Chapter 7 - Persuasion

This flashcard set contains extensive terms and definitions of concepts, as defined in Social Psychology (Myers & Twenge, 2021). This was created as a study guide for Exam 2 in Social Psychology at BYU-I (Fall 2025).

Persuasion

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

Elaboration Likelihood Model

A theory of persuasion that explains how people are persuaded and why some messages are more effective than others depending on how much people think about the message

What are the main elements of persuasion?

Communicator, message, channel of communication, audience

Sleeper effect

When initially discounted messages become effective, as individuals remember the message but forget the reason for dismissal

Dissociation theory

The message and its source become dissociated in the memory, leading to the delayed effectiveness of the message

Source monitoring errors

Making mistakes in remembering the source of information and forgetting the discounting but remembering the message (how dissociation theory occurs)

Halo effect

A type of cognitive bias where overall impressions of a person, brand, or product influences how we feel and think about specific traits or attributes

Reverse halo effect

When negative traits lead us to assume other negative traits

Central route

Deep processing occurs when motivation and ability are high

Peripheral route

Superficial cues drive change when involvement is low

Foot-in-the-door

The tendency for people who have agreed to small requests to later comply with larger requests

Low-ball technique

Tendency for people who agree to an initial request will often still comply when the requester ups the ante (e.g. miscommunication between salesperson and manager)

Door-in-the-face technique

Start with inflated requests, then retreat to a smaller one that appears to be a concession

Bait-and-switch technique

Drawing people in with an attractive but unavailable offer, then switching to a less attractive but available offer

Labeling technique

Assign a label to an individual then make a request consistent with that label, as they will be motivated to align with the label

That’s-not-all technique

Begin with an inflated request, then immediately offer a bonus of discount

Pique technique

Capture people’s attention by making a novel request

Disrupt-then-reframe techique

Introduce an unexpected element that disrupts critical thinking, then reframe the message in a positive light

Discrepant messages

Messages that advocate a position far different from the audience’s existing attitude

One-sided messages

Present arguments only in favor of a particular position, used for when audience agrees or lacks knowledge

Two-sided messages

Present arguments for and against a position, then refutes the opposing view, for when audience is informed, skeptical, or likely to encounter counteraguments

Primacy effect

When information presented first usually has the most influence

Recency effect

Information presented last sometimes has the most influence

When is the primacy effect most persuasive?

When familiar messages are presented back-to-back with delay before position to an audience with high motivation and engagement

When is the recency effect most persuasive?

When novel messages are separated by time, with immediate decisions, to an audience with low motivation or cognitive load

Channel of communication

The way the message is delivered

Two-step flow of communication

Suggests that media messages are first received by a small group of opinion leaders, who interpret and pass the information to others in their social networks who are less directly exposed to media

Life cycle explanation of persuasion

People’s attitudes and openness to persuasion change as they age due to psychological development, life experience, and changing social roles

Generational explanation of persuasion

People’s attitudes are shaped by the historical and cultural context of their formative years and remain relatively stable thereafter

How does need for cognition (NFC) affect persuasion?

When persuading audiences with high NFC, tailor the message to implement evidence, but use vivid imagery for audiences with low NFC

Example of reactance in persuasion

A teen sees an anti-drug ad that says, “Don’t ever use drugs - you have no choice!“ and becomes more curious about drtugs in defiance

Example of inoculation in persuasion

Voters are shown weak attacks of their preferred candidate with rebuttals, then are mentally prepared to defend them from stronger attacks

Example of counterarguing in persuasion

Students are taught to critique commercials by identifying flaws and manipulation, later showing less susceptibility to consumer advertising

Example of identity defense in persuasion

A veteran strongly identifying with military values resists pacifist argument, as it clashes with his deeply held identity

Example of metacognitive doubt in persuasion

A man initially feels persuaded by a public health message to exercise more, but later questions if his agreement was just due to social pressure in the room so his attitude reverts to its original