Term
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Definition
blindly mechanical patterns of action in a wide variety of species.
Fundamental characteristic: happen in the same fashion and in the same order every time |
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Term
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Definition
| click: appropriate tape is activated, whirr: out rolls the standard sequence of behaviors |
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Term
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Definition
| a tiny aspect of the totality that triggers click-whirr behavior (for example: red breast on a robin) |
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Term
| Betting the shortcut odds |
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Definition
| Instead of stacking all the odds in their favor by trying painstakingly to master each feature that indicates the worth of turquoise jewelry, they were counting on just one—the one they knew to be usually associated with the quality of any item. They were betting that price alone would tell them all they needed to know. |
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Term
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Definition
| mental shortcuts that we employ in making our everyday judgments. They are mental shortcuts that we employ in making our everyday judgments |
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Term
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Definition
the tendency to react on the basis of a thorough analysis of all of the information. Laboratory research has shown that people are more likely to deal
with information in a controlled fashion when they have both the desire and the
ability to analyze it carefully; otherwise, they are likely to use the easier click, whirr approach |
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Term
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Definition
“If an expert says so, it must be true”rule
Example: An obvious error made by a
flight captain was not corrected by the other crew members and resulted in a crash because he is the expert |
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Term
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Definition
| using tactics like door in face or foot in the door |
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Term
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Definition
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Term
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Definition
process of monitoring and measuring social media to gauge the public’s
mood in nearly real time |
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Term
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Definition
the early adopters, or what some call
alpha consumers, the ones who hear about ideas and try out gadgets first |
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Term
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Definition
They have large social networks.
When connectors learn from mavens what the “next big thing” is, they spread
the word. |
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Term
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Definition
They receive the message from
a connector and then talk it up within their own circle of friends. Salespeople tell
their friends, “You must see this movie,” “You’ve got to try this restaurant,” or
“You gotta read this book.” |
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Term
| Orchestrating the Next Big Thing |
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Definition
Context-The idea must come along at the right time and place.
stickiness- it is inherently
attractive.
Scalability-It must be easy to ramp up production of the idea,
product, or message to meet demand.
Effortless transfer-leverages free media |
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Term
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Definition
applies videogame methods to other con-
texts to increase consumer engagement. (example: farmville) |
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Term
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Definition
acting in ways that are perceived as effective and
appropriate (Spitzberg & Cupach, 1984). Competent communicators possess the
skills needed to achieve their objectives in fitting ways for the particular situation. |
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Term
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Definition
originally defined as the dissemination
of biased ideas and opinions, often through the use of lies
and deception . …The word propaganda has since evolved
to mean mass “suggestion” or influence through the
manipulation of symbols and the psychology of the individual. |
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Term
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Definition
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Term
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Definition
| “I saw the aliens, sure as I’m standing here”) |
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Term
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Definition
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Term
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Definition
| presenting only one side of the story |
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Term
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Definition
positive or negative associations,
such as guilt by association |
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Term
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Definition
| idealistic or loaded language, such as “freedom,” “empowering,” “family values” |
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Term
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Definition
| “racist,” “tree hugger,” “femi-Nazi” |
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Term
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Definition
Some individuals cling tenaciously
to folk wisdom about persuasive practices that are known by researchers to be
patently false. The study of persuasion helps debunks this |
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Term
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Definition
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Term
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Definition
Good: Trying to conceal a surprise
birthday party from the person
in whose honor the party is
being given
Evil: Trying to swindle an elderly
person out of his or her life
savings |
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Term
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Definition
Good: Trying to convince a child
never to accept a ride from a
stranger
Evil: Threatening to demote an
employee for refusing a superior’s
sexual advances |
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Term
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Definition
Good: Trying to cheer up a friend
who is depressed about a poor
grade on a test
Evil: Lavishing attention on a dying
relative in order to inherit the
relative’s money |
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Term
| indirect strategies of influence |
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Definition
hinting or stressing the
importance of following group norms |
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Term
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Definition
| arguing, open disagreement |
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Term
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Definition
| Word of Mouth Marketing Association |
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Term
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Definition
An ethical controversy centering
on whether the means or method of influence is justified by the desirability of the outcome. |
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Term
| Consequentialism/teleological ethics |
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Definition
An ethical
approach emphasizing consequences or outcomes.
A persuader should weigh the benefits and drawbacks of his or her actions. |
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Term
| Deontological systems/duty ethics |
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Definition
An ethical
approach that focuses on moral imperatives, rather
than specific consequences. A person has a duty
to adhere to rules of moral conduct. One may be
morally obliged to take some actions, regardless of their consequences. |
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Term
| Amoralism (or Machiavellianism) |
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Definition
This ethical
approach authorizes whatever a persuader can
get away with, constrained only by laws, or fear of
social ostracism. The self-interest of the persuader
is all that matters; others better watch out for
themselves. Suckers deserve what they get. They should learn from their mistakes. |
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Term
| Situational ethics/relativism |
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Definition
This ethical approach
maintains there are no moral absolutes. There
are no ethical maxims. It isn’t possible to follow
a moral code that applies to all cultures, persons,
times, and places. There are always exceptions
to every rule. There can be good or bad forms
of persuasion, but whether they are good or bad
depends on the situation, the parties involved, the nature of the issue, and other related factors. |
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Term
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Definition
This ethical approach maintains
that there are universal, immutable “do’s” and
“don’ts.” Morals and values can be translated into
enduring codes of conduct. Some actions are right
or wrong for all people, places, and times. For
example, torture is always wrong. Certain universal
human rights must be honored. There are “hard”
and “soft” versions of universalism, meaning that some perspectives are more absolute than others. |
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Term
| Egalitarianism (also known as the “Golden Rule”) |
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Definition
This approach to ethics involves doing unto others
as you would have them do unto you. Treat other
people as you would have them treat you. A more modern derivative of this principle is, “What goes around comes around.” |
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Term
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Definition
This ethical approach is
based on the metaphor of the free market or
capitalism: caveat emptor, let the buyer beware.
There should be little or no prior restraint on
persuasive messages. This approach places greater
responsibility on receivers to critically evaluate
persuasive messages. |
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Term
| Utilitarianism (John Stuart Mill) |
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Definition
This is a
teleological approach, based on the greatest good
for the greatest number of people. The Star Trek
version of this principle involves balancing “The needs of the many with the needs of the one.” |
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Term
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Definition
This perspective focuses on the character
of the person, as opposed to specific moral rules or
moral actions. A person should strive to be virtuous,
to have good character. Instead of relying on a list
of do’s and don’ts, one should ask oneself, “What kind of person to I want to be?” |
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Term
| Pure cases of persuasion have the following 4 criteria: |
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Definition
1) Intentionality
2) Conscious Awareness
3) Free Choice/Free Will
4) Language and Symbolic Action |
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Term
| Qualities of "persuaders as lovers" |
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Definition
1) Respect
2) Equality
3) Tolerance |
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Term
| Three types of persuaders |
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Definition
1) Bunglers: squander their prospects for influence by selecting ineffective strategies and tactics
2) Smugglers: know exactly what they are doing but rely on unethical influence tactics
3) Sleuths: knowledgeable about how influence works than
bunglers, and they are more ethical in their choice of strategies and tactics than smugglers |
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Term
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Definition
| clear-cut cases of persuasion, on which most people would agree (ex. presidential debate) |
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Term
| borderline cases of persuasion |
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Definition
Tactics that lie to the boundary
or periphery of what we normally think of as persuasion. (Not everyone would agree that a derelict’s
mere appearance “persuades” passersby to keep their distance) |
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Term
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Definition
involves one or more persons who are engaged in the activity of creating, reinforc-
ing, modifying, or extinguishing beliefs, attitudes, intentions, motivations, and/or
behaviors within the constraints of a given communication context. |
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Term
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Definition
| postulate that persuasion operates via two basic paths. |
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Term
| The Elaboration Likelihood Model of Persuasion (ELM) |
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Definition
proposes two basic routes to persuasion that operate in tandem.
Central Route/Processing: involves cognitive elaboration
Peripheral Rout.processing: involves focusing on cues that aren’t directly related to the substance of a message. |
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Term
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Definition
| thinking about the content of a message, reflecting on the ideas and information contained in it, and scrutinizing the evidence and reasoning presented |
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Term
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Definition
| using both central and peripheral routes at once |
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Term
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Definition
a person with greater motivation is more likely to rely on central process-
ing |
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Term
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Definition
less inclined
to engage in central processing, and more likely to resort to peripheral processing. |
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Definition
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