LESSONS 6-10 Flashcards
(75 cards)
A form of social influence that involves following the orders of an authority figure.
OBEDIENCE
Involves actions that people would not do unless instructed by people of influence or authority.
OBEDIENCE
People follow commands because they are scared of the consequences.
OBEDIENCE
Following orders from an authority figure.
Fear of consequences.
Example: Students following the teacher’s rules.
OBEDIENCE
Agreeing to do something for anyone.
Hope for reward or fear of punishment.
Example: Customer agreeing to buy a product from a salesperson for a discount.
COMPLIANCE
Milgram (1961) wanted to investigate whether Germans were particularly obedient to authority figures, as this was a common explanation for the Nazi killings in WWII.
MILGRAM SHOCK EXPERIMENT
Milgram wanted to know how far people would go to follow instructions even if it meant hurting someone else.
MILGRAM SHOCK EXPERIMENT
the process of changing beliefs, attitudes, or behaviors through a message.
It can be used to:
- Promote health or sell addiction.
- Advance peace or spread hate.
- Enlighten or deceive.
PERSUASION
Developed by Richard Petty and John Cacioppo (1986).
Explains how people process messages and make decisions.
Elaboration Likelihood Model of Persuasion
Two routes to persuasion:
_______-Thoughtful and deliberate processing.
_______-Quick and effortless judgments.
Reflective and Explicit
Automatic and Implicit
Focuses on the strengths of the arguments; If strong and compelling, persuasion is likely.
The central route
Logic driven and relies on presenting facts and data to convince an audience.
The central route
Works best when the audience is analytical and willing to engage in evaluating the message.
The central route
The audience’s ability to comprehend the message presented to them causes a long-lasting change in thinking or behavior.
The central route
Central route of persuasion
Four Features:
__________:Sharing data and facts; Highlighting statistics
__________:Clear, one-sided argument
__________:Critically think the message
__________: Leads to decision-making; changes their thoughts, feelings, or behavior
Strong, convincing message
Persuasive communication
An attentive audience
Ability to process
Occurs when individuals are unmotivated or unable to think carefully.
THE PERIPHERAL ROUTE
Common during distraction, low involvement, or busyness.
THE PERIPHERAL ROUTE
Focuses on automatic acceptance triggered by external cues rather than critical thinking.
THE PERIPHERAL ROUTE
Emphasizes easily understood, familiar statements over complex or novel phrasing.
THE PERIPHERAL ROUTE
Occurs when a person is influenced by cues in a message rather than the message itself.
ROUTE TO PERSUASION
When people think deeply about a message, any attitude change is more likely to last, resist counterarguments, and influence behavior (Petty et al., 1995, 2009; Verplanken, 1991).
Central Route Effects
Heuristics, such as trusting experts or relying on simple cues (e.g., liking someone, the appearance of authority), guide decisions without careful thought (Chaiken & Maheswaran, 1994).
Peripheral Route Effects
Recent trends show that emotion-based appeals (e.g.,happiness, excitement) are more effective than rational appeals in ads, with happiness-linked facial expressions predicting sales (Wood, 2012).
Emotion Over Reason
Refers to the process of influencing others to : change their beliefs, behaviors, or thoughts.
Persuasion
