Com arts 368 exam 2

What conveys authority?

- Doctor, judge - Uniform or formal dress - Assumetrical touching - relaxation - eye contact

What is the senior comprehensive exam study and what are the results?

- If students thought they would be having to take the exam in one year, there was high personal relevance and they recognized the difference between a strong and weak argument. - If students thought the exam wouldn't be effective until 10 years, there is less central processing. ARGUMENT QUALITY > EXPERTISE IF ARGUMENT HAD HIGH PERSONAL RELEVANCE EXPERTISE WAS MORE PERSUASIVE IF ARGUMENT HAD LOWER PERSONAL RELEVANCE.

Under what circumstances will a person generate more counterarguments?

- When forewarning is present. - When you feel your freedom is threatened

What is the Fear Appeal?

Appealing to a target's fear in order to persuade them to perform some action to resolve the fear. - Persuading someone by showing the negative consequences

What is undercover marketing and why is it persuasive?

Assuming someone has no vested interest in promoting a product, but they actually do. People are less likely to counter argue someone they dont see as having an agenda.

What is the self-fulfilling prophecy and its relation to likli was and attractiveness?

Attractive people get better response from others be cause they appear better. Men who talk with attractive women are more patient and engaged.

What are health affirming behaviors? (Gain-framed)

Behaviors where gains or benefits are obvious. Positive behaviors that will prevent negative health outcomes

What are the motivations of processing and define them.

1. Accuracy - wanting to provide accurate information. 2. Defense - wanting to defend personal beliefs 3. Impression management - wanting to hold attitudes that are socially acceptable.

What are three reasons people have illusions of invulnerablity?

1.People do not want to admit that lifes misfortunes can befall them. 2. They believe they do not fit the mold of a sterytypical bad person. 3. They offload the costs of pleasure of risky choices to the future selves and seperate their present acts to justify those acts.

What is the discounting cue?

A cue that credibility should be taken away, Makes audience question the validity of the message.

What is the elaboration likelihood model?

A dual-processing model to which the individual thinks about or mentally modifies arguments contained in the communication that focuses on central and peripheral routes.

What is likableness?

A likable person makes you feel good and the positive feelings become transferred to the message.

What are cognitive responses?

A response that requires thought.

What is psychological reactance?

Acting out against people you feel are inhibiting your freedom.

What is the difference between narratives and advocacy?

Advoacy communication influence attitude by using both the central and peripheral route of persuasion, calling on social norms. While narratives transport the audience.

What differentiates the central and peripheral routes?

Central uses considerable cognitive elaboration and evaluation. Peripheral digests the message quickly and the focus is on simple cues to help decisions.

What are the differences in attitudes formed from the central and peripheral routes?

Central- Attitudes are more accessible, more resistant to change, more stable and greater validity of attitude. Peripheral- Low effort use of simple cues.

How does evidence affect attitude change? When does evidence persuade?

Evidence persuades when the evidence is explained and trusted.

What is the knowledge bias?

Ex. 'Dont buy this jacket' by Patagonia. People believe something is more credible if it is not what is expected.

WHat were the results of the Milgram study in 2009?

Exactly the same as original experiment but with only 150 volts.

What is the heuristic/systematic model?

Humans either process messages heuristically or systematically. They first try to process messages heuristically, if that did not reach sufficiency than they would move to systematic processing.

Under what conditions is Guilt more persuasive?

IF message reminds individual that inaction is bad and that the donations can reduce the feelings of guilt. And they show that most people would give.

How does cooperation affect liking?

IF people were on teams, they hated the other teams.

How does the Desired Level of Confidence affect the amount of processing?

IF you have a desire to have a high level of confidence in your processing, you will have higher standards for when you have enough information. And vise versa

Why are celebrities good at persuasion? What is transference with celebrity sources?

Idealized self leads to increased brand recognition. Using celebrity endorsed brands to help take on behaviors of that celebrity. You will have same traits as a celebrity if you use their product. Unconsciously transplant our feelings of a celebrity onto a product or brand.

What is the social identity theory?

Identity through group membership. Attached to the winning group. - Discriminates out groups and boosts self-esteem through the discrimination. "Dont mess with the Texans"

What is a cultural world view?

Ideology that everything will continue without us. A meaningful explanation of life to help us cope with the idea of death

What does it mean to draw conclusions for the audience? How does drawing conclusions affect persuasion

If it is does forcefully at the end, listeners are left feeling confident with the message and helps with comprehension.

What is confidence heuristic?

If someone's confidence is high, we believe they are probably right.

What is fear, how does it persuade, and when is it most effective?

Fear is most effective when you feel like it could happen to you and it is able to be corrected Two elements: threat and efficacy. IF people feel susceptible to the fear provided and have an actionable way to solve this fear, they can be persuaded to perfotm these actions to control the dangers affecting them.

What is the Extedned Parallel Process Model?

Fear messages must contain a threat and efficacy ( a response to the threat).

What is danger control and fear control?

Danger control (Control>threat): Person takes the recommended action to reduce danger Fear Control (Threat>Control): Person ignores danger and continues bad behavior and tries to reduce the fear associated with that behavior. Efficacy isn't enough to control the fear.

What are the characteristics of an Effective Fear Message?

ENough fear to make the target feel in danger, but not so much fear that the target feels like there is nothing they can do to stop it.

How does empathy affect guilt?

Empathizing with guilt leads to peopple wanting to help more for the less fortunate

How and why does likableness persuade? How does physical attraction affect likableness? How can we not be persuaded by likableness?

Lowers defense due to attraction or distraction. Trigger feature that motivates compliance with requests. They pay more attention.

What is a one-sided and two-sided argument? How do they persuade differently?

Oene sided argument only presents one perspective but the two sided argument gives their perspective and countes the oppositions perspective. THey are more persuasive because it refutes the opposition argument.

What are Milgram's Obedience to Authority Studies and the results?

Participants assigned to be the teacher or learner and delivered shock. Over 65% of people shocked the learner to the highest level. Authority is reduced when arguing experimenters ar epresent or other subjects do not obey the experiment.

How do narratives "transport" people? What does it mean to be transported by a narrative?

People are more accepting of a story if it offers an engaging view of narrative impact.

What is the sufficiency threshold?

People exert as much effort as required to have a sufficient degree of confidence for their goal. Once you reach that point, you need no more persuasion.

What is the romeo and juliet effect?

People have increased feeling sfor each other when parents disapprove

How does efficacy information affect guilty?

People inducing helping behavior if they feel that their influence will have a real impact.

What is authority and why does it persuade?

People often comply with the source because they are trying to avoid punishment or gain rewards from the authority.

What is the principle of least effort?

People prefer using less effort compared to more effort while persuading messages

What is viral marketing and how does it make a message more persuasive?

People who promote product have no vested interest in product. Your friends show you and your defenses are down due to them not having a vested interest Ex. The old spice commercial guy

How does power posing affect feelings of authority/power?

Power posing increases levels of testosterone which artificially creates increased confidence and assertivness

What is powerful vs. Powerless speech? Show examples.

Powerless: Shows that communicatior is not confident. Uses 'uh' or 'well' or 'sorta' Powerful: SPeech that is to the point.

How does distraction affect cognitive response?

Prevents central processing due to humor, sex, music. - Encourages peripheral route to persuasion

How can central processing be biased or rationale?

Rational- when issues is relevant Biased- when persuasion is foreshadowed and you already have strong attitudes.

How does censorship affect persuasion?

Reaction to banned information is a greater desire and more favorable attitude towards that behavior.

How can use of real people or consumer generated advertising increase credibility?

Reduce feelings of vested interest. - Real people feel like they believe what they are selling. - Advertising that allows everday people to participate in the campaign

What is the Inoculation Theory?

Saying the opponents argument and then telling them why that argument is wrong and how to respond to that argument.

What is scarcity, when is it effective, and how does it persuade?

Scarcity enhances value or desirability. Newly experienced scarcity is more powerful as a persuasive technique. When something is scarce due to social demand.

What is guilt and how does is persuade?

Self=percieved shortfall from one's standards. It is persuasive because we feel a need to affirm ourselves as positive people.

What is a Gaines Frame Message? When should you use a gained frame vs. loss framed message?

Showing positive outcomes, works better for health issues. Loss freamed works better for illness detection, only if there is vulnerability

How does priming someone to think of death affect persuasion/preference leaders?

Increased prejudice and aggreassion towards someone that disagrees with their culture. Hot sauce study found that when people are primed with death they are more critical towards someone who has a different political orientation than themselves.

What is exclusive information?

Information is more desirable when it is exclusive.

How is internal credibiliy different from source credibility?

Internal credibility: based on message itself. Wendy's "wheres the beef?" Outsource credibility: is the opposite.

How does forewarning affect persuasion?

It allows the person time and ability to prepare a rebuttal. - Increases central processing

How does the speed of speech affect persuasion?

It can enhance persuasion when audience involvment is low and the message is relevant. Not effective when conerns sensitive or intimate issues.

What is transgression-compliance and how does it related to guilt?

It happens when someone wants to see themselves as a good person again. Increased guilt about harm leads to increased compliacnce and helping.

What is a threat and how does that affect persuasion?

It increases motivation and the attitude is vulnerable.

How does a threat properly lead to Efficacy Information?

Threat: THe threat is worth being afraid of. Efficacy: You can do something about the threat. There is a solution

How can fear elicit psychological reactance?

Too much fear can lead to a denial and increased negative emotions -Fear can increase anger

What is intense language and how does it persuade>

Uses emotional or strong words and only works as long as audience members dont oppose the position full heartedly.

What are Narratives? When and how do they persuade?

Vivid stories that distract the viewer from the actual message through a plot.

What is the sleeper effect? How does source credibility work with the sleeper effect?

We differentiate the message over time from its source. Over time, higher and lower credible sources becaome equally persuasive

what is halo effect?

We give attractive people the benefit of doubt and percieve them as more credible.

What is reporting bias?

What you choose to report or not report. When someone believes the communicator has opted not to report certain facts or points of view

What is the relationship between social demand and scarcity?

When people have deadlines they often pay more than they should. Ex: Auctions

What is a testable credential?

When someone tests the credential themselves

What is a para-social relationship?

Someone feels a real relationship/friendship with a celebrity.

What is jigsaw learning?

Students that normally didnt interact were forced to interact, and their liking increased significantly.

How does power posing related to use of technology?

Study of power posing and found that the hunched posture associated with using phones wasn;t a power pose making people less confident and less assertative.

What does it mean to "steal the thunder"?

Telling people something bad about you before they hear it elsewhere, if it comes from you first and you admit it then it isnt as bad. "You may have heard this about me, buts it's not true because of x, y, z"

How does attractiveness persuade? And how can physical attraction backfire?

The more attractive someone is, the more likely it is you will like that person. We also pay attention to those people. Physical attraction backfires due to over attraction leading to the boomerang effect and lack of credibility.

What is anticipated guilt?

You havent done anything wrong but you could in the future so this is how to prevent it. Avoids having to paint target as bad person which leads to less psychological reactance. Offers a route to avoid transgression in the future.

What factors cause a person to like one source mroe than another?

1. Physical attractiviness 2. Similarity 3. Compliments 4. Cooperation 5. Association

What factors lead to processing in the central and peripheral routes

Motivation and ability are needed to process centrally. - We often use peripheral because we can't process everything centrally?

What factors increase motivation and the ability to use central route?

Motivation- Personal relevance, accountability, ambivalence, high need for cognition, forewarning Central route-

What is Response and Self Efficacy?

Response: Will the solution fix the threT? Self efficacy: The belief that you can fix the threat. THe response is something you are capable of.

What is a cultural truism?

Things people accept and automatically do not question. Positions you never had to defend. Ex: You should brush your teeth

What is mere-exposure?

THe more we see something, the more we like it. Doesn't work in competitive contexts

When are two-sided arguments more persuasive?

THey have a higher influence on attitudes if the speaker is credible and providing solid evidence as to why opposition is wrong.

How can metaphors be used to persuade?

THey help people access argument more efficiently by making a tighet mental organization of persuasive argument

What are precious mistakes?

THings with rare flaws that have increased value

What are Illusions of Invulnerability?

TJe false belief that you are invulnerable to dangers or that you arent actually a victim.

Define Need for Cognition, Accountability, Knowledge, Ability, Motivation, and Personal Relevance.

- Need for Cognition: differences in people's tendency to engage in and enjoy cognitive effort. - Accountability: If you are expected to know the issue, you will more likely use cognitive thinking. - Personal Relevance: How important an issue is to someone.

What factors reduce obedience to Authority?

1. If enough people resist 2. Weakened authority

How is the sleeper effect related to delayed media effects?

Boston legal studies w/ allergies

What are some ways to avoid persuasion from scarcity?

COgnitive processes are suppressed by emotional reaction to scarcity.

What are some ways to avoid being persuaded by credibility techniques?

COuld the expert cite objectvie evidence to support her ir his claim

What is the minimum group paradigm?

Focused more on discrimination. DIstinctions between people can lead to you favoring your group at the expense of other groups.

What is refutational preemption?

Giving the counter-arguments or attacks before they occur, providing recievers with specific arguments.

What is terror management theory? and how does it affect persuasion?

IF I become aware of death, I will do anything to contribute to world before I pass away. Reminding us of our death increases how charitable we are.

What are illness detection behaviors? (loss-framed)

If you fail to get testedm you will miss valuable time to treat the bad thing.

How does the cognitive response approach apply to the elaboration likelihood model?

More elaboration does not mean more persuasion.

How does synchrony relate to obedience to authority?

Synchronous movement and destructive obedience increased conformity and compliance. -When walked in step with experimenter more likely to kill the bugs

What is credibility and why does it persuade?

The attitude toward a source of communication held at a given time by a receiver. IT is persuasive if they communicator shows expertise or the listener has lack of interest

What is the cognitive response approach?

This asserts that people's own mental reactions to a message play a critical role in the persuasive process.

What is the luncheon technique?

You are more persuasive when you bring someone out to lunch while trying to convince them of something because they are comfortable and well fed.