Chapter 7

Question 1

persuasion

Answer 1

efforts to influence your attitudes

Question 2

models of attitude change

Answer 2

• yale attitude change approach
• heuristic systematic model of persuasion
• elaboration likelihood model

Question 3

yale attitude change model

Answer 3

• draw upon cognitive shortcuts/ heuristics

- who says what to whom

Question 4

who says what to whom

Answer 4

who - source of the communication
what - content of communication
whom - nature of the audience

Question 5

when changing attitudes, we can either be

Answer 5

• cognitive misers

- motivated tacticians

Question 6

who (more easily persuaded)

Answer 6

• credible/ expertise
• attractive
• popular
• speaks quickly (interpreted like your a genius

Question 7

what

Answer 7

• subtle message (if message isn’t too obviously trying to change our message)
• one sided/ two sided
• emotion- provoking

Question 8

subtle message

Answer 8

if message isn’t too obviously truing to change our paramount
- product placement

Question 9

one sided/ two sided

Answer 9

one sided: only shows the side the persuader knows
two sided: you can see both good and bad sides (can be more persuasive if presented in a typical way by destroying the cons)

Question 10

whom

Answer 10

• refers to the audience
• distracted
• intelligence
• age

Question 11

distracted

Answer 11

more easily persuaded

Question 12

intelligence

Answer 12

people who are less intelligent are more easily persuaded than those who are more intelligence

Question 13

intelligence has shifted to level of

Answer 13

knowledge

Question 14

age

Answer 14

children, adolescence and young adults are more vulnerable to persuasion

• due to experience and level of knowledge and cognitive development is still forming
  ex. cults are more likely to recruit younger people

Question 15

six weapons of influence

Answer 15

• reciprocity
• commitment
• social proof
• authority
• liking
• scarcity

Question 16

reciprocity

Answer 16

do things with the expectation of receiving something in return

Question 17

commitment

Answer 17

once you start moving in one direction, you’ll continue to move in that direction

ex.
- foot in the door (gets you to something little, they hit you with what they really want from you)
- lowballing (price is higher than the price you agreed upon)

Question 18

heuristic-systematic model

Answer 18

• we don’t always use shortcuts
• systematic processing
• heuristic processing

Question 19

systematic processing

Answer 19

merits of the argument

Question 20

heuristic processing

Answer 20

peripheral, superficial characteristics

Question 21

elaboration likelihood model

Answer 21

• central route of persuasion

- peripheral route of persuasion

Question 22

central route of persuasion

Answer 22

merits of the argument

Question 23

peripheral route of persuasion

Answer 23

superficial characteristics

Question 24

when do we use the central/systematic route? (high effort thinking)

Answer 24

• motivated to pay attention (relevant)
• able to pay attention (no distractions, clear and understandable language)
• neutral or bad mood
• moderate fear and concrete actions (for fear to be a useful tool, it is the amount of fear that is important and must have concert steps to reduce that fear ex.images of cigarette packages that has number to help with quitting)

Question 25

when do we use the peripheral/heuristic route? (low effort thinking)

Answer 25

- not motivated - not able to pay attention (distracted, complicated, jargon-laden language) - good mood - overwhelming fear

Question 26

advertising and attitude change

Answer 26

- advertising works! - "need for cognition" - effectiveness determined by type of attitude - cognitively-based attitudes - affectively-based attitudes

Question 27

cognitively based attitudes

Answer 27

- (it is important for them to) emphasize information (about that product) - based on what we think go that object

Question 28

affectively based attitudes

Answer 28

- emphasize values and social identity | - based primarily on emotions

Question 29

in 2015 canada and the US spent

Answer 29

10 billion and 182 billion on advertising

Question 30

resisting persuasion

Answer 30

- attitude inoculation - reactance - forewarning - selective avoidance (sometimes being persuaded is a good thing)

Question 31

attitude inoculation

Answer 31

- present with small doses of a persuasive messages, and give them the opportunity to respond. When they encounter a full dose, they are prepared to fight back against it ex. role playing/practicing "just say no"

Question 32

reactance

Answer 32

occurs when we perceive our personal freedom is affected, so you put up a wall ex. hardcore sale tactic (going into a store where they talk you into buying something)

Question 33

forewarning

Answer 33

occurs when you are aware you are gonna face a persuasive attempt because it has happen to you before

Question 34

selective avoidance

Answer 34

when you encounter info that doesn't fit in your preexisting attitude your mind will ignore it

Question 35

cognitive dissonance: persuading ourselves

Answer 35

discomfort when our behaviours don't match our attitudes

Question 36

what do you do when faced with cognitive dissonance

Answer 36

- change behaviour or cognition (ex. well uncle for smoked everyday and he's okay or stop smoking) - add a new cognition (ex. yeah it might kill me one day but it helps me relieve stress)

Question 37

types of dissonance

Answer 37

- postdecision dissonance - justification of effort - external/internal justification

Question 38

postdecision dissonance

Answer 38

when you make a choice or decisions there is the possibility of you second guessing it, but you persuade yourself that you picked the right one

Question 39

justification of effort

Answer 39

when you put in a lot of effort you convince yourself that it was worth it, otherwise you have to admit that it was foolish - ex. brutal initiation to be part of the group

Question 40

external/internal justification

Answer 40

where we act in a way that contradicts our thoughts/feelings/behaviours because of an internal or external cause

Question 41

sleeper effect

Answer 41

the effect whereby the persuasive impact of a non-credible source increases over time

Question 42

valence

Answer 42

the degree of attraction that a person feels towards a specific object, event or idea

Question 43

fear based appeal

Answer 43

an attempt to provide fear in the audience in order to persuade them not to do something

Question 44

outcome relevant involvement

Answer 44

the degree to which the economic or social outcome promoted in a message is important to the receiver