Lecture 6 Flashcards
What is the elaboration likelihood model (dual process model) for persuasion (2)
- (system 1)peripheral route: you don’t pay attention to the argument and are persuaded if the person/source who says it looks/talks believable and it invokes the right emotions
- (system 2) central route: full processing of the persuasive message and you are only persuaded if they are strong arguments
What is superficial information processing? how stable is it? And analytic processing? which is stronger and predicts behavior more?
- heuristic processing (peripheral route) means fast and inattentional processing of arguments. It is less stable
- Analytic processing means you are paying attention (central route) and carefully considering if an argument is sound.
- Analytic processing is stronger and influences your behavior more.
What are these source variables (peripheral cues): Similarity, attractiveness and credibility
- similarity: if someone is more similar to you (in-group member) they are more likely to persuade you
- Physical Attractiveness: more attractive people are more persuasive
- Credibility: if someone looks competent and talks fast and looks in your eyes they look more credible.
How do feelings/moods influence how easily you are persuaded?
- if you are in a good mood, you are less critical and more easily persuaded
What is the sleeper effect about Source and Content?
- normally, the credibility of the source matters in persuasiveness
- but if people remember it later, the source is harder to remember but they still remember the content and consider it.
- so messages stick over time, but you forget who said it.
how does classical conditioning persuade you trough the peripheral route
- you are shown the product/message and a second stimulus that is very positive/pleasant
- this makes you associate the product/message with something positive.
what can happen when you use humor in a product commercial? and how does it affect sales?
- you remember the commercial better
- But you forget the product more (because you don’t connect the commercial to the product)
- Yet people still buy the product more
What is the effect of fear (in commercials to stop behavior)
- it could reduce behavior if you connect it to a doable and better behavior
How does repetition and number of arguments influence persuasion in the peripheral route?
- if there are more arguments and you repeat them, it is more persuasive
Are two-sided or one-sided arguments more persuasive and why?
Two-sided arguments are more persuasive if you effectively counter the counterargument
- because they don’t generate it themselves
What is the consensus heuristic?
- Consensus heuristic: If many people think that something is true/good, then it is probably so.
- more persuasive to people who do not pay attention.
What four variables (Motivation, Capacity, Mood and individual differences) decide whether you process it trough the central or peripheral route:
- Motivation means its personal relevance to you. More relevant means central route
- Your capability means your capability to pay attention (central route) like under time pressure.
- Mood means that in a positive mood, the peripheral route is used (superficial processing vs systematic processing)
- Individual differences is for instance your personal need for cognition (central route)
What are norm of reciprocity, door in the face, that’s not all, foot in the door and low balling
- norm of reciprocity: if someone gives something to you, you give something in return.
- door in the face: start with asking a big favor and then a smaller one
- that’s not all: you start with a big request and immediately add that it is actually lower (usually $5 but now its $4
- Foot in the door: You start with a small request and then make a larger request.
- Low balling: get people to agree to a low request and when they do, make the request bigger/ less attractive
What are explicit and implicit reminders of norms? when are they effective?
Explicit reminders: signs and texts about norms. They are effective if they are relevant
Implicit reminders: do not directly tell you how to behave, but fr instance show you how other people behave (clean street reminds you to keep the street clean)
