lecture 4 - Persuasion Flashcards
What is persuasion?
Persuasion is the process by which a message changes a person’s attitudes or behaviours
When does persuasion work?
Persuasion works when the source, the message, and the target are all compatible and of a high quality
What are the characteristics of a good source?
A good source must have attractiveness, likeability and similarity. It must also have perceived credibility, expertise and trustworthiness.
What are the characteristics of a good message?
A good message must take into account appropriate length, good consistency, effective repetition, and optimal fear arousal where necessary. A good message must also take into account whether a factual or an emotional appeal is more appropriate.
What are the characteristics of a good persuasion method?
A good persuasion method should be two-sided, it should frame the message in way as to emphasize gain rather than loss, should take into account primacy and recency effects and the channel by which the persuasion is taking place.
What are the characteristics of a good target audience?
Women are a better target audience in general. Young adults are the most susceptible to persuasive attempts. Individual differences come into play - whether a person enjoys thinking about things or is instead close-minded and needs cognitive closure.
What is the elaboration likelihood model of persuasion?
The elaboration likelihood model of persuasion suggests that variations in persuasion depend on the likelihood that participants will engage in elaboration of the arguments relevant to the issue. People either focus on central issues or peripheral issues.
What is the heuristic-systematic model of persuasion?
The heuristic-systematic model of persuasion suggests that systematic processing occurs when targets actively scan and process the arguments in a message, heuristic processing occurs when people do not carefully consider the arguments, but refer to cognitive shortcuts instead.
What factors determine the processing route of a persuasion attempt?
Factors determining the processing route of a persuasion attempt include the target’s ability to focus and the target’s motivation to process.
What are the ingratiation and reciprocity techniques of persuasion?
The ingratiation technique of persuasion involves making the target like you in order to persuade them. The reciprocity principle is doing a favour for a person before asking them to do the same for you
What is the door-in-the-face technique?
The door-in-the-face technique involves making a large, unrealistic request before making a smaller, more realistic request.
What is the that’s-not-all-technique?
The that’s-not-all technique involves adding extras to the original deal to make it seem like you are doing the target a favour
What is the foot-in-the-door technique?
The foot-in-the-door technique involves asking for a small favour which is highly likely to be granted before asking for a much larger but related favour, as the target is already committed they are likely to grant the larger request.
What is the lowball tactic?
The lowball tactic involves adding unattractive conditions to the deal after the target has already accepted.
What is reactance?
Reactance occurs when people react strongly against a blatant persuasion attempt because it is a direct threat to personal freedom
