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Questions and Answers
Which factor contributes to making a persuasive message more effective?
What is a significant impact of the identifiable victim effect?
What defines controlled processing?
Which of the following is a characteristic of interdependent cultures?
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How does the mood of the audience affect persuasive messages?
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Which type of culture(s) is most likely to show higher levels of conformity?
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What is typically true about younger people in relation to persuasion?
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Which statement accurately describes tight societies?
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When do people conform less to group opinions?
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What is the primary focus of independent cultures in terms of persuasion?
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Which strategy enhances the effectiveness of fear-based persuasive messages?
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How does automatic processing differ from controlled processing?
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What type of social influence involves considering the actions and opinions of others as indicative?
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How does need for cognition affect the reception of persuasive messages?
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Which statement about conformity and gender identity is correct?
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What can cause societies to become tighter?
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What is one reason explicit conclusions in messages can lead to greater attitude change?
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What aspect of cultural tailoring is important for message effectiveness?
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What is a typical attribute of independent cultures?
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Which factor can weaken both informational and normative social influence?
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What happens when a minority opinion is seen as consistent and clear?
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Which of the following traits is more likely to be associated with interdependent cultures?
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In which culture are people more tolerant of deviance?
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What type of conformity occurs when motivations are not internalized?
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What must a person possess to engage in in-depth processing of a persuasive message?
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Which component of persuasion emphasizes the characteristics of the person delivering the message?
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Which factor can enhance the persuasive power of a message when the audience is not highly knowledgeable?
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What does the term 'sleeper effect' refer to in the context of persuasion?
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Which of the following is NOT a characteristic that affects the source's credibility?
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For long-lasting attitude change, which route to persuasion is considered more effective?
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What type of arguments are generally more persuasive?
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How does certainty influence the persuasive power of a message?
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What is the main outcome of the hypothesis regarding men who are extrinsically motivated to conform?
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Which technique involves making a large request followed by a smaller one?
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Why is the foot-in-the-door technique effective?
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What is pluralistic ignorance?
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In the Milgram obedience study, what was the primary task participants were told they were performing?
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What percentage of participants in the Milgram study completed the electrical shock test up to the maximum voltage?
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What is the key feature of compliance?
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Which principle states that if you do something nice for someone, they are likely to respond favorably later?
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Which of these is NOT a technique related to compliance?
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What does the principle of authority refer to in social influence?
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What is the fundamental reason the door-in-the-face technique is effective?
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What is an example of compliance behavior?
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Which of the following best describes the principle of consistency?
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Which of these defines obedience in the context of social influence?
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Study Notes
Central Route to Persuasion
- Messages are more persuasive when they appeal to the audience's core values, are straightforward, logical, and clear.
- Sources arguing against their own self-interest are seen as more sincere, making the message more persuasive.
- Explicit conclusions in messages lead to greater attitude change.
- Vivid information, like scary and memorable content, is often more effective and persuasive.
- Fear-eliciting messages are persuasive, especially when they include information on how to address the fear.
- Identifiable Victim Effect - People are more moved by the plight of a single, identifiable individual than by larger, more abstract numbers. This is less effective when the victim is blamed for the situation.
- Tailoring messages to match the cultural norms and values of the intended audience is important.
Audience Characteristics & Persuasion
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Need for Cognition:
- Individuals with a high need for cognition are persuaded by the central route and through high-quality arguments.
- Individuals with a low need for cognition are persuaded by the peripheral route and messages that are easy to process.
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Mood:
- Persuasive messages are more effective when matching the audience's mood.
- Guilt can increase compliance with persuasive messages, especially if the message provides a way to alleviate the guilt.
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Age:
- Younger people are generally more persuadable than older people, particularly with controlled processing.
Information Processing
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Automatic Processing:
- Fast, nonconscious, involuntary.
- Leads to implicit attitudes and beliefs.
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Controlled Processing:
- Slow, conscious, and can override automatic responses.
- Leads to explicit attitudes and beliefs.
Cultural Differences & Persuasion
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Interdependent Cultures:
- Concept of self is linked to others, with attributes depending on the situation.
- Preference for collective action and harmonious relationships.
- Acceptance of hierarchy and ascribed status.
- Value rules that consider context and relationships.
- Value group activities.
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Independent Cultures:
- Concept of self is distinct from others, with consistent attributes.
- Emphasis on individual action.
- Preference for achieved status and universal rules.
- Value solitary activities.
Tight vs. Loose Societies
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Tight Societies:
- Have strict rules emphasizing conformity.
- Often more interdependent.
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Loose Societies:
- Have fewer rules, enforced less strictly.
- Often more independent.
- Societies become tighter when facing threats.
Cultural Differences & Persuasion (Continued)
- Independent cultures are more persuaded by positive outcomes (promotion focus), while interdependent cultures are more persuaded by avoiding negative outcomes (prevention focus).
Conformity & Culture
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Conformity:
- Higher in interdependent cultures.
- Lower in independent cultures.
- Interdependent cultures are more susceptible to informational and normative social influence.
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Tight vs. Loose Cultures:
- Conformity is higher in tight societies.
- Conformity is lower in loose societies.
- This is because norms are less strong in loose societies, allowing for greater tolerance of deviance.
Factors that Decrease Conformity
- Understanding the reasons for others' behavior.
- Having a clear explanation for a deviant opinion
Conformity & Construals
- Conformity is affected by our subjective interpretations of situations, not objective realities.
Minority Influence
- Minority opinions can change majority opinions when:
- They are consistent and clear.
- The influence is through informational social influence.
- The minority is not seen as acting out of self-interest.
- The minority is believed to have a reason for diverging from the majority opinion.
Conformity & Identity
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Informational Social Influence:
- Internalised, leading to intrinsic conformity (ex: "I'm masculine because I like to act this way").
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Normative Social Influence:
- Not internalised, leading to extrinsic conformity (ex: "I'm masculine because that's how other people think I should act").
- Extrinsic conformity leads to more efforts to prove one's conformity if group membership is threatened.
Compliance & Techniques
- Compliance: Responding favorably to an explicit request, regardless of the requester's status.
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Door-in-the-Face Technique:
- Requesting a large favor that will be refused, followed by a smaller request (seen as a compromise, increasing compliance).
- Works because the smaller request seems more reasonable, people want to avoid being disagreeable, and because of the norm of reciprocity.
- Less effective when the two requests are made by different people.
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Foot-in-the-Door Technique:
- Making a small request, followed by a larger request involving the desired behavior.
- Works because compliance with the small request changes self-image, making it easier to agree to the larger request.
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Norm-Based Compliance:
- Informing people about social norms, especially when the information is surprising and contradicts a misconception.
- Pluralistic Ignorance: Misperception of a group norm resulting from observing behavior that conflicts with private beliefs, reinforcing the erroneous norm.
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Norm of Reciprocity:
- Providing benefits to those who have benefited us, making them more likely to agree to a request.
Obedience
- Obedience: Submitting to the demands of an authority figure in an unequal power relationship.
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Milgram Obedience Study:
- Showed that people are surprisingly willing to obey authority figures, even when those instructions are unethical.
- Participants, believing they were administering electric shocks to a learner, were more likely to follow the experimenter's instructions to continue, even when the learner screamed in pain.
- This suggests the power of the situation and the influence of authority figures.
Principles of Persuasion
- Principle of Consistency: People are more likely to stick to their prior commitments.
- Principle of Scarcity: Items that are rare or difficult to obtain are more desirable.
- Principle of Reciprocity: People feel obligated to return favors or kindness.
- Principle of Authority: People defer to experts or authority figures.
Social Influence & Persuasion
- Social Influence: The effects of other people on our thoughts, feelings, and behaviors.
- Peripheral Route: Persuasion occurs when people are not attentive or lack the ability to process information thoroughly.
- Central Route: Persuasion occurs when people are motivated and able to engage in in-depth processing.
- Persuasion through the central route is more effective for long-lasting attitude change.
Elements of Persuasion
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Source: The person delivering the message.
- Attractiveness: Attractive sources are influential through the peripheral route, particularly when the message is not personally important or the audience lacks knowledge.
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Credibility: Credible sources influence through both the peripheral and central routes. People are more likely to believe sources who are perceived as knowledgeable and trustworthy.
- Sleeper Effect: Over time, people may disassociate a message from an unreliable source, making the message more influential.
- Certainty: Sources who express certainty (confidence) are seen as more credible and persuasive.
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Message: The content of the persuasive message
- Quality: High-quality arguments are more persuasive, especially when the central route is actively engaged.
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Description
Explore the central route to persuasion and learn how messages can be crafted to appeal to core values and logical reasoning. This quiz delves into various audience characteristics that influence persuasion, including the need for cognition and the effectiveness of vivid and emotional content. Test your understanding of how tailoring messages can enhance their persuasive power.