Chapter 8: Persuasion Flashcards
(41 cards)
What is the elaboration Likelihood Model?
a model of persuasion maintianing that there are two different routes to persuasion (central and peripheral)
How does controlled and automatic processing relation to persuasion?
- central route = controlled processing
- peripheral = automatic processing
What is the central route?
- people think carefully and deliberately about the content of a persuasive message
- logaic, arguments, evidence
What motivates the central route?
- personally relevant issue
- knowldgeable in the domain
What does the central rotue rely on?
- our own experience, memories, and knowlege
What is the peripheral route?
- people attend to relatively easy to process, superficial cues related to a persuasive message
What moticates the peripheral route?
- not personally relevant
- distracted or fatigued
- incomplete or hard to comprehend message
What does the peripheral route rely on?
- simple heuristics
- cues = length, expertise, attractiveness, etc.
What route is default?
- peripheral route is default
- need motivation and ability to engage central route
Which route creates long lasting attitude change?
- central route
- more likely to integrate arguments into belief system
- resulting attitude is more resistance to additonal persuasion
What are the elements of persuasion?
- source characteristics
- message characteristics
- audience characteristics
What are source characteristics?
- characteristics of the person who delivers a persuasive message, such as attractiveness, credibiltiy, and certainty.
How does attractiveness impact persuasion?
- source characteristic
- engage peripheral route
- takes advantage of the Halo Effect
How does credibitliy impact persuasion?
- source characteristic
- builds trust
- peripheral trust without needing to listen to arguments
- central take arguments more serisously
What is the sleeper effect?
when a persuasive message form an unreliable source initially exerts little influence, but later causes attitued to shift
Why does the sleeper effect occur?
because individual dissasociates information from unreliable source and only remembers info.
How does certainty impact persuasion?
- source characteristic
- people judge confidence and certainty to be more credible
Whare are message characteristics?
aspects or content of a persuasive message, includinging the quality of evidence and the explicitness of its conclusions
What impacts message quality?
- refute counterarguments
- argue against self interest (seen as more sincere)
- appeal to core values
- straighforward
- metion desirable consequences
How does vividness impact persuasion?
- message characteristic
- more memorable!
- colorful/vivid misleading info trumps dull relevant into
- identifiable victim effect
What is the identifiable victim effect?
the tendency to be more moved by the vivid plight of a single individual than by a more abstract number of people
- can have negative effect when victim can be blame for misfortune
How does fear impact persuasion?
- message characteristic
- too much can interupt controlled processing and prevent long alsting attitude change
- right ammount can increase personal relevance and motivation
- most impactful when also give them a way to act on the fear
How does culture impact persuasion?
- message characteristic (also audience?)
- tailure message to fit norms, values, etc
What is the focus of an interdependent persuasive message?
- prevention (persuaded by cost of not flossing)
