clear cut cases which most people would agree
a. closing remarks by an attorney to jury
b. sales pitch commercials
c. obvious attempts directed at your attitudes or beliefs
2. borderline: gossip

Front 11

Limiting Criteria for Defining Persuasion (Intentionality, Effects, Free Will, etc.) and the drawbacks to each;

Back 11

1. intentionality: (source driven/determined)
the degree to which persuasion is conscious, deliberate, purposeful.
problem: accidental persuasion (parents and kids, unintended things kids pick up on)
2. effects: (reciever orientation)
effects look at persuasion as a PRODUCT or outcome rather than a process.
a. problem: there are other things at play like the seller, their personality
b. "effects" are very linear (one sided). there are other things at play.. both parties are engaged
3. FREE WILL and CONSCIOUS AWARENESS: persuasion predisposes but does not impose. you can always change the channel. persuasion versus coercion, hard to differentiate between the two.

Front 12

What is and isn’t persuasion;

Back 12

education versus force. we think force is the worst.

Front 13

Systematic vs. Heuristic processing;

Back 13

systematic processing route that represents a comprehensive treatment of judgment related information. central processing.

heuristic: fast, low effort process that relies on the activation of judgmental rules. helps us reduce the time it takes to make decisions.

biggest difference from ELM is that the processes occur independently and possibly simultaneously.

Front 14

Cues vs. Arguments.

Back 14

cues are peripheral
arguments are central. require lots of thinking.

Front 15

what constitutes persuasion?

Back 15

no clear consensus. definitions will emphasize different aspects of persuasion. advising, suggesting, compliance gaining, manipulation.

Front 16

Elaboration Likelihood Model (ELM) Related Factors and Elements in each theory;

Back 16

central and peripheral paths to persuasion or attitude change. there are so many messages, some people must compromise by paying attention to some things more than others.

central: really thinks things through, stable, logos
peripheral: driven more by "who" than "what." less effort. passion.

youtube: milgram pain, electrocution studies.

Front 17

whether a person chooses central or peripheral depends on two things

Back 17

ability and motivation

ability: attentive, receptive, some people have a character trait, need for cognition.

motivation: people are more motivated to think about things with more personal involvement/ relevance.

Front 18

persuasion (three elements)

Back 18

1. who (source) credibility, physical attractiveness, likeability
2. what (message) argument quality, argument type
3. whom (audience) IQ, background, experience, qualification

Front 19

who (source) credibility.

Back 19

“Medical Researchers Find Cure for Cancer!”
– Newsweek or National Enquirer ?
• What make communicators effective?
– Credibility (McCroskey, 1966; Teven & McCroskey, 1997; McCroskey & Teven, 1999)
• Competence or expertise
• Trustworthiness
• Goodwill
– Perceived credibility of the source increases persuasion.
– Physical Attractiveness (Chaiken, 1979) – Likeability

Front 20

Definition of Attitude

Back 20

1. “a predisposition to respond favorably or unfavorably toward some attitude object” (Fishbein & Ajzen, 1975)

2.learned, not innate. Arise from experiences. n precursors of behavior (precede,often predict
behavior)

3. evaluative dimension
a. direction of attitude (plus or minus)
b. degree or intensity of attitude

4. directed toward an“attitude object”

Front 21

The ABC's of attitude

Back 21

1. Affective (feelings) i feel good when i drive a bmw

2. Behavioral (action toward object) im going to buy a bmw

3. Cognitive (beliefs) i think bmws are quality cars (Weighing pros and cons)

Front 22

Attitudes are

Back 22

1. habits (acquisition)
a. information/feelings acquired through association
b. reinforcement/punishment
c. learning

Front 23

Attitude Measurement Techniques (Standardized self-report scales, Types, etc.);

Back 23

1. paper pencil measurement of attitude
2. likert scales: strongly agree to strongly disagree
3. semantic differential scales: based on connotative meanings words have for people
4. visually oriented self report scales: the facial expressions represent different degrees of favorability or non-favorability.

Front 24

Negative Attitudes Towards Attitude Scales (acquiescence bias, social desirability, etc.);

Back 24

1. social desirability bias: when people know their words are on display they may adjust them to be socially acceptable.

2. non-attitude: so that people don't look dumb, sometimes they make up an attitude on the spot even though they are not informed.

3. acquiescense bias: sometimes the interviewee feels inclined to to agree with any statement the researchers make

4. mindfulness: often people harbor racist attitudes without even realizing it.

Front 25

Physiological Measures of Attitudes;

Back 25

pupil dilation which can signify arousal. they are not that reliable. some of them are BI DIRECTIONAL: they can signal positive or negative reactions.

Front 26

The Theory of Reasoned Action (main concepts);

Back 26

- intentions are the best guide of behavior which are based off of
a. attitude toward the behavior (favorable attitude toward the helmet, more intention.
b. beliefs about the outcome: friends will make fun of him if he wears the helmet = negative outcome.

ALSO
c. subjective norm: a persons perception about what important others think about the behavior in question.
based on
i. normative beliefs (wearing a helmet is good according to mom and dad)
ii. motivation to comply (am i a comformist or not?)

Front 27

The Persistence of Attitudes (motivation, ability, and involvement);

Back 27

Attitudes are constantly changing but if you can get them involved and thinking in a CENTRAL processing route.. versus peripheral, then they may feel more MOTIVATION if it relates to them. and by adapting the message to THEIR ABILITY can also help you persuade them.

Front 28

Psychological Consistency (main concepts);

Back 28

people like to appear consistent.
1. inner peace of consistency : when our beliefs, attitudes and values agree, life is ducky. smokers who smoke and know that cancer may come with it causes disharmony within.
2. the degree of discomfort with the attitude depends on the centrality of attitude.
3. she likes animals but she also likes the leather jacket, causing some psychological discomfort to what she values. it all depends on whats more important to her and in her culture.

Front 29

Cognitive Dissonance Theory (main concepts; what is dissonance?; selective exposure, etc.).

Back 29

decisions people make and behaviors people engage in and how they rationalize that behavior.
- people try to always decrease the dissonance (negative feelings)
1. cognitive dissonance and buyer's remorse
a. a better model comes out next week
b. selective exposure: seeking out constant information and avoiding dissonant information (he reads articles on the same brand he buys and avoids other brands)
c. the amount of dissonance one feels or : magnitude of dissonance
2. polarization of alternatives
a. once a girl makes a choice between the iphone and the blackberry, she has a tendency to see the iphone as much better after shes made the decision.
3. occurs when a person sees him or herself as not a racist but then laughs at racist jokes.

Front 30

for paradigms that affect the magnitude of dissonance

Back 30

1. free choice paradigm: more free choice one has in making a decision, the more they will suffer
2. belief disconfirmation: a person will engage in selective exposure if someone is contradicting their beliefs.
3. induced compliance: when a person is forced to do something then they feel less dissonance because they were "forced."
4. effort justification paradigm: the greater the effort, the greater the dissonance.

Front 31

Celebrity Selling Power (catch a falling star and its impact on organizations/sponsors);

Back 31

1. one in five commercials features a celebrity.
2. evidence suggests that many people would actually try a new product based on a celebrity.
3. match up hypothesis: celebrities must be a good fit for the brand.
4. meaning transfer perspective: an endosers public persona is projected onto a brand and the brands image is then placed in the consumers self concept.
5. catch a falling star: sometimes celebrities do something (smoke a bong) that changes their public image and this can be problematic for the brand.

Front 32

What is Credibility? (Multidimensional, Receiver-Based construct, primary dimensions, etc. etc.).

Back 32

1. credibility: judgments made by a perceiver concerning the believability of a communicator.
- in face to face convo. two sources credibility is at stake
2. receiver-based construct: credibility exists in the eye of the beholder
3. credibility is a multidimensional construct: not a single quality but a combination of factors a source is perceived to possess.
4. situational/contextual: subject to change from one audience to another
5. dynamic: credibility can change over time.

Front 33

The Sleeper Effect;

Back 33

under the right circumstances, the delayed impact of a message from a low credibility source may increase in persuasiveness as time passes, compared to a message from a high credibility source.
- discounting cue: consists of a disclaimer containing negative information about the source, the message or both.
- disassociation may occur in which the message is separated from the source in the minds of the receiver.

Front 34

Interpersonal Credibility, Impression Management, and Facework.

Back 34

1. impression management : how people go about trying to project a positive self image
2. facework: "face" is a persons standing in the eyes of others. facework could be used to "restore" ones face. facework is goal oriented communication.

Front 35

Credibility and its relationship with the ELM;

Back 35

1. credibility is a peripheral cue to persuasion.
2. credibility exerts more influence on receivers who are not highly involved in the issue.

Front 36

halo effect

Back 36

famous people have their credibility which they can carry to new, unrelated fields

Front 37

Demographic Variables and Persuasion (Age, Gender, Ethnicity--collectivism vs. individualism, etc.);

Back 37

1. age and persuasion; kids and elderly more vulnerable
2. gender (both are influential but have different strategies)
- women have a double bind: want to perform better then men but when its too much they run the risk of being perceived too negatively.
3. ethnicity: individual (individualistic) vs. collectivism (harmony) .

Front 38

Reinforcement Expectancy Theory (and it’s application to doctors and patients);

Back 38

1. doctors have to say the right thing to the patient for the patient to believe them.
2. female doctors have to communicate strategically in a way that doesn't violate a patients expectations.
3. female doctors can only increase compliance with positive strategies.. no negative ones (fragile male ego? fragile ego? and women "aren't good enough?")

Front 39

Self- Esteem and Persuasion; Self-Monitoring and Persuasion;

Back 39

1. people with moderately high, not high or low, self esteem are more likely to be persuaded.
2. low self monitor: less sensitive to others to social cues. (more interested in product quality)
- high self monitor, very sensitive to social cues (more interested in if it will increase their image)

Front 40

Cognitive Complexity and Persuasion;

Back 40

1. constructs: fat/thin. compared to eye glasses
2. cognitively complex: people who use a large number of abstracts (character, look, etc). more willing to tolerate messages that are different from their ideas.
3. cognitively simple: vice versa (just religion).
4. need for cognition: high in cognition people enjoy more effort ful thinking than those low in need.
5. if you're low in a need for cognition, you may let a speakers attractiveness impact you.

Front 41

Social Judgment/Ego-Involvement Theory and related/key terms (e.g., latitude of acceptance, etc.)

Back 41

1. self esteem
2. self monitoring
3. anxiety
4. ego involvement
a. latitudes of acceptance
b. latitudes of rejection -- depends on your personal involvement
------
1. social judgment theory: we have a continuum of positions
- anchor: most preferred position
- latitude of non commitment: contains positions about which a person feels neutral or ambivalent.
- people like to choose things closest to their anchor position.
- contrast effect: when a position is percieved more far from an anchor than it really is.
- assimilation effect: when a message is perceived to be closer to the anchor than it really is.

Front 42

47. The text (chapter 5) discusses the process of analyzing and adapting to audiences. List and discuss the process. What audience characteristics should you be aware of before preparing to deliver a persuasive message? Why are these characteristics important to be aware of?

Back 42

if you want to be influential, know who you are talking to and adapt accordingly. audience analysis SMTD

show maurie the day

1. pay attention to the SITUATION: noisy, hot, in a church? step into their shoes
2. Keep your audiences mind in MIND: scales to understand attitudes, study culture, Maslows heirarchy of needs
3. the importance of audience states and TRaits: anxious people, people that want to fit in, ego involved people have narrow lattitudes of acceptance and dogmatics/authoritarians respond better to people in powerful positions.
4. Don't forget about DEMOGRAPHICS: adapt to people of different ages, genders, cultures. senior citizens and planned pregnancy.. uhhhh.