PERSUASION UNIT 3 (Chapters 12-16)

(Chap 12) Deception

A form of persuasion that is intentional and purposeful communication aimed at altering another person’s beliefs, attitudes, or behaviors

(Chap 12) Information Manipulation Theory

The idea that deception occurs when people manipulate different aspects of information

(Chap 12) Motives for Lying

To benefit another, avoid conflict, appear better, avoid embarrassment, protect privacy, or sometimes cause harm.

(Chap 12) Four Factor Model

A model explaining the four main reasons liars show behavioral cues:

• Arousal: Increased anxiety/nervousness

• Attempted Control: Trying to control behavior to avoid detection

• Cognitive Effort: Lying requires more mental effort than telling the truth

• Affective Factors: Emotions like guilt, fear, or excitement

(Chap 12) Machiavellianism

A personality trait where individuals are more manipulative and more willing to deceive others.

(Chap 12) High stakes lies

Lies where the consequences of being caught are serious.

They increase pressure, anxiety, and the likelihood of detectable cues.

(Chap 12) Deception Stereotypes

People think liars avoid eye contact, fidget, and act nervous.

(Chap 12) Truth vs. lie bias

People tend to believe others are telling the truth.

(Chap 12) Why are lies hard to detect?

People rely on incorrect stereotypes and liars can control their behavior.

(Chap 12) Interpersonal Deception Theory

Deception is a complex process where both people are involved, and they influence each other through what they say and how they act.

(Chap 13) Motivational appeals

Inducements, often of an emotional nature, which are designed to drive you to undertake some action

(Chap 13) Fear appeals

A staple of child-rearing, they are also prevalent in the workplace, in public health messages, advertising, and elsewhere.
EX: “If you don't buy this home security system, your family will be in danger”

(Chap 13) Extended Parallel Process Model

A framework predicting how individuals respond to fear appeals

• Danger control - A logical response to a serious threat that leads to positive behavior change.

  • EX: getting vaccinated after learning about a disease's severity

• Fear control - Emotional, ineffective response when someone feels threatened but doesn’t believe they can handle it.

  • EX: “If you don't clean your room, a monster will come and take your toys away".

(Chap 13) Appeals to pity

Depends on what you want as a person. Pity is most effective when the sufferer is percived is having no control over their situation.
EX: Feed the children, people for the ethical treatment to animals

(Chap 13) Guilt appeals

Facilitate compliance
Inducing too much guilt can lead to avoidance

• EX: Funeral homes

(Chap 13) Humorous appeals

Related humor tends to be more effective than unrelated humor.
Humor may diminish perceived expertise.
EX: Snickers – “You're Not You When You're Hungry”

(Chap 13) S*x appeals

S*x sells. S*x appeals have long been apart in advertising. Half of all print ads depict women as s*x objects

• EX: If you use product “X” others will be attracted to you

(Chap 13) Patriotic appeals

Flag waving, buying American campaigns, and political candidates “wrapping themselves in the flag.”
Tends to backfire if you pander with it too much

(Chap 13) Warmth appeals

They emphasize family, friends, and a sense of belonging. They make us feel sentimental or nostalgic about life.

A little more than 1 in 5 prime-time commercials include warmth as an advertising theme.

• EX: State Farm’s “Like a good neighbor … State Farm is there” campaign is based on this theme

(Chap 13) Ingratiation and types

Option conformity, Agreeing with another, self presentation, bragging, flattery

(Chap 14) Iconicity

An image stands for the thing it represents

• EX: A silhouette of a deer on a yellow sign, indicating that deer may be on the road.

(Chap 14) Indexicality

Images document events

• EX: Shows a product’s effect with a “before” and “after” comparison.

(Chap 14) Syntactic Indeterminacy

Images lack logical operators

• EX: A soda ad links the drink with a happy family without directly saying it causes happiness.

(Chap 14) Cinematic persuasion

Movies are a form of persuasion. They are carefully crafted works, reach large audiences, and are told in a narrtive form

(Chap 14) Product placement

Common place. A form of subliminal persuasion.

(Chap 14) Stereotypes in film

Simplified, often harmful, formulaic depictions of gender, race, sexuality, or nationality

(Chap 14) Photojournalism as persuasion

Photos aren’t fully objective. They reflect the photographer’s choices (what to show, angle, editing). These decisions shape how people interpret events and can influence opinions.

• EX: Graphic war images of people injured or buildings destroyed

(Chap 15) Subliminal vs. supraliminal message

Subliminal message - Pictures or words that are hidden or flash quickly

• EX: A113 from Disney

Signals we can consciously detect, even if we usually don’t notice them.

• EX: Background music in stores, brand logo designs

(Chap 15) Embedded images

Pictures or words that are hidden or flash quickly

(Chap 15) Subaudible messages

Sound or words that are too faint to be herad or are played at extremly high frequencies

(Chap 15) Backward masking

Electrolic altered signals backward masking and other voiced alterations

(Chap 15) Music as a central and peripheral cue

Music can persuade via the central route or the peripheral route

• EX: McDonalds music

(Chap 15) Mere exposure effect

People tend to like things more just because they’re familiar.

• EX: Radio stations and TikTok play songs repeatedly to increase their popularity.

(Chap 15) Music as a mnemonic device

Weaponizing music. Music can be used to discouracge undesirable behavior

(Chap 15) Aroma as persuasion

Smell is a sense you can’t turn off. Forms of influence.

(Chap 16) Persuasion as a tool

Tool analogy of persuasion. The motives color the means

(Chap 16) Ethics and the use of threats

As a general rule, studies have shown that using threats achieves greater compliance than not using them.

(Chap 16) Culture of fear

A state of constant fear, often fueled by media or leaders to gain power or attention.

(Chap 16) Free market ethics/caveat emptor

A warning to those buying, primarily goods, that they should do their own research and ask pointed questions of a seller before making a purchase