Persuasion Flashcards

Flashcards based on the lecture notes about persuasion, focusing on key concepts like reciprocity, authority, consensus, and the Elaboration Likelihood Model.

Persuasion

An active attempt to change attitudes.

Reciprocity

The principle that we are more likely to give if we first receive.

Reject-and-retreat technique

A persuasion technique involving a change from a larger to a smaller request.

Authority

The concept that we believe information from an authority source much more readily than from a less authoritative one.

Consensus (Social Proof)

The idea that we consider what others do before deciding what to do; we determine what is correct by finding out what other people think is correct.

Bystander Effect

The phenomenon where individuals are less likely to offer help to a victim when other people are present.

Pluralistic Ignorance

The concept that individuals don't help because others aren't helping, implying help is probably not needed.

Social Inhibition

The fear of standing out or making a mistake, which inhibits helping behavior.

Diffusion of Responsibility

The phenomenon where responsibility is spread across multiple bystanders, reducing individual accountability to help.

Elaboration Likelihood Model (ELM)

A model that assumes that once consumers receive a message, they begin to process it, using either a central or peripheral route.

Central Route to Persuasion

A cognitive route to persuasion that uses careful, deliberate, rational arguments; requires mental work but forms longer-lasting attitudes.

Peripheral Route to Persuasion

An emotional route to persuasion that uses emotional appeals or superficial information; does not require much effort, but attitudes may change quickly and be weak.

Beliefs

Convictions that things held in the mind are true.