Chapter 7 - Persuasion Flashcards
(23 cards)
What is the Elaboration Likelihood Model (ELM) in persuasion?
ELM explains that people process persuasive messages via two routes: a central route (deep, thoughtful processing) when they’re attentive, and a peripheral route (shallow, effortless processing) when they’re on autopilot. The effectiveness of persuasion depends on whether the audience is likely to elaborate on the message.
What is the central route to persuasion in the ELM?
It’s when people carefully evaluate a persuasive message, focusing on the strength of the arguments and using their own knowledge to decide.
What is the peripheral route to persuasion in the ELM?
It’s when people are swayed by superficial cues (like attractiveness or credibility) without deeply thinking about the message.
What factors determine whether we engage in central or peripheral processing in response to a persuasive message?
Motivation (personal relevance) and ability (time, resources, knowledge). When motivation and ability are high, we process centrally; if either is low, we rely on peripheral cues (like source credibility).
Which persuasion route is more effective for long-term attitude change: central or peripheral?
The central route is better for lasting change—people think deeply and integrate the message. The peripheral route works better when people aren’t motivated or paying much attention.
What are the main source characteristics that influence persuasion?
- Attractiveness
- Credibility
- Certainty
How does attractiveness influence persuasion?
Attractive sources are more persuasive, especially when the audience is unmotivated or not thinking deeply, due to reliance on peripheral cues.
How does credibility influence persuasion?
Credible sources—those seen as trustworthy or expert—enhance persuasion through both central and peripheral routes. Over time, even low-credibility sources can influence attitudes (the sleeper effect).
How does certainty affect persuasion?
Messages delivered with high confidence are more persuasive. People associate certainty with credibility, making the message more convincing.
What are the message characteristics in persuasion?
- Clarity
- Vividness
- Emotional appeal
- Cultural relevance
What defines high-quality persuasive messages?
They appeal to core values, are logical and clear, state conclusions explicitly, refute opposition, and are stronger when going against the speaker’s self-interest.
What is vividness in persuasion?
Vivid, colorful, and memorable info is more persuasive—even if it’s atypical. It grabs attention and sticks in memory.
What is the identifiable victim effect?
People are more persuaded by stories of specific individuals than by stats—because personal stories evoke empathy. But it can backfire if the victim is blamed.
How does fear influence persuasive messages?
Fear increases persuasion when paired with clear instructions on how to act; too much fear alone may overwhelm and reduce impact.
Why does culture matter in message framing?
Messages are more persuasive when they align with cultural values—individual gains for Westerners, collective benefits or loss-prevention for East Asians.
What are the audience characteristics that exist in persuasion?
- Need for cognition
- Mood
- Age
What is “need for cognition” and how does it affect persuasion?
High need for cognition people prefer strong, logical arguments; low need for cognition people respond better to simple, peripheral cues.
How does mood influence persuasion?
Positive moods make people more open to persuasion. Pleasant surroundings, like good food or music, can increase receptiveness.
What role does age play in persuasion?
Younger people are more easily persuaded than older people, especially in politics and advertising.
What is the hostile media phenomenon?
The fact that we all tend to believe that the media are biased against our preferred causes
What is agenda control?
E orts by the media to emphasize certain events and topics, thereby shaping which issues and events people think are
important.
Why do people sometimes reject information that contradicts their beliefs?
People often engage in selective attention, evaluation, and framing to maintain their existing views, even when presented with strong evidence to the contrary.
What are attitude inoculations?
Small attacks on our beliefs that would engage our preexisting attitudes, prior commitments, and background knowledge and thereby counteract a larger attack
