Ch. 5 - Demographic Variables Flashcards Preview

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Flashcards in Ch. 5 - Demographic Variables Deck (13)
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1

Age

Kids and old people are more likely to be persuaded.
Kids: vulnerable until age 11 or 12, what they see is what they believe, very concrete - easily persuaded group- advertisements on tv.
Ex: women taking coffee pill while pregnant and children liking coffee as result
Old people - they trust everyone and aren't actively involved in society

2

Gender

We can't assume they will be persuaded based on gender. Men used to have more interaction than women. Goals, attitudes and interests are gender linked- potentially used as a persuasion tool. Appeal to their interests knowing that gender isn't enough to assume

3

Culture

Understanding cultural backgrounds and identifying cultures as:
Individualistic: value independence and the goals of the individual
Collectiveness: value the bigger picture - harmony, concern for others.

4

IQ

Moderate IQ is more easily persuaded than low or high

5

States and straits

Direct access to audience

6

Self esteem

Moderate self esteem is easy to persuade more than high or low.
High: too into their selves
Low: feel bad about their self

7

Anxiety

Anxiety lends self to persuasion - invoke fear - anxiety. Make people afraid - looking to feel better - open to persuasion

8

Self Monitoring

The world around you and how you fit in the environment:
Low: not aware of contextual cues - they don't care about what other think - don't need to fit in. Ex: dancing crazy
High: very concerned about their image, do they fit in. How they dress - persuaded by image oriented image. Ex: high schoolers

9

Ego Involvement

Self involvement - high interest and involvement - take down central root/strong persuasion

10

Dogmatism

Open kindness - high - more close minded, resistant to persuasion - peripheral root - reject your content - sell them with someone who has credibility. Ex: Donald Trump and Don King
Low: open minded - central root - make judgement based on analysis

11

Cognitive Complexity

How precise is your perception of the world:
Low: black and white
High: variability and interpretation. See more variations in the world around them - central root

12

Argumentativeness

Positive - more persuasive

13

Aggression

Negative - less persuasive