Chapter 7: Persuasion Flashcards
(31 cards)
What is the elaboration likelihood model (ELM)?
model of persuasion with 2 routes: central or peripheral
What is the central route to persuation? peripheral?
Both are components of the ELM:
central route: people think carefully and deliberately about the content of a persuasive message (evaluate based on their own experiences, memories and knowledge)
peripheral/heuristic route: people attend to relatively easy-to-process, superficial cues related to a persiasive message, such as its length, expertise, or attractiveness of message source
What are the 2 important factors that determine whether we use central or peripheral processing in response to a persuasive message?
motivation and ability
high motivation/personal relevance & ability = central
low motivation & ability = peripheral
what is subliminal stimuli?
stimuli presented below conscious awareness that can activate certain concepts/influence thoughts and actions
What are “source characteristics”?
Characteristics of the person who delivers a persuasive message, such as attractiveness, credibility, and certainty. (ex. attractive celebrity)
What is the sleeper effect?
messages from unreliable sources exert little influence initially but over time have the potential to shift people’s attitudes because people dissociate the source of the message from the message
What are message characteristics?
- message quality: appeal to audience core values, straightforward, logical, when goes against personal interest of message giver
- explicit conclusions
- vividness: interesting and memorable; identifiable victom effect
- order effects
- fear
- culture
how does the orer of a message given affect the persuation?
a. strong argument last: climax order
strong argument first: anticlimax order
string in middle = pyramid order
first or last works best
what is a two sided argument?
two sided arguments are better to persuade as long as the ressage refutes the opposite argument by enhaving credibility and shows why opposing arguent is wrong
when is fear a good persuasive message tactic?
- must make people feel vulnerable
- give specific recommendations for avoiding bad outcome (response efficacy)
- make people feel capable of carrying out a recommended action (self efficacy)
What are audience characteristics?
- need for cognition: low cognition need = peripheral cues
- mood
- age: younger audience more malleable
- knowing audience
what is self monitoring?
knowing audience
- individual differences in relying on external or internal cues to guide behaviour
- high SM = gain social approval (like attractive things)
- low SM = being consistent and true to self (like quality of things)
what are the 3 Ws of persuation?
what is the message
who is delivering the message
who is receiveing the message
identifiable victim effect?
thee tendency to be more moved by the vivid sitionation of a single individual than by the struggles of a more abstract
number of people
What is agenda control?
Efforts by the media to emphasize certain events and topics, thereby shaping which issues and events people think are important
What is hostile media phenomenon?
The tendency for people to see media coverage as biased against their own side and in favour of their opponents side
Although we should alter our attitudes when we believe that something is dangerous/harmful, but this is not the case because
Our mind selectively responded to information to maintain our initial stance: selective attention, selective evaluation, and selective framing
Selective attention is when we
Tune into information that reinforces our original attitudes
What is selective evaluation?
People who are personally motivated will be more skeptical of Info that challenges their beliefs
What is selective framing?
Opposing sides of the same issue frame the issue if opposite manners (focus of negative of pro or negative of against)
When attitudes are moral mandates…
People are less willing to compromise on them
What is the thought polarization hypothesis?
Hypothesis that more extended thought time about a particular issue tends to produce a more extreme, entrenched attitude
What is attitude inoculation?
Small attacks on peoples beliefs that engage their preexisting attitudes, prior commitments, and background knowledge, enable them to counteract a subsequence larger attack and this resistance persuasion
