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Exam 3 Social Psychology Persuasion Learning Objectives Chapter 7 1 What is persuasion Know the real life examples of persuasion presented in class lecture Persuasion the process by which a message includes a change in beliefs attitudes or behaviors Real life examples politics Purchasing getting out of sticky situations and getting into a good situation 2 What are the two routes in the elaboration likelihood model of persuasion and what are the characteristics of each lecture and book pg 228 230 1 Central Route occurs when interested people focus on the arguments and respond with favorable thoughts deep processing Characteristics 1 Audience is analytical and motivated 2 Processing is high elaborate and includes agreement or counter arguing 3 Audience can understand the argument Attitude change occurs when an issue isn t relevant high motivation and ability people are able to play close attention to the arguments and long term attitude change 2 Peripheral Route occurs when people are influenced by incidental cues such as a speaker s attractiveness shallow processing Characteristics 1 Audience is not analytical or involved 2 Processing with low effort using peripheral cues and heuristics e g attractiveness number of arguments presented 3 Cues trigger liking and acceptance but often only temporary Attitude change occurs when an issue isn t relevant people are unable to pay close attention to the arguments low motivation or ability use heuristics and short term attitude change 3 What are the heuristics mentioned that people use in the peripheral route and how does each affect persuasion lecture and book pg 229 4 What are the elements of persuasion lecture and book pg 251 1 The communicator Expertise both real and imagined o Knowledgeable o Confident o Talk fast Trustworthiness o Look in the eye o Argue against self interest The communicator Physical attractiveness Similarity Subjective preference similar better Objective fact expert better 2 The message Reason vs Emotion Reason more persuasive for intellectuals Good mood more responsive to persuasive messages o Humor Good Moderate fear appeals are the most persuasive 3 How the message is communicated the channel More repetition Personal experiences stronger than the media Two step flow the media initially influences opinion leaders who then influence others Add diagram 4 The audience Age Knowing someone is trying to persuade you Need for cognition i e enjoy thinking High need for cognition central route is better Low need for cognition peripheral router is better So is stimulating thinking a good or bad thing Makes string messages more persuasive and weak messages less persuasive 5 How does expertise and trustworthiness relate to speaker and credibility and persuasion lecture and book pg 231 233 Expertise both real and imagined Knowledgeable Confident Talk Fast Trustworthiness Look in the eye and argue against self interest Creditability Physical attractiveness and Similarity Subjective Preference Similar better Objective Fact Expert better Believability A credible communicator is perceived as both expert and trustworthy Persuasion the process by which a message includes a change in beliefs attitudes or behaviors 6 What is the sleeper effect book pg 232 Sleeper effect Having qualities that appeal to an audience An appealing communicator often someone similar to the audience is most persuasive on mater of subjective preference 7 How does attractiveness and similarity relate to persuasion and when is persuasion more likely for certain topics regarding similarity lecture and book pg 233 235 Attractiveness having qualities that appeal to an audience An appealing communicator often someone similar to the audience is most persuasive on matters of subjective preference Similarity Subjective Preference Similar better Objective Fact Expert better Believability A credible communicator is perceived as both expert and trustworthy 8 When do rational appeals work better lecture and book pg 236 240 9 Why do good feelings increase persuasion lecture and book pg 236 237 Reason vs Emotion Reason more persuasive for intellectuals Good mood more responsive to persuasive messages o Humor Good Mood Moderate fear appeals are the most persuasive 10 What is the effect of arousing fear on persuasion lecture and book pg 238 239 11 Does repetition increase or decrease persuasion lecture and book pg 245 Mere repetition 12 Are personal experiences or the media stronger influences lecture and book pg 245 247 Personal experiences stronger than media 13 What is the 2 step flow of communication and how does it relate to how a message is communicated lecture and book pg 246 247 Two step flow the media initially influences opinion leaders who then influence others 14 What medium written audio or video increases persuasion the most lecture and book pg 247 Easy Message 1 Video 2 Radio 3 Written Difficult Message 1 Written Most effective changing attitude 2 Video 3 Audio 15 What age group is most susceptible to persuasion lecture and book pg 248 Young vs Old 16 What happens to persuasion attempts when a person is forewarned about the persuasion attempt lecture and book pg 249 Knowing someone is trying to persuade you 17 What is need for cognition and how does it relate to persuasion especially the elaboration likelihood model of persuasion lecture and book pg 250 Need for cognition i e enjoy thinking High need for cognition Central route better Low need for cognition Peripheral route better 18 Does stimulating thinking about the topic increase or decrease persuasion lecture and book pg 205 251 Makes strong messages more persuasive and weak messages less persuasive 19 What are the characteristics of cults that make people persuaded to join and participate in them Book pg 251 257 1 Eliciting behavioral commitments 2 Applying principles of effective persuasion 3 Isolating members in like minded groups 20 What is attitude inoculation and how does it decrease the likelihood of persuasion lecture and book pg 258 Attitude Inoculation Exposing people to weak attacks upon their attitudes so that when stronger attacks come they will have refutations available Make people immune to attempts to change their attitudes by initially exposing them to small weak doses of the arguments against the position 21 What is reactance theory and how is it related to persuasion lecture and book pg 220 1 People feel their freedom to perform a certain behavior is threatened 2 Reactance is aroused 3


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FSU SOP 3004 - Exam 3

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