Chapter 7

Question 1

Persuasion’s power enables us to? (3)

Answer 1

• promote health or to sell addiction
• advance peace or stir up hate
• enlighten or deceive

Question 2

Efforts to persuade are sometimes? (3)

Answer 2

• diabolical
• controversial
• beneficial.

Question 3

The process by which a message induces change in beliefs, attitudes, or behaviors; neither inherently good nor bad.

Answer 3

Persuasion

Question 4

A message’s ______ and _______ elicit judgments of good or bad.

Answer 4

Purpose and content

Question 5

The bad type of persuasion

Answer 5

Propaganda

Question 6

The good, more factually based and
less coercive than propaganda.

Answer 6

Education

Question 7

We call it ______ when we believe it,
________ when we don’t. (Lumsden et al., 1980).

Answer 7

Education
Propaganda

Question 8

2 routes to persuasion

Answer 8

The Central Route
The Peripheral Route

Question 9

Route that is focusing on the arguments; occurs when interested people focus on the arguments and respond with favorable thoughts; can lead to more enduring change; Explicit and Reflective

Answer 9

The Central Route

Question 10

Route that is focusing on cues that trigger automatic acceptance without much thinking; occurs when people are influenced by incidental cues, such as a speaker’s attractiveness; using simple rule-of-thumb heuristics; Implicit and Automatic

Answer 10

The Peripheral Route

Question 11

Example of simple rule-of-thumb heuristics

Answer 11

trust the experts
long messages are credible

Question 12

4 Ingredients/Elements of Persuasion by Social Psychologists

Answer 12

1. The Communicator (who says what?)
2. The Message (what?)
3. How the Message is Communicated (by what method)
4. The Audience (to whom?)

Question 13

Element of persuasion where social psychologists have found that who is saying something does affect how an audience receives it

Answer 13

The communicator

Question 14

What Makes a Communicator More Persuasive than Another? (2)

Answer 14

Credibility
Attractiveness and liking

Question 15

Perceived expertise and trustworthiness; believability.

Answer 15

Credibility

Question 16

A delayed impact of a message that occurs when an initially discounted message becomes effective, such as we remember the message but forget the reason for discounting it.

Answer 16

Sleeper effect

Question 17

3 Factors that Influence the Credibility of a Communicator:

Answer 17

Perceived Expertise
Speaking Style
Perceived Trustworthiness

Question 18

Factor that Influence the Credibility of a Communicator where saying things, the audience agrees with
will make you seem smart; “congenial views seem more expert” phenomenon; helps to be seen as knowledgeable on the topic.

Answer 18

Perceived expertise

Question 19

Factor that Influence the Credibility of a Communicator where another way to appear credible is to speak confidently and fluently; charismatic, energetic, confident-seeming
person who speaks fluently is often more
convincing; it’s not good to speak too much and not listen, a balance between talking and listening is the best approach.

Answer 19

Speaking style

Question 20

Factor that Influence the Credibility of a Communicator where we are more willing to listen to a
communicator we trust; trustworthiness is higher if the audience believes the communicator is not trying to persuade them; If you want to persuade
someone, start with information, not arguments; another effective strategy is to have someone else convey your expertise.

Answer 20

Perceived trustworthiness

Question 21

6 Persuasion Principles

Answer 21

Authority
Liking
Social Proof
Reciprocity
Consistency
Scarcity

Question 22

Persuasion principle where Establish your expertise; people defer to
credible expert; identify problems you
have solved and people you have served.

Answer 22

Authority

Question 23

Persuasion principle where people respond more affirmatively to those they like; Win friends and influence
people. Create bonds based on similar interest, praise freely.

Answer 23

Liking

Question 24

Persuasion principle where people allow the example of others to validate how to think, feel, and act; Use “peer power”—have respected others lead the way

Answer 24

Social proof

Question 25

Persuasion principle where people feel obliged to repay in kind what they’ve received; Be generous with your time and resources. What goes around, comes around.

Answer 25

Reciprocity

Question 26

Persuasion principle where people tend to honor their public commitments Instead of telling restaurant reservation callers “Please call if you change your plans,” ask, “Will you call if you change your plans?” and no-shows will drop.

Answer 26

Consistency

Question 27

Persuasion principle where people prize what’s scarce; Highlight genuinely exclusive information or opportunities.

Answer 27

Scarcity

Question 28

Having qualities that appeal to an audience; an appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference; we’re more likely to respond to those we like

Answer 28

ATTRACTIVENESS AND LIKING

Question 29

2 Forms of Attractiveness

Answer 29

Physical Attractiveness Similarity

Question 30

Form of attractiveness where arguments, especially emotional ones, are often more influential if they come from the people, we consider beautiful; attractiveness matters most when people are making superficial judgments

Answer 30

Physical Attractiveness

Question 31

Form of attractiveness where we tend to like people who are like us; people who act as we so, are likewise more influential.

Answer 31

Similarity

Question 32

Element of persuasion where it matters not only who says something but also what that person says.

Answer 32

Message content

Question 33

Choice of reason or emotion in persuasion depends on the audience

Answer 33

Reason vs Emotion

Question 34

3 types of audiences

Answer 34

Well-educated or analytical people Thoughtful Uninterested

Question 35

Type of audiences who are responsive to rational appeals

Answer 35

Well-educated or analytical people

Question 36

Type of audiences who are involved audiences which often travel the central route to persuasion; they are more responsive to reasoned arguments.

Answer 36

Thoughtful

Question 37

Type of audiences who more often travel the peripheral route; they are more affected by their liking of the communicator.

Answer 37

Uninterested

Question 38

Often enhance persuasion, partly by enhancing positive thinking and partly by linking good feelings with the message

Answer 38

The effect of good feelings

Question 39

Messages can also be effective by evoking negative emotions such as fear; Experiments show that, often, the more frightened and vulnerable people feel, the more they respond

Answer 39

The effect of arousing fear

Question 40

The context of your message—especially what immediately precedes it—can make a big difference in how persuasive it is.

Answer 40

Message content

Question 41

A social influence technique where people who experience anxiety whose source is abruptly withdrawn usually respond positively to various requests and commands addressed to them

Answer 41

Fear-then-Relief Approach

Question 42

The tendency for people who have first agreed to a small request to comply later with a larger request.

Answer 42

Foot-in-the-door Phenomenon

Question 43

A tactic for getting people to agree to something; People who agree to an initial request will often still comply when the requester ups the ante; People who receive only the costly request are less likely to comply with it.

Answer 43

Lowball Technique

Question 44

A strategy for gaining a concession; after someone first turns down a large request (the door-in-the-face), the same requester counteroffers with a more reasonable request

Answer 44

Door-in-the-face Technique

Question 45

Mentions only positive attributes or benefits; works best with those who already agree with the message

Answer 45

One-sided Appeal

Question 46

Presents good and bad points; if your audience will be exposed to opposing views, offer this appeal

Answer 46

Two-sided Appeal

Question 47

2 avenues to persuasion

Answer 47

Optimist Pessimist

Question 48

For this type of people, positive persuasion works best

Answer 48

Optimist

Question 49

For this type of people, negative persuasion is more effective

Answer 49

Pessimist

Question 50

Other things being equal, information presented first usually has the most influence; information presented early is most persuasive

Answer 50

Primacy effect

Question 51

Information presented last sometimes has the most influence; are less common than the primacy effect.

Answer 51

Recency effect

Question 52

An element of persuasion about the way the message is delivered.

Answer 52

The channel of communication

Question 53

3 channels of communication

Answer 53

1. Face-to-face appeal 2. Written or sign documents 3. Media Advertisement

Question 54

Strengthens attitudes; Experienced- based attitudes are more confident, more stable, and less vulnerable to attack.

Answer 54

Active experience

Question 55

Written and visual appeals are both passive, and thus have similar hurdles to overcome; Many are relatively ineffective.

Answer 55

Passive reception

Question 56

Process by which media influence often occurs through opinion leaders, who in turn influence others.

Answer 56

Two-Step Flow of Communication

Question 57

Individuals perceived leaders.

Answer 57

Opinion leaders

Question 58

The more lifelike the medium, the more persuasive its message.

Answer 58

Comparing Media

Question 59

The order of persuasiveness (4)

Answer 59

1. Live (face-to-face) 2. Videotaped 3. Audiotaped 4. Written

Question 60

An element of persuasion about to whom it is said

Answer 60

The audience

Question 61

2 Characteristics of Audience

Answer 61

1. Age 2. Thoughtfulness

Question 62

2 Possible Explanations for Age Differences

Answer 62

1. Life Cycle Explanation 2. Generational Explanation

Question 63

A possible explanation for age differences about how attitudes change as people grow older.

Answer 63

Life Cycle Explanation

Question 64

A possible explanation for age differences about how attitudes do not change; older people largely hold onto the attitudes they adopted when they were young; because these attitudes are different from those being adopted by young people today, a generation gap develops.

Answer 64

Generational Explanation

Question 65

A characteristic of an audience about how the crucial aspect of central route persuasion is not the message but the responses it evokes in a person’s mind.

Answer 65

Thoughtfulness

Question 66

Knowing that someone is going to try to persuade you breeds argument

Answer 66

FOREWARNED IS FOREARMED—IF YOU CARE ENOUGH TO COUNTER ARGUE.

Question 67

Persuasion is also enhanced by a distraction that inhibits counterarguing.

Answer 67

DISTRACTION DISARMS COUNTERARGUING.

Question 68

Those with a high need for cognition—enjoy thinking carefully and prefer central routes.

Answer 68

Analytical people

Question 69

The motivation to think and analyze

Answer 69

Need for Cognition

Question 70

5 Ways to Stimulate People’s Thinking

Answer 70

1. Using rhetorical questions 2. Presenting multiple speakers 3. Making people feel responsible for evaluating or passing along the message 4. Repeating the message 5. Getting people undistracted attention

Question 71

HOW PERSUASION CAN BE RESISTED?

Answer 71

STRENGTHENING PERSONAL COMMITMENT REAL-LIFE APPLICATIONS: INOCULATION PROGRAMS IMPLICATIONS OF ATTITUDE INOCULATION

Question 72

Before encountering others’ judgments, make a public commitment to your position; having stood up for your convictions, you will become less susceptible (or, should we say, less “open”) to what others have to say

Answer 72

STRENGTHENING PERSONAL COMMITMENT

Question 73

When participants were “immunized” by writing an essay refuting a mild attack on a belief, they were better able to resist a more powerful attack later

Answer 73

Developing Counterarguments

Question 74

Exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available.

Answer 74

Attitude Inoculation

Question 75

One that combines a poison (strong counterarguments) with a parasite (retrieval cues that bring those arguments to mind when seeing the opponent’s ads).

Answer 75

“Poison Parasite” Defense

Question 76

Real-Life Applications: Inoculation Programs (2)

Answer 76

Inoculating children against peer pressure to smoke Inoculating children against the influence of advertising