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31 Cards in this Set
- Front
- Back
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Two Routes to Persuasion
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Central (systematic) and Peripheral (Heuristic)
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Central/Systematic Route to Persuasion
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i. Persuasion based on the strength of arguments
ii. Slower deliberate process - taking time to weigh arguments and angles iii. Longer-lasting attitude/behavioral change |
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Peripheral/Heuristic Route to Persuasion
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i. Persuasion based not on strength of arguments, but minor cues & heuristics
ii. Faster, more automatic process iii. Temporary & superficial attitude/behavior change 1) We made a quick decision and quick decisions are easy to reverse |
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Elaboration Likelihood Model
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a. Route to persuasion depends on how much elaboration (i.e., thinking) people engage in
i. High Elaboration = persuaded by Central Route (thinking more) ii. Low Elaboration = persuaded by peripheral route (thinking less) b. Level of elaboration is determined by i. Motivation 1) Does the audience care enough to think about the product vs. another product? ii. Ability 1) Does the audience have the time and capacity to think about the product? |
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Central vs. Peripheral Processing
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ii. Central Route Processing - motivated by strong arguments
iii. Peripheral Argument Route Processing - not very relevant, we don’t think of strength of argument |
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Subliminal Persuasion
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a. Subliminal presentation of stimuli can influence some attitudes & behaviors
i. When attitudes are initially neutral or weak 1) Which brand of apple juice, for example 2) People cannot be influenced to do something they had no intention of doing before, like going out and buying a laptop when they already have one ii. When behaviors are measured soon afterward 1) Subjects shown images of negative words (mean, rude, disrupt, etc.), then they are supposed to come inform management that they were finished 2) Management speaking with someone else 3) People shown negative words more likely to interrupt 4) Without any competing information iii. Subjects shown words pertaining to age and older people took longer to walk away from the study b. Cannot override conscious choices!! Cannot be brainwashed into doing something we consciously do not want to do, and we cannot learn French in our sleep, or increase self esteem or make someone commit suicide |
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Persuasion Variables: Message Source
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i. Who is communicating the message?
ii. What is it about the source that convinces us to buy a product? 1) Credibility (competence, expertise, education level, experience) a) Counselors' abilities to work with children questioned if they don't have kids b) Jared from Subway is not an expert, but did lose weight eating at Subway 2) Speaking confidently, quickly a) Slow speaking, pauses can seem unsure, like my Cognitive Psy professor 3) Trustworthiness (is the source honest?) 4) Not trying to persuade you a) Such as non-commission salespeople b) Some arguing against their self-interest i) "I don't care about money, I just want people to stop smoking" ii) "go shop around, do what is best for you - you may decide not to buy here 5) Likability a) We're more likely to be persuaded by people we like than dislike i) It's hard to say no to girl scouts ii) We like people who are nice to us, and complement us iii) Ingratiation 6) We like people who are "on our side" a) Good cop, bad cop b) They are working for me, they want me to get a good price 7) We like people who are similar to us a) Matching demeanors b) In appearance, values, interests c) Implicit egotism (we subconsciously like things associated with ourselves) 8) We like people who are physically attractive |
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Persuasion Variables: Message Content
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i. How is the message communicated?
ii. What is in the message? Emotion, rationalism, etc. |
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Message Audience
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To whom is the message targeted?
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Sleeper Effect
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i. An initially discounted message from an unreliable source later becomes effective
ii. We remember the message but dissociate it from the (unreliable) source 1) Even if a photoshopped image circulates and is later found to be photoshopped, people will still carry the message or lie expressed in the photo - they will not remember that they got that message from a fraudulent photo |
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Persuasion Variables: Positive Emotions
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i. Can create positive associations with message
1) Especially when argument is weak, e.g. beer commercials using sex 2) Toilet paper commercials use fluffy bears, puppies, and angels |
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Persuasion Variables: Negative Emotions
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i. More effective for preventing negative than promoting positive outcomes
1) Deodorant commercials (you don't want to stink) 2) Fearful Messages a) Drug commercials b) Second hand-smoking (showing a picture of a toddler smoking) c) Can be effective i) if they contain strong arguments ii) If they aren't too extreme, don't go too far iii) Propose an attainable solution One. Don't smoke Two. Wear a condom |
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Persuasion Variables: Repetition
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i. Effective for audiences with initially neutral or positive attitudes
ii. Ineffective if overdone 1) But repetition with variation is effective |
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Distraction
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1) Sex & violence are attention-grabbing
2) Commercials aired during sexy/violent TV were less effective than neutral TV a) Worse memory for brands 3) Why? - Self-control (Ego) Depletion a) It takes a lot self control to watch these things b) When commercials happen, we need a break, so we tune out c) During neutral tv shows, we retain commercials better d) Even though companies pay top dollar to have their commercials aired during primetime tv, they are less likely to be effective |
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Cognitive Ability and Resources
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1) Mental fatigue leads to less self-control
a) Vulnerability to weak arguments because of tiredness or depletion of mental resources |
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Individualism vs. Collectivism
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1) Appeals to independence vs. interdependence
a) Nike's "Just Do It" is individualism, aimed toward Doing and Success b) Our culture emphasizes differences, being the one person that changes things i) Individualistic: treat yourself to a breath-freshening experience ii) Collectivistic: Share this breath-freshening experiences c) Knowing your audience is key |
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Psychological Reactance
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2) Things that have deadlines, limited supplies, rare items become popular simply because they are scarce
a) Seen as valuables b) The threat of a loss is more powerful than a potential gains in some cases i) Ads may not tell us as much about the benefits of the product as much as the threat of the loss if you do not get it ii) Disney puts out movies only every once in a while, and then retract them until they re-release them someday; makes them more valuable |
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Motivation to Reciprocate
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1) "The Golden Rule" - You scratch my back, I'll scratch yours
a) We should repay, in kind, what another has provided for us b) It can be true, even if the initial favor was uninvited i) For example, men buying drinks for you in a bar |
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Not-So-Free Samples
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a) Prepaid $5 gift yields higher mail survey completion than $50 promised afterwards
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Reciprocal Concessions
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a) We should make reciprocal concessions in response to others' concessions
i) Compromising |
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Door in the Face Technique
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a) After refusing a large request, people are likely to comply with a smaller request
i) Could you please donate $100 to starving Ethiopian children? ii) Okay, then could you donate $5? One. People are not only likely to agree more with big-then-small requests, but they are also more likely to follow through b) "That's not all!" i) Last minute discounts/additions that would have been included anyway (As Seen on TV) ii) Usually $20, but for YOU, only $15 One. More effective way of selling |
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Motivation to Maintain Consistency after Making a Commitment
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c) Motivation to maintain consistency after making a commitment (ties back to cognitive dissonance)
i) Research study shows no-show rates One. Please call if you can't make it. - 30% no show rate Two. Will you please call? Participants agreed - 10% no show rate d) Beach Towel & Radio Theft i) Had confederate steal them One. 20% of people intervened without commitment Two. If confederate asked people to watch their stuff First. 95% of people intervened |
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Foot in the Door Technique
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i) Start off with small request, then move to larger request
One. Small request seems more reasonable next to large request Two. Opposite of "Door in the Face" Technique Three. People actually more likely to submit to large request after small one agreed to ii) Signing petition increases likelihood of donating money One. Small-then-large request much more likely to be successful than just making the large request alone - we want to maintain consistency |
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Lowball Technique
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i) Removing incentives after commitment to a request
One. Flat screen for only $100! - sorry, we're out ii) Students asked to donate $5 for a scholarship One. 1/3 told they'd get a free smoothie, then they were lowballed Two. 1/3 told free smoothie, but before they committed, were lowballed Three. 1/3 not told about smoothies First. No smoothie request = 40% participation Second. Request Interrupted Request = 15% Participation Third. Lowball Request = almost 80% participation iii) Why does it work? One. Consistency conserves mental energy, we like quick and efficient Two. Self-Perception Process First. People identify themselves as the "type of person who…" Three. Without self-perception, inconsistency can happen First. Virginity pledges do not work because kids are just as likely to have sex no matter what education is received - the only difference is that kids with virginity pledges/abstinence-only are less likely to use protection |
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Labeling Technique
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i) Directly attributing a trait to someone
ii) Then requesting a favor consistent with that trait One. You look like a kind person - will you donate? Two. You look like a good citizen, I'm sure you will vote in the next election First. It works - people are more likely to do these things because it is consistent with their self-perception |
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Automatic Compliance
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a) Automatic Compliance
i) "can I use the copy machine because…" b) Disrupting Automatic Noncompliance i) Overwhelmed with booths with causes in Red Square, for instance ii) People try to overcome this One. Panhandlers asked for spare change = $23% obliged Two. Panhandlers asked for exactly 17 cents = 37% obliged iii) Selling cards that cost $3 = 40% One. Selling cards that cost 300 pennies = 80% iv) Selling "half cakes" or "mini cakes" instead of cupcakes |
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How to Resist Persuasion
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a. Reframe your Decision
i. Would I have agreed to this second request? b. Consider equity in reciprocation i. Is the favor requested similar to what I received? Equal amount/types of help c. Don't be swayed by emotion i. Would I buy this product from someone else? ii. If you are only buying it because you like someone, probably don't need the product iii. Buying something because it is scarce, or because it is good? iv. Recognize and identify "tricks" d. Selective Attention i. Focusing on pro-attitude information ii. Avoiding counter-attitudinal persuasion attempts 1) Not reading or hearing opposing arguments e. Attitude Inolculation i. Exposure to weak arguments allows for generation of counter-arguments 1) If you expose someone to weak arguments, and then have them counter those arguments and come up with reasons why those arguments are bad, they will feel justified in their own beliefs, and strengthen their own arguments 2) Thought Polarization Hypothesis a) Extended thought strengthens prior attitudes |
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Polarization Hypothesis
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Prior attitudes increase/strengthen as they are thought about and discussed
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Advertising Media & Persuasion
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a. Advertising media often as little to no impact on our behaviors
i. Weak or no correlation between ad budgets & consumer behaviors ii. Political Ads only weakly predict voter preference 1) Negative (smearing) ads predict non-voting |
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Public Service Announcements and Persuasion
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rarely influence intended behaviors
1) e.g., frequency of crime, jobs, sex 2) Can skew how we think the world is - we think there is more crime than there is 3) People underestimate number of lawyers and doctors 4) People vastly overestimate amount of sex people are having |
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Cults Techniques in Persuasion
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a. Foot-in-the-door
i. Gradual escalation of commitment 1) Looks like we have the same beliefs -> would you like to attend a meeting -> would you like to talk to other people about it? -> would you like to attend a members only blah? b. Persuasion Variables i. Message Source 1) Cult leaders establish authority, credibility 2) Make themselves similar to God 3) May know scripture ii. Message Content 1) Unify against a common outgroup (we hate others of a certain group) a) All of these groups have something that unifies them iii. Message Audience 1) Looking for people who are in some way vulnerable a) Alone, looking for purpose and meaning, group membership, friends iv. Resistance to Counter Persuasion 1) Do not expose self to other beliefs a) Cut off friends, family, those who disagree |
