Personality and persuasion
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. What would you like to do?
Compared to the self-esteem scale, how do individuals in the end and the middle and high process a message?
- Low: do not process the message
- High: Won't change the attitude
- Middle: Most susceptible to persuasion
What helps us classify people?
- Intelligence. Individuals with less innate cognitive ability are the ones most susceptible to persuasion
What is need for cognition (NFC)?
is “a stable individual difference in people’s tendency to engage in and enjoy effortful cognitive activity.” Need for cognition is a motive, not an ability.
How are people with high need for cognition in recalling a message?
recall more message arguments, generate a greater number of issue-relevant thoughts, and seek more information about complex issues than those low in NFC. Given that people high in need for cognition like to think, they should be more influenced by quality of message arguments than those low in NFC.
How can you influence people with low need of cognition?
are more influenced by cues that save them from effortful thought. They are frequently swayed more by such simple cues as source credibility, communicator attractiveness, and celebrity endorsement. Individuals with a low need for cognition were more transported into a narrative conveyed by film, a medium that ordinarily requires less cognitive effort than print. High need for cognition individuals were more transported by print, which seemed to match their preference for expending mental energy.
How are poeple with high self-monitors?
Put a premium on displaying approrpiate behavior in social situations
How are people who low self monitors?
Less concerned with playing a role or displaying socially appropriate behavior.
How are people with low and high self monitors susceptible to influence?
the same but are swayed by different psychological appeals. The core notion is attitude function. Social-conformity appeals are apt to carry greater weight with- high self-monitors, while value-expressive messages should exert a greater influence on low self-monitors.
What kind of people are highly domgatic indviduals?
Tendency to close of their minds to new ideas and accept only the opinions of conventional, established authorities. Hard to convince them from anything.
What kind of people are low dogmatic indivudals?
open-minded, receptive to new ideas, and willing to consider good arguments on behalf of a position. More open to persuasion particuarly from strong arguments
What is the need to evaluate?
taps people’s tendency to evaluate social experiences as either good or bad. People high in this need are prone to form opinions about people and issues. They have a lot of opinions, prefer to take extreme stands, and enjoy strongly liking or disliking new products or issues
What is the need for closure?
involves a preference for getting a definitive answer on an issue and a discomfort with vagueness. Individuals high in need for closure may be less motivated to process persuasive messages carefully.
What is need for affect?
People high in the need for affect feel that it is important to be in touch with their feelings. They believe that strong emotions are beneficial, and emotions help people function well in life.
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