Flashcards in Ch. 5 - Demographic Variables Deck (13)
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
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
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.
Moderate IQ is more easily persuaded than low or high
States and straits
Direct access to audience
Moderate self esteem is easy to persuade more than high or low.
High: too into their selves
Low: feel bad about their self
Anxiety lends self to persuasion - invoke fear - anxiety. Make people afraid - looking to feel better - open to persuasion
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
Self involvement - high interest and involvement - take down central root/strong persuasion
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
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
Positive - more persuasive