Lecture 6 - Persuasion Flashcards

1
Q

ELM

A

= elaboration likelihood model

periphal vs central route

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

central route

A

motivated
intentional
capable
highly predictive for behaviour

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

peripheral route - three characteristics

A

not interested
lacks capability
not looking at content

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

system I

A

fast, automatic, effortless
driven by feelings
impulses and habits
implicit level

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

system II

A
slow and deliberative
analytic
non-emotional
refelctive and controlled 
only possible when not distracted
explicit
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

drawbacks peripheral route

A

only temporary

sensitive to counter-arguments

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

advantages central route

A

more resistent to counter-arguments

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

five source variables of peripheral processing

A
attractiveness
trust 
similarity
phsyical attractiveness
expertise/credebility
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

tell someone testimonials are payed

A

lower persuasion
company is now the source
although he did know before

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

sleeper effect

A

dissociation of source and message
only message stays
reversed by reminding

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

how-do-I-feel-about-it heuristic

A

we feel good when we receive message, start to like it

classical conditioning

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

humor in commercials

A

makes remember the add more than the product

but product is picked more often

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

fear appeals work when

A

preventing an outcome is possible

concrete intervention is presented

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

message variables of peripheral processing

A

length and number of arguments

repetition, esp. slightly altered

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

one-sided arguments

A

work when person is already convinced

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

two-sided arguments

A

pro and contra

work when person is undecided

17
Q

primacy effect

A

very common

first info is weigthed the heaviest

18
Q

recency effect

A

less common

only when there was a lot of space between first and last info

19
Q

persusion listening to a speech

A

for involved: by arguments

for uninvolved: by expertise

20
Q

factors determining whether you go central or peripheral

A
motivation
personal relevance
capacity
concentration
mood
21
Q

feeling-as-information

A

pos. mood: everything OK, superficial/peripheral processing

neg. mood: pay attention! systematic/central processing

22
Q

explicit reminders

A

of what the norm is

someone says it

23
Q

implicit reminders

A

of what the norm is
person or environment
passively

24
Q

two-step technique

A

door in the face
that’s not all
low-balling
foot in the door

25
Q

door in the face

A

first big request, then small one

people do not want to reject you twice

26
Q

that’s not all

A

discounts on products

27
Q

low-balling

A

disguise hidden costs

28
Q

foot in the door

A

first small request, then big one

because of self-perception

29
Q

what to do against persuasion

A

confidence in own preferences and convictions

coming up with counter-arguments