Unit 2 Notes

Front 1

A communication activity that unites people and permits maximum individual choice

Back 1

Ethics

Front 2

Ethical concerns in practice;

Back 2

1) deception
2) subliminal ads
3) sex appeals
4) fear appeals
5) celebrity pushing a product

Front 3

"Ends justify the means" Act should be judged based on its consequences

Back 3

consequentialism

Front 4

An act should be judged according to its intent

Back 4

deontology

Front 5

whatever you can get away with within the constraints of the law or social ostracism is okay

Back 5

machivaellianism

Front 6

whatever's most useful in the moment; greatest utility

Back 6

utilitarianism

Front 7

the golden rule

Back 7

egalitarianism

Front 8

Brockreide's Metaphors of Arguers:

Back 8

1) s

Front 9

trickery, flattery, deceit, smooth-talking

Back 9

seducer

Front 10

threat, force, to get you to do something

Back 10

rapists

Front 11

reciprocal, equal relationships, people are honest with one another and view each other as partners

Back 11

lovers

Front 12

TARES Test

Back 12

truthfulness of the message
authenticity of the persuader
respect/regard for the persuade
equity of the appeals
social responsiblity for the common good

Front 13

approaches

Back 13

Yale Attitude Change Approach
Cognitive Response Approach

Front 14

People aren't passive, but involved in the message itself; to be persuaded, individuals had to attend to, comprehend, learn, accept, and retain the message

Back 14

yale attitude change approach

Front 15

1) our own mental reactions are more important than the message itself

2) persuasion occurs if the communicator induces the audience member to generate favorable cognitive responses regarding the communicator of the message

Back 15

cognitive response approach

Front 16

1) dual process model

A) individuals are motivated to hold correct attitudes
B) individuals are cognitive misers (withholds thinking; thinks just enough to know something)
C) Elaboration: substance rather than style; the extent to which a person thinks about the issue-relevant arguments contained in the message
D) Likelihood: thinking about the message: a continuum from high to low elaboration; the chance a person will think about the message

Back 16

Elaboration Likelihood Model

*darth vader commercial- don't focus on cute kid, but rather what car does

Front 17

exert thoughtful consideration; 2 mains components are motivation and ability

Motivation: relevance, accuracy of beliefs, need for cognition, issue involvement

Ability: knowledge; time to think about the message

Back 17

Central Processing Route

Front 18

Results of Central Processing Route

Back 18

act on beliefs
defend beliefs
long-lasting attitude change (resistant)

Front 19

When individuals are looking for "simple" "quick" and easy way to judge the merits of the position rather than examining all of the information carefully

*use mental shortcuts/low motivation and ability

Back 19

Peripheral Processing Route

Front 20

Peripheral Cues

Back 20

reciprocation
consistency
social proof
liking/attraction
authority

Front 21

reciproation

Back 21

acceptance because receiver wants to reciprocate a behavior

Front 22

consistency

Back 22

acceptance because the receiver wants to act consistently

Front 23

social proof

Back 23

acceptance through peer pressure

ex: beer ads

Front 24

liking/attraction

Back 24

acceptance because reciever likes or is attracted to the advocate

Front 25

authority

Back 25

acceptance because the advocate is an expert or authority

Front 26

scarcity

Back 26

accept a message because of its limited lifespan

Front 27

Message Factors Influencing Processing

Back 27

1) distraction (can be beneficial)
2) argument quality (high quality is central processing; low quality is peripheral)
3) message presentation
4) repetition

RAMD

Front 28

Complications and Criticisms

Back 28

ELM doens

Front 29

Innoculation Theory

Back 29

pre-exposure to a message in a weakened form can build resistance (attitude maintanence)

Front 30

How to Increase Message Resistance

Back 30

use a 2 sided message that is refutational


*Give positives and negatives but refute the negative; give weak counterargument and refute

Front 31

Source Factors in Persuasion

Back 31

Social Attractiveness
Authority
Credibility
Charisma

Front 32

Charisma

Back 32

a certain quality of the individual personality by virtue of which he is set apart from ordinary men and women and treated as endowed with supernatural, superhuman, or at least exceptional powers and qualities

Front 33

Charisma Influences

Back 33

a) creates a shared energy (sense of repetition in messages)
b) satisfies psychological needs
c) rise above social conditions

Front 34

Authority

Back 34

persuasion through compliance; relies on force to avoid punishment

-milgrim studies

*Foundations: the person we listen to rewards or punishes us; we are more likely to listen

Front 35

credibility

Back 35

a psychological or interpersonal communication construct that is a dynamic interpretation

*The attitude toward a source of communication held at a given time by a perceiver

Front 36

3 Aspects of Credibility

Back 36

goodwill, expertise, trustworthiness

Front 37

Why is Authority Persuasive

Back 37

dress
scientific and technical equipment
status of institution

Front 38

Secondary characteristics of credibility

Back 38

how dynamic are people (dynamism)
composure
socialibilty

Front 39

Enhancing Credibility

Back 39

-be prepared
-cite evidence and identify sources (secondary credibility)
-cite own or source's expertise
-build trust be demonstrating honest and sincere
-adopt language and delivery style appropriate to listener topic and setting
-emphasize similarity to the audience
-have another high credibility person endorse you

Front 40

Context & Credibility

Back 40

Audience Size:

small audience=adopt informal persona
large audience= more formal

Communicator Role: communicate qualities and what is brought to the table

Front 41

Credibility & Bias

Back 41

knowledge bias
reporting bias

Front 42

people's perceptions that you know certain figures based on a role; reinforce what you know

Back 42

knowledge bias

Front 43

only report certain things because of your role or group

*once this is violated credibility goes up (ex: being a pharamaceutical sales rep. and disclosing side effects of drug)

Back 43

reporting bias

Front 44

Social Attractiveness

Back 44

likeness
similarity (if person sounds too similar, trust in the person decreases)
physical attractiveness

Front 45

Message Factors

Back 45

language as symbols
message structure
Evidence

Front 46

language as symbols

Back 46

connotation and denotation (power of labels)

language guides: thoughts and actions

Front 47

Building a message (message structure)

Back 47

1 vs 2 sided (either or fallacy)

Front 48

What type of message is most persuasive?

Back 48

a 2 sided refutational

Front 49

states the obvious "this is what you should do"

Back 49

explicit conclusion

Front 50

leave conclusion up to the audience

Back 50

implicit conclusion

Front 51

what type of conclusion is most effective?

Back 51

explicit because it tells the audience what to do

Front 52

Types of evidence

Back 52

statistics, examples (brief, extended, hypothetical), narrative, testimony (SENT)

Front 53

logical vs. emotional appeals

Back 53

theres not enough evidence to suggest which is better

Front 54

Narrative

Back 54

enough evidence to say which is more effective
-may be shared with multiple recipients
-raise questions, report conflict, have a story line with a BME, are pervasive

Front 55

Using evidence

Back 55

attribu

Front 56

If you work hard, good things will happen, not all false, myth takes an added gravity and is pervasive in everydya experience

Back 56

horatio alger myth

Front 57

Tourlmin Model

Back 57

gives visual framework for use of evidence


*Sign authority principle - reasoning by inductive and deductive reasoning and analogy

Front 58

tourlmin model

Back 58

grounds/evidence- warrant/reasoning-claim (argument trying to advance)

Front 59

Number of arguments (shotgun approach)

Back 59

stop listening after awhile
quality over quantity (build a few pieces; effective evidence and supporting evidence rather than many ineffective pieces)

Front 60

evidence

Back 60

psychological benefits (make message worth listening to)

Front 61

Identifying the source first or last

Back 61

can influence how people think or feel about the message

Identifying the source first is highly credible (peripheral)
" " last (source has less credibility, people attend to content of message first)

Front 62

Message Repetition

Back 62

should enhance atten

Front 63

Mere Exposure Theory

Back 63

more credible the more likely to believe ad

Front 64

Language

Back 64

Speed
Powerless v Powerful
Intensity

Front 65

speed

Back 65

depends on situation

quick: suggests knowledability
moderate: signals more confidence and sure intelligence
slow: heuristic cue and lower intelligence

Front 66

Powerless v Powerful Speech

Back 66

powerless: hedges "I know right?" disclaimers
can be persuasive/small group/personal setting and sensitive/relatable to speaker to build up credibility

Front 67

Language Intensity

Back 67

metaphors

God terms
devil terms


useful if audience is not ego involved
speaker is credible /lanugage is appropriate

Front 68

Psychological Reactance

Back 68

a state of motivated arousal that leads to an attempt to restore a lost or threatened freedom

reactance aroused by threat

Front 69

psychological reactance

Back 69

people value their ability to act freely on alternatives
explicitness of appeal
vividness of appeal
importance of alternative threatened
the threat itself

Front 70

When freedom is violated people experience

Back 70

anger and negative thoughts

Front 71

Outcomes of Reactance

Back 71

Direct Boomerang restoration
direct related restoration
indirect restoration

Front 72

bommerang restoration

Back 72

go out and smoke..watch me do it!

Front 73

direct related restoration

Back 73

performa a related unhealthy behavior ex: chewing tobacco

Front 74

indirect restoration

Back 74

hang around other people who perform the undesirable behavior (vicariously)

Front 75

sleeper effect

Back 75

persuasiveness increases over time as people forget message source
-useful with a low credibility source
forget who source is


*2 step process: 1) high quality argument 2) strong discounting argument; discounting has strong initial contact but fades quicker than initial message

over time, message is disassociated from the source

Front 76

Assumptions of motivation theories

Back 76

some appeals motivate us to reduce negative emtions
some work to distract us from attending to messages

Front 77

motivational drives focus on _____ drives

Back 77

intrinsic (personal drive and satisfaction)

Front 78

motivational theories are different from extrinsic appeals

Back 78

forced to do something
from any persuasive message, others expections and/or social norms

ex: reading for class (forced to do it)

Front 79

appeals are both extrinsic (from appeals) and intrinsic (impacting peoples emotions)

Back 79

appeals

Front 80

Guilt appeals

Back 80

created when one fails a social norm
most effective when message uses explicit appeals


* do not make someone feel personally responsible for pain or the willingness to donate will decrease

*If guilt increases (+) responses people are more likely to donate

Front 81

Ingratiation Appeals

Back 81

creates positive emotions
curry favor with another person/brown nose
enhances liking and similarity

Front 82

three categories of ingratiation appeals

Back 82

other enhancement
opinion conformity
self presentation

Front 83

other enhancement

Back 83

tell other person how nice/good they are

Front 84

opinion conformity

Back 84

I agree with you

Front 85

self presentation

Back 85

look favorable, look the part

Front 86

humor appeals ____% of prime time commercials use this

Back 86

25

Front 87

impact of humor

Back 87

increases liking
can distract the audience and lead to peripheral processing if we don't like humor

Front 88

humor

Back 88

the effects of humor is short lived

humor related to message: at hand
unrelated humor: not related to message at hand

Front 89

___have wider humor bandwidth

Back 89

males

Front 90

humor at the expense of men

Back 90

is humorous to women

Front 91

humor at the expense of women

Back 91

is humorous to both sexes

Front 92

Warmth appeals

Back 92

works through distraction
logic (if I use product X, I will feel good about myself)

Front 93

___% of ads use warmth appeals

Back 93

10

Front 94

sex appeals

Back 94

if positive emotion is associated with product, then product will sell

Front 95

fear appeals

Back 95

can arouse too much or too little fear

Front 96

fear

Back 96

psychological and physiological reaction aroused from a serious threat

Front 97

extended parallel process model

Back 97

messages arouse something we are trying to escape
message contains threat and efficacy
message must contain susceptibility info and severity info

Front 98

2 cognitive processes (fear)

Back 98

danger control
fear control

Front 99

danger control

Back 99

focusing externally on danger in front of you, threat
results in greater control over fear

Front 100

fear control

Back 100

more conducive to media change
focusin inward
minimize amount of fear you are experiencing
not about threat, but how I feel in response to threat

Front 101

Personality and Persuasion

Back 101

Need for cognition
self monitoring
conforming

Front 102

need for cognition

Back 102

-enjoyment of thinking abstractly
-big picture thinking, value
-A high need for cognition: theory oriented thought
-A low need for cognition: more concrete oriented thought (influenced by cues that save them from effortful thought)

High need cognition: recall more info accurately
-generate greater # of issue relevant thoughts
-seek more info about complex issues, influenced more by argument quality

Front 103

self monitoring

Back 103

concern for displaying appropriate behavior in social situations (attitude functions)

Front 104

high social monitors greatly wonder what others think

Back 104

(social adjustive attitude function)

Front 105

low SM

Back 105

value expressive attitude function or social identity

Front 106

Dogmatism impact on persuasion

Back 106

closed minded, accept opinions of conventional established authorites

Front 107

high dogmatic

Back 107

embrace what an expert says (more difficult to persuade)

defensive, pay attention to ommunicator status, have hard time coming up with evidence that contradicts their beliefs

Front 108

low dogmatic

Back 108

questions...why should I listen to you?
more willing to acknowledge shortcomings of beliefs
pays more attention to message quality

Front 109

as group size increases

Back 109

informational influence decreases and normative influence increases

Front 110

stages of indoctrinzation

Back 110

a) soften up recruit-high stress situation
b) compliance
c) internalization (consider new belief system/justify what has been done in past)
d) consolidation (take on beliefs)

Front 111

conformity/communicator characteristics

Back 111

more likely women
culture
personality:


cognitive complexity: how much you know more resitant to influence

higher desire for control

self monitoring: high SM likely to conform more

high SM-need for affiliation

Front 112

culture

Back 112

power distance: higher rate of conformity
uncertainty avoidance: how can you tolerate ambiguous situations

high UA= more likely to conform

women conform more

-collectivist culture more likely to conform

Front 113

why we conform

Back 113

group locomotion hypothesis: people care about goals of group

social comparison theory: we compare ourselves to others
balance theory: go along with groups we value and appreciate

epistemological weighting: draw on 2 sources of knowledge which are a) personal b) social

the larger the group, the more likely we emphazise social knowledge and are more likely to conform


hendonistic hypothesis: conform to gain pleasure and avoide pain

Front 114

implications of conformity

Back 114

decision making (group think)
health concerns
ads
group polarization