18 Questions
Which of the following factors contributes to the persuasiveness of a message?
The credibility of the communicator
What is the term for the phenomenon where people remember a message but forget the reasons for initially disregarding it?
Sleeper effect
What occurs when people are distracted or uninvolved and are influenced by less important cues in a message?
Peripheral route to persuasion
What happens when people are interested in a message and focus on the arguments, and the arguments are strong?
They are likely to be persuaded
What is the term for the process by which people are persuaded through two different routes: one explicit and reflective, and the other more implicit and automatic?
Dual processing
What makes a communicator more persuasive, according to the Yale approach?
Their expertise and credibility
What is the primary reason why people are more likely to be persuaded if they perceive a speaker's arguments as going against their self-interest?
It increases the speaker's credibility
What is the effect of a speaker looking at the audience straight in the eye on their perceived trustworthiness?
It increases their perceived trustworthiness
What is the primary reason why fast and confident speakers are perceived as more credible?
It increases their perceived authority
What is the effect of attractiveness on persuasion?
It increases the likelihood of persuasion
What is the primary factor that determines the effectiveness of a distracting message?
The level of cognitive effort required to understand the message
What is the primary reason why people tend to be more persuaded by someone who is similar to them?
It creates a sense of familiarity
What is the primary route of persuasion triggered by a speaker's likability?
Peripheral route
Which type of audience is more likely to be persuaded by strong arguments?
Audience with a high need for cognition
What is the primary mechanism by which cults Indoctrinate new members?
Compliance breeds acceptance through initial commitment
What is the term for the phenomenon where cult recruiters approach people with initial small requests before revealing their true intentions?
The foot-in-the-door phenomenon
What is the primary characteristic of people with a low need for cognition?
They prefer peripheral cues and are more persuaded by simple messages
What is the primary purpose of behavioral rituals and punitive recruitment in cults?
To strengthen initiates' commitment to the cult
Study Notes
Persuasion Factors
- Persuasion occurs through various routes, including governments, marketing, parenting, and relationships.
- The Yale Approach identifies four key factors: the communicator, the message, the channel of communication, and the audience.
The Central and Peripheral Routes
- The central route to persuasion involves interested people focusing on the arguments and responding positively.
- Strong arguments are likely to lead to persuasion, while weak arguments will be countered by thoughtful people.
- The peripheral route to persuasion involves people being influenced by less important cues, such as a speaker's attractiveness.
- This route is less thoughtful and often occurs when people are distracted, uninvolved, or busy.
The Communicator
- Credibility is key to persuasion, as a credible communicator is seen as an expert and trustworthy.
- The sleeper effect is a delayed impact of a message when the reason for disregarding it is forgotten.
- Expertise and knowledge increase the likelihood of persuasion, as people perceive the communicator as credible.
- Trustworthiness is also important, as people are more likely to be persuaded if they believe the communicator's arguments are against their self-interest.
- Facial cues, such as maintaining eye contact, can affect a speaker's perceived trustworthiness.
- Info sharing vs. persuasion intentions can influence whether people are persuaded or not.
- Speaking fast and with confidence can increase credibility and trustworthiness.
The Message Content
- Attractiveness and likeability can increase the likelihood of persuasion, as people respond well to appealing qualities.
- Similarity between the communicator and the audience can also increase persuasion.
- Reason vs. distraction is effective when the message is simple and doesn't require much cognitive effort.
- Uninvolved audiences tend to use peripheral cues, such as attractiveness and surroundings.
Need for Cognition
- People with a high need for cognition prefer central routes and are more persuaded by strong arguments.
- People with a low need for cognition show low cognitive effort and are more persuaded by peripheral cues.
Cults and Indoctrination
- Cults typically have a distinctive ritual, isolation from the surrounding culture, and a charismatic leader.
- Compliance breeds acceptance, where new members are quickly made active members of the team.
- The foot-in-the-door phenomenon involves cult recruiters exploiting people's initial commitment to justify further involvement.
Test your knowledge on the factors of persuasion, including the communicator, message, channel, and audience, as well as the central and peripheral routes to persuasion. Learn how persuasion is used in various contexts, from governments to relationships.
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