Study Points Persuasion AS ALWAYS BE ABLE TO APPLY ALL OF THESE CONCEPTS TO YOUR LIFE 1 What is persuasion Know the real life examples of persuasion presented in class The process by which a message induces a change in beliefs attitudes or behaviors Real life examples Politics Purchasing Getting out of sticky situations Getting into good situations 2 What are the two routes in the elaboration likelihood model of persuasion and what are characteristics of each Central route Audience is analytical and motivated Processing is high elaborate and includes agreement or counterarguing Cogent arguments evoke enduring agreement When an issue is relevant High motivation and ability People are able to pay close attention to the arguments Long term attitude change Peripheral route Audience is not analytical or involved Processing with low effort using peripheral cues and heuristics Cues trigger liking and acceptance but often only temporary When an issue isn t relevant People are unable to pay close attention to the arguments Low motivation or ability Use heuristics Short term attitude change 3 What are the heuristics mentioned in class that people use in the peripheral route and how does each affect persuasion In class she said that a lot of heuristics are used in this route but didn t name specifics She mentioned the Halo Effect which is when someone is attractive or seems to be a professional it leads to peripheral route 4 What are the elements of persuasion Communicator The message The channel how the message is communicated The audience 5 How does expertise and trustworthiness relate to speaker credibility and persuasion Have to consider their credibility Expertise o Knowledgeable confident fast talker E g Sped up commercials electronically and the audience was more convinced to buy to product Trustworthiness o Eye contact argue against on self interest E g A criminal saying we should spend more money on law enforcement vs a cop seems more credible Less biased 6 How does attractiveness and similarity relate to persuasion and when is persuasion more likely for certain topics regarding similarity When we like people or they re similar to us we want to believe them more This is partially the halo effect When it s regarding subjective preference similarity is better 7 When do rational appeals work better Reason and rational appeals are more persuasive when the audience is more intellectual Less educated people focus more on emotions 8 Why do good feelings increase persuasion Messages become more persuasive through association with good feelings Good feelings often enhance persuasion partly by enhancing positive thinking and partly by linking good feelings with the message People who are in a good mood view the world through rose colored glasses but they also make faster more impulsive decisions because they rely on peripheral cues Knowing that humor can put people in a good mood a Dutch research team led by Strick invited people to view ads in the vicinity of either funny cartoons or the same cartoons altered to be unfunny Their findings products associated with humor were better liked as measure by an implicit attitude test and were more often chosen 9 Why can too much fear in a persuasive message be dangerous from the book a Adding too much fear to a specific message can increase persuasiveness For example by requiring cigarette makers to include graphic representations of the hazards of smoking on each pack of cigs more than three dozen other governments have assumed that showing cigarette smokers the horrible things that can happen to them adds to persuasiveness Playing on fears works best if a message leads people not only to fear the severity and likelihood of a threatened event but also to perceive a solution and feel capable of implementing it 10 Does repetition increase or decrease persuasion Only increases persuasion when the person has a positive or neutral view on it prior to the repetition 11 Are personal experiences or the media stronger influences Personal experiences are stronger 12 What is the 2 step flow of communication and how does it relate to how a message is communicated The message doesn t necessarily have to convince you but a role model peer or cool kid can be influenced by it and if they do it you could potentially be influence by them 13 What medium written audio or video increases persuasion the most Depends on the message and level of difficulty 14 What age group is most susceptible to persuasion The younger you are the more malleable your opinions 15 What happens to persuasion attempts when a person is forewarned about the persuasion attempt Forewarned and forearmed If you know they re trying to convince you of something it s not going to go as well 16 What is need for cognition and how does it relate to persuasion especially the elaboration likelihood model of persuasion It s an individual difference almost like a personality trait where some individuals really like puzzles critical thinking This would be considered high in need for cognition High in need for cognition Central route Low in need for cognition Peripheral route 17 Does stimulating thinking about the topic increase or decrease persuasion Stimulating thinking makes strong messages more persuasive and weak messages less persuasive e g Trash talking other politicians is a weak message wanna look back at slides for this one 18 What are the typical characteristics of cults that make people persuaded to join and participate in them from the book a Eliciting behavioral commitments applying principles of effective persuasion and isolating members in like minded groups b New coverts learn that membership is not a trivial matter They are quickly made active members of the team by performing rituals personal recruitment and fundraising for the cult The greater the personal commitment the more the need to justify it The foot in the door principle is also present in cults Unification church recruiters for example would invite people to dinner and then to a weekend of warm fellowship Potential converts were then urged to sign up for longer training retreats The pattern in cults is for the activities to become gradually more arduous culminating in having recruits solicit contributions and attempt to convert others Successful cults typically have a charismatic leader someone who attracts and directs the members Trust is another aspect of credibility Caucasian youths are more vulnerable to recruitment because
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