Persuasion Techniques

Persuasion

The process of influencing someone’s attitudes, beliefs, or behaviors through communication and reasoning.

Attitudes

Have three main components: cognitive (knowledge or beliefs), affective (feelings), and behavioral (responses).

Cognitive Component

What you know or believe about something.

Affective Component

How you feel about something.

Behavioral Component

What you do in response to your beliefs or feelings.

Likert Scale

A scaling method that uses statements to measure agreement or disagreement.

Semantic Differential Scale

Measures feelings about something using bipolar adjectives.

Thurstone Scale

Respondents sort statements into categories of favorableness.

Peripheral Route

Focuses on superficial cues rather than content in persuasion.

Central/Direct Route

Based on facts, logic, and evidence in persuasion.

Foot-in-the-Door Technique

Starts with a small request, then follows up with a larger one.

Door-in-the-Face Technique

Starts with a large request followed by a smaller, reasonable one after rejection.

Low-Ball Technique

Starts with a low offer to gain agreement, then raises the cost or conditions.

Bait-and-Switch

Advertising a product at a low price, then pressuring buyers to purchase a higher-priced item.

Counterargument

A statement that challenges or opposes another argument.

Learned Helplessness

Occurs when individuals believe they have no control over outcomes, leading to passivity and depression.

Inoculation Procedure

Strengthens resistance to persuasion by presenting a weak version of an argument first.

Need for Cognition

The motivation to process messages deeply versus focusing on surface features.

Elaboration Likelihood Model

Explains two routes of persuasion: central (thoughtful analysis) and peripheral (superficial cues).

Reasons People Change Attitudes

To hold accurate views, remain consistent, gain social approval, or due to cues like credibility.

Dual Process Model

Describes two types of attitude change: effortful processing (careful thinking) and shallow processing (minimal thinking).

Groupthink

Pressure to conform within a group reduces individual thought.

Cults Techniques

Methods used in cults to fulfill needs, isolate members, and exert control.

Key Takeaways of Persuasion

Persuasion relies on the message and receiver’s mindset, critical thinking, and awareness of manipulative tactics.