Study guide exam 3 Persuasion Learning Objectives Chapter 7 1 What is persuasion Know the real life examples of persuasion presented in class lecture The process by which a message induces a change in beliefs attitudes or behaviors 2 What are the two routes in the elaboration likelihood model of persuasion and what are characteristics of each lecture and book pg 228 230 Elaboration Likelihood Model a Central Route to Persuasion When interested people focus on the arguments and respond with favorable thoughts deep processing i Audience is analytical and motivated ii Processing is high elaborate and includes agreement or counter arguing iii Audience can understand the argument b Peripheral Route to Persuasion When people are influenced by incidental cues shallow processing i Audience is not analytical or involved ii Processing with low effort using peripheral cues and heuristics e g attractiveness number of arguments presented iii Cues trigger liking and acceptance but often only temporary iv 3 What are the heuristics mentioned that people use in the peripheral route and how does each affect persuasion lecture and book pg 229 Some of these heuristics include attractiveness number of arguments presented etc 4 What are the elements of persuasion lecture and book pg 251 Who says it The credibility of the person conveying the message The communicator The message Reason vs Emotion 5 How does expertise and trustworthiness relate to speaker credibility and persuasion How the message is communicated Ex Mere Repetition The audience Personal Experiences Stronger than the media Age Knowing someone is trying to persuade you Need for Cognition lecture and book pg 231 233 Expertise both real imagined a Knowledgeable b Speak Confidently c Talk fast Trustworthiness d Look in the eye e Argue against self interest i Makes you seem more sincere i Speaking clearly without hesitation makes you seem more credible 6 What is the sleeper effect book pg 232 a A delayed impact of a message that occurs when an initially discounted message becomes effective such as when we remember the message but forget the reason for discounting it 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 Having qualities that appeal to an audience An appealing communicator is most persuasive on matters of subjective preference Subjective preference similar better Objective fact expert better 8 When do rational appeals work better lecture and book pg 236 240 a It depends on the audience well educated or analytical people are responsive to rational appeals Thoughtful involved audiences often travel the central route they are more responsive to reasoned arguments 9 Why do good feelings increase persuasion lecture and book pg 236 237 Good feelings often enhance persuasion partly by enhancing positive thinking and partly by linking good feelings with message 10 What is the effect of arousing fear on persuasion lecture and book pg 238 239 Playing fear works best if a message leads people to not only fear the severity and likelihood of a threatened event but also to perceive a solution and feel capable of implementing it 11 Does repetition increase or decrease persuasion lecture and book pg 245 Increases persuasion Ex think of Hitler and his nonstop propaganda a 12 Are personal experiences or the media stronger influences lecture and book pg 245 a Studies show that our experiences and contact with people 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 a The process by which media influence often occurs through opinion leaders who in turn influence others Often time s people who we seek advice or knowledge from doctors teachers get their opinions from another source such as the media 14 What medium written audio or video increases persuasion the most lecture and book 247 pg 247 a Easy to understand messages are most persuasive when videotaped and difficult messages are most persuasive when written Thus the difficulty of the message interacts with the medium to determine persuasiveness 15 What age group is most susceptible to persuasion lecture and book pg 248 a Young people around age 7 15 16 What happens to persuasion attempts when a person is forewarned about the persuasion attempt lecture and book pg 249 a It is a lot harder to persuade that person 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 a Relates to persuasion because there are two roots based on ones need i High Need for Cog Central route better ii Low Need for Cog Peripheral route better 18 Does stimulating thinking about the topic increase or decrease persuasion lecture and book pg 205 251 a Makes strong messages more persuasive weak messages less persuasive 19 What are the typical characteristics of cults that make people persuaded to join and participate in them Book pg 251 257 Because of what they offer friendship connections identity and an opportunity to make a contribution 20 What is attitude inoculation and how does it decrease the likelihood of persuasion lecture and book pg 258 a Attitude inoculation 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 Individuals believe they possess a set of free behaviors that they can choose to act upon at any time a People feel their freedom to perform a certain behavior is threatened b Reactance is aroused c Perform the threatened behavior 22 Be able to compare and contrast the primacy and recency effect book pg 242 243 a When two persuasive messages are back to back and the audience then responds at some later time the first message has the advantage primacy effect When the two messages are separated in time and the audience responds soon after the second message the second message has the advantage recency effect 23 When are one sided and two sided appeals effective book pg 240 241 A one sided appeal is most effective with those who already agree Two sided appeals are more persuasive and enduring if people are or will be aware of opposing arguments 24 Know the different types of persuasion techniques and the psychological principle that they work off of The
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