chapter 7: persuasion

Question 1

define:

elaboration liklihood model

Answer 1

model of persuasion maintaining that there are 2 different routes to persuasion

Question 2

define

central route

Answer 2

• when interested people focus on the arguments and respond with favorable thoughts
• more likely to be engaged when the issue is personally relevant and knowledgeable in the domain

Question 3

define

peripheral route

Answer 3

• when people are influence by incidental cues, such as a speaker’s attractiveness
• more likely to be engaged when the issue is not personally relevant, the person is distracted or fatigued, or the mesage is incomplete or hard to understand

Question 4

define:

source charcteristics

Answer 4

characteristics of the person who delivers a persuasive message, such as attractiveness, credibility, and certainty

Question 5

define

message charactersistics

Answer 5

aspects or content of a particular message, including the quality of the evidence and the explicitness of its conclusion

Question 6

define

audience characteristics

Answer 6

characteristics of those who recieve a persuasive message, including need for cognition, mood, and age.

Question 7

list

types of source credibility

Answer 7

• percieved expertise
• speaking style
• percieved trustworthiness

Question 8

define

sleeper effect

Answer 8

an effect that occurs when a persuasive message from an unreliable source intially exert little influence, but later causes attitudes to shift, due to source amnesia

Question 9

list

types of source attractiveness

Answer 9

• physical attractiveness
• similarity

Question 10

List

source certainity

Answer 10

• directness
• confidence in viewpoint

Question 11

define:

quality of the message

Answer 11

message appeals to core values of the audience: is straightforward, clear, and logical; and when it expresses the desireable consequences of taking the actions suggested by the message

Question 12

define

vividness

Answer 12

identifiable victim effect
* stories that have a clear impact

Question 13

define:

reason vs. emotion

Answer 13

it depends on the audience; what is my stonger argument?

emotions can be dismissed easier than reason

Question 14

define

the effect of good feelings

Answer 14

easier to persuade when people are in a good mood

Question 15

define

the effect of fear

Answer 15

it can be useful, but don’t overdo it

people might skip over the ad if its too much

Question 16

define

culture in context to the message

Answer 16

• individual culture persuaded by benefit to self
• collectivist culutre persuaded by benefit to collective

Question 17

define

one sided appeal

Answer 17

give your persuasive message

Question 18

define

2 sided appeals

Answer 18

awknowledges the other sides argument

Question 19

define

nCog

Answer 19

need for cognition

Question 20

define:

mood in relation to audience

Answer 20

good mood is better

Question 21

Explain:

Active experience vs passive experience

Answer 21

• Active experience; the more they identify w brand
• passive experience; billboard not immediately interacting with

Question 22

explain

personal vs media influence

Answer 22

people are more pursuaded if someone they know tells them than the media

Question 23

define:

thought polarization hypothesis

Answer 23

the hypothesis that more extended thought about a particular issue tends to produce a more extreme, entrenched attitudes

Question 24

define:

door in the face

Answer 24

big request that will get denied ask for smaller request they are likely to say yes to

Question 25

# define: foot in the door

Answer 25

start w/ small request ask for bigger request have a hard time saying no to a big request

Question 26

# list characteristics of cults

Answer 26

* group that is deceptive, dangerous and challenge societys basic values * distintive ritual beliefs related to its devotion to a god or person * isolation from surrounding culture that is seen as "evil" * charastmatic leader

Question 27

# list ways cults attract individuals

Answer 27

* provide instant friendship, identity and support

Question 28

# define strong social situation

Answer 28

strong pressure to behave a certain way

Question 29

# define: weak social situation

Answer 29

people are more free to act how they want

Question 30

# List: when is a group dangerous

Answer 30

* members dont have alterantives * dont have access to new/different information * don't have personal responsiblity

Question 31

# define ingroup/outgroup conflict

Answer 31

our ingroup is better then the outgroup and the outgroup wants to attack us

Question 32

# list: appeals of cults

Answer 32

* sense of belongings * values * roles, place in society * powerful situation

Question 33

# List how to lead a cult

Answer 33

* create own social reality * create strong sense of ingroup/outgroup * generate commitment * establish credibility and attractiveness * send members to proselytize * distract members * fixate members on a phantom

Question 34

# answer when are attractive sources particularly persuasive?

Answer 34

when the message isn't personally important to the audience and the audience isn't knowledgeable about the domin. circumstances that sway people to focus on peripheral cues

Question 35

# Answer how can fear be effective in ads?

Answer 35

if there is directions on how to address the source of the fear

Question 36

# Answer when do persuasive efforts tend to be successful in relation to mood

Answer 36

when the mood of the message matches the mood of the audience

Question 38

# answer What age group is more likely to be persuaded (young or old)

Answer 38

young

Question 39

# define naive realism

Answer 39

people believe they see the world in a reasonable, objective fashion

Question 40

# define agenda control

Answer 40

efforts by the media to emphasize certain events and topics, therby shaping which issues and events people deem important

Question 41

# define hostile media phenomenon

Answer 41

the tendency of people to see media coverage biased against their own side and in favor of the opposing side.

Question 42

# define: thought polarization hypothesis

Answer 42

the hypothesis that more extended thought about a particular issue tends to produce a more extreme, entrenched attitudes

Question 43

# define attitude innoculation

Answer 43

small attacks on personal beliefs that engage preexisting attitudes, prior commitments, and abackground knowledge, enabling them to counteract a subsequent larger attack and thus resist persuasion

Question 44

# define: social influence

Answer 44

the ways people affect one another, including changes in attitudes, beliefs and feeling and bx resulting from comments, actions, or even mere prescence of others

Question 45

# define homophily

Answer 45

tendency for people to associate disproportionately w/ people who are like them

Question 46

# define: imitative learning

Answer 46

copy everything a model does

Question 47

# define: emulative learning

Answer 47

you get the gist of what a model is doing and you do it from there

Question 48

# define conformity

Answer 48

changing ones bx or beliefs in response to explicit/implicit pressure

Question 49

# define autokinetic effect

Answer 49

look at dot of light in dark room; dot appears to move

Question 50

# explain: Sherif's study of norm formation

Answer 50

* put participants in dark room and have them report movement of the dot * when confederates say wrong/outrageous answers the participants give an answer more inline with the confederates

Question 51

# list types of social influence

Answer 51

* informational * normative

Question 52

# define informational social influence

Answer 52

influence of other people that results from taking their comments or actions as a source of information about what is correct, proper or effective

Question 53

# define normative social influence

Answer 53

influence of other people that comes from the desire to avoid their disapproval and other social sanctions (ridiules, ostracism)

Question 54

# list: things that predict conformity

Answer 54

* group size * unanimity * cohesion * status * public response * no prior commitment * gender- women more likely to conform