Unit 2: Persuasion Flashcards Preview

Intro to Social Psychology > Unit 2: Persuasion > Flashcards

Flashcards in Unit 2: Persuasion Deck (29):
1

persuasion

process by which message induces change in beliefs, attitudes, Bx

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central route persuasion

deliberate and effortful, reason based, thoughtful consideration on arguments and more enduring effect

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central route most effective when

audience focused on message, stong argument made (weak argument backfires)

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peripheral route persuasion

mood based, influenced by incidental cues, temporary effect

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peripheral route most effective when

audience is not motivated or distracted, uses cues that allow audience to not have to think a lot

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two factors influencing persuasion

content and context

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message content

make people feel good (evaluative conditioning makes them associate feeling with product) or scared (provide escape from fear) or disgust (have bigger effect)

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message context

communicator-recipient opinion discrepancy - compared to current opinion/Bx how much do you need to change to meet persuader's opinion/messahge

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big discrepancy

needs a lot of change, message from credible source

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small discrepancy

needs a little change, works if source is not most credible

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message context one sided appeal

only mention pros; effective when audience already agrees and won't discover cons

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message context two sided appeal

present pros and cons, effective when audience doesn't initially agree

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six persuasion principles

authority, liking, social proof/consensus, reciprocity, consistency, scarcity

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persuasion - authority

people defer to credible experts (Doctor recommended)

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if you find out persuader is authority figure after message presented

good only if you agree with the message

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if you find out persuader is authority figure before message presented

you are more open to persuasion

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persuasion - liking

people respond positively to those they like (similarity, attractiveness)

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how do sales reps use liking for persuasion

sales reps make small talk to try and find a similarity with the customer - if you like them you are more likely to buy the product

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persuasion - social proof/consensus

people allow example of others to validate how they think/feel/act

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how does sales use social proof

advertise how many of the product have already been sold

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persuasion - reciprocity

people feel obligated to repay in kind what has been received

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how does sales use reciprocity

free samples, shipping; sales reps compliment when people try on clothes

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persuasion - consistency

people tend to honor their public commitments

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how does sales use consistency

ask customers if they want to start a fitting room, foot-in-the-door phenomenon

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persuasion - scarcity

people prize what is scarce

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how does sales use consistency

advertise low stock, seasonal products, limited addition

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reactance

when people feel freedom to perform Bx is threatened, they reduce the threatened feeling by performing the Bx at stake

28

developing counterarguments - attitude inoculation

exposing people to weak attacks on their attitudes so that when stronger attacks come they will have refutations available

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example of attitude inoculation

cults tell new initiates that their families will attack the cult