13.3 the art of science and persuasion Flashcards Preview

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Flashcards in 13.3 the art of science and persuasion Deck (25)
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the elaboration likelihood model

ppl will be persuaded by logical arguments, if they care enough and if they are not distracted by other concerns
-this mode is called the central route to persuasion
if they are not interested or do not have enough mental energy, ppl will be persuaded by irrelevant and superficial aspects of the message
-this modes is called peripheral route to persuasion
in the peripheral mode, the goal is to stimulate basic physiological responses rather than deep and thoughtful insights


when using the central route

you must ensure that your arguments are logical and convincing
then, it is important to have a component of the message that captures ppls attention
its also important that the message occurs in a situation that doesn't have other sources of distraction for the audience
the audience must have enough knowledge and a sufficient vocabulary to make sense of the contents of your message
after developing your persuasive arguments , it is important to make the message personally relevant to audience members


info only ad

CATV will provide a broader entertainment and info servie to its subscribers. used properly a person can plan in advance to enjoy events offered.
instead of spending money on the babysitter and gas and putting up with the hassles of going out more time can be spent at home with family, alone or with friends
19% signed up


imagination ad

take a moment and imagine how CATV will provide you with a broader entertainment and info service. when you use it properly, you will be able plan in advance which of the events offered you wish to enjoy
47% signed up


construal level theory

we will be most persuaded by messages designed to be psychologically close to us


the identifiable victim effect

ppl tend to experience greater concern when they are made aware of an individuals suffering than when they are made aware of suffering experienced by an abstract group of people
-most effective


statistisical victims condition

impersonal statistics


the experiential system

the part of our minds we rely on to make decisions and engage actions very quickly, based on knowledge that we possess at an unconscious level


the analytic system

the part of our minds that generates decision and behaviours through very effortful and conscious thought processes


the central route and personal values

appealing to commonly held values can stimulate action, even when taking action is inconvenient or even very costly


biospheric value frame

tree stump example


social altruistic value frame

we should engage in actions that assist ppl who are suffering


egoistic value frame

ultimate potential or make you feel bad
motivate ppl


a one sided message

ex cell phone companies might disagree with talking and driving
does not adress counter arguments


2 sided message

addresses potential counter arguments and misconceptions
-most effective


attitude inoculation

when presenting the other side of a debate in a simplified form ,ppl will reject those ideas and continue to reject them in the future, even when they are presented in a more detailed form


processing fluency

info that can be easily processed by audience members


low processing fluency

results in confusion, which leads to a negative emotional response that ppl will blame on the message


the curse of knowledge

experts can be right, but they have difficulty explaining their ideas in a language that others can understand, thereby stimulating skepticism


the peripheral route to persuasion

persuasion occurs through aspects of the message that have nothing to do with the evidence or the logic of arguments
it is the route in which persuasion occurs through the short cut of relying on endorsement from experts
symbols of authority help ex lab coat
physical attractiveness is also important
if you dont have good ideas just charm an audience with your personality and by flattering them
social validation ex you are not alone
reciprocity- ppl feel pressure to do something from you, if they have received something from you


door in the face technique

involves making a large request, followed by a smaller request after the person refuses
-type of reciprocity


food in the door technique

if you make a request that is small it is often easier to get ppl to agree to an even greater request later
-type of reciprocity
ppls preference for their behaviour to be consistent supports the effectiveness


leon festinger

cognitive dissonance theory


cognitive dissonance theory

ppl experience an uncomfortable tension whenever they detect inconsistencies in their beliefs or between their beliefs and their actions
the motive to reduce this uncomfortable tension then generates efforts to resolve the inconsistency


persuasion attempts constantly surround us


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