Lecture on Persuasion

These flashcards cover key vocabulary terms and concepts related to the topic of persuasion as discussed in the lecture notes.

Persuasion

The process by which a message induces change in beliefs, attitudes, or behaviors.

Elaboration-Likelihood Model

A theory that explains how attitudes are formed and changed through two routes: central and peripheral.

Central Route

Attitude change that results from careful consideration of the merits of a persuasive message.

Peripheral Route

Attitude change that results from attention to peripheral persuasion cues, such as attractiveness of the spokesperson.

Peripheral Cues

Factors that influence attitude change through superficial or non-argument-based means, such as the attractiveness or expertise of presenters.

Motivated

A state that encourages an individual to process information deeply, often associated with the central route of persuasion.

Social Media Influencers

Individuals who have the power to affect purchase decisions of others because of their authority, knowledge, position, or relationship with their audience.

Advertising Themes

Key messages used in advertisements to appeal to specific emotions or values, such as pleasure, socialization, and style.

Counter-Persuasion

Attempts to change an individual's attitude back to what it was after it has been influenced by persuasive messaging.