Chapter 6: Persuasion

Question 1

Central or systematic route processing

Answer 1

a type of processing of persuasive messages that occurs when people have the ability and motivation to carefully evaluate the arguments in a persuasive message

Question 2

Elaboration likelihood model (ELM)

Answer 2

a model describing two distinct routes (central and peripheral) that are used to process persuasive messages

Question 3

Forewarning

Answer 3

making people aware that they will soon receive a persuasive message

Question 4

Inoculation

Answer 4

the idea that exposure to a weak version of a persuasive message strengthens people’s ability to later resist stronger versions of the message

Question 5

Peripheral cues

Answer 5

cues that are associated with the context of a message rather than the content – these cues include length of the message, the source of the message, and the speed at which the message is delivered

Question 6

Peripheral or heuristic route processing

Answer 6

a type of processing of persuasive messages that occurs when people lack the ability and motivation to carefully evaluate a persuasive message and therefore are influenced only by superficial cues

Question 7

Persuasion

Answer 7

communication that is designed to influence a person’s attitudes and behaviour

Question 8

Reactance

Answer 8

the idea that people react to threats to their freedom to engage in a behaviour by becoming even more likely to engage in that behaviour

Question 9

Sleeper effect

Answer 9

the phenomenon by which a message that initially is not particularly persuasive becomes more persuasive over time because people forget its source

Question 10

Subliminal persuasion

Answer 10

persuasion that occurs when stimuli are presented very rapidly at an unconscious level