43. Can subliminal messages affect behavior? o Subliminal messages have NO effect on behavior - but people perceive that their behavior changed.

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1 34. How does the idea of mindlessness relate to persuasion? What is the Elaboration Likelihood Model? What are two routes of the ELM? What is the differences between the two routes? Many decisions are made without careful thought We are often persuaded by unimportant variables o Photocopier study ELM: o Basic assumption: People do not have the motivation or ability to evaluate all messages carefully o The amount and nature of the thinking that accompanies a persuasive message determines the type of persuasion that occurs o There are two routes: Peripheral route: occurs when people rely on simple cues present in a situation (e.g., source credibility, attractiveness, humor) Central route: occurs when people carefully think about information relevant to the persuasive message (e.g., argument quality, logical coherence) 35. What would lead someone to be persuaded along one route, but not the other? If you are trying to persuade someone, what sorts of cues would you use if your audience was primarily using the peripheral route? The central route? There are three things that affect how we are persuaded: o The audience o The source of the message o And the message itself The more involved the audience is, and the more relevant the information is to the audience, the more likely they are to use the central route. People high in need of cognition enjoy thinking and analyzing; they tend to use the central route. People low in NC do not enjoy thinking and analyzing; they tend to use the peripheral route 36. What characteristics of the audience lead people to be persuaded along one route or the other? What characteristics of the source lead people to be persuaded along one route or the other? The audience o The more involved the audience is, and the more relevant the information is to the audience, the more likely they are to use the central route. o People high in need of cognition enjoy thinking and analyzing; they tend to use the central route. o People low in NC do not enjoy thinking and analyzing; they tend to use the peripheral route The speaker o Credibility: 2 components: Expertise and trustworthiness Speakers who are perceived as knowledgeable and trustworthy are more persuasive

2 Sleeper effect: A delayed increase in the persuasive impact of a noncredible source. o Attractiveness: 2 components: similarity and physical appeal Commercials tend to use physically attractive celebrities to endorse products. Political ads often use the average American to promote a candidate. 37. What is the sleeper effect? How does it relate to persuasion? Sleeper effect: A delayed impact of a message that occurs when an initially discounted message becomes effective, such as we remember the message but forget the reason for discounting it. o People forget the source or its connection to the message 41. Do frightening messages work at persuading people? What about messages that produce positive emotions? Fear appraisals: Fear can create attitude change IF the audience is told how to avoid the danger o Jim jones and the peoples temples fear of the govt=drink the koolaid Positive emotions: Feeling good leads to a more positive outlook, which increases one s tendency to use the peripheral route to persuasion o E.g., People who watch commercials while eating are more easily persuaded than those who watch the commercials but don t eat. 42. How do the following relate to the persuasiveness of a message: -Discrepancy, one-sidedness vs two-sidedness, timing of the messages Moderate discrepancy is best - too extreme a position will lead people to quickly reject and refute the arguments. o For example: I believe the budget is great but we could use help on People will agree that the budget is great and agree that they need help on If you say the budget is great People might disagree One-sided vs. two-sided o When trying to persuade, is it better to acknowledge opposing viewpoints? Trying to see both points of view o One-sided: good when the audience already agrees or is oblivious to other views Examples: at a Party meeting, a Republican does not have to acknowledge the other point of view his party already agrees with him o Two-sided arguments are better, if those situations do not apply For example: when running for president, one must acknowledge both points of views in order to persuade the other party Primacy vs. recency o Is it better to give your argument before or after your opponent?

3 Depends on the time Primacy Message 1Mesasge TIME-----Respsonse: Message 1 accepted Recency Message 1----TIME----Message 2 Response: Message 2 accepted 43. Can subliminal messages affect behavior? o Subliminal messages have NO effect on behavior - but people perceive that their behavior changed. 44. How does attitude inoculation lead people to resist persuasion attempts? How does this relate to psychological reactance? o Attitude inoculation: The idea that exposure to weak versions of an argument increases later resistance to that argument. o Being forewarned allows us to come up with refutations to the argument o FLU SHOT you are injected to with the a weak version of the flu so that your body can fight it off later o Psychological reactance: People react against threats to their freedom by perceiving the threatened freedom as more attractive. o No juggling machetes Well, I just really want to juggle some machettes now! o When we perceive others as trying to change our attitudes, we may react by moving our attitude in a direction opposite of the one being advocated 45. How is compliance different from persuasion and conformity? Compliance: conformity that involves publicly acting in accord with an implied or explicit request while privately disagreeing. Conformity: a change in behavior or belief as the result of real or imagined group presure 46. What are the six compliance principles we discussed in class? How can you use them to increase compliance? 1. Reciprocity -treat others as they treat us 2. Commitment & consistency 3. Social proof 4. Liking 5. Scarcity 6. Authority 47. What is the door-in-the-face technique? How does the door-in-the-face technique relate to the principle of reciprocity? Door-in-the-face technique 1. Make a large request (and get turned down) 2. Make a smaller request People feel a need to return a concession

4 o Chaperones for juvenile delinquents 48. How does the principle of commitment and consistency relate to cognitive dissonance? Once we make a commitment, we feel pressure to behave consistently. o Cognitive dissonance 49. What are two techniques that increase compliance that are based on the principle of commitment and consistency? Foot-in-the-door technique 1. Get person to comply with a small request 2. Increase the request Low-balling 1. secure agreement with a request 2. reveal hidden costs 50. How does social proof relate to conformity? When does social proof work? How can social proof be manipulated to increase compliance? We view a behavior as correct in a given situation to the degree that we see others performing it. When does it work? o Uncertainty When people are unsure of how to act, they look to others. o Similarity The more similar others are to you, the more likely you are to look to them to determine what to do. E.g., Person-on-the-street While often accurate, this can lead us to respond to false social proof. o E.g., canned laughter on sitcoms. o Tip jars o Doomsday cult 51. What determines who we like? What is the halo effect? What is the mere exposure effect? How can the latter explain why we prefer our mirror image over our actual image? People are more likely to comply with people they like. What determines who we like? o Physical attractiveness Halo effect: people s characters are judged by how they look. She s too pretty commit a robbery or etc. o Similarity o Familiarity Mere exposure effect 52. Why do we like things that are scarce? How does this relate to psychological reactance? How does scarcity relate to social proof? Opportunities seem more valuable to us when they are less available Psychological reactance we want what we cannot have

5 Works for two reasons: o Scarcity implies social proof o We hate to lose an opportunity we once had Of other people want it, I want it too.