SOC PSYCH - CH. 7 (PERSUASION)
Authority
(what principle is this) People defer to credible experts Establish your expertise; identify problems you have solved and people you have served.
Reciprocity
(what principle is this) People feel obliged to repay in kind what they've received. Be generous with your time and resources. What goes around, comes around
Liking
(what principle is this) People respond more affirmatively to those they like. Win friends and influence people. Create bonds based on similar interest, praise freely
Consistency
(what principle is this) People tend to honor their public commitments Instead of telling restaurant reservation callers "Please call if you change your plans," ask, "Will you call if you change your plans?" and no-shows will drop
central route to persuasion
(what route is this) If those arguments are strong and compelling, persuasion is likely. If the message offers only weak arguments, thoughtful people will notice that the arguments aren't very compelling and will counterargue against them
Social Proof
(what principle is this) : People allow the example of others to validate how to think, feel, and act. Use "peer power"—have respected others lead the way
Scarcity
(what principle is this) : People prize what's scarce Highlight genuinely exclusive information or opportunities.
sleeper effect
A delayed impact of a message that occurs when an initially discounted message becomes effective, such as we remember the message but forget the reason for discounting it
inoculation
A mild attack can also serve as an ____________, stimulating one to develop counterarguments that will then be available if and when a strong attack comes
lowball
A variation on the foot-in-the-door phenomenon is the ________________- technique, in which a salesperson offers a low price, elicits a commitment from the buyer, and then increases the price.
face-to-face
Another important consideration is how the message is communicated. Usually, _____________ appeals work best.
speak
Another way to appear credible is to ____________ confidently and fluently
credibility
Believability. A credible communicator is perceived as both expert and trustworthy.
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.
counterarguments
How do people resist persuasion? Developing ______________ can help
The Peripheral Route
However, when we're not motivated or able to think carefully, the strength of the arguments might not matter. If we're distracted, uninvolved, or just plain busy, we may not take the time to reflect on the message's content
recency
If a time gap separates the presentations, the more likely result will be a ___________ effect in which the second message prevails
communicator
It's not just the message that matters, but also who says it. So: What makes one _____________ more persuasive than another?
what that person says
It matters not only who says something but also __________ that person says
peripheral
None of us have the time to thoughtfully analyze all issues. Often we take the ___________ route, by using simple rule-of-thumb heuristics, such as "trust the experts" or "long messages are credible"
central route to persuasion
Occurs when interested people focus on the arguments and respond with favorable thoughts
liking
Our _____________ may open us up to the communicator's arguments (central route persuasion), or it may trigger positive associations when we see the product later (peripheral route persuasion).
foot-in-the-door phenomenon
People are more likely to agree to a big favor if they agree to a small favor first. What phenomenon is this?
persuasion
Sometimes _____________ occurs as people focus on arguments and respond with favorable thoughts
Central route
Such systematic, or _______________, persuasion occurs when people are naturally analytical or involved in the issue.
false - Central route persuasion, being more thoughtful and less superficial, is more durable and more likely to influence behavior
T OR F: Peripheral route persuasion, being more thoughtful and less superficial, is more durable and more likely to influence behavior
mass
The _____________ media can be effective when the issue is minor or unfamiliar, and when the media reach opinion leaders
persuasion
The process by which a message induces change in beliefs, attitudes, or behaviors.
behavior change
The ultimate goal of the advertiser, the preacher, and even the teacher is not just to have people pay attention to the message and move on. Typically, the goal is _________________
Former: Central route Latter: Peripheral route
These two routes to persuasion—one explicit and reflective, the other more implicit and automatic Which is which?
sleeper
This delayed persuasion, after people forget the source or its connection with the message, is called the ____________ effect.
peripheral
Uninterested audiences more often travel the ______________ route; they are more affected by their liking of the communicator
communicator message channel audience
What makes persuasion effective? Researchers have explored four factors:
peripheral route
When issues don't engage systematic thinking, persuasion may occur through a faster, ________________, as people use heuristics or incidental cues to make snap judgments
central
When people are motivated and able to think about an issue, they are likely to take the ___________ route to persuasion—focusing on the arguments
peripheral routes
When people's initial attitudes are formed primarily through the ____________ route, they are more persuaded by later emotional appeals;
primacy
When two sides of an issue are presented separately, the __________ effect often makes the first message more persuasive
Richard Petty; John Cacioppo; Alice Eagly; Shelly Chaiken
Who theorized the routes to persuasion?
Credible
___________ communicators tend to be persuasive.
___________ media can be effective for complex messages
Similarity
_____________ also makes for attractiveness. We tend to like people who are like us.
Central
______________ route appeals seem to have dwindled in recent years, most likely because advertisers have found that peripheral, emotion-based appeals are more effective across a variety of products
false - Central route processing often swiftly changes explicit attitudes. Peripheral route processing more slowly builds implicit attitudes through repeated associations between an attitude and an emotion
t or f: Peripheral route processing often swiftly changes explicit attitudes. Central route processing more slowly builds implicit attitudes through repeated associations between an attitude and an emotion
true
t or F: Another effective strategy in persuasion is to have someone else convey your expertise
false - Associating a message with good feelings makes it more convincing
t or F: Associating a message with good feelings makes it less convincing
true
t or f: (context: persuasion) The bad we call "propaganda." The good we call "education."
false - An attractive communicator is especially effective on matters of taste and personal values.
t or f: An unattractive communicator is especially effective on matters of taste and personal values.
false - Apparently, we're more willing to believe that negative comments are honest than positive comments
t or f: Apparently, we're more willing to believe that positive comments are honest than negative comments
false - from people we consider beautiful
t or f: Arguments, especially emotional ones, are often more influential when they come from people we consider less attractive
false - peripheral route
t or f: Billboards and television commercials— media that consumers are able to take in for only brief amounts of time—often use the central route, with visual images as peripheral cues
false - Fear-arousing messages can also be effective, especially if the recipients feel vulnerable but can take protective action.
t or f: Calmness-arousing messages can also be effective, especially if the recipients feel vulnerable but can take protective action.
true
t or f: Celebrity communicators are more persuasive when they are perceived as expert users of the product—when they are not, these appeals are very ineffective
false - consumer-generated ads—those generated by regular people instead of ad companies—can be persuasive
t or f: Company-generated ads—those generated by large corporations instead of regular people—can be persuasive
false - On the other hand, it's not good to speak too much and not listen
t or f: Contrary to the popular belief, it is actually good to speak too much and not listen
true
t or f: Facebook users were more willing to believe an article shared by a trusted friend compared to one shared by someone they didn't trust
false - How discrepant a message should be from an audience's existing opinions depends on the communicator's credibility
t or f: How discrepant a message should be from an audience's existing opinions depends on the channel's credibility
true
t or f: How do you become an authoritative "expert"? One way is to begin by saying things the audience agrees with, which makes you seem smart.
false - . Humor can distract from distrust.
t or f: Humor is an ineffective method in terms of distracting from distrust.
true
t or f: If a credible person's message is persuasive, its impact may fade as its source is forgotten or dissociated from the message.
false - If we learn the source after a message generates favorable thoughts, high credibility strengthens our confidence in our thinking, which also strengthens the persuasive impact of the message
t or f: If we learn the source before a message generates favorable thoughts, high credibility strengthens our confidence in our thinking, which also strengthens the persuasive impact of the message
true
t or f: If you want to persuade someone, start with information, not arguments
true
t or f: Much of consumer behavior—such as a spontaneous decision to buy ice cream of a particular brand—is made without thinking
false - One thing that—surprisingly—does not improve persuasion is direct eye contact between the communicator and the audience.
t or f: One thing that—obviously—does improve persuasion is direct eye contact between the communicator and the audience.
false - Online reviews of products are seen as more trustworthy if they are negative—at least for practical products such as cameras
t or f: Online reviews of products are seen as more trustworthy if they are positive—at least for practical products such as cameras
false - People are more likely to do a small favor if they are asked to do a big favor first
t or f: People are more likely to do a big favor if they are asked to do a small favor first
true
t or f: People are more willing to agree with statements made by leaders in the political party they identify with
true
t or f: People often make quicker, less reflective judgments while in good moods.
true
t or f: People who act as we do, subtly mimicking our postures, are likewise more influential
false - So do people who argue against their own selfinterest
t or f: People who speak unhesitatingly and who talk fast seem more credible. Except for people who argue against their own self-interest
false - Any factors that help people clear the persuasion hurdles will increase persuasion
t or f: Persuasion entails clearing several hurdles. Any factors that help people clear the persuasion hurdles will decrease persuasion
false - Persuasion is neither inherently good nor bad. Instead, a message's purpose and content elicit judgments of good or bad.
t or f: Persuasion is inherently good. A message's purpose and content elicit judgments of good attitude.
true
t or f: Persuasion, whether it's education or propaganda, is everywhere— at the heart of politics, marketing, dating, parenting, negotiation, religion, and courtroom decision making
false - Education is more factually based and less coercive than propaganda
t or f: Propaganda is more factually based and less coercive than education
false - Emotion, not reason, sold the goods.
t or f: Reason, not emotion, sold the goods.
true
t or f: Speakers who stumble over their words are perceived as less credible, which then leads people to question their message, which then makes them less likely to accept what the speaker is saying
false - Surprisingly, who shared the article made a bigger difference than whether the news source was the established, well-respected Associated Press or the made-up "DailyNewsReview.com."
t or f: Surprisingly, the news source made a bigger difference than whether who shared the news itself
false - The age of the audience makes a difference; young people's attitudes are more subject to change
t or f: The age of the audience who receives the message makes a difference; older people's attitudes are more subject to change
false - This implies, paradoxically, that one way to strengthen existing attitudes is to challenge them, although the challenge must not be so strong as to overwhelm them.
t or f: This implies, paradoxically, that one way to strengthen existing attitudes is to concede to them,
false - Trustworthiness is also higher if the audience believes the communicator is not trying to persuade them.
t or f: Trustworthiness is also higher if the audience believes the communicator is trying his/her best to persuade them.
true
t or f: We're more likely to respond to those we like, a phenomenon well known to those organizing charitable solicitations and candy sales.
false - Well-educated or analytical people are responsive to rational appeals
t or f: Well-educated or analytical people are responsive to emotional appeals
false - When people are thinking carefully, they rely not only on the strength of persuasive appeals but on their own thoughts in response
t or f: When people are thinking carefully, they rely not only on the strength of persuasive appeals but on other people's thoughts in response
false - When we know in advance that a source is credible, we think more favorable thoughts in response to the message
t or f: When we know in advance that a source is credible, we think less favorable thoughts in response to the message
false - often more convincing
t or f: Whether pitching a business plan or giving advice, a charismatic, energetic, confident-seeming person who speaks fluently (without saying "you know" or "uh") is often less convincing
true
t or f: audiences that have the time and motivation to think through an issue are responsive to rational appeals
false - central route processing can lead to more enduring change than the peripheral route
t or f: central route processing can lead to less enduring change than the peripheral route
true
t or f: consumer-generated ads were more effective when the ad creator was seen as similar to the participant
true
t or f: efforts to persuade are sometimes diabolical, sometimes controversial, and sometimes beneficial
false - this is peripheral route
t or f: for uninvolved or distracted people, "Don't put all your eggs in one basket" has more impact than "Don't risk everything on a single venture". This is an example of central route persuasion
true
t or f: it's not just the content of a message that affects an audience's response, but also the presumed source
false - people count as "expert" someone whose conclusions support their own preexisting values and views
t or f: people count as "expert" someone whose conclusions are better than their own preexisting values and views
false - the impact of a noncredible person may correspondingly increase over time if people remember the message better than the reason for discounting it
t or f: the impact of a noncredible person may correspondingly decreases over time if people remember the message better than the reason for discounting it
false - We may think we are not influenced by attractiveness or likability, but researchers have found otherwise
t or f: we are not influenced by attractiveness or likability
false - when people think deeply rather than superficially, any changed attitude will more likely persist, resist attack, and influence behavior
t or f: when people think superficially rather than deeply, any changed attitude will more likely persist, resist attack, and influence behavior
true
t or f: whether a one- or two-sided message is more persuasive depends on whether the audience already agrees with the message, is unaware of opposing arguments, and is unlikely later to consider the opposition.
credibility
the effects of source ___________ (perceived expertise and trustworthiness) diminish after a month or so
central
thoughtful, involved audiences often travel the ____________ route to persuasion; they are more responsive to reasoned arguments
door-in-the-face technique
what phenomenon is this: People are more likely to do a small favor if they are asked to do a big favor first
peripheral route to persuasion
—focusing on cues that trigger automatic acceptance without much thinking. In these situations, easily understood, familiar statements are more persuasive than novel statements with the same meaning
facial expressions
—particularly those indicating happiness—were better predictors of product sales than viewers' survey responses about how persuasive they found the ad, how closely the ad was linked to the brand, or how the ad conveyed the brand's key message
