SOP Chapter 7: Persuasion

Persuasion

the process by which a message induces change in beliefs, attitudes, or behaviors.

Central Route to Persuasion

occurs when interested people focus on the arguments and respond with favorable thoughts.

Peripheral Route to Persuasion

occurs when people are influenced by incidental cues, such as a speaker’s attractiveness

Credibility

believability.

•Credible communicator is perceived as both expert and trustworthy.

Sleeper Effect

a delayed impact of a message that occurs when an initially discounted message becomes effective, such as we remember the message but forget the reason for discounting it.

Attractiveness

having qualities that appeal to an audience.

Foot in the Door Phenomenon

the tendency for people who have first agreed to a small request to comply later with a larger request

Lowball Technique

people who agree to an initial request will often still comply when the requester ups the ante. People who receive only the costly request are less likely to comply.

Door in the Face Technique

after someone first turns down a large request, the same requester counteroffers with a more reasonable

Primacy Effect

other things being equal, information presented first usually has the most influence.

Recency Effect

information presented last sometimes has the most influence.

Channel of Communication

the way the message is delivered—whether face-to-face, in writing, on film, or in some other way.

Two Step Flow of Communication

media influence often occurs through opinion leaders, who in turn influence others.

Need for Cognition

the motivation to think and analyze.

Attitude Inoculation

exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available.

Counterarguments

reasons why a persuasive message might be wrong.