module 5

Question 1

stages of the persuasion process

Answer 1

• exposure
• attention
• comprehension
• yielding
• memory

Question 2

we will process a message when we are ____ and ____ to do so

Answer 2

• motivated (involved, responsible, need for cognition)
• able (distraction, knowledge, time pressure)

Question 3

Petty and Cacioppo model

Answer 3

• elaboration likelihood model
• there are two routes to persuasion, central and peripheral route

Question 4

People who carefully and deliberately scrutinize message content take the ____ route

Answer 4

• central
• message substance is most important

Question 5

peripheral route

Answer 5

• ppl attend to relatively simple, superficial cues
• superficial cues are most important

Question 6

examples of the ___ route are message length, attractiveness, and expertise

Answer 6

peripheral

Question 7

if a person has high motivation, it is best to use the ____ route processing

Answer 7

central

Question 8

Sources are more persuasive if they are _______ and ____

Answer 8

• credible (trustworthy, expert, act against their own interest, if persuasion is hidden)
• likeable (attractive)

Question 9

the sleeper effect

Answer 9

• when someone hears a message from an unreliable source that exert little evidence but later causes individuals attitudes to change
• ppl forget they learned the message from an unreliable source and it affects their attitudes

Question 10

moderator

Answer 10

• if the info that discredits the source precedes the message

Question 11

when does the sleeper effect occur even if you have info contradicting it

Answer 11

• if info is presented after the message

Question 12

factors that effect the message

Answer 12

• one sided vs two sided arguments (moderated by knowledge of audience; if they are dumb=one side, if they are smart=both)
• order of messages (primary vs recency effects; generally=primary, time delay and ease of understanding may change this)
• strong emotions (fear, moderated by a ‘way out’)

Question 13

factors that affect the recipient

Answer 13

• motivation to process info
• ability to process info
• mood effects (good mood=less likely to process info carefully)

Question 14

Wheeler’s study on ego depletion

Answer 14

• determined ego-depletion in relation to message strength

Question 15

ego depletion

Answer 15

• state in which self-regulation capacities are diminished
• there is smth interrupting self regulatory capacities (distraction, hunger, mood)

Question 16

t or f: when someone is not ego-depleted, they are more likely to be persuaded by weak arguments compared to those that are ego-depleted

Answer 16

false

Question 17

Classic persuasion techniques according to Cialdini

Answer 17

• reciprocity
• commitment and consistency
• social proof
• liking
• authority
• scarcity

Question 18

why does reciprocity work to persuade ppl

Answer 18

• takes advantage of a powerful social norm in many societies: returning a favour (ex gifts)
• concessions: door in the face technique

Question 19

door in the face technique

Answer 19

• ask for something big, then ask for what you actually want, making your request to look more reasonable

Question 20

why do commitment and consistency work to persuade ppl

Answer 20

• ppl prefer to see their attitudes and behaviours as consistent
• ex foot in the door technique (start small, then escalate)

Question 21

why does social proof work to persuade ppl

Answer 21

• we often judge the acceptability of our own attitudes and behaviours by using the attitudes and behaviours of others as a reference point
• ppl will comply w a request if it shows many others do it too

Question 22

why does liking work to persuade ppl

Answer 22

• we are more likely to comply w ppl we know and like
• attractiveness
• business where ppl sell to friends

Question 23

why does authority work to persuade ppl

Answer 23

• we are more likely to comply w ppl who are perceived to have authority
• ex dr, wealthy, etc can include dress and fancy cars

Question 24

why does scarcity work to persuade ppl

Answer 24

• things that are hard to obtain are viewed as more valuable
• less=better
• dont want to miss opportunities