Social cog - persuasion

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  1. process of persuasion/attitude change elements (4)
    • source (person sending message)
    • receiver/audience (people receiving)
    • message (info transmitted)
    • Channel (medium used)
  2. Source factors (3)
    • credibility
    • trustworthiness
    • likability/attractiveness
  3. Message factors (3)
    • validity effect (repeating statement makes it seem true)
    • two-sided arguments are more effective
    • often try to evoke fear/ emotional response (smoking)
  4. Receiver/audience factors
    • forewarning/expectation (expect sellers to persuade removes strength of persuasiveness)
    • resistance - when advocating the opposite response of receivers initial belifs
    • central route - better for high level thinkers
    • peripheral route - better for self conscious people
  5. Two processes of persuasion
    • Central route
    • peripheral route
  6. central route (5)

    what part of attitude?
    • high elaboration
    • evaluation of argument
    • strength and quality of argument 
    • high personal relevance
    • eg drink driving ads

    process of persuasion
  7. Peripheral route (4)

    what part of attitude?
    • low elaboration 
    • unimportant issues
    • no evaluation of argument 
    • eg fast food ads/cosmetic ads

    process of persuasion
  8. define Bi direction relationship is what? (2)

    part of attitude?
    • attitudes affect behaviours - behaviours affect attitudes
    • eg don't go shopping (behaviour) because don't like shopping (attitude). Don't like shopping (attitude), so don't go shopping (behaviour). 

    attitude change
  9. 3 factors affecting bi-directional relationship
    • strength
    • accessibility
    • specificity
  10. define strength
    3 factors affecting strength

    part of attitude?
    • stronger the attitude, more affected the behaviour
    •  - how informed we are
    •  - how attitude was formed
    •  - how accesible they are

    factor affecting bi-directional relationship
  11. define accessibility (2)

    part of attitude?
    • more accessible an attitude is, more likely to influence behaviour
    • can be conscious, cues from environment, or automatic

    factor affecting bi-directional relationship
  12. define specificity 
    part of attitude?
    for attitudes to predict behaviour - must specifically relate to behaviour

    factor affecting bi-directional relationship
  13. Must consider for bi-directional relationship (2)
    • ambivalence (pos and neg attitude to same thing)
    • social situation (affects how freely we express our attitude)
  14. Define Bi-Directional relationship
    a deliberate process of decision making that influences the attitude
  15. Dual process of persuasion is based on what?
    4 assumptions
  16. Assumption 1 of dual process of persuasion:
    • Two distinct modes of thinking:
    • Systematic: carefull and effortly thinking. thought process is active and alert
    • Heuristic: not thinking carefully, skimming surface
  17. Assumption 2 of dual process of persuasion:
    • situational and personality variables affect chosen mode of thinking
    • can change between two modes
    • thought process driven by situation or personality predispositions
  18. Assumption 3: of dual process of persuasion:
    what it is
    • Persuasion effects received differently depending on what type of thinking is used
    • systematic look for arguments (facts, examples, reasoning and logic)
    • Heuristic mode look for cues (attractiveness, friendliness, expertise of source)
    • Depending on receiver's mode, some persuasion won't work
  19. Assumption 4 of dual process of persuasion:
    which works better
    Persuasion through systematic mode is more persistent over time, more resistant to change, and more predictive of behaviour than heuristic 
  20. Fact on systematic thinking
    arguments can differentiate between receiver 
  21. Implications of Dual Process of persuassion:
    • 1. Monitor and control the mental
    • 2. Match the right influence tool (arguments/cues) with their mental state (Systematic/heuristic)
    • 3. When in doubt, take the peripheral route
    • 4. Develop arguments from the point of view of the reader
Card Set:
Social cog - persuasion
2013-08-08 07:12:06

Persuasion stuff in social cog
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