Ch. 6 ...Just do it Flashcards Preview

231 Exam 2 > Ch. 6 ...Just do it > Flashcards

Flashcards in Ch. 6 ...Just do it Deck (50):
1

Persuasion

Process by which a message changes a person's attitudes or behaviours

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Source

Origin of persuasive effort

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Message

Content and method of persuasive effort

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Target

Recipient or audience of effort

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Yale approach

Approach that considers 3 factors that influence persuasion:
Source
Message
Audience

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Effect of attractiveness

Perceived attraction improves persuasiveness

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Effect of likeability

Perceived likeability improves persuasiveness, especially in video and audio messages

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Effect of similarity

More perceived similarity to self, more likeable and attractive, generally more persuasive

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Perceived credibility and trustworthiness

Perceived credibility and trustworthiness improves persuasiveness

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Message length

Long messages more effective if strong
Long messages less effective if weak
Long messages less impact than short

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Strong message

Objective facts without superfluous information, no peripheral info, likable, credible and consistent

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Fear arousal

Making people feel badly increases persuasive effect, inverse bell curve, level of fear to attitude change

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Scarcity technique

Emphasizes rareness of item, increases attractiveness

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Factual advertising

Uses objective facts

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Evaluative advertising

Focuses on subjective opinions

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Two sided arguments

Present both sides of argument, counter argument makes persuasion more successful

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Primacy effect

Information first receives most influential

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Recency effect

Most recent information most influential, seen with persuasion over time

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Gender effect

Woman more susceptible to persuasion than men, more cooperation focused and socially sensitive, which heightens receptivity to persuasion

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Age effect

Late adolescents/ young adults most susceptible to persuasion, less stable attitudes, less experiences to create resistance

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Need for cognition

Individual need to think, how much they derive fulfillment from thinking

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Need for cognitive closure

Extent to which Individual is closed-minded, desiring quick, certain answers and resistant to ambiguity and dis-confirmation

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Mood effect

Making people feel good improves persuasion

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Dual process model

Elaboration likelihood model and heuristic-systematic model assert 2 routes to persuasion

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Central cues

Message quality and argument that require processing

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Central route to persuasion

Processing of a message that occurs when people have the ability and motivation to attend to a message

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Elaboration likelihood model (ELM)

Asserts variations in nature of persuasion outcomes are dependent on likelihood that recipients will think about arguments relevant to issue

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Peripheral cues

Persuasive features such as slogans, jingles

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Peripheral route to persuasion

Processing that occurs when people do not have the ability and motivation to attend to a message, instead persuaded by peripheral cues

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Systematic processing

Occurs when people attend to message

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Heuristic processing

Occurs when people use cognitive shortcuts to process message

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Heuristic-systematic model (HSM)

Essentially the same as ELM, but uses Systematic Central, and Heuristic peripheral

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Key factor is processing route

Ability to focus, lack of focus leads to pripheral cus being more persuasive

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Ingratiation

Technique that makes recipient like you

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Reciprocity principle

Do a favor before asking them f=to do so for you

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Door in face

Large and unrealistic request before small realistic one

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That's not all

Request with added extras to pressure audience

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Foot in door

Small and unobtrusive request before large request

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Lowball tactic

Changing term if agreement by introducing hidden osts

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Reactance/ negative attitude change

Negative reaction to influence attempt, become annoyed, resentful. May be considered threat to personal freedom

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Boomerang effect

Lay term for reactance

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Forewarning

Prior knowledge that renders persusion less effective

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Counter arguing

Addressing and arguing against inconsistent arguments

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Attitude innoculation

Presenting people with weak, attitude-inconsistent attacks prior to a stronger persuasive attempt to help people resist message

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Selective avoidance

People's tendency to filter out information that is inconsistent with pre-existing attitudes

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Attitude polarization

People's tendency to evaluate mixed info in a way that strengthen pre-existing attitudes

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Biased assimilation

People's tendency to evaluate counter-attitudinal info as unreliable

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Hostile media bias

People's tendency to evaluate counter-attitudinal media as unreliable and untrustworthy

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Third person effect

People's tendency to assume persuasion more effective on others

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Subliinal messages

Attempt to influence subconsciously, often with flashed images