13.3 the art of science and persuasion

Question 1

the elaboration likelihood model

Answer 1

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

Question 2

when using the central route

Answer 2

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

Question 3

info only ad

Answer 3

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

Question 4

imagination ad

Answer 4

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

Question 5

construal level theory

Answer 5

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

Question 6

the identifiable victim effect

Answer 6

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

Question 7

statistisical victims condition

Answer 7

impersonal statistics

Question 8

the experiential system

Answer 8

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

Question 9

the analytic system

Answer 9

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

Question 10

the central route and personal values

Answer 10

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

Question 11

biospheric value frame

Answer 11

tree stump example

Question 12

social altruistic value frame

Answer 12

we should engage in actions that assist ppl who are suffering

Question 13

egoistic value frame

Answer 13

ultimate potential or make you feel bad

motivate ppl

Question 14

a one sided message

Answer 14

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

Question 15

2 sided message

Answer 15

addresses potential counter arguments and misconceptions

-most effective

Question 16

attitude inoculation

Answer 16

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

Question 17

processing fluency

Answer 17

info that can be easily processed by audience members

Question 18

low processing fluency

Answer 18

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

Question 19

the curse of knowledge

Answer 19

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

Question 20

the peripheral route to persuasion

Answer 20

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

Question 21

door in the face technique

Answer 21

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

Question 22

food in the door technique

Answer 22

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

Question 23

leon festinger

Answer 23

cognitive dissonance theory

Question 24

cognitive dissonance theory

Answer 24

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

Question 25

persuasion attempts constantly surround us

Answer 25

• advertising

- donating