Term
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Definition
- Invention of the printing press tends to this age
- Allowed us to mass produce information
- Impact on government, religion
- Information moved rather slowly still but could reach more people
- Not big impact on comm. |
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- Telegraph invention moved us to this age
- Information could now move faster than people
- Internet allows us to end masses of information around the world
- Dominant electronic medium is the television |
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Definition
relying on TV as a dominant medium has changed how social existence is organized
- Requires your visual attention
- Emphasis on appearance of the individuals on TV
---→ tele VISION
- The dominant comm. technology of our time
- Influences the way we communicate
Example: Kennedy – Nixon Debate (on TV)
- People perceived Nixon as sickly and not good looking on TV
- Kennedy looked tan and fit
- Although Nixon was favored when he spoke on the radio, Kennedy was favored in the first debate solely on the way he looked because the substance of both debates was relatively equal |
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Term
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Definition
-a conscious attempt to reinforce, shape, or change a person’s attitude, belief or behavior
-When humanists study persuasion it is often called rhetoric/discourse |
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Definition
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| things you think are true/false (cognition could fit here) |
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Definition
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Term
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Definition
keeping people exactly as they are
example: reinforcing keeping seat belts on in the car (beh). Reinforcing the political party you like (AH)
If your attitude is a certain way, then your belief will follow that in theory |
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Definition
| start/change to another state- start brushing teeth after every meal |
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Definition
state of nothingness to a state of something
-creating an attitude, belief or behavior where nothing previously exists
-example: who you are going to vote for? "nobody, haven't thought yet" -> then you want to shape their opinion on who to vote for |
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Term
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Definition
(similar to persuasion but not same) a person's attitude, belief or behavior or being reinforced , shaped or change as a result of contact with another social being
-example: you see someone with a coffee and then you think you'd like to go get one (you wouldn't have gotten coffee if you hadn't seen it but nobody persuaded you)
-difference from persuasion is intent persuasion has intent, social influence doesn't |
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Term
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Definition
TV, newspapers, radio, internet, billboards, etc.
-We have a financial relationship with the message source
-example: watch TV and you also watch advertisements
-we don't feel a sense of obligation to participate in experience -> we fast forward through commercials, skip trough magazine ads
-no relationship between source and receiver |
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between people
-relationship between source and receiver
-wouldn't tune out a person, thus persuasion is more effective
-hard to say no to a human being even if you don't know that human being |
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Term
Approaches to studying persuasion
Heuristic |
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Definition
short cut decision making rules, not always accurate
- Don’t have time to apply much thinking to every decision we made each day
- Example: grocery store, you don’t sit and contemplate everything you buy, instead you make short cut decisions
- Most of the time make right decision, but not always |
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Term
Approaches to studying persuasion
Scarcity |
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Definition
opportunities/objects seem more valuable when it is limited
- Example: diamond are made to think they’re rare, so they can sell for higher price
- Sale- “one day only”
- Sometimes scarcity is real, for example, concerts, sporting events and seats in a classroom run out. “Sold out” |
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Approaches to studying persuasion
Liking |
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Definition
more likely to say “yes” to someone we like
- Example: sales people smile a lot to be friendly and make you like them, so that you’ll buy their product
- Girl scout cookies- buy from people we like even if we don’t want |
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Term
Approaches to studying persuasion
Commitment and Consistency |
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Definition
when we make a commitment, we like to stay consistent with that commitment
- I get you to make some commitment and get you to stay consistent that commitment (such as buying)
- Example: sales person asks customer if the car drove well, if they liked it…customer responds “yes” and then to stay consistent the should buy the car
- In order to defeat this, you need to take emotion out of it |
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Term
Approaches to studying persuasion
Reciprocity |
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Definition
obligation; obligated to payback gifts/services
- “There’s nothing free”
- Could be your time, email address, money, etc.
- We need to feel that things are equal
- Example: address labels from some charity, include envelope because they want a donation in return. Sometimes this works because person feels bad
- Sender is trying to make you feel guilty |
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Term
Approaches to studying persuasion
Social Proof |
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Definition
the tendency to see a behavior as more correct to the extent that we see other people doing it
- Example: the laugh track on TV sitcoms- the show is rated funnier if they have a laugh track vs. if they don’t |
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Term
Approaches to studying persuasion
Authority |
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Definition
more likely to say “yes” to someone we perceive as an authority figure
- This is why police officers wear uniforms to suggest their authority
- Walks sign cross walk study- business suit person crossing would be followed
- To defeat these heuristics, it requires thinking remember they’re trying to persuade |
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Term
Approaches to studying persuasion
Logic/Cognition |
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Definition
effortful thinking)
- Big decisions are often thought a lot about- example: where to go for college
- Computational Theory: human beings can be like computers; we process all the information and spit out a decision |
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Term
Approaches to studying persuasion
Dual Process Mode |
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Definition
sometimes we behave like a computer, and sometimes we put our brain on auto pilot
- This is the most accurate theory |
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Term
Langer, Blank, and Chanowitz (1978)
Study About Persuasion |
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Definition
- Only way to get an article at library would be to photocopy article
- So, they did experiment about trying to cut the long line
- The requester comes up to some one standing in line to make copies and says…
Request Only: Excuse me, I have 5 (20) pages. May I use the Xerox machine? (Large request (20) vs. small request 15)
Placebic Information: Excuse me, I have 5 (20) pages. May I use the Xerox machine because I have to make copies? (Not good reason- duh you need copies)
- Psychological impact or giving in reason
Real Information: Excuse me, I have 5 (20) pages may I use the Xerox machine, because I’m in a rush?
- Given a real reason
- 6 different conditions total 5 and 20 for each request
Results: study of persuasion
Request Only→ Request and Placebic Information→ Request and Real Information
5 copies
(Small Req.) 60% 93% 94%
20 copies
(Large Req.) 24% 24% 42%
These are equal
(% reflect people agreeing with request)
When request is small → any reason increases compliancy
- we make decisions heuristics
Large Request → put more mental effort
→ think more about decision
Depending on the situation, people will either think hard or make heuristic decisions depending on what the stakes are
- in the 20 copy study → people made good decisions because they thought harder |
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Definition
| to an extent that you know something about audience you're better off |
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Definition
characteristics of human population segments for identifying consumer markets
- One of the biggest characteristics is age in telling us what people are interested in
- 2nd biggest is sex/gender
- 3rd biggest is socio-economist status or income- gives insight in what you can purchase |
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Term
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Definition
individual differences- specific beliefs, buying habits, etc.
- This data is much more difficult to acquire
- Can’t be obtained by looking at a survey’s or other forms of comm.
- Allows companies to do a better job marketing |
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