Persuasion: How to Convince or Mislead

Flashcards covering key concepts related to the topic of persuasion, including the Elaboration Likelihood Model, persuasive message processing, and audience characteristics.

Elaboration Likelihood Model (ELM)

A theory explaining how persuasive messages are processed, either through a central route (deep processing) or a peripheral route (superficial processing).

Central Route

A method of processing persuasive messages that occurs when the issue is personally relevant and the audience is knowledgeable about the topic, leading to careful consideration of the content.

Peripheral Route

A method of processing persuasive messages that occurs when the issue is not personally relevant or when individuals are distracted, leading to reliance on superficial cues.

Motivation and Ability Factors

Factors affecting whether people use the central or peripheral route in processing persuasive messages, including personal relevance, knowledge, distraction, and comprehension.

Sleeper Effect

A phenomenon where initially unreliable sources become more persuasive over time as the memory of their unreliability fades.

Message Quality

The strength of a persuasive message, enhanced when it appeals to core values, refutes opposition, and articulates desirable outcomes.

Identifiable Victim Effect

The tendency for individuals to be more persuaded by messages that present specific, identifiable victims rather than abstract statistics.

Need for Cognition

A personality trait reflecting an individual's tendency to engage in and enjoy effortful thought, impacting the route of information processing.

Attentional Biases

Tendencies to respond selectively to information in a way that maintains one's initial beliefs, often undermining persuasive attempts.

Attitude Inoculation

A strategy that helps strengthen attitudes against persuasion by exposing individuals to small, manageable challenges to their beliefs.