Persuasion Unit 3

Front 1

Dissonance is...

Back 1

a negative, unpleasant state that occurs whenever a person holds two cognitions that are psychologically inconsistent

Ex: I want to be good at my job, but I don't like math

Front 2

Dissonance occurs when individuals:

Back 2

Makes a decision that rules out a desirable alternative
expends effort to perform what turns out to be a less than ideal activity
Freely performs a behavior that is inconsistent with an attitude
holds two clearly incongruent thoughts

Front 3

People are motivated to _____ dissonance

Back 3

reduce

Front 4

Facets of Dissonance

Back 4

reduction, initiation, intensification, motivation (RIIM)

Front 5

Inconsistency theory

Back 5

b/t our behaviors and b/t our behaviors and actions

Front 6

self concept theory

Back 6

what you see/do violates how you envision yourself

Front 7

self affirmation theory

Back 7

I believe all this stuff, but I violate it

Front 8

relevant and dissonant is the best for arousing dissonance

Back 8

dissonance

Front 9

Irrelevant thoughts

Back 9

I want to follow the law, I'm about to graduate

Front 10

relevant thoughts

Back 10

things that naturally go together-I'm on a diet, eat ice cream

Front 11

Consonant thoughts

Back 11

I drive less than 25 mph and dont want to speed

Front 12

Factors that neutralize arousal

Back 12

1) perceived lack of free choice (I had to eat ice cream; my friends mom bought it for me)
2) possibility of denying the act (ex: no one will know if I eat the ice cream)
3) possibility of justifying the act (I ate ice cream, gained no weight, but it does't hurt anyone else)

Front 13

Maximizing dissonance

Back 13

follows initiation and intensification

Front 14

Maximizing dissonance (cont)

Back 14

1) dissonant thoughts outweigh consonant thoughts
2) relations are important
3) people put forth more effort
4) people perceive a free choice

Front 15

Once dissonance is initiated and intensifies it motivates a change in

Back 15

attitude

Front 16

implications:

Back 16

instead of changing attitude to alter behavior, change behavior to alter attitude

heighten dissonance to obtain maximum attitude change


*dissonance motivates attitude change

Front 17

Reducing DIssonance

Back 17

1) maximizing the importance of dissonant beliefs

(well the diet isn't that important..Im where I want to be)
2) ignore the dissonant beliefs (idc)
3) add more consonant beliefs that outweigh the dissonant cognitions (I want to obey the law..I do speed limit)
4) change your attitude (ice cream isnt bad)

Front 18

Dissonance and Persuasion

Back 18

1) encourage people to publicly advocate a position in which they disagree (build guilt)

2) confront people with their own hypocrisy

-once decision is made, cognitions conflict

Front 19

selective exposure

Back 19

-people tend to gravitate toward information that is consistent with their existing beliefs

ex-liberals and cnn

Front 20

ways to counteract selective exposure

Back 20

highlight the perceived usefulness of the info
-use the perceived norm of fairness
highlight value of the info

Front 21

according to CDT, people strive to be

Back 21

consistent

Front 22

we ____ to messages consistent with our beliefs
we___ messages that go against beliefs

Back 22

attend
avoid

Front 23

dissonance and decision making

Back 23

conflict increases if:

high # of objects
importance of the decision (stress increases)
immutability of the decision (doesnt change)
durabililty of the decision (stress increases)

Front 24

buyers remorse

Back 24

post decision regret (spring like effect)

Front 25

Interpersonal Persuasion (6 principles of influence)

Back 25

reciprocity
scarcity
authority
consistency
social validation
social liking

Front 26

reciprocity

Back 26

be first to give

Front 27

scarcity

Back 27

people want more, not benefits but unique

Front 28

consistency

Back 28

activated by looking and asking for small commitments that could be made (voluntary, active, public commitments)

Front 29

social validation

Back 29

asch line test
-we like to act like other people

Front 30

social liking

Back 30

people who are similar to us, compliment us, people share mutual goals

Front 31

Sequential Influence Techniques

Back 31

foot in the door
door in the face
low balling
thats not all
fear then relief

Front 32

Foot in the door

Back 32

start small, end big

ex: taking a car on a test drive

Front 33

Why the foot in the door works?

Back 33

*self-perception theory: we have a perception of being consistent with who we are

A) consistent needs
B) social norms

Front 34

when foot in the door works

Back 34

1) when requests require a prosocial issue
2) when the 2nd request is a continuation of the 1st


**There is a slight delay between the first and second request

Front 35

Door in the face

Back 35

all about comparison

Front 36

door in the face

Back 36

-start extreme, then go to a more reasonable request

ex: I need you to help me move out of my apartment ALL DAY vs. could you help me move out for an hour of your day

Front 37

why door in the face works?

Back 37

guilt
reciprocal concession
framing/perception
self presentation concerns (politeness)

Front 38

When door in the face works

Back 38

more prosocial
same person must make request
short delay (becomes ineffective after 3 days)

Front 39

low balling

Back 39

goal is the "initial" request rather than the 2nd
consistency


ex: car buying and extra perks

Front 40

thats not all technique

Back 40

think oxy clean..works because of reciprocity of favors
also works bc of perception of values
reciprocity of favors

Front 41

fear than relief

Back 41

good cop bad cop
think parents
law and order
arouses then disipates fear, eliminates threat and asks for compliance
"wait til your mother hears what you did"

Front 42

pique technique

Back 42

do something in an unusual manner to disrupt the initial refusal script

ex: ultra creative commercials
liberty tax

Front 43

Nonverbal behaviors and persuasion

Back 43

kinesics
fascis
haptics
body language
proxemics
chromeics

Front 44

kinesics

Back 44

eye contact, facial expressions, conveys credibility, dominance, persuasiveness, complicated by legitimacy of request

Front 45

fascics

Back 45

facial expressions, smiling can induce compliance, but it depends on the situation

mirroring

Front 46

body language

Back 46

hand gestures, emblems (gesture with concrete meaning for example 2 fingers=peace sign)
illustrators (1st, 2nd, 3rd-appear dynamic and credible) adaptors (body changes)

Front 47

haptics

Back 47

touch-resulted in increased tips and and more positive evaluation of restaurant/server; generally positive results

Front 48

proxemics

Back 48

distance; evidence is mixed; closer distance may suggest similarity..people may feel uncomfortable with space violation

Front 49

chronemics

Back 49

study of time-2 approaches

relies on principle of scarcity rather than making decision smart, make it quick

Front 50

vocalics

Back 50

voice, volume, pace, vocal variety, the fierce urgency of now, limited time, take your time..barnes and nobles

Front 51

compliance gaining

Back 51

any interaction in which a message source attempts to INDUCE a target individual to perform some desired behavior that the target otherwise might not perform otherwise

Front 52

compliance gaining examples

Back 52

dentist
trying to get people to follow through on health campaigns
trying to get your parents to allow you to study abroad

Front 53

typologies of compliance gaining strategies

Back 53

direct v indirect
rational v nonrational
hard v soft
external v internal

Front 54

direct v indirect

Back 54

direct: U.S. is direct, assertion, persistence
indirect: manipulative and play on emotions (Ex it makes me happy that you go to the dentist)

Front 55

rational v nonrational

Back 55

rational: reason, exchange of favor (central route)
nonrational: deceit and lying (peripheral route)

Front 56

hard v soft

Back 56

hard: yelling; verbal aggression
soft: flirt, kind, flattery

Front 57

dominance based v non-dominance based

Back 57

dominance: power over target
non-dom: egilatarian, concilatory approach

Front 58

external v internal

Back 58

external: bribes
internal: self persuasion directed at recipients psyche

Front 59

contextual factors of compliance gaining

Back 59

rights
others
dependency
intimacy

RODI

Front 60

intimacy

Back 60

how does relationship closeness affect rational v emotional, hard v soft

emotional and sodt

**complicating factor: different relationships have different comm. norms for examples italian families

Front 61

dependency

Back 61

more reluctant-non dominant (soft approach)

Front 62

rights

Back 62

LOOK UP

Front 63

others

Back 63

compliance benefits of persuader
target resistence
relationship consequences
butter up

Front 64

communication campaigns

Back 64

purpose statements are designed to inform, persuade, or motivate behavior changes in a relatively well defined and large audience; generally for non-commercial benefits to the individuals and/or society at large typically within a given time frame by means of organized communication activities involving mass media and often complimented by interpersonal support (prosocial)

Front 65

running a successful campaign

Back 65

conduct formative research
use theory to guide campaigns
segment audience
use targeted message approach
use channels strategically
evaluate the process
design a sensitive outcome evaluation system

Front 66

formative research

Back 66

1) enable planners to truly understand their audience


**this research is needed b/c practitioners differ substantially from their target audience

Front 67

2 categories of formative research

Back 67

preproduction:

a) identify target audiences
b) specify target behavior
c) understand audience predispositions (knowledge, attitudes, efficacy)
d) ascertain channel use
e) preliminary evaluation of message components
f) database resources

Front 68

formative research (2nd type)

Back 68

production testing

attention
comprehending whats being done (evaluate strengths and weaknesses of campaign)
personal relevance-gauge sensitivity issues

Front 69

advantages of formative research

Back 69

focus campaign idea, better informed about audience, use sources wisely to target messages to certain groups

Front 70

disadvantages of formative research

Back 70

time money
consensus among researchers difficult

Front 71

Using Theory (benefits of using theory)

Back 71

1) provides analytical framework (describes social world around us)

2) describes, predicts, and explains relationships between variables

3) provides recommendations

**campaigns fail b/c they lack theory

Front 72

segment audience (Transtheoretical Model)

Back 72

precontemplation
contemplation
preparation
action
maintenance

Front 73

precontemplaton

Back 73

resistant, no plans to change...yeah I use addrall to stay up whats your point

Front 74

contemplation

Back 74

ambivalent..ok ill try to stop taking adderall. im doing it just for you. not because I want to

Front 75

preparation

Back 75

intent to change behavior

Front 76

action

Back 76

overt step to change behavior

Front 77

maintenace

Back 77

try to prevent backsliding
joining an accountability group

must have SUPPORT

Front 78

social marketing (message design)

Back 78

a process of designing, implementing, and controlling programs to increase the acceptability and awareness of a prosocial idea among population segments of consumers

Front 79

message design

Back 79

planning-select goals
use of theory-select theory
communication analysis-use formative research, SWOT
implementation
evaluation & reorientation

Front 80

diffusion theory=decision making

Back 80

knowledge-aware of issue
persuasion-start considering + and -
decision
implementation-actually adopt
confirmation: i know I made right decision (cognitive dissonance common in this step(

Front 81

DT

Back 81

diffusing idea from small group at to to large group at bottom

Front 82

adoption communicated 2 ways

Back 82

communication of information
importance

Front 83

5 steps of diffusion theory

Back 83

awareness (innovators)
early adopters (opinion leaders) adopt innovation
opinion leaders learn from adopters
opinion leaders encourage friends
laggards adopt innovation (not socially connected)

Front 84

DT

Back 84

innovators
early adopters and opinion leaders
early majority (opinion leaders)
late majority (laggards) resistant to change
I feel left out if I dont have it