Psych Final

Front 1

Law of Cognitive response

Back 1

the successful persuasion tactic is one that directs and channels thoughts so that the target thinks in a manner agreeable to the communicator’s points of view; successful tactic disrupts any negative thoughts and promotes positive thoughts about the proposed course of action.

Front 2

Cognitive misers

Back 2

forever trying to conserve our cognitive energy

Front 3

Cognitive dissonance

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occurs whenever a person simultaneously holds two inconsistent cognitions (ideas, beliefs, opinions)

By reducing it a person defends the ego and retains a positive self-image

People will ignore danger in order to avoid dissonance, even when that ignorance can cause their deaths and the deaths of loved ones

Front 4

Rationalization trap

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very easily can become an escalating spiral
First they make the person feel bad
Then they offer one solution to reduce dissonance by complying with whatever the propagandist has in mind

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Pre-persuasion

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take control of situation and establish favorable climate for message, refers to how the issue is structured and how the decision is framed. If fully successful, it establishes “what everyone knows and takes for granted”

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purr words

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words that have positive connotations but are usually ambiguous in the context in which they are used (cordless electric instead of 2 d-batteries)

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Self-fulfilling prophecy

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the tendency for a definition of a situation to evoke behavior that makes the definition come true

Front 8

Card-stacking

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deceptive manipulation of information and facts
Order in which questions are ask and information received can distort and bias the decisions-making process

Front 9

Contrast effects

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when an object is contrasted with something similar but not as good than would normally be the case

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Factoid

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an assertion of fact that is not backed up by evidence, usually because the fact is false or because evidence in support of the assertion cannot be obtained

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Flaming

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the internet term for vicious attacks and unfounded rumors

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Projection tactic

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accusing someone else of the misdeed you yourself are committing

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• Credible

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people of high caliber but removes the moral connotations, they are not necessarily good but they appear to be both expert and trustworthy

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• Pseudo-event

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planned event for the immediate purpose of being reported by the news media

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• Social consensus

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heuristic that says everyone accepts the message so you should too when people are unmotivated to think about the messages meaning

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politically correct

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is a fast changing set of symbols, phrases and actions that when properly used, lets everyone know that the message is right and the communicator is doing the right thing

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• Self-generated persuasion

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whether induced by group discussion, by getting someone to role play an opponent’s position or by asking a person to imagine adopting a course of action is one of the most effective persuasion tactics

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• Vivid appeal of a message

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more persuasive then other less interesting messages: Emotionally interesting, Concrete and imagery-provoking, immediate (matters close to us)

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• Familiarity breeds

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attraction, liking and “truth” (if you hear a fact more then once you are going to think of it as truthful)

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• “self-imagining”

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a form of self-persuasion used in selling consumer products

Front 21

“wear out:”

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when an ad loses its effectiveness because consumers find repeated exposures to be tedious and annoying

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repetition-with-variation

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technique used by advertisers to eliminate wear-out (presentation format is varied)

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• If communicators credibility is high then.....

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the greater the discrepancy between opinions the greater the influence because they cannot derogate easily

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• Brand positioning

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due to increase in comparative advertising, using a comparison that makes the brand appear superior to others usually only on a few advantageous dimensions

Front 25

“wear out:”

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when an ad loses its effectiveness because consumers find repeated exposures to be tedious and annoying

Front 26

repetition-with-variation

Back 26

technique used by advertisers to eliminate wear-out (presentation format is varied)

Front 27

• If communicators credibility is high then.....

Back 27

the greater the discrepancy between opinions the greater the influence because they cannot derogate easily

Front 28

• Brand positioning

Back 28

due to increase in comparative advertising, using a comparison that makes the brand appear superior to others usually only on a few advantageous dimensions

Front 29

• One-sided arguments

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less likely to persuade a well informed audience (well informed person likely knows the counterarguments)

Front 30

• Fear appeal

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is installed in a person to persuade them: if a certain course of action is not followed there will be dire consequences often based on dark, irrational fears or fears stemming from a racial prejudice.

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• Time compression

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when they speed up the presentation of the ad a person cant think as fast to counterargument when it comes to weak messages

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• Mild distraction

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can disrupt counter-arguing and increase the effectiveness of a persuasive message just not so much that it prevents reception of the message

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• Minimum group paradigm

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basis of an emotionally powerful persuasive technique, a group of people that are not at all related

Front 34

• Granfalloons

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and meaningless associations of human beings

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• Co-option

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a technique used to change someone’s granfalloon, used to defuse opposition by dissolving ties with old granfalloon
• Granfalloons can be good it is human nature to want to reduce the vast amounts of information we receive into a manageable level by categorizing and labeling

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wiping the slate clean

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forgiveness...the transgressor is absolved of guilt, most people come to dislike the person who absolved them from the crime

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derogate the victim

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when trasngressors justify or make right their wrongdoing actions

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guilt rationalization trap

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• When guilty we pay little attention to the argument and merits of course of action, instead focus on how to get rid of the guilt

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• Norms

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a norm is a specific guide to conduct, if we break a norm we receive some sort of social sanction and disapproval, When put in a position of transgressing a norm, we feel highly anxious which is a feeling we try to avoid, end up obeying norm almost automatically with out much thought as to why, Norms often associated with a specific role or culture

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• Norm of reciprocity

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one type of norm that says “if I do something for you, you must return the favor and do something for me” found in many cultures and has value to society, regulates exchange in society...So powerful it can even overcome the effects of being disliked (or social unattractive)

Front 41

Door-in-the-face

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first request extreme favor, after its rejected it might lead to more acceptances of a compromise than would otherwise be the case

Front 42

That’s-not-all

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first give price of item, then before person can respond they add in additional item with the first item at the same price, sell much more then just offering the same products for the same price from the start

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commitment rationalization trap

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act on commitments in order to maintain a positive view of ourselves and stay consistent in our actions

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• Foot-in-the-door technique:

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when individuals commit themselves in a small way, the likelihood they will commit themselves further in that direction increases, we comply with the larger request to be consistent with our earlier commitment

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• Denial

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mechanism that can be self-destructive because it allows them to distort or block rational arguments

Front 46

• Hypocrisy-induction tactic

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If you can get a person to preach something, this can remind themselves that they need to practice what they preach and change their behavior to what they are preaching to avoid looking like a hypocrite and restore their integrity...Makes a person mindful of their own behavior

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• Moral hypocrisy:

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pretending to be fair when in fact one is not, happens all the time

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• Scarcity sells

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the attractiveness of an object can be increased by making it appear scarce and unavailable, by erecting barriers that make the object difficult to obtain

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• Simple heuristic

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when a commodity is scare or unavailable it must be desirable

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o Phantom fixation

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a tendency to focus attention on the scarce or unavailable item and as a result overlook or forget the possible

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• Propaganda

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tries to keep people from thinking and from acting as humans with rights; it manipulates prejudice and emotion to impose the propagandist’s will on others

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• Attitudinal politics

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a defense of holding and expressing an opinion not because it is believed but in order to secure some strategic purpose

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• Rebuttal

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a defense by preparing oneself to scrutinize and counter argue an upcoming message

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o Stealing thunder

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revealing the negative information about oneself or about the issue at hand before it is revealed by an opponent or others

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o Inoculation

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exposing people to a brief communication that they are able to refute, they then become immune against a subsequent full-blown presentation of the same argument

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o Stealing thunder

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revealing the negative information about oneself or about the issue at hand before it is revealed by an opponent or others