Introduction to Influence and Persuasion
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What primary factor is suggested as a means to successfully influence another person's behavior?

  • Changing their attitudes (correct)
  • Appealing to their emotions
  • Direct control over their actions
  • Forcing compliance through threats

Why might direct control over another person's behavior not be effective in the long term?

  • People eventually become resentful of control.
  • Behavior only changes temporarily under direct observation. (correct)
  • It requires extensive resources to maintain control.
  • Direct control is illegal in most situations.

What is a significant reason given for influencing behavior through attitude change?

  • People have limited free will.
  • Attitudes cannot be altered once formed.
  • Positive attitudes are more likely to lead to self-motivated behavior. (correct)
  • Behavior will not change without external pressure.

What common scenario is cited as an example of behavior inconsistent with attitudes?

<p>Risky behaviors influenced by peer pressure (A)</p> Signup and view all the answers

What does the content suggest is essential for achieving desired behavior change if direct control is not possible?

<p>Finding ways to influence attitudes (B)</p> Signup and view all the answers

What does the phrase 'watching you' imply about attempts to change behavior?

<p>It only instills fear of consequences. (B)</p> Signup and view all the answers

Which of the following is NOT mentioned as a characteristic of attitude-driven behavior?

<p>Temporary changes (D)</p> Signup and view all the answers

What is suggested as a possible outcome when behavior is influenced by attitude rather than control?

<p>Individuals will maintain positive behaviors eventually regardless of external influence. (A)</p> Signup and view all the answers

What is the first step in ensuring attitudes drive behavior effectively?

<p>Change the attitude (D)</p> Signup and view all the answers

Which of the following factors does NOT improve the likelihood that attitudes will drive behaviors according to the conceptual model of ABCs?

<p>Social influence (B)</p> Signup and view all the answers

What role does 'priming' play in attitude availability?

<p>It helps to activate and make attitudes more accessible (B)</p> Signup and view all the answers

Which of the following statements about attitude relevance is true?

<p>It increases the likelihood that an attitude will drive behavior (A)</p> Signup and view all the answers

What must happen after changing an attitude to ensure it drives behavior?

<p>The individual must be primed with related stimuli (B)</p> Signup and view all the answers

Which of the following best describes an attitude that is considered 'activated'?

<p>An attitude that is easily recalled and influencing decisions (A)</p> Signup and view all the answers

What is a key reason Fazio and Snyder suggest that attitudes do not drive behavior?

<p>Availability and relevance conditions are not met (C)</p> Signup and view all the answers

In the context of attitude change, what does the 'ABC' model emphasize?

<p>The importance of accessibility and applicability of attitudes (C)</p> Signup and view all the answers

What is the primary method suggested to activate an attitude before making purchasing decisions?

<p>Engaging in a conversation about relevant topics (B)</p> Signup and view all the answers

According to the ABC Model, what are the two essential conditions required to obtain attitude-behavior consistency?

<p>Relevance and availability (C)</p> Signup and view all the answers

What consequence is highlighted when merely changing an attitude without considering context?

<p>Behavior change may not occur (B)</p> Signup and view all the answers

What aspect of human behavior does the discussion primarily focus on?

<p>Link between attitudes and behavior (C)</p> Signup and view all the answers

What does the term 'Dual Process Persuasion' suggest about changing others' attitudes?

<p>It requires both emotional and rational appeals (B)</p> Signup and view all the answers

What is a major implication of the ABC discussion for marketers?

<p>They need to foster relevant attitudes before advertising (A)</p> Signup and view all the answers

What can be inferred as a challenge in studying the influence of attitudes on behavior?

<p>The causes of influence are complex and diverse (D)</p> Signup and view all the answers

What does relevance in the context of attitude change signify?

<p>The individual must personally connect to the attitude (C)</p> Signup and view all the answers

What is essential for effective persuasion in systematic thinkers?

<p>Providing a list of arguments tailored to the receiver (D)</p> Signup and view all the answers

Why did the health arguments against smoking fail to persuade teenagers?

<p>Teenagers prioritize social acceptance over health. (A)</p> Signup and view all the answers

What does the concept of 'arguments depend upon the receiver' imply for persuaders?

<p>Persuaders must tailor their messages to the audience's values. (C)</p> Signup and view all the answers

What type of attitude change is likely to result from effectively matching an argument to a systematic thinker?

<p>Persistent, resistant, and predictive attitude change (B)</p> Signup and view all the answers

In the provided scenario of choosing sneakers, which perspective most likely reflects a systematic thinker’s priorities?

<p>How much they cost and how long they will last (B)</p> Signup and view all the answers

Which factor is NOT likely to impact the mode of thinking in systematic thinkers when making decisions?

<p>Self-esteem of the decision-maker (C)</p> Signup and view all the answers

How can a persuasion source effectively analyze the needs of their audience?

<p>By understanding and identifying what is central to the receiver (B)</p> Signup and view all the answers

What tends to happen when there is a mismatch between the persuasive argument and the systematic thinker's priorities?

<p>The argument will have minimal impact on attitude change. (A)</p> Signup and view all the answers

What tactic is primarily utilized when a salesperson encourages a customer to stay consistent with their initial desire to purchase?

<p>Consistency (D)</p> Signup and view all the answers

In the context of persuasion techniques, what does the 'Rule of Scarcity' imply about consumer behavior?

<p>Limited availability increases the perceived value of a product. (C)</p> Signup and view all the answers

What common strategy do Home Shopper Networks use to create urgency for purchasing items?

<p>Running a countdown timer on the screen. (B)</p> Signup and view all the answers

When a consumer responds positively to an initial offer but is presented with an alternative that is more expensive, what psychological principle is being exploited?

<p>Foot-in-the-door technique (A)</p> Signup and view all the answers

What emotional state is likely to influence a consumer's decision-making process when presented with a perceived 'deal'?

<p>Excitement (D)</p> Signup and view all the answers

What is a potential outcome of the technique used by salespeople to create a perception of scarcity?

<p>Increased sales due to perceived urgency. (A)</p> Signup and view all the answers

What common mistake might consumers make when involved in high-pressure sales situations?

<p>Ignoring the total cost of their purchases. (B)</p> Signup and view all the answers

What underlying principle makes the tactic of portraying products as scarce particularly effective in influencing consumer behavior?

<p>The psychological trait of loss aversion. (B)</p> Signup and view all the answers

What is the primary function of the Comparison Rule?

<p>To guide individuals' behavior by comparing it to others. (C)</p> Signup and view all the answers

How do TV producers use the Comparison Rule to influence audience reactions?

<p>By adding a laugh track to induce laughter regardless of genuine humor. (B)</p> Signup and view all the answers

What does 'salting the collection plate' imply in terms of the Comparison Rule?

<p>Setting a visible standard of contribution to motivate others. (C)</p> Signup and view all the answers

What effect do ‘professional audience members’ have in theatrical productions?

<p>They manipulate audience reactions to resemble expected responses. (D)</p> Signup and view all the answers

In the context of the Comparison Rule, what can lead to a discrepancy in behavior between individuals?

<p>Observing differing behaviors among peers. (D)</p> Signup and view all the answers

Which scenario best exemplifies the application of the Comparison Rule outside entertainment contexts?

<p>A student who studies extra hard after seeing classmates excel. (C)</p> Signup and view all the answers

Why might individuals feel compelled to look up when others are doing so, according to the Comparison Rule?

<p>To conform to social expectations and avoid feeling out of place. (D)</p> Signup and view all the answers

How does the presence of others impact decision-making, specifically regarding the Comparison Rule?

<p>It creates a sense of obligation to align with observed actions. (D)</p> Signup and view all the answers

Flashcards

Changing Behavior Directly

Influencing someone's actions immediately through control, but control is fleeting and doesn't last when removed.

Influencing Behavior Through Attitudes

Changing someone's mindset about something to motivate desired behavior from them.

Attitude-Behavior Consistency

When someone's actions align with their beliefs and thoughts about a particular subject.

Inconsistency of Attitude & Behavior

Sometimes, people don't act as expected based on their stated attitudes. This may happen with risky actions or in response to peer pressure.

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Free Will

The ability of individuals to choose their actions freely. Sometimes, controlling someone's actions is not possible.

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Changing Attitudes

Influencing someone's thoughts and feelings toward something.

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Attitude Drives Behavior

The idea that a person's attitude affects their behavior concerning specific matters.

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Risky Behaviors

Actions that are potentially hazardous, dangerous, or malicious, sometimes done even when the person knows it's wrong.

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Attitude Availability

The accessibility and activation of an attitude when making a decision.

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Attitude Relevance

How applicable or useful an attitude is to a specific situation.

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Priming

A technique or cue to influence an attitude.

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Two-step process to change behavior

First, change the attitude and then make the attitude drive behavior

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Attitude Change

Modifying a person's opinion or feeling about something.

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Fazio and Snyder

Researchers whose work contributed to understanding attitude-behavior consistency

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ABCs (Attitude-Behavior Consistency)

Conceptual model integrating factors (attitude availability & relevance) influencing consistency between attitude and behavior.

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Availability

The attitude needs to be readily accessible in one's mind when faced with a situation that influences their behavior.

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Relevance

The attitude must be connected to the specific situation to influence behavior.

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Dual Process Persuasion

The process of influencing others to change; includes diverse approaches with no universal solution.

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ABC Model

A model suggesting that attitudes influence behavior.

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Behavior Change

Modifying an individual's actions.

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Influence

The ability to affect someone's thoughts or actions and is a complex process.

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Systematic Thinker

Someone who relies on logic and evidence to make decisions, seeking out arguments and reasons before forming an opinion.

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Argument List

A collection of reasons or points used to persuade someone, tailored to their specific values and concerns.

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Central Importance

The key values, beliefs, or priorities that truly matter to a particular person or audience.

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Receiver's Perspective

Understanding the viewpoint of the person you're trying to persuade, considering their unique needs and motivations.

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Match Mode & Agent

Using a persuasive approach that aligns with the receiver's thinking style and what they value.

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Effective Persuasion

Successfully changing someone's thoughts or actions through arguments that resonate with them.

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Myth of Immortality

The belief that one will live forever, often held by teenagers, ignoring the reality of death.

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Teen Smoking Example

Illustrates that arguments based on health risks may not be persuasive to teenagers who don't perceive those risks as immediate or relevant.

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Comparison Rule

We use the behavior of others as a guide to what we should think or do when we are not thinking carefully.

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Laugh Track

A pre-recorded track of laughter added to a comedy show to evoke laughter from the audience.

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Salting the Collection Plate

Putting money on a collection plate before it's passed around to encourage others to donate more.

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Heuristic Thinking

Making decisions based on intuition, experience, or shortcuts rather than logical analysis.

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Cue Evaporation

When the influence of a cue disappears as soon as the receiver switches from heuristic thinking to systematic thinking.

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CLARCCS Cues

A set of cues that influence behavior through heuristic thinking.

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What is CLARCCS?

An acronym representing a set of cues that influence behavior through heuristic thinking: C - Comparison, L - Liking, A - Authority, R - Reciprocity, C - Consistency, C - Consensus, S - Scarcity

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Bait and Switch

A deceptive sales tactic where a customer is initially lured by a great offer, only to be presented with a less appealing alternative once they are committed.

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Consistency Principle

The tendency for individuals to maintain their initial position or decision, even when faced with conflicting information.

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Scarcity Rule

The idea that rare or limited items are perceived as more valuable and desirable.

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Home Shopper Network

A television channel that sells retail merchandise directly to viewers through live programing and phone orders.

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Salesperson's Game

Manipulating customers by leveraging the Consistency Principle and Scarcity Rule to secure a sale.

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Commitment

An initial decision or position that influences subsequent actions.

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Maintaining Consistency

The tendency to act in a way that is aligned with prior commitments.

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Rare is Valuable

The principle that scarcity increases perceived value.

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Study Notes

Table of Contents

  • Introduction to the Science of Influence and Persuasion
  • Attitude Drives Behavior
  • Dual Process Persuasion
  • The Cues of Life
  • Stages of Change
  • Attribution Theory
  • Consistency
  • Inoculation Theory
  • Social Judgement Theory
  • Reactance
  • Sequential Requests
  • Message Characteristics
  • Classical Conditioning
  • Reinforcement
  • Modeling...Monkey See, Monkey Do

Introduction to Influence and Persuasion (The Difference)

  • Influence is a broad term encompassing all deliberate attempts to alter thoughts, feelings, or behaviors of a receiver
  • Persuasion is a specific type of influence, aimed at altering a receiver's attitude through communication
  • Attitudes are evaluations of objects or ideas

Attitudes Drive Behavior

  • Attitudes heavily influence our behavior in many scenarios
  • Sometimes, changing someone's attitude can be a more effective strategy for achieving desired behavior changes
  • Control of behavior isn't always possible, making attitude change a proxy.

Dual Process Persuasion

  • Two primary, distinct modes of thinking exist
  • Systematic thinking is thoughtful, active, and attentive
  • Heuristic thinking is superficial, skimming the surface of ideas and making quick judgments

Assumptions of the Dual Process Approach

  • Two thinking modes—Systematic (careful consideration) and Heuristic (quick judgments)—are utilized by people
  • Situation and personality characteristics affect which mode is employed
  • Using the correct persuasion method for the appropriate mode is crucial for effective results
  • Persuasion through systematic thinking has more lasting, resistant, and predictive impact on behavior

The Cues of Life

  • "Comparison" (people are influenced by other people's choices)
  • "Liking" (favorable attitudes towards sources influence persuasion)
  • "Authority" (people are influenced by sources of authority in certain contexts)
  • "Reciprocity"(people feel obligated to give something when receiving something)
  • "Commitment/Consistency" (People value consistency, prompting commitment to a specific position or belief)
  • "Scarcity" (Rare opportunities tend to be more desirable)

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Related Documents

Steve's Primer of Practical Persuasion and Influence (Chapters 1-4) PDF

Description

This quiz covers key concepts in the science of influence and persuasion, including attitudes, behavior change, and various theories such as dual process persuasion and inoculation theory. Test your understanding of how communication shapes attitudes and behaviors.

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