Chapter 7 Flashcards
Persuasion
Process where a message induces change in beliefs, attitudes, behaviors
“Persuasion is everywhere. When we approve of it, we may call it ____”
education
Central route to persuasion
interested people (people who are motivated to think about something) focus on arguments and respond with favorable thoughts
Need to be good argument for persuasion to happen.
Peripheral route to persuasion
Influence of incidental cues (eg. attractiveness). Heuristics.
Which route of persuasion more enduring change?
Central route. It’s their own thoughts that make them do something.
When are peripheral route persuasion methods more useful?
TV commercials, things that we have no time to think through. Emotion-based.
4 elements of persuasion
communicator,
message,
how the message’s communicated,
audience
Sleeper effect
An initially unconvincing message becomes effective. We remember the message but forgot reason for discounting
Good factors for communicator to be persuasive
perceived to be knowledgable, speaking style is confident and fluent, trustworthiness,
attractiveness
what might increase trustworthiness of communicator?
if the person believes the communicator isn’t trying to persuade
An attractive person is most persuasive on what matters?
Things that have to do with subjective preference
Forms of attractiveness
physical attractiveness (beauty),
similarity (people like us or act like us)
Reason (arguments) vs. Emotion for persuasion
Depends on audience. Well-educated vs. uninterested respond different.
When people had initial attitudes by peripheral route, which route then is more persuasive?
peripheral again
How do good feelings influence persuasion?
Part of content. Good feelings enhance persuasion (possibly associates good feelings with the message)
What about fear has to do with persuasion?
Arousing fear is also a good strat
Is it more effective to persuade by framing on what someone will gain or what someone is losing?
Gain. “if you… you’ll have attractive skin” is more effective than “you’ll have unattractive skin”
fear-then-relief approach
Make someone fear, then relief = more persuasive (wallet ex.)
foot-in-the-door phenomenon
Agree to small request then comply later with large
Lowball technique
Agree on initial request, then upping = more compliance. (i thnk uber has done this to me)
door-in-the-face phenomenon
Make a large request, then more reasonable (ok, if you won’t accept this, would you do this much?)
One-sided vs. Two-sided appeals
Acknowledging other side is useful in persuasion
Primacy vs. Recency
Primacy is more common (first things have more influence).
if 1st section of arguments faded, then recency effect better
Court case for primacy vs. recency effects
Primacy more effective if:
#1, #2, time
Recency more effective if
#1, time, #2
