Term
| Persuasion is our friend. |
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Definition
-persuasion helps forge peace agreements between nations,persuasion helps open up closed societies.
-persuasion is cruical to the fund-raising efforts of charities and philanthropic organizations.
-persuasion is the cornerstone of a number of postive, prosocial endeavors. Very little of the good in the world could be accomplished without persuasion.
-POWERFUL SOCIAL SOURCE |
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Term
| Four benefits of studying persuasion? |
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Definition
1. Instrumental Function: Be all that you can be.
-ability to persuade is an important aspect of communication competence.
Communication Competence:acting in ways that are percieved as effective and appropriate by oneself and others.
-needs to know how to analyze the audeince
2. The knowledge and awareness function: Inquiring Minds Want to Know
-knowledge is power.
-it will enhance your knowledge and awareness of a variety of persuasivenses processes.
-need to learn to adapt to different audiences
3. The Defensive Function: Duck & Cover
-the study of persuasion serves as a defensive function. How & Why influence attempts suceed or fail, you can become a more discerning consumer of persuasive messages
4. The Debunking Function: Puh-Saw
-the study of human influence can aid in dispelling various “commonsense” assumptions” and “homespun” theories about persuasion. |
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Term
THE PERVASIVENESS OF PERSUASION:
Buzz Marketing?
(also known as stealth marketing, guriella marketing, covert marketing, and social media marketing) |
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Definition
relies on worth of mouth, to disseminate messages from person to person.
-inexpensive, and self-perpetuating
-buzz marketing can impact audiences expoentially.
-more effective then mainstream media
-(face to face, cellphone, email, IM, texting) |
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Term
| Two critisisms of persuasion? |
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Definition
1. Does learning about persuasion foster manipulation?
-the notion that it fosters a manipulative approach to communication.
-the means of persuasion, view it as amoral or ethically netural.
-a persuader's motives determine whether a given influence is good or bad.
Ex. "tips on buying a car" useful for any buyer interest in buying a new car and not getting manipulated.
2. Are persuasion findings too consistent or confusing?
-believe that persuasion warrands study precisely becasue it is so elusive.
-underlying the critisism seems to be the expectation that reality really is, meta analysis have made it possible to eliminate incosistencise. |
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Term
| Limiting criteria for defining persuasion? |
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Definition
1. Intentionality: is persuasion necessarily conscious or purposeful?
2. Effects: has persuasion taken place if no one is acutally being persuased?
3. Free will & conscious awareness: whether a person is aware that she is or he is being persuaded and how much freedom they have to accept or reject.
4. Symbolic action: many believe persuasion begin and end with symolic expression. (nonverbal behavior)
5. Interpersonal vs. Intrapersonal: whether persuasion can involve only one person or whether persuasion requires the participation of 2 or more distinct persons
-issue comes down to whether one wishes to focus exclusevely on pure cases of persuasion or borderline cases as well. |
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Term
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Definition
| persuasion involves one or more persons who are engaged in the activity of creating, reinforcing, modifying, or extinguishing beliefs, attitudes, intentions, motivations, and/or behaviors within the given constraints |
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Term
Dual Proces Models of Persuasion:
Second one: The Heuristic Systematic Model of Persuasion. |
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Definition
systematic processing: is more thoughtful and deliberate, systematic procsesing in the HSM is roughly similar to central processing in the ELM.
-heuristic processing relies on mental shortcuts. Heuristic processing is based on the application of decision rules or heuristic cues that help simplify the thought process. |
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Term
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Definition
-a learned predopistion to respond favorably or unfavorably toward some attitude or object.
-attitudes are learned, not innate, attitudes are predispostions to respond, which means they precede, and to some extent direct peoples actions. |
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Term
| Theory of Reasoned Action |
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Definition
theory that does a good job accounting for the role of attitudes and intentions on behavior. The TRA offers a rational model of persuasion process that the TRA assumes people are rational decision makes who use all information available to them.
-start backwards (page 48) |
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Term
| Pyschological Consistency? |
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Definition
-people like to be consistent, they avoid the appearance of being inconsistent.
-these simple priciples form the basis for a whole host of theories variously known as "attitude change" or "cognitive consistency" theories.
-consistency is also socially motivated and is much an attempt to manage face and project a favorable self-image as it is an internal drive
-people will face dilemmas involving attitudes, beliefs, and behaviors on a daily basis. |
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Term
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Definition
focuses on decisions people make or behaviors in which they engage and how they rationalize those decisions and behaviors.
-basic idea behind is that when someone makes a decision after, the person worries whether she or he had made the right decision
-motivated to reduce the resulting dissonance |
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Term
In reducing dissonance:
"Post-decision theory" |
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Definition
persuasive messages can be tailored to either increase or decrease dissonance in receivers.
-a persuader might want to arouse dissonance to get them to rethink their position on an issue
-dissonance can also arise when one's self-image is inconsistent with one's beliefs, attitudes, or behaviors. |
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Term
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Definition
judgements made by a perceiver (message recipient) concerning the believability of a communicator.
-PRIMARY DIMENSIONS OF CREDIBILITY:
*expertise: persuader must know his or her stuff, or atleast appear to know her stuff.
*trustworthiness: a source may appear knowledgeable, but, must convey an impression of honesty and integrity.
*goodwill: care about and take genuwine interest
*dynanism: how energetic, animated, or enthusiastic
*composure: in some situations, we expect a source to remain calm.
*socialbility: a source's friendliness or likeabillness. |
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Term
| The factor analytic approach? |
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Definition
-examined employees perceptions of their manager’s credibility in actual organizational settings. The results revealed a striking chemistry between managers and employees. Employees who rated their manager favorably in expertise and trustworthiness (honesty) exhibited much higher morale then employees who rated their manager unfavorably in those categories.
-thus, a managers credibility tends to rub off on his or her employees |
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Term
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Definition
-suggests that under the right circumstances, the delayed impact of a message may be more effective than its initial impact.
-the sleeper effect posits that a message from a low-credibility source may increase in persuasiveness as time passes, compared to a message from a high-credibility source. |
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Term
| (15) Strategies for enhancing credibility?(page 86-87 in more detail) |
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Definition
A. Heed the Boy Scout motto: Be Prepared
B. Cite evidence for your position and identify the sources of your evidence
C. Cite your own or your source’s qualifications and expertise on the topic or issue up front
D. Attempt to build trust by demonstrating to your listener that you are honest and sincere
E. Display goodwill toward your audience
F. Improve your likeability, or L-Factor
G. Adopt a language and delivery style appropriate to the listener(s), topic, setting.
H. Avoid a powerless style of communication. Use an assertive style of communication instead
I. Emphasizing your similarity to another may indirectly enhance your credibility
J. If you think you are perceived as having low credibility, try to increase receiver involvement and emphasize the central route to persuasion.
K. Have another source who is already perceived as highly credible introduces or endorses you. |
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Term
| Demographic Variables and Persuasion? |
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Definition
1. Age & Persuasion
2. Gender differences & Persuasion
3. Ethnicity, Culture & Persuasion
4. Intelligence & Perusasion |
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Term
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Definition
-argues that on this continuum of positions, we each have a most preferred position, called an anchor.
-latitude of acceptance: positions she finds tolerable
-latitude of no commitment: contains positions in which a person feels neutral or ambivalent.
-latitude of rejection: contains positions that a person would reject
-it suggests that persuasion is not a “one-shot deal.” It does a good job illustrating that persuasion may have to occur over time. |
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Term
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Definition
-aggression is not always bad, aggressive acts can be either constructive or destructive (or both) depending on the type of aggression and how it affect an interpersonal relationship
-Verbal Aggressiveness-a destructive form of aggression, involves the tendency to attack someone by using threats, profanity, insults, and teasing, and by insulting their character, competence, background, appearance, and so forth.
-Argumentativeness-a constructiveness form of assertiveness, involves the tendency to defend and refute positions on controversial issues
-example: political attacks |
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Term
| Analyzing and adapting to audiences? |
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Definition
-if you want to be influential, know whom you are talking to and adapt accordingly.
-adapting a message so it coincides with the receiver’s frame of reference.
-“Market driven” when the persuader moves the message to the receiver
-know as much as possible about them |
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Term
| Variables related to conformity? |
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Definition
*The group size affect conformity? The more the scarier?
*Informational influence-desire to be right and we conform to the group because we think it the group may be correct.
*Normative Influence-we conform in order to gain rewards(to be liked) and avoid punishments (scorn) that are associated with agreement and disagreement.
What does this have to do with group size?
-increasing the number of people in a group affects informational and normative processes differently.
-normative influence is stronger when people respond in front of the group, while informational influence is stronger when people respond in private
*Security in Numbers: The effect of more than one dissenter
*indoctrination: intense initiations and mindless membership
*Identification & Conformity: You're my kind of people |
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Term
Ethnocentrism?
Groupthink?
Strong Culture? |
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Definition
-in intercultural contexts, enthnocentrism, or the belief that one's culture is the standard by which all others should be evaluated, occurs when member's of a culture identify too strongly with their own culture.
-In small group contexts, group think occurs when the members in a group are so concerned with achieving consensus and getting along with eachother they dont disagree when they should.
-In organizational communication contexts, too much identfication can lead to strong culture. Strong cultures exist when employees identify so much with their organization that they conform to the organization's values and actions. |
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Term
The "whys" of conformity
why are people motivated to conform to the majority's behavior or point of view? |
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Definition
1. Group locomotion hypothesis
members of a group are motivated to achieve the groups goals. When a member believes that going along with the group will help achieve those goals, he or she is motivated to conform.
2. Social comparison
how do you decide if you are attractive, tall, weird, or good at something? Comparing yourself to others
3. Consistency (or balance)
suggests that it is uncomfortable to disagree with a group that you like and find attractive. You are likely to go along with the group and perhaps even convince yourself that the group was correct all along.
4. Epistemological weighting hypothesis
suggests that we gain knowledge in two ways: personally, through trial and error, and perceptual observation; and socially, through observations and communication with others.
5. The hedonistic hypothesis
view argues that we conform to avoid pain (rejection, censure, scorn) and gain pleasure (acceptance, love, approval)
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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. What causes social loafing? There are several explanations, though we only have room to discuss the most prominent perspectives.
Collective Effort Model – argues that tend to 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. Social loafing occurs because we don’t think we will get the credit we should achieve. |
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Term
| Risky Shift & Polarity Shift |
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Definition
Risky Shift Phenomenon- individuals make riskier decisions when they were in groups than they did when alone.
Group Polarization Phenomenon-groups cause people to become more extreme in their decisions. Thus, if you are predisposed to making a slightly risky decision, being in a group may cause you to make a riskier decision; if you are predisposed to make a conservative decision, being in a group may cause you to make an even more conservative decision. |
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Term
| Symbols, meanings, & persuasion |
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Definition
-a symbol is something that represents something else. Names are a good example. Your name represents who you are, just as the word “pig” represents an animal with a curly tail and slimy stout.
-symbols are arbitrary, have no necessary connection to what they represent, although we sometimes seem to forget this.
-symbols are conventionalized, which means that if we want to use a symbol to communicate to someone else, we have to agree on the symbol’s meaning. Without some measure of agreement on the meanings of words, communication and persuasion would be difficult, If not impossible. |
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Term
| Familiar phrases & persuasion |
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Definition
-shared by large groups of people
-familiar phrases, would act as peripheral cues to persuasion
-ex. group of students listen to radio commercials trying to persuade them to plan for retirement. The commercials contained phrases "dont pull all your eggs in one basket" or literal "dont risk everything on a single venture" results were kids with the familiar phrases were more persuaded than those who had not. |
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Term
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Definition
-language that is intense is emotional, metaphorical, opinionated, specific, forceful, and evaluative
-language intensity is the quality of language which indicates the degree to which the speaker’s attitude deviates from neutrality.
-four different theories attempt to explain when and why intense language does or does not persuade. |
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Term
| Powerless language?(pg 155) |
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Definition
*hesitations
*hedges
*intensifiers
*polite forms
*tag questions
*disclaimers
*deictic phrases |
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Term
| Direct Effects Model of Immediacy |
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Definition
simple relationship between nonverbal behavior and social influence
that is, warm involving, immediate behaviors lead to increased persuasion |
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Term
Types of nonverbal communication:
kinesics? |
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Definition
| which means to "move" and refers to the study of eye contact, facial expressions, gestures, body movements and posture. |
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Term
Types of nonverbal communication:
Haptics? |
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Definition
| (or touch) if touching yourself makes you less persusaive, does touching other people have the same effect? |
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Term
Types of nonverbal communication:
Proxemics? |
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Definition
| how we use space to communicate, terriortoriality, and dominance |
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Term
Types of nonverbal communication:
Chronemics |
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Definition
| study of how time is used to communicate |
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Term
types of nonverbal communication:
artifacts |
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Definition
| the cloths and makeup we wear, the cars we drive, the furnutire we own, and other physical objects |
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Term
types of nonverbal communication
physical apperance |
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Definition
| beauty may only be skin deep, but it is persuasive. Beauty sells. |
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Term
Types of nonverbal communication:
paralinguistics |
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Definition
| study of how vocal stimuli aside from spoken words, it includes such elements as pich, rate, pauses, volume, silences, laugh, screams, sighs, and so forth. |
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Term
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Definition
| you see one positive characteristic and you assume all characteristics are positive. |
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Term
| Cognitive Dissonance moderators? |
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Definition
Four paradigms:
1. free-choice paradigm: states that the more free choice one has in making a decision, the more dissonance one will suffer.
2. belief disconfirmation: argues that dissonance is aroused when a person encounters information contrary to his or her beliefs. Will engage in selective exposure or distort information
3. induced compliance: when a person is forced to do something, little dissonance is aroused becaus the person can rationalize the action by saying "i had no choice"
4. effort justification paradigm: centers on the amount of effort or sacrifice required; the greater the effort, the greater the dissonance. |
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Term
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Definition
-when managers spoke clearly and varies their tone, employees tended to like them better.
-people who spoke faster, louder, and more fluently and who varied their vocal frequency and intensity were perceived as more persuasive than those who did not.
-when audiences heard advertisements on topics that were not personally relevant to them, they identified with sources who were not monotone and who spoke louder. |
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Term
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Definition
(1)collective effort model: argues that we tend to get lazy if we dont expect our efforts to lead to persoanly valued outcomes or if we dont think our effort will be instrumental in obtaining those outcomes.
(2) Free ride effect: suggests that when they can get away with it, pepole try to benefit from the efforts of others.
(3) Sucker effect: when people suspect that others may be taking a free ride. Rather than be a "sucker" who does all the work, people slack off in order to match the level of work done by others. |
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Term
| Ordering effects and persuasion: first things first |
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Definition
-anticlimax order: when strong arguments come first
-climax order: messages come last
Primary effect: the first arguments presented have an advantage) but others support a recency effect(the later arguments presented have an advantage) |
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Term
| Inoculation Theory: Of Needless & Arguments |
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Definition
Focused on the support and refutation of Cultural Truisms. A cultural truism is a belief whose truth is taken for granted.
SUPPORTIVE STRATEGY&INCLUATION STRATEGY
research suggests that when messages are not attacking cultural truisms, supportive strategies are just as effective as inoculation strategies at inducing resistanace to persuasion.
-research also suggests that incoluating people against one particular argument may make them resistant to other, different arguments.
-inoculation causes people to think of more arguments that support their beliefs, thereby making subsequent attacking arguments less credible. |
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Term
| One-sided versus two-sided messages: both sides now |
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Definition
| -a considerable amount of past research has examined in favor of a single proposition, is whether a one-sided message, presenting arguments in favor of a single proposition, is more or less persuasive than a two-sided message, which presents arguments in favor of one proposition and considers opposing arguments as well. |
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Term
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Definition
| -two types of forewarning messages; first, you can simply warn people that they will hear a message intended to persuade them. Second, you can warn people by telling them about the topic and position taken in the persuasive message. |
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Term
Sequential strategies:
Pregiving: |
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Definition
| entails trying to get someone to comply by acting nice or doing favors for him or her in advance. When supermarkets offer free samples of food to taste, they are employiong this strategy. |
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Term
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Definition
| involves making a small request first and then making a second, larger request. |
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Term
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Definition
| by telling someone you feel great, you make yourself feel comitted to behave in a way that is consistent with that declaration. |
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Term
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Definition
| just the opposite of foot in the door, it works by first making a request so large that it is turned down, then following it up with a second, smaller request. |
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Term
| Low-ball Tactic: changing the deal |
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Definition
| why it works? committment, people fall victim to the agreement of the inital request. |
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Term
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Definition
effect strategy for gaining compliance. Similar to the low ball and foot in the door tactics but is also discint.
-travel industry uses |
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Term
| Disrupt-then-reframe technique |
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Definition
sequential compliance tactic. it rests on the assumption that certain requests create a conflict within persuadees.
-the DTR overcomes this problem by disrupting the persuadees resistance. |
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Term
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Definition
| the langauge we use determines the way we understand the world. Thus, when women are wrongly described in ways that make them seem inferior to men, pepole begin to believe that women truly are inferior. |
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