Term
| What are the three dimensions of attractiveness? |
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Definition
Social - we're drawn to people like us
Physical - sexy
Task attractiveness - working in teams, who will get the work done |
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Term
| What are the variables that affect perceived social and physical attractiveness? |
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Definition
| Similarity, proximity, and physical characteristics |
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Term
| How does similarity affect perceived social and physical attractiveness? |
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Definition
- sociodemographic factors (gender, ethnicity, social class)
- behavioral factors (hobbies, activities)
- Communication factors (extrovert, self-monitoring) |
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Term
| How does proximity affect our perceived social and physical attractiveness? |
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Definition
- Physical distance between communicators (breaking the bubble enhances attractiveness)
- able to exchange more info, able to experience more rewards/punishments |
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Term
| What are the variables that affect task attractiveness? |
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Definition
- Perceived competence for a particular job
- In most instances, intelligence positively influences perceived task attractiveness
- reliability/predictability is also positively related to task attractiveness |
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Term
| How does gender affect persuasion? |
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Definition
- Men and women have different preferred strategies for persuading others (men are "permitted" to be more aggressive where women tend to use more socially desirable strategies)
- Males tend to be perceived as being more credible than females, though this can depend on topic (tall attractive, white males are perceived to be most credible)
- Recent studies show no differences in persuadability based on gender |
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Term
| How does age affect perceived credibility? |
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Definition
- Older people, but not elderly, are perceived as more credible
- Old people have more complex persuasion strategies
- Young children are more susceptible to persuasion than older people |
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Term
| How does self-esteem relate to persuasion? |
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Definition
- people with moderate self-esteem are easier to persuade than people with low or high self-esteem
- people low in self-esteem are overly concerned with appearances; people high in self-esteem are more likely to believe that they already hold the correct position |
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Term
| How does dogmatism and authority relate to persuasion? |
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Definition
- Close-minded people tend to follow authority blindly
- Difficult to persuade unless source is an authority or expert
- Respond to authority very well but when in charge, demand obedience
- Fight fire with fire |
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Term
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Definition
| the degree to which we are attuned to how others see us. |
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Term
| How does self-monitoring relate to persuasion? |
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Definition
- High self-monitors are more likely to be persuaded if they believe that changing their attitudes or behaviors would make them look good (social chameleons)
- High self-monitors are resistant to persuasion only if they believe that they could look bad if they change
- Low self-monitors are persuaded by argument quality but generally tend to "stick to their guns" |
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Term
| How are individualistic cultures affected by persuasion? |
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Definition
| Individualistic cultures are more persuaded by appeals to individualism, independence, and personal benefit. |
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Term
| How do collectivistic cultures react to persuasion? |
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Definition
| Collectivistic cultures are more persuaded by appeals to harmony, group goals, and concern for others. |
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Term
| TRUE OR FALSE: We pay more attention to speaker from a different culture |
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Definition
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Term
| How does cognitive complexity and need for cognition relate to persuasion? |
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Definition
- People who are high in need for cognition are persuaded by strong arguments
- People who are low in need for cognition are persuaded by peripheral cues |
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Term
| What is assertiveness and how does it relate to persuasion? |
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Definition
| Speaking up - not being persuaded by unreasonable requests |
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Term
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Definition
| Tendency to approach (and enjoy) arguments |
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Term
| Define verbal aggressiveness |
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Definition
| tendency to attack others verbally |
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Term
| Are people who are high in assertiveness, argumentativeness, and verbal aggression, more or less difficult to persuade? |
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Definition
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Term
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Definition
| Judgments made by receivers about the believability of the communicator. |
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Term
| What is the number one factor in successful persuasion? |
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Definition
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Term
| What are ways you can enhance your credibility? |
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Definition
- be prepared to discuss everything that receivers might question you about
- cite evidence for your claims
- explain your own expertise on the topic
- build trust
- adapt your language to your audience
- speak powerfully (we will talk more about powerful speeches later)
- emphasize your own credibility (if you have it)
- increase receivers' perceived involvement in the issue
- have credible sources endorse you |
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Term
| What are the factors that effect the primary dimension of credibility? |
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Definition
- competence/expertise
- character/trustworthiness
- goodwill |
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Term
| What are the factors that affect the second dimension of credibility? |
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Definition
- composure
- sociability
- extroversion |
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Term
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Definition
| Credibility extends beyond our area of expertise - ex. muppets commercial |
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Term
| Give an example of credibility and image management under the halo effect |
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Definition
| HGTV example: we assume they have expertise |
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Term
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Definition
- changes depending on the audience and the situation
- is dynamic: you can gain or lose it
- is a heuristic or peripheral cue we use under conditions of low motivation or ability (ELM)
- If we are motivated and able, credibility is only one component we consider |
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Term
| Describe the Sleeper Effect: |
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Definition
• Immediately after a persuasive communication event:
o A high-credibility source will create more positive attitudes toward the issue
o A low credibility source will produce less-favorable attitudes toward the issue than the audience originally had (discounting cues)
• High credibility messages lose impact over time
• Over time, in low credibility messages, audiences disassociate the source of the message from the message from the message itself and attitudes become more favorable |
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Term
| How do discounting cues affect the sleeper effect? |
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Definition
• If we are told source beforehand, or reminded of the source later, effects of the message are long-lasting
• If we are told source after, disassociation occurs and the sleeper effect is more likely |
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Term
| How does amount of perceived beauty affect the halo effect? |
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Definition
• Physical beauty is a main factor, and has a halo effect leaning toward liking: talent, kindness, and intelligence
• Attractive people are often more persuasive
• Examples from “Ugly Duckling” movies? |
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Term
| What are other factors that affect liking in association with credibility? |
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Definition
• Similarity
• Praise and Compliments
• Increased familiarity with someone or something increases liking
o Mostly if under positive rather than negative circumstances
o Mutual and successful cooperation
• Association with someone or something we like (Oprah Book Club) |
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Term
| How do liking and reciprocity relate? |
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Definition
• Joining something where your friend gets a discount?
• Mary Kay
• Pampered Chef? |
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Term
| How can you defend yourself from persuasive messages when you like the person? |
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Definition
• General approach: pay attention to the effects; THEN
• Reflect on the cues that made us like the person; THEN
o Mentally separate the likeable person from whatever they’re selling
o Concentrate exclusively on the product and its merits |
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Term
| What is one thing that is shared by groups? |
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Definition
| Norms - they can be explicit or implicit |
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Term
| What are the different forms of social conformity? |
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Definition
- ethnocentrism
- "strong culture"
- groupthink
- risky shift and/or group polarization phenomenon |
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Term
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Definition
- The belief that your culture is the standard to judge all cultures
- People of ALL cultures are susceptible to ethnocentrism |
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Term
| Describe "strong culture" |
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Definition
| - Belief in an organization so that you adapt to their culture and values |
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Term
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Definition
| - The desire for consensus prevents critical discussion and disagreement |
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Term
| Describe risky shift and/or group polarization phenomenon |
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Definition
| - People become more extreme in their decisions, depending on how they were first inclined |
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Term
| How does the group locomotion hypothesis describe why people conform in groups? |
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Definition
| - People replace their own desires with what will benefit the goals of the group |
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Term
| How does the consistency theory describe why people conform in groups? |
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Definition
| - When we want to maintain our membership in a group, we're going to adhere to group attitudes, values, and behaviors |
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Term
| How does epistemological weighting: personal vs. social knowledge, describe why people conform in groups? |
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Definition
| Some people conform more to a group, depending on how much they value what they know from their own experiences and observations vs. what other members of their group tell them |
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Term
| How does the hedonistic hypothesis describe why people conform in groups? |
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Definition
| We conform to avoid discomfort and to maximize the pleasure we get from a sense of acceptance, love, and belonging |
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Term
| What is the benefit of conformity? |
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Definition
| Sense of safety and belonging |
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Term
| What are some consequences of group conformity? |
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Definition
- Negative regard for people who are not part of ingroup
- discrimination
- poor decision-making |
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Term
| Describe how the asch and line lengths study displayed the affects of conformity in a group |
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Definition
People look at a line, then choose which of three matches.
When rest of group gives wrong answer, most people will go along some of the time. |
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Term
| How does the size of the group affect the influence of conformity in groups? |
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Definition
-Group pressure increases after 2 members are added and levels off at 4 or 5 new members.
-Informational influence increases the most (proportionately) with the addition of one person.
-The addition of more people add normative influence. |
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Term
| How does the number of dissenters affect the influence of group conformity? |
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Definition
- The greater the number of dissenters from group opinion, the easier it is to not conform
- Having just one other person agree with you strengthens your resolve to continue to dissent.
- Even if the other person who agrees with you is low-status or poorly informed, the support still has a big impact. |
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Term
| How does initiation and identification influence conformity in groups? |
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Definition
- We conform to groups we find attractive.
- Attraction is influenced by initiation and identification.
- The larger the price to join a group, the more we value that group.
- The more we want to be like someone, the stronger the identification. |
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Term
| When is it more likely the conformity will occur? |
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Definition
- The situation has some kind of ambiguity and the “right” answer is not necessarily clear
- Actions are seen as more appropriate when others are also doing it.
- If the person(s) engaging in the behavior is similar to us.
- A high-status person(s) take a position
- We conform if we think group is right (informational influence)or if we want to be liked (normative influence). |
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Term
| What are the four step to conformity in cults? |
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Definition
-Softening-up stage
--Lure, separate, stress
-Compliance
--May be lip service, but some compliance often occurs
-Internalization
--Recruit starts to believe
-Consolidation
--Recruit demonstrates allegiance with costly moves |
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Term
| When does de-individuation occur? |
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Definition
| Deindividuation occurs when we are in groups as we become less concerned with how others will evaluate us and less aware of ourselves - in other words, we do things in groups we would never do by ourselves |
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Term
| What are the consequences of deindividuation? |
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Definition
- May result in anti social behavior - riots, crime, poor judgment
- Diffusion of responsibility: We also give less than our all and think others will pick up the slack
--Kitty Genovese
-- Shocking findings on lynchings -the greater the number of people in a mob, the more likely they were to engage in atrocities |
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Term
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Definition
| the reduction in motivation and effort when individuals work collectively compared with when they work individually or coactively |
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Term
| What are the different types of social loafing? |
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Definition
- Collective effort model
--- we get lazy if we don't expect our efforts to lead to personally valued outcomes or if we don't think our effort will be instrumental in obtaining those outcomes. We won't get credit
- Free ride effect
--- when we can get away with it, we try to benefit from the efforts of others
- Sucker effect
--- when people suspect the free ride effect, instead of falling for it, people slack off in order to match the level of work done by the free rider |
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Term
| When do people do less social loafing? |
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Definition
- When they identify with the group
- When they're accountable for their individual contributions
- When other members of the group have the power to evaluate their performance |
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Term
| What is the connection between suicides and other types of fatalities? |
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Definition
- publicized suicide increases the number of fatal car and airplane fatalities
- Lone suicide increases singe mortality auto deaths
- Suicide and murder increases multiple fatalities |
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Term
| What does the Werther effect state? |
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Definition
Those who read about types of suicide stories are more likely to model that type of behavior, either directly or indirectly
- People who die are like the person who killed themselves |
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Term
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Definition
| When you model your behaviors after another's because "everyone's doing it" - we're more likely to want to do it too |
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Term
| When are you more likely to conform due to social proof? |
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Definition
| when your reference group includes high-status people or celebrities |
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Term
| Why is product placement in entertainment so effective? |
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Definition
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Term
| What is the rule of reciprocity? |
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Definition
| - We should try and repay what another person has provided us |
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Term
| How does culture relate to reciprocity? |
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Definition
- The rule of reciprocity is not culturally bound
--- All human societies adhere to the rule of reciprocity |
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Term
| Is reciprocity a primal instinct? |
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Definition
Yes,
Monkey and cookie example |
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Term
| What is the pregiving tactic? |
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Definition
| - Do something nice for the target market before making your request and they will most likely be more susceptible to your message |
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Term
| What are some experiments that support the pregiving tactic? |
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Definition
- Coca-cola raffle ticket example
- Christmas card
- Buying drinks - more sexually aroused |
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Term
| What are some examples of pregiving? |
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Definition
- Banana bread to a new neighbor
- Door-to-door salesmen |
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Term
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Definition
- like
- gratitude
- impression management
- giving back is an internalized social norm |
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Term
| What is the door-in-the-Face Tactic? |
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Definition
| - When you present the target with a large request that they will likely decline. Then make a smaller request |
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Term
| What some experiments that support door-in-the face tactic? |
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Definition
- Blood donation study
- Zoo chaperone study |
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Term
| What are the variables that effect door-in-the-face tactic? |
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Definition
- Size of initial request
- Size of follow-up request
- Person making the requests
- Time delay between requests
- Type of cause - whether it's prosocial or not
- "Exchange oriented" individuals (would not forget if you owed them money or what they owed you) |
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Term
| Why does door-in-the-face work? |
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Definition
- Perceptual contrast effect
--- giving a good speech after a spectacular one makes your speech look worse
- Reciprocal concessions
--- When someone does us a favor, we feel obligated to return the favor
- Self-presentation
--- when people reject an initial request, they fear they will be perceived negatively
- Guilt
--- Denying a first request, especially a pro-social one, people feel guilt so they try and reduce it by complying to the second request |
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Term
| What is foot-in-the-door tactic? |
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Definition
| Get the target to agree to a small initial request. Later, make a larger request |
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Term
| What is the experimental support of foot-in-the-door tactic? |
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Definition
| "be a safe driver" billboard study |
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Term
| What are the key variables that influence the success of foot in the door tactic? |
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Definition
- Size of initial request
- Person making the requests
- No external incentives for complying
- Some interval between requests
- Type of cause
- Need for consistency |
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Term
| Why is foot in the door tactic so persuasive? |
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Definition
- self-perception theory
--- when you agree to comply with a small request - you see yourself as an altruistic person who is likely to help. Once you form that impression, you are motivated to behave in a manner consistent with that impression. Thus when a larger request is made, you are more easily persuaded.
- Cognitive consistency and commitment
--- people want their actions to stay consistent with their attitudes |
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Term
| What is the foot-in-the-mouth effect? |
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Definition
| Get the target to tell you they are in a good mood - it will predispose them to be more agreeable and more likely to comply with your request |
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Term
| What is an example of foot-in-the-mouth tactic? |
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Definition
| IRT Season ticket sales example |
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Term
| What is the lowball tactic? |
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Definition
Changes the original deal or adds conditions to the existing deal after the target becomes
psychologically committed. |
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Term
| Give examples of the lowball tactic |
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Definition
- Automobile dealerships
- Airfare advertisements "restrictions may apply"
- "Zero interest" financing |
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Term
| What is the bait and switch tactic? |
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Definition
| Lure the target in with a deal, then switch to an alternative product |
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Term
| What are examples of the Bait and Switch tactic? |
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Definition
Car advertised for $0 down, $299/month
Arrive at the dealership, and find out:
▪Car is a stripped down version (no accessories at all)
▪You MUST have a credit score of 775 or higher
▪Term is 72 months (instead of standard 36 or 48)
▪Price doesn’t include tax, license fees, acquisition fees, inventory fees, etc.
-Black friday ads |
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Term
| What's the "that's not all!" tactic? |
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Definition
Make a request, and then keep sweetening the deal to increase the perceived value of the
offer. |
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Term
| What are the tactics based in reciprocity? |
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Definition
- Pregiving
- The door-in-the-face |
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Term
| What are the sequential persuasion tactics? |
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Definition
The foot-in-the-door
The foot-in-the-mouth
The lowball
The bait & switch
The “that’s not all!” |
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