Chapter 14

The parallel processes in Witte's EPPM are

Fear control and danger control

Receivers are more likely to take the central route to persuasion when

they view the message as personally relevant

The three types of persuasive effects are:

-Create a new attitude -Reinforce an existing attitude or behavior -Change an attitude or behavior

Compliance Gaining Strategies

-Foot-in-the-Door (FID) -Door-in-the-Face (DIF) -Low-Ball

Message Characteristics

-Forewarning and Resistance to Persuasion -Forewarning and Increased Persuasion -Message Repetition

How to Plan a Strong Message

-One-sided versus two-sided messages -Inoculation Theory: resistance to persuasion -Evidence: Statistics versus stories -Fear Appeals

Central Route Factors (Things that make elaboration more likely)

-Source Characteristics -Message Characteristics -Channel Options -Receiver characteristics and information processing

Source Characteristics

-Source Expertise -Number of source and arguments

Door-in-the-Face (DIF)

Ask for a large favor which they know will be refused and then ask for a smaller favor

High elaboration likelihood route

Central

Two Routes to Persuasion:

Central and Peripheral

EPPM

Extended parallel processes method

Inducing the receiver to comply with an initial, small request, then later asking for a larger commitment is known as

Foot-in-the-door

High message relevance (as apposed to low message relevance)

Increases receivers' processing

The "wear-out" point on commercial advertisements

Increases with the novelty and complexity of the ad

Peripheral Route Processing

Influence based upon factors outside of the quality of the message

Compared to persuasion resulting from peripheral factors, persuasion resulting from central route processing is

More enduring (lasting) and more resistant to counter-persuasion

Which type of evidence is more effective?

Neither, both equally effective

Low elaboration likelihood route

Peripheral

Central Route Processing

Persuasion achieved by the quality of the arguments in a message

According to the ELM, when the message is of high relevance to receivers

Persuasion may increase or decrease, depending on argument

Two-Sided Refutational Messages

Provide and refute counter arguments

Two-Sided Non Refutational Messages

Provide counter-argument but do not refute those arguments

One-Sided Messages

Provide only the arguments that support your message

Source Expertise

Receiver's perceptions of the persuader's knowledge, qualifications and competence

Selective Attention

Receivers avoid a message by not paying attention to it

Inoculation Theory is also known as

Resistance to Persuasion

Foot-in-the-Door (FID)

Start with small request and then ask for larger request after small request is achieved

Two main types of evidence

Statistical and story

Source Credibility

The image held of a communicator by a receiver at a given time

Wear-Out Point

The point at which a repeated persuasive message loses its effectiveness

Persuasion

The process by which attitudes or behaviors are influenced as a result of receiving a message

Selective Exposure

The tendency to place ourselves in environments with others who think as we do

What should produce the most persuasion, assuming high quality arguments and high issue relevance?

Three sources, each with a different argument

Low-Ball

Try to get commitment without revealing all of the costs

Inoculation Theory

Two-Sided refutational messages allow people to better resist counter-persuasion

The order of effectiveness (persuasiveness) of one-sided and two-sided messages is generally as follows: (from most to least effective)

Two-sided refutation, one-sided, two-sided non-refutational

Message Repetition

Using repetition until wear out point to get someone to do something

In the central route to persuasion, attitude change is predicted...

more by argument quality than by source factors