Persuasion

Question 1

What is persuasion?

Answer 1

A shift in attitude or behaviour that results of appeals from other people or other sources.

Question 2

What are the most prominent sources of persuasion?

Answer 2

TV ads and commercials.

Question 3

What do ads try to accomplish?

Answer 3

To create a behaviour out of using a product.

Question 4

What is the major assumption underlying advertising and persuasion?

Answer 4

If they can create one behaviour, it will lead to another behaviour.

Question 5

When do the ideas of an ad work best?

Answer 5

When the attitude is salient.

Question 6

What are the two major ways of achieving persuasion through advertising?

Answer 6

Repetition and associating the product with positive feelings.

Question 7

What effect underlies the repetition path to persuasion?

Answer 7

The mere exposure effect.

Question 8

What is the mere exposure effect?

Answer 8

The more you are exposed to a novel stimulus, the more you will enjoy it.

Question 9

How does the complexity or simplicity of a stimulus effect its persuasive effect?

Answer 9

Simpler stimuli are enjoyed more in the short run, but result in less liking in the long run. (e.g., jingles, slogans)
Complex stimuli are less enjoyed in the beginning, but result in more enjoyment over time (e.g., jazz/classical music)

Question 10

What polarizing effect can be had by repeated exposure?

Answer 10

If you initially really dislike a stimulus, then being repeatedly exposed may result in even more disliking.

Question 11

What are some examples of ways that advertisers generate positive feelings?

Answer 11

By using celebrities, sex, music, display of positive emotions, babies, animals, humour, nostalgia.

Question 12

What are the two routes of processing in the elaboration likelihood model of persuasion?

Answer 12

Central and peripheral.

Question 13

What is central route processing?

Answer 13

When people are in a mode of thinking where they think a lot about the message. Processing the message logically. (E.g., arguments and rationale)

Question 14

What is peripheral route processing?

Answer 14

Not thinking a lot about the message. (E.g., superficial cues, emotional cues, positive energy)

Question 15

Which variable affects which route people will take?

Answer 15

Level of self-interest.
High interest = more thought = central route.
Low interest = less thought = peripheral route.

Question 16

What two personality characteristics are related to persuasion routes?

Answer 16

Level of self monitoring and need for cognition.

Question 17

How does self-monitoring affect the persuasion route?

Answer 17

High self-monitoring leads to being externally guided, which leads to picking up on peripheral cues.
Low self-monitoring leads to being internally guided, which leads to picking up on central clues.

Question 18

How does need for cognition effect the persuasion route?

Answer 18

High need for cognition leads to central route. Low need for cognition leads to the peripheral route.

Question 19

What is need for cognition?

Answer 19

The extent to which people like to think. Not necessarily correlated with intelligence.

Question 20

What external factors play a role in persuasion?

Answer 20

Who gives the message and how it is given.

Question 21

What are two factors within the “who” factor of persuasion?

Answer 21

Credibility and likability.

Question 22

What makes a person credible?

Answer 22

Their competence and trustworthiness on a subject.

Question 23

What makes a person likable?

Answer 23

Similarity and physical attractiveness.

Question 24

What are some factors that affect the “how” factor of persuasion?

Answer 24

Primacy effect, recency effect, and fear appeals.

Question 25

When is primacy effect more effective?

Answer 25

When the options are presented and there is then a delay before making the decision.

Question 26

When is recency effect more effective?

Answer 26

When the options are presented with a delay between them.

Question 27

What does the impact for fear appeals depend on?

Answer 27

Realistic fear, advice for a solution, and whether they are trying to make people avoid a negative or pursue a positive.

Question 28

What is attitude inoculation?

Answer 28

Knowing that someone is trying to persuade you and consciously making arguments against them so you might resist.