Persuasion Final

Flashcards covering key vocabulary and definitions from the lecture notes on persuasion.

Credibility

A receiver-based, situational, dynamic, and multidimensional concept.

Expertise

Perceived knowledge or skill.

Trustworthiness

Perceived honesty or integrity.

Goodwill

Perceived caring or having the audience's best interests at heart.

Dynamism

Energy and enthusiasm.

Composure

Calm and control.

Sociability

Friendliness and warmth.

Ethos

Credibility of the speaker.

Pathos

Emotional appeals.

Logos

Logical reasoning and argument.

Social Judgment Theory (SJT)

Explains how people evaluate messages based on their existing attitudes.

Anchor

Existing attitude.

Latitudes

Acceptance, rejection, non-commitment.

Acceptance

Range of positions seen as acceptable.

Rejection

Range seen as unacceptable.

Noncommitment

Range seen as neutral.

Central Route (ELM)

Requires motivation and ability; leads to lasting change.

Peripheral Route (ELM)

Relies on cues (e.g., attractiveness); short-term.

Systematic Processing

Thoughtful, deep processing (HSM).

Heuristic Processing

Shortcut, credibility (HSM).

Unimodel

Cues and processing are part of a single process, not two distinct routes.

Exigence

Urgent problem or issue that prompts communication.

Identification

Creating common ground with the audience.

Attitudes

Learned predispositions to respond favorably/unfavorably.

Halo Effect

One positive trait influences perception of others.

Theory of Reasoned Action

Behavior is determined by intention, which is driven by attitudes and subjective norms.

Theory of Planned Behavior

Adds perceived behavioral control as a factor.

Coherence

Story makes sense.

Fidelity

Story aligns with listener’s values.

Contrast Principle / Perceptual Contrast

Judging something in relation to what came before.

Facework

Managing one’s social identity in social interactions.

Psychological Reactance

Reacting negatively when we feel our freedom is threatened.

Linguistic Framing

The way language choices shape perceptions and responses.

Consistency & Cognitive Dissonance Theory

People want consistency between beliefs/behaviors.

Ingratiation

Flattery to gain favor.

Direct Effects Model of Immediacy

More immediacy = more persuasion (via eye contact, physical proximity, etc.)

Foot-in-the-Door (FITD)

Small request first, then larger.

Door-in-the-Face (DITF)

Large request first, then smaller.

Reciprocity Norm

Feeling obligated to return favors.

Gain/loss framing

Presents outcomes as gains or losses affects decisions.

Extended Parallel Processing Model (EPPM)

Emphasizes threat severity, susceptibility, and efficacy.

Four-Factor Model (Lie Detection)

Arousal, attempted control, emotional reactions, cognitive effort.

Othello Error

Mistaking fear for deception/guilt.

Probing Effect

Questioning may increase false positives.

Persuasion Ethics

Perspectives: Moral, immoral, amoral.

Image Restoration Strategies

Denial, evasion of responsibility, reducing offensiveness, corrective action, mortification.

Shifting Blame

Transferring responsibility for the offensive act to someone else.

Minimization

Attempting to reduce the perceived seriousness or impact of the offense.

Bolstering

Reminding the audience of the actor’s positive traits or past good deeds to offset the negative act.

Crisis

A significant threat to operations or reputation.

Crisis Management Plans

Pre-established plans for handling crises.

Social Movements

Organized, collective efforts to promote or resist change.

Elements of Social Movements

Must have: grievance, vision, target, leadership.

Confrontation Strategy

Challenge norms or systems.

Subliminal

Below awareness — research = less effective.

Supraliminal

Consciously noticed — more effective.

Iconicity

Images resemble things they represent.

Indexicality

Images shows it really happened.

Syntactic Indeterminacy

No clear logic → interpretive.

Anti-ads

Mocks traditional advertising.

Image ads

Brand identity.

Shock ads

Uses shock/surprise/attention.