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63 Cards in this Set

  • Front
  • Back
Central Route
Occurs when interested people focus on the arguments and respond with favorable thoughts. Takes more cognitive thinking and effort – processing of information
Ex. You go shop for a computer but before you make a decision you need to know all the possible information of the computer you plan to buy and compared them to others.
Peripheral Route
Occurs when people are influenced by incidental cues, such as a speaker’s attractiveness.
4 ‘ingredients’ to persuasion
The communicator
The message
How the message is communicated
The audience
ie: who says what, by what method (how), to whom.
The communicator
Who is saying something does affect how an audience receives it
Credibility
perceived expertise and trustworthiness
perceived expertise
start by saying something the audience agrees with (makes you seem smart to them), introduce someone who is knowledgeable on the topic, speak confidently.
perceived trustworthiness
look at people straight in the eye, be perceived as not trying to persuade audience, argue against your own self interest (or, conversely, be willing to suffer for your own beliefs), talk fast.
Attractiveness
having qualities that appeal to an audience.
physical attractiveness
arguments, especially emotional ones, are more influential when they come from people we consider beautiful.
Similarity
we like people who are like us. even people who ACT as we do, subtly mimicking our postures, are likewise more influential
Likeability
we are more likely to respond to those we like
experiment by Jeremy Bailenson and Nick Yee,
a person whose movements echoed one’s own was both liked and persuasive.
When choice concerns matters of personal value, taste or a way of life, similar communicators have the most influence. but on judgement of fact, confirmation of belief by a dissimilar person does more to boost confidence
True
The effect of good feelings
Messages also become more persuasive through association with good feelings.
Dabbs & Jannis
Found that Yale students were more convinced by persuasive messages when allowed to enjoyed peanuts and Pepsi while reading the messages.
Unhappy people are more likely to think before reacting so they are not swayed by weak arguments
The effect of arousing fear
messages can also be effective by evoking negative emotions.
Howard Leventhal (1970), Robbertson and Rogers (1988) and Natascha de Hoog
show that often, frightened and vulnerable people feel, the more they respond.
Claude Levy-Leboyer
Did a research with French youth.
Results: Saw that by showing them fear-arousing pictures their attitudes toward alcohol and drinking habits changed
Fear-framed messages work better when trying to prevent a bad outcome than trying to promote a good outcome
true
Fear arousing messages are more effective if they lead people not only to fear the severity and likelihood of a threatened event but also to perceive a solution and feel capable of implementing it.. Example: cigarette boxes
true
Discrepancy
communicator who proclaims an uncomfortable message may be discredited. people are more open to conclusions within their range of acceptability. But if a credible source is the communicator, people are more likely to change. If you are a credible authority and your audience isnt much concerned with your issue, go for it. Advocate a discrepant view.
*Credible sources matter more when there is an area of expertise
T When credible TS Elliot gave high praise to a poem, people changed their opinions more than when he gave it faint praise. When non-credible Ages Stearns it didn’t matter whether she gave high or faint praise, opinions didn’t change.
Aronson, Turner, Carlsmith
the effect of a large versus small discrepancy depends on the credibility of the communicator
Werner
aluminum can recycling went up to 80% when a two sided argument was posted on the recycling can. “It may be inconvenient, but it is important”
Hovland
2 radio broadcasts that argued that the Pacific war would last two more years. one broadcast was a one sided argument, the other had a two sided argument.
-effectiveness depended on the listener. one sided was effective with those that already agreed (use when audience is already in favor), two sided arguments worked best for those that disagreed (acknowledging counterarguments).
-damaging evidence is less damaging when the defense brings it up before the prosecution can.
-in a political debate, if your audience will be exposed to opposing views, give a two sided argument..
primacy effect
other things being equal, information given first usually has more effect
Asch Study
readers read a list of adjectives describing a person. Those that read the intelligent-->envious ordered (good to bad) description rated the person higher from those that read the envious-->intelligent ordered (bad to good) description. (primacy effect)
-those who succeed early in guessing tasks seem to be more capable than those who succeed after failing
-politicians benefit from being on the ballot first
-students were given the plaintiff’s argument then the defense. A week later they sided with whatever they read first.
recency effect
information presented last can sometimes have the most influence. less common than primacy effect.
Miller and Campbell
when students were given the testimony of the plaintiff then a week later they were given another testimony. they tended to side with the one they read most recently.
1) when enough time separates the two messages
2)when the audience commits itself soon after the second message.
Carney and Banaji
when people are presented with two things and asked to make a snap judgment, they tend to choose the first thing presented
life cycle explanation
attitudes change as people grow older.
generational explanation
attitudes do not change; older people largely hold onto the attitudes they adopted when they were young. Bennington college - 1930s conservative women, became more liberal later on b/c of staff
If you know someone is trying to persuade you, developing counter arguments in advance will help you not to be persuaded
t
Freedman and Sears
) did a study that warned some teenagers they were going to hear a talk: “Why Teenagers Should Not Be Allowed to Drive.” Those forewarned did not budge in their opinions. Others, not forewarned did budge
Persuasion is enhanced by distracting your audience from counter arguing. Ie. Political ads use visual images to keep us from analyzing the words.
t
uninvolved audiences use peripheral cues--they have a low need for cognition. Analytic people, on the other hand, have a high need for cognition.
t
Cults
(new religious movement) a group typically characterized by 1) distinctive ritual and beliefs related to its devotion to a god or a person, 2) isolation from the surrounding “evil” culture, and 3) a charismatic leader (a sect, by contrast, is a spin-off from a major religion.)
● Heaven’s gate
○ cult members killed themselves in order to leave their bodies and get on board a spaceship which was behind the Hale-Bopp comet.
● compliance breeds acceptance
○ members are quickly put to work in the group and then come to accept the beliefs. the greater the commitment, the more the need to justify it.
● Foot-in-the-door
○ members make larger and larger commitments
How do cults use the persuasive elements
● the communicator
○ Charismatic leader, perceived as an expert and trustworthy (Jim Jones used “psychic readings”)
How do cults use the persuasive elements
● The message
○ vivid and emotional messages accompanied by warmth and acceptance
How do cults use the persuasive elements
● The audience
○ Many recruits are young (in the transition between adolescence and adulthood)
○ Many are middle-class and educated and like the ideals that the group professes
○ Life-transitions are times when joining is most likely
● Kiesler
) found that when a persons position is attacked mildly they grow stronger in that position
● Attitude inoculation (preparation)
○ Exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available.
● McGuire
performed experiments to test attitude inoculation
○ tested the belief that brushing your teeth after eating is good
○ gave them small counter-arguments or assignments to write an essay
○ then told them that scientists had found that it was bad for the gums to brush after every meal
○ Those who had their belief challenged were more likely to stick with it
● Defending beliefs can use up our mental strength and make us more susceptible to persuasion.
t
● Poison parasite
○ add a counterargument to retrieval cues about the original argument
■ for example, anti-cigarette ads sometimes look like the original ad but with the counter argument (a sick Marlboro man).
● Children who are “inoculated” to smoking persuasion are half as likely to smoke in high school (McAlister et al., 1980; Telch et al., 1981)
Group
● Two or more people who, for longer than a few moments, interact with and influence one another and perceive one another as “us.”
co-actors
● co-participants working individually on a noncompetitive activity.
Social facilitation
Original and Current Meanings
● Original meaning: the tendency of people to perform simple or well-learned tasks better when others are present (always positive)
● Current meaning: the strengthening of dominant (prevalent, likely) responses in the presence of others. No matter gresponse (positive or negative, will be enhanced). (singing and dancing)
● Arousal enhances whatever response tendency is dominant. If social arousal facilitates dominant responses, it should boost performance on easy tasks and hurt performance on diffiuclt tasks.
t
Others presence leads to arousal which then strengthens dominant responses which then leads to two solutions:
1: enhancing easy behavior 2. Impairing difficult behavior. If something is hard and other people are watching you, you will suck b/c you are scared. If you are doing something you’re good at, you will excel.
Crowding:
The presence of many others
More on Crowding
● Even a supportive audience may elicit poorer performance on challenging tasks.
● The effect of others presence increases with their number
● Sometimes the arousal and self conscious attention created by a large audience interferes even with well learned, automatic behaviors, such as speaking.
● Being in a crowds also intensifies positive or negative reactions. When they sit close together, friendly people are liked even more and unfriendly people are disliked even more.
Why are we aroused in the presence of others?
3 FACTORS (Aiello and Douthitt)
○ Three factors: Aiello and Douthitt., 2001
i. Evaluation apprehension
ii. Distraction
iii. Mere presence
Evaluation apprehension
Concern for how others are evaluating us
● Contrells experiment
(Evaluation apprehension)
********************************
○ Blindfolded observers, supposely in preparation for a perception experiment. In contrast to the effect of the watching audience, the mere presence these blindfolded people did not boost well-practice responses. When evaluated, people perform better
○ The enhancement of dominant responses is strongest when people think they are being evaluated.
○ Helps explain:
■ Why people perform best when their co-actor is slightly superior
■ why arousal lessens when a high-status group is diluted by adding people whose options do not matter to us
■ why people who worry most about what others think are the ones more affected by their presence
■ why social facilitation effects are the greatest when the others are unfamiliar and hard to keep an eye on.
○ The self conscious we feel being evaluated can also interfere with behaviors that we perform best automatically
distraction
○ When we wonder how co-actors are doing or how and audience is reacting, we become distracted.
○ We are driven by distraction
Mere presence
● Others experiments, including some with animals, suggest that the presence of others can be arousing even when we are not being evaluated or aroused.
Social Loafing
: tendency for people to exert less effort when they pool their efforts toward a common goal than when they are individually accountable
-People exert less effort in tug-a-war than by themselves

Collectivist cultures are less likely to social loaf than individualistic cultures
- Women are less likely to social loaf than men
- People will loaf less when challenge is appealing and involving
(rowing in the Olympics as a team)
-Incentives can prevent loafing as people try to work harder
-Loaf less when working with friends, rewarded for group success, and have a spirit of team or feel they are indispensible to the team.
● De-individualization, When Do People Lose their Sense of Self in Groups?
○ Loss of self-awareness & evaluation apprehension; occurs in group situations that foster responsiveness to group norms, good or bad.
○ Social facilitation can arouse, and social loafing diffuses responsibility, when these two things work together people lose their sense of self.
Factors of De-individualization within a group
■ Group size-the bigger the mob, the more its members lose self awareness and become wiling to commit atrocities.
■ Physical anonymity-Women whose faces were covered were more willing to give shocks than those who could be seen