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21 Cards in this Set
- Front
- Back
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Persuasion
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the act of influencing a person to change their behavior, attitudes, values and beliefs through some sort of message
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Cognitive Dissonance
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explains how people strive to maintain consistency following a decision or choice.
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Coercion
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trying to force your message upon someone and not let them freely make up their own mind
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Credability
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how someone perceives you and how much expertise you are viewed to have on a particular subject
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Central route to persuasion
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you must find someone that is actively seeking your message. It should be face to face not like over an advertisement
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White propaganda
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recognizable source, may be one sided, gentle forms of persuasion
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Euphemisms
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inoffensive terms used in the place of offensive ones
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Ultimate terms
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symbols or phrases that are highly recognized and accepted in culture. They include God, devil and charismatic terms
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God terms
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carry the greatest blessing and demand the greatest sacrifice ex. “family values”
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Risky shift
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groups tend to take larger risks than individuals (group polarization). Groups may though take more conservative decision approach
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Haptics
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study of touching. If done appropriately touching behaviors can facilitate persuasion
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Dimensions of credibility
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Primary: expertise, trustworthiness, goodwill
Secondary: dynamism, composure and sociability |
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Demographics
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age, gender, ethinicity, intelligence
Young children are more vulnerable to persuasion as well as old lonely people. |
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Demographics
*Gender *Ethnicity |
Males are more persuasive than females
Individualistic cultures are more persuaded by appeals to independence and personal benefit while collectivist cultures are more persuded by appeals to harmony |
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Social Judgment Theory
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ego involved people are diffucult to persuade. on all topics people have a most perferred position called an anchor point
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SJT scale
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positions you find acceptable fall within a latitude of acceptance
positions you find unacceptable fall within a latitude of rejection and positions a person is neutral about fall within a latitude of non commitment |
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Contrast effect
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occurs when a persuasive message is perceived to be farther away from the anchor point that it was to begin with
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Assimilation effect
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occurs when a persuasive message is perceived to be closer to the anchor point that it was to begin with
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Elaboration likelihood model
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Central: person has active mental effort in examining method/message
Peripheral: person relies on non message related cues |
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Propaganda: Methods of analysis
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Ideology
Context Identify the propagandist Structure of the organization Target audience Media utilization techniques Special Techniques Audience reaction Counterpropaganda Effects and evaluation |
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Physical appearance and persuasion
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People who are viewed as more physically attractive are typically mere persuasive than physically unattractive people
Endomorphs(Rosanne) Ectomorphs (skinny) Mesomorphs (Brad Pitt) |
