Lecture 7 & 8: Persuasion

A set of vocabulary flashcards focused on key concepts related to persuasion examined in the lecture.

Persuasion

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

Central Route to Persuasion

Occurs when interested people focus on arguments and respond with favorable thoughts; involves analytical and systematic thinking.

Peripheral Route to Persuasion

Occurs when people are influenced by incidental cues, such as attractiveness, leading to less enduring attitude change.

Credibility

The believability of the speaker, based on perceived expertise and trustworthiness.

Sleeper Effect

The delayed impact of a message, where the message is remembered but the reason for discounting it is forgotten.

Trustworthiness

A significant factor affecting persuasiveness; we are more likely to believe sources we consider unbiased.

Attractiveness

Having qualities that appeal to an audience, which can enhance persuasive impact.

One-sided Message

A persuasive approach that communicates only the arguments supporting one viewpoint without addressing counterarguments.

Two-sided Message

A persuasive approach that presents arguments for and against an issue, often considered more powerful for certain audiences.

Primacy Effect

The tendency for information presented first to have the most influence on the audience.

Recency Effect

The tendency for information presented last to have the most influence; less common than the primacy effect.

Need for Cognition

The motivation to think and analyze; affects whether an individual prefers central or peripheral route persuasion.

Selective Exposure

The extent to which people's attitudes affect the information they expose themselves to.

Discrepancy

The degree to which a persuasive message differs from the audience’s initial viewpoint; impacts the necessity of a credible communicator.

Channel of Communication

The means by which a message is conveyed to the audience, affecting its persuasive strength.