Term
| Who considered the study of rhetoric an essential to a good democracy? |
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Definition
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Term
| What are the six attributes to persuasion? What must it contain to be considered persuasion? |
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Definition
- Successful attempt to influence
- Presence of some goal
- Involves some change in mental state
- The intent to reach that goal
- Freedom on the part of the receiver to be influenced or not
- Effects are achieved through communication |
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Term
| What is the definition of persuasion? |
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Definition
| A successful, intentional effort at influencing another's mental state through communication in circumstances in which the receiver has some measure of freedom |
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Term
| Are attitudes always consistent with behavior? |
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Definition
| No. You may have an attitude that you want to lose weight, but you still eat lots of cookies. There is a gap between ones attitude and what one does. |
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Term
| When we persuade someone, what can we target our efforts at changing on? |
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Definition
| Their beliefs, values, and opinions |
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Term
|
Definition
|
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Term
|
Definition
| How we feel about our ideas about what exists |
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Term
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Definition
| Enduring notions of right and wrong. Far more difficult to change. |
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Term
| What are the four functions of why you should want to learn more about persuasion? |
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Definition
Instrumental function- you can get things done
Knowledge and awareness function- when you understand persuasion, you can tailor your strategies to the situation and make sure that what you're doing is ethical
Defensive function: you are better able to defend yourself against persuasion
Debunking function: You'll know the difference between what works and what the general public THINKS works but doesn't |
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Term
| What are the main differences between persuasion and manipulation? |
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Definition
- Ethics are compromised when deception is involved and information is concealed
- Receivers should have access to all the info they might consider important to make a good decision if it is persuasion
- Deception removes some aspects of the receiver's free will
- One can be good at persuasion without being manipulative |
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Term
| What is the difference between persuasion and compliance gaining? |
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Definition
Persuasion is a change in attitudes, beliefs and values whereas compliance gaining is focused on changing behavior, getting someone to do what you want
- compliance gaining is studied only in face-to-face contexts, not mass-mediated contexts |
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Term
| What is something that makes propaganda propaganda? |
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Definition
| Crazy statistics and over exaggerating facts |
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Term
| What are the seven basic appeals in propaganda? |
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Definition
| Plain folks appeal, testimonials, bandwagon effect, card-stacking, transfer of positive or negative associations, glittering generalities & name-calling |
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Term
| Describe the plain folks propaganda appeal |
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Definition
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Term
| Elaborate on the card-stacking propaganda appeal |
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Definition
| Telling only one side of the story |
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Term
| Elaborate on the transfer of positive or negative associations propaganda appeal |
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Definition
| Guilt by association - ex. the name hussein |
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Term
| Elaborate on the glittering generalities propaganda appeal |
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Definition
| Idealistic or loaded language, such as "freedom" "empowerment" "family values" |
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Term
| Elaborate on name-calling propaganda appeal |
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Definition
|
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Term
| What distinguishes propaganda from other forms of persuasion? |
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Definition
- Strong ideological bent
- Institutional in nature (organizations, government, corporations)
-Uses mass media to persuade
- Ethically suspect methods of influence (ends justify the means) |
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Term
| True or false: persuasion is non-coercive |
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Definition
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Term
|
Definition
without intending to, a source changes the attitudes, beliefs or behaviors of those who are subjected to the messages of the source
ex. P Diddy and Pepsi ad
non-intentional |
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Term
| Contrary to the book, what is necessary for something to be persuasion? |
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Definition
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Term
| To be behavior, what intent and what success level are necessary? |
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Definition
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|
Term
| To be an attempt to persuade, what is the intent and success levels? |
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Definition
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Term
| To be social influence, what intent and success must be present? |
|
Definition
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|
Term
| To be persuasion what intent and success level must be present? |
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Definition
|
|
Term
| Is there such thing as INTRApersonal communication? |
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Definition
| No. Communication happens between two or more people. "talking to yourself" is not communication, it's thinking out loud. |
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Term
| Can aroma be a form of communication? |
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Definition
Aroma is not communication unless it's used deliberately to influence you.
ex. realtors baking cookies in a house they're showing to try and get you to buy it
-just because an aroma has an effect on how you think or feel doesn't mean it's just persuasion. It just "is" |
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Term
| Is there such thing as subliminal persuasion? |
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Definition
| As appealing as the concept is, studies show that it is extremely difficult to significantly influence people below their conscious awareness. The effects that are seen aren't enough to influence actual purchasing behavior. |
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Term
| How does synchronicity apply to the effectiveness of communication? |
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Definition
| Synchronicity involves whether or not communication involves some delay - ex. like email |
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Term
| What are the contexts of communication that affect the success of the message? |
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Definition
- synchronicity
- verbal vs. nonverbal elements
- channel of communication
- sociocultural factors
- goals of participants |
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Term
| How do verbal vs. nonverbal elements effect the effectiveness of communication? |
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Definition
| We rely heavily on nonverbal cues for credibility. Visuals create a "richer message" |
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|
Term
| How does the channel of communication affect a message? |
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Definition
| The nature and type of media effect whether a message is more effective or not. Interpersonal communication works better than mass media. |
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|
Term
| How do sociocultural factors effect communication? |
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Definition
| People from diff. cultures are persuaded in different ways. Value on modesty depends on power distance. |
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Term
| How do the goals of the participant effect communication? |
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Definition
It effects how the message will be given - diff. types of goals
-self-presentational- want to be seen in a certain way
- relational goals- want to maintain a relationship
- instrumental goals |
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|
Term
| What are the types of power people can use to gain compliance? |
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Definition
- reward power
- coercive power
- expert power
- legitimate power
- referent power |
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Term
| What is reward power and give an example? |
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Definition
The power to reward someone if they do what you want.
ex. a boss giving a raise |
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Term
| What is coercive power and give an example? |
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Definition
The power to punish someone if they do not comply to your request.
ex. a mom grounding their child for not cleaning their room |
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Term
| What is expert power and give an example? |
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Definition
The power granted to a person by virtue of their education or their experiences with a subject.
ex. a doctor with a PhD |
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Term
| What is legitimate power and give an example? |
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Definition
Power that is granted to you by virtue of your position.
ex. a Police officer |
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Term
| What is referent power and give an example? |
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Definition
The power that is granted to someone by others because they are well-liked or admired.
ex. celebrity endorsement |
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Term
| Our choice of which compliance gaining strategy we use depends on many factors. What are those factors? |
|
Definition
- Importance of getting compliance
- How successful we think the strategy will be
- Dominance: Power and Control
- Intimacy: Degree of emotional attachment
- Relational consequences: Long vs. Short term
- Resistance: whether we think we'll be defied
- Rights: Belief our request is justified
- Personal benefits: an assessment of what we think will benefit either/both of us the most
- apprehension: nerves may keep us from acting the way we would like |
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Term
| How does the importance of getting compliance relate to what compliance gaining strategy you'll use? |
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Definition
You ask yourself when is it important to get compliance
-ex. security screenings, saving someone from a fire |
|
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Term
| How does success relate to which compliance gaining strategy we choose? |
|
Definition
| We adapt our strategy to the person who is our target and we use what we think will work best with them |
|
|
Term
| How does dominance relate to our choice of compliance strategy? |
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Definition
If we have more reward, coercive, and legitimate power, we have a wider range of strategies at our disposal.
- The more power you have, the more control you have |
|
|
Term
| How does intimacy effect what compliance gaining strategy we choose? |
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Definition
| Impersonal/short-term relationships vs. interpersonal/long-term relationships |
|
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Term
| How do relational consequences relate to our choice of compliance gaining strategies? |
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Definition
| We're unlikely to want to create long-term damage to a relationship we want to preserve |
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|
Term
| How does resistance relate to our choice of compliance gaining strategies? |
|
Definition
| Whether we think the other person will defy us or not- how we overcome resistance to compliance gaining attempts |
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|
Term
| How do rights pertain to our choice of compliance gaining strategy? |
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Definition
| This corresponds to legitimate power. Ex. police officer has the right to ask you to do something. What position you hold effects what you have the right to do or ask |
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|
Term
| How do personal benefits relate to our choice of compliance gaining strategies? |
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Definition
| Whether we think a strategy will benefit either or both of us the most |
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Term
| -How does apprehension relate to choosing a compliance gaining strategy? |
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Definition
| Our nerves may keep us from acting a way we should or a way we want to |
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Term
| Some researchers argue that most of our decisions about how to pursue a compliance gaining goal boil down to two primary dimensions: what are they? |
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Definition
Efficiency: What will work best?
Appropriateness: What is socially acceptable? |
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Term
| What are secondary dimensions that we take into account while pursuing certain compliance-gaining strategies? |
|
Definition
| Identity goals Interaction goal Resource goals Arousal goals |
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|
Term
| What is the secondary dimension, identity goals? |
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Definition
| Our moral standards for who we want to be |
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|
Term
| Describe the secondary dimension, interaction goals |
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Definition
| Creating and maintaing a good impression |
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Term
| According to secondary dimension goals, what are resource goals? |
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Definition
| Maintaining important relationships and increasing personal rewards |
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Term
| According to secondary dimensions, what are arousal goals? |
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Definition
Wanting not to get too nervous, overwhelmed, or stressed out - either by going through with the influence attempt or by not doing anything about getting what we want
- may be to reduce the arousal you have
- ex. building up to a break-up |
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Term
| Do our choice of strategy depend on how well we know them? |
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Definition
| Yes, people prefer to use friendly strategies in general. |
|
|
Term
| When are we more likely to use threats? |
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Definition
| When we are speaking with strangers we won't see again |
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|
Term
| When do we use a wider variety of compliance gaining strategies? |
|
Definition
| When we are speaking to strangers, rather than intimates. There can be more trial and error |
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|
Term
|
Definition
| A learned predisposition to respond favorably or unfavorably toward some attitude object. |
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Term
| Are we born with attitude? Are they innate? |
|
Definition
|
|
Term
| What are the components of an attitude? |
|
Definition
Affective: positive/negative, favorable/unfavorable
Behavioral: actions
Cognitive: knowledge |
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|
Term
| What are the functions of attitudes? |
|
Definition
Utilitarian
Value-expressive
Knowledge
Ego-defensive |
|
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Term
| Describe how Utilitarian relates to the function of attitudes |
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Definition
Helps us to maximize rewards and minimize punishments in our environment.
Helps you decide whether an attitude object will give you “pleasure” or “pain.” |
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Term
| How does social/value expression, relate to the function of attitudes? |
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Definition
Helps us to foster identification with important reference groups. This is a social identity function.
What can the attitude object help you say about yourself? |
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Term
| How does self-esteem (ego defense) relate to the functions of attitude? |
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Definition
Helps us to develop defense mechanisms for coping with psychological conflict and keeps us from associating with out-groups that might alienate us from our in-groups.
What self-doubts does the attitude object help you overcome? |
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|
Term
| How does knowledge relate to the functions of attitude? |
|
Definition
Attitudes organize and structure our environment and provide consistency in our frame of reference.
Example: Political attitudes (conservative vs. liberal) |
|
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Term
| What are the two main ways of measuring attitudes? |
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Definition
| Likert types scales and Semantic differentials |
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Term
| Describe Likert type scales and how they relate to measuring attitudes |
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Definition
| 5 or 7 point scales that ask people’s degree of agreement with a statement. |
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Term
| Describe semantic differentials and how they relate to measuring attitudes |
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Definition
| use bipolar terms and have individuals indicate where in “semantic space” their attitude falls. |
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Term
| What are the response biases that limit the use of scales? |
|
Definition
- Social desirability
- Non-attitudes
- Acquiescence bias
- Mindfulness |
|
|
Term
| Describe social desirability bias |
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Definition
| People report what they think are the most socially acceptable attitudes, not necessarily what they really think. |
|
|
Term
| Describe non-attitudes type bias |
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Definition
| People might not care about an issue but feel pressure to have an opinion. |
|
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Term
| What is acquiescence bias? |
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Definition
| People are much more likely to agree with a statement than to disagree with it. |
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Term
| How does mindfulness relate to response bias? |
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Definition
| need to know your own mind to be able to report your attitude. |
|
|
Term
| What is assumed to drive human behavior? |
|
Definition
|
|
Term
| When are attitude-behavior links the strongest? |
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Definition
| When... -Multiple attitudes aren’t confused with single attitudes. -There are repeated opportunities for behavior. -Attitudes are based on personal experience and direct observation (as opposed to “hearsay”). -Attitudes are central to a person’s value system -The possibility of social desirability is minimized -An individual is a low self monitor -The possibility of non-attitudes is minimized -The accessibility of our attitudes is high. |
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Term
| How are repeated opportunities for behavior related to the strength of the attitude-behavior link? |
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Definition
| Consistency across time is more reliable indicator than a one-shot observation. |
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Term
| How are attitudes central to a person's value system related to the strength of the attitude-behavior link? |
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Definition
| Some attitudes are more important than others (ex: staying healthy for your kids’ sake vs. “vanity” weight loss). |
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Term
| How is minimal social desirability related to the strength of the attitude-behavior link? |
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Definition
| When not on public display, we may act differently. |
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Term
| How does being a low self monitor ("take me as I am") relate to the strength of the attitude-behavior link? |
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Definition
| We're less likely to adapt behavior to circumstances if we are a low self monitor |
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Term
| How does the possibility of non-attitude minimization relate to the attitude-behavior link? |
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Definition
| People don't like to look dumb, so they sometimes make up attitudes when really, they have a non-attitude. |
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Term
| How does the accessibility of attitudes relate to the attitude-behavior link? |
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Definition
| When accessibility is high, our attitudes are at the top of our mind and we're more likely to behave on them |
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Term
| What are the factors that affect the accessibility of attitudes? |
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Definition
-The Recency of Activation
- The frequency of activation
- Cognitive Elaboration
- Expectations |
|
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Term
| Explain how expectations affect the accessibility of attitudes |
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Definition
| When you know you will have to evaluate an object (ex: you know you will be buying a car) in the future, you will think more about your attitudes. |
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Term
| Explain how cognitive elaboration affects the accessibility of our attitudes |
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Definition
| The more work you do to evaluate an object, the more solid and accessible your attitude will be. |
|
|
Term
| Explain how recency of activation affects the accessibility of attitudes |
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Definition
| If not re-activated, new attitudes could fade quickly and be less accessible. |
|
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Term
| Explain how frequency of activation affects the accessibility of attitudes |
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Definition
| The more often you think about something, the more accessible your attitude toward it will be. (Ex: you become an “expert” on car features and your friends come to you for advice.) |
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Term
| Why does how extensively we elaborate on a message depend on how accessible our attitude is? |
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Definition
| The more accessible the attitude, the more cognitive effort we will expend. |
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Term
| How does attitude accessibility create greater bias message processing and motivate critical processing? |
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Definition
We look for information that supports our attitudes; counter-attitudinal information is counter argued.
Sometimes you can get people to more fully process a message that runs counter to their attitudes by asking them to try to hold “correct” attitudes. |
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|
Term
| When attitudes are more accessible, what are they more likely to lead to? |
|
Definition
|
|
Term
| Explain how attitudes tend to be part of associative networks |
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Definition
We link attitudes toward one object with attitudes toward other objects.
This is the basis for image-oriented advertising as well as the use of celebrity endorsements. |
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|
Term
| How does our need for cognitive consistency affect our attitudes? |
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Definition
It keeps our attitudes constant - they do not change
ex. Brand loyalty |
|
|
Term
| Who are the principal theorists associated with TRA? |
|
Definition
|
|
Term
| True or False: The theory of reasoned action is a highly rational/linear view of attitudes and behaviors |
|
Definition
|
|
Term
| What does intent have to do with the Theory of Reasoned Action? |
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Definition
| One key assumption is that if we can increase someone’s intent to behave in a certain way, they are likely to actually behave that way. |
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Term
| According to TRA, what are the two factors that determine the intent to behave in a particular way? |
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Definition
- Personal attitudinal judgments (own personal evaluation of the action)
-Subjective norms (what other people think we should do) |
|
|
Term
| According to TRA, what are the two determinants of personal attitude? |
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Definition
-Beliefs about whether something is good or bad
-Strength of the belief |
|
|
Term
| According to TRA, what are the determinants of social norm? |
|
Definition
- What we think people who are important to us want us to do
- Motivation to comply with those people’s wishes |
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|
Term
| What is the evidence behind TRA? |
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Definition
Most successful model for predicting intention to behave.
Good predictor for a variety of behaviors.
Attitude component is a good predictor on its own |
|
|
Term
| When is TRA most successful in predicting intention? |
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Definition
| When people have performed the behavior in the past |
|
|
Term
| What were the findings of the testing of TRA in the organ donor experiment? |
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Definition
| Found we had to adjust the model because people had irrational reasons for why they didn't want to donate that they couldn't explain. This led to the Elaboration Likelihood Method |
|
|
Term
| Who developed ELM and when? |
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Definition
| Petty and Cacioppo in 1986 |
|
|
Term
| In ELM, what type of elaboration does the central route consist of? |
|
Definition
|
|
Term
| In ELM, what type of elaboration does the peripheral route consist of? |
|
Definition
|
|
Term
| In ELM, what does "heuristic" mean? |
|
Definition
| simple decision rule; cognitive shortcut |
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|
Term
| Elaboration always occurs on a what? |
|
Definition
| Continuum. Whether we use more central or peripheral routes depends on many factors |
|
|
Term
| When does someone use the central route? |
|
Definition
When....
- Receiver’s degree of involvement is high.
-There are multiple sources giving multiple messages.
- Receiver has a high need for cognition (enjoys thinking). |
|
|
Term
| To maximize a positive response to your message in the central route, according to ELM you should |
|
Definition
- Include proattitudinal arguments (things the audience already agrees with)
-Use strong arguments
----Good evidence
----Larger number of arguments |
|
|
Term
| According to ELM, when is the peripheral route normally used? |
|
Definition
- Receiver’s degree of involvement is low.
-There is a single source for information. (This creates a greater reliance on credibility cues.)
- Receiver has a low need for cognition. |
|
|
Term
| What types of heuristics are used during the peripheral route? |
|
Definition
-Credibility
-Liking
-Consensus
-Number of arguments/length of message |
|
|
Term
| How do attitudes formed via the central route differ from attitudes formed via the peripheral route? |
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Definition
| Attitudes formed via the central route are more durable and more persistent |
|
|
Term
| If you have high involvement in an issue, the ability to process information, and the motivation to, what elaboration route will you use? |
|
Definition
|
|
Term
| What are other factors that might affect elaboration besides ability, motivation, and involvement? |
|
Definition
-Distraction
-Prior knowledge about the issue
-Cognitive ability
----Yes, smart people tend to think about things more
----Need for Cognition |
|
|
Term
| How does your level of self-monitoring affect which elaboration route you take? |
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Definition
| People that are high self-monitors are more likely to take the peripheral route because they are concerned about how other people view an issue |
|
|
Term
| In what type of cultures is inconsistency not necessarily bad? |
|
Definition
| Collectivistic cultures - should change attitudes to fit in with group |
|
|
Term
| True or False: Cognitive Dissonance is the best supported, most researched theory in the social sciences. |
|
Definition
|
|
Term
| What is the central premise of the Cognitive Dissonance Theory? |
|
Definition
| Humans have a drive to avoid cognitive inconsistency and will change their attitudes, alter their beliefs, and behave differently in order to prevent or reduce dissonance. |
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|
Term
| According to CDT, what are the 3 possible relationships attitude objects can have? |
|
Definition
- They can be consonant (in harmony)
- They can be dissonant (in disharmony)
- They can have no relationship |
|
|
Term
| How come when dissonance increases, we feel the pressure to reduce it? |
|
Definition
| Because as humans we have a motivation to achieve consistency. It's a drive state, like a hunger or thirst |
|
|
Term
| What are the factors influencing the intensity of dissonance? |
|
Definition
- The relative proportion of consonant & dissonant elements.
- The importance of elements or issues.
- If the decision can be “undone.”
- If you did something of your own free will.
- If there are negative consequences.
- If you had to choose between two options that were similar in attractiveness. |
|
|
Term
| What are ways to control dissonance? |
|
Definition
Change the relative proportions of consonant and dissonant elements.
- Think of reasons why what you’re doing is good or persuade yourself that the bad stuff isn’t so bad.
- Alter the importance of the issue or the elements involved.
- Selective exposure prevents dissonance. |
|
|
Term
| When does the post-decision regret due to dissonance increase when you are making a choice? |
|
Definition
- When the choice is made between two alternatives that are of similar attractiveness
- When the importance of the decision increases
- When the difficulty of reversing the decision increases |
|
|
Term
| How does justification or reward affect how people will change their attitudes to reduce dissonance? |
|
Definition
The less justification or reward for doing a dull or unpleasant act, the greater likelihood that attitudes will change to reduce dissonance.
ex. $1 vs. $20 example |
|
|
Term
| True or False: Commitment is not an effective tool for influence |
|
Definition
|
|
Term
| What are the tactics for gaining commitment? |
|
Definition
- Starting slow
- Seeking harmless concessions
- Get them to write it down
- Make the commitment public
- Don't give large inducements (justification minimization) - make it an inner choice |
|
|
Term
| Explain how an issue can grow legs |
|
Definition
-The pressure for consistency will extend beyond the initial influence issue.
- ex. If you are convinced you are environmentally conscious about water use, you will probably recycle other materials. |
|
|
Term
| What are some defenses you can use against persuasion? |
|
Definition
- Gut feeling
- Heart-of-hearts knowledge
- “I want to think it over.”
-“Sorry, I’d rather not; I have to say ‘No’ this time.”
-Don’t follow through on a commitment that was made under pressure or that depended on your desire to appear consistent. |
|
|
Term
| This marketing strategy relies heavily on social proof or word of mouth |
|
Definition
|
|
Term
| What type of influencers are mavens? |
|
Definition
| People who possess expertise |
|
|
Term
| What type of influencers are influentials |
|
Definition
| opinion leaders who shape others' opinions |
|
|
Term
| What type of influencers are connectors? |
|
Definition
| People who know everyone and know the next big thing - they spread the word |
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|
