lecture 6 *social psychology *
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1
what mental routes are used to persuade ?
dual process mode
( system 1 and system 2 )
( system 1 and system 2 )
2
what is the dual process model ?
1. peripheral
2. cental route
2. cental route
3
what is naother way to express dual process model ?
system one and system 2 model
4
what is the central route ?
motivation to think about the actual message and topic
importance is the content
importance is the content
5
what are the advantages of cental route ?
atitude changes last longer
more predictive
more predictive
6
what is the system 1 ?
fast emotional impulsive and implicit
7
what is the peripheral route ?
no interest in the subject
superficial based on cues and heuristics
superficial based on cues and heuristics
8
what is the system 2 ?
slow , deliberate and well taught
9
which systems go with which routes ?
system 1 : peripheral route
system 2 : central route
system 2 : central route
10
what general variables are there when we persuade ?
1. source variables
2. feelings
3. message variables
4. audiance
2. feelings
3. message variables
4. audiance
11
what are source variables ?
the characterisitcs that influence attitude change
source : person / entitiy that deliver the persuation
source : person / entitiy that deliver the persuation
12
what are the source variables in pheripheral processing ?
1. similarity
2. physical attractiveness
3. credibility
4. expertise
2. physical attractiveness
3. credibility
4. expertise
13
what does similarity refer to ?
if the perosn communicating is the same as you
14
what does physical attractiveness refer to ?
if you find the pther person attractive
15
what does credibility refer to ?
if the peron has no hesitation
16
what does expertise refer to ?
if the person has background in a specific domain
17
what is the sleeper effect ?
the phenomenon of people dissasciating the source and content , over time
messege sticks while we forget who said it
messege sticks while we forget who said it
18
how are feelings a source of pheriperal precessing ?
the mood can affect how persuative we are
19
when is it easiest to be persuaded ?
when we feel good an dpresented with a message
20
what is the " how do I feeel about it" heuristic ?
i feel good , i must agree/like it
21
how can classical conditioning be used as pheriheral processing persuation ?
affective info gets linked to object
22
what is an example of classical conditioning persuation ?
beautiful man selling parfume , music in supermarket
23
what are the effects of humor in commercials ?
humor distracts from the iformation
humor makes people more likly to buy one option over another
humor makes people more likly to buy one option over another
24
does fear work for persuation ?
often works but there can be " too much fear "
25
in which case does fear work best to persuade ?
in " bad" outcomes ( smoke → cancer)
26
what are message variables?
1. length and nr of arguments
2. repetition
3. mere exposure effect
2. repetition
3. mere exposure effect
27
what are one sided messeges ?
only persuasive arguments
28
what are two sided messages ?
pro and con arguments
29
which type of messeges are more impactful ?
*two sided more impactful → shows truthfullnes
*one sided not as the other person can come with countra
*one sided not as the other person can come with countra
30
what is the primacy effect ?
the first cues will be rembered better
31
what are the consensus heuristics ?
when many people think something is true , porbably it is true
32
what are the effects of applause ?
involved participants → less affected
uninvolved participants → agree when applause disagree when less appaluse
uninvolved participants → agree when applause disagree when less appaluse
33
what influences centtral vs peripheral ?
1. motivation
2. capacity
3. mood
4. individual differences
2. capacity
3. mood
4. individual differences
34
what is the influence of motivation ?
if it has a personal relevance
35
how does relevance of topic influence desire to preocess ?
on a high relevance people were intrested more, wanted to process more
36
how does expertise influence desire ?
under high expertise argument srength matters more
37
what is the "everything ok " signal ?
superfecial processing (peripheral route)
38
what is th e" pay attention"signal ?
systematic processing (cental route )
39
what are norms?
1. explicit reminders
2. implicit reminders
3. two step techniques
2. implicit reminders
3. two step techniques
40
what normal are used in persuation ?
Quid pro quo
41
what is the Quid pro quo?
a favour or advantage granted in return for something
42
what are explicit reminders ?
"you cannot smoke here"
people do not take intor consideration the irrelevant one
people do not take intor consideration the irrelevant one
43
what are implicit reminders ?
subliminal or automatic activation
44
what is an example of implicit reminders ?
if it is clean around you → less likey to litter
45
wha are the two step techniques ?
1. door in the face
2. that is not all
3. low balling
4. foot in the door
2. that is not all
3. low balling
4. foot in the door
46
what is the door in the face technique ?
ask for a big favoir : say no
ask for a small favour : say yes
ask for a small favour : say yes
47
why does the door in the face technique work ?
because it is hard to say no twice
48
what is the "that is not all " technique?
a piece of cake used to be 3 dolas , now it is only 1,5
49
based on what norm does "that is not all " technique work ?
commitment and consistency
50
what is the low balling technique ?
prior : would you participate in something at 7:00?
after : would you participate in something ? yes its at 7:00!
after : would you participate in something ? yes its at 7:00!
51
based on what norms does the low balling tecnique work ?
commitmnet or consistency norm
52
what is the foot in the door technique ?
start with a small favour
than make a larger favour
than make a larger favour
53
what does the foot in the door technique work ?
triggers the consistency norm
54
what helps agains persuation ?
confidence in own preferences and convistions
coming up with counter arguments :" chellenging beliefs"
coming up with counter arguments :" chellenging beliefs"
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