The key elements in persuasion are the source, communication, and audience. Hecklers can actually improve the persuasive abilities of a speaker because they partially distract listeners from the content of the speech.
	The source technique of the two-sided approach to persuasion involves acknowledging good points on each side of an issue. It is most effective with a hostile audience.
	Basing a persuasive communication on an emotion such as fear is more effective when the communication contains a safe alternative.
	Fast talkers are more effective at persuading an audience if the audience is initially hostile.
	Examples of persuasion cues are likeability and credibility of the source.

	The traditional approach provides a wealth of information about the when and how of persuasion.
	The cognitive perspective asks not, "Who says what to whom and with what effect?" but "What cognitive processes determine when someone is actually persuaded?"
	The approach to understanding persuasion that tries to find out what people think when they are exposed to persuasive efforts is known as the cognitive approach, which focuses on how people think when they are exposed to persuasion and how thoughts affect attitude change.

	The central and peripheral routes of cognition are characteristic of the elaboration likelihood mode.
	Central - such activities as evaluating the strength or rationality of the argument and deciding whether its content agrees or disagrees with current beliefs tend to occur.
	Peripheral - little cognitive work is performed, and attitude change, when it occurs, involves a seemingly automatic response to persuasion cues.
	Individuals will exert more cognitive effort in processing messages from liked than from disliked sources or from liked sources for which such liking has been made more accessible.
	In dealing with persuasive attempts, cognitive activities that focus on the rationality of an argument are characteristic of the central route of the elaboration likelihood model.
	Research reports that a person who is distracted from a message is more likely to be persuaded by that message.
	The elaboration likelihood model explains this by suggesting that distractions prevent people from engaging in central route processing of information.

	When a situation is personally involving, input occurs.
	When personal involvement is low, individuals rely on various heuristics to determine whether or not to change their attitudes.
	Heuristics are more likely to be influential in attitude change when personal involvement is low.
	High personal involvement is equivalent to having a vested interest.
	Heuristic models focus primarily on how attitude change is brought about through persuasion.
	Focuses on how attitude change is brought about through persuasion.

	Since high self-monitoring people are more concerned with making a good impression on others it seems reasonable to predict that high self-monitors will find situations in which they receive communications from attractive sources to be especially involving will carefully process these.
	They will not find situations in which they receive persuasive messages from expert sources to be highly involving and will tend to process such input through the peripheral route.
	Low self-monitors would process appeals from expert communicators more carefully.
	Levels of self-monitoring seem to be related to persuasion models because levels of self-monitoring affect levels of self-awareness.

	Participants expressed their views on comprehensive senior exams.
	They then discussed these arguments on comprehensive senior exams with an assistant.
	The assistant indicated that he or she yielded or resisted.
	The assistant then resented views on comprehensive senior exams, and the participants indicated their current attitudes. An additional aspect was whether or not this was relevant.
	Under both low and high relevance attitude, public change was greatest when the assistant had previously yielded, but least when he/she resisted. If the assistant’s arguments were cogent ones, there was more private attitude change.
	It appears that our tendency to reciprocate the treatment we have received from others plays a role in persuasion, just as it does in many other forms of social behavior and social thought
	The greater the extent to which others have yielded to our efforts of persuasion, the greater our tendency to yield to theirs; and this may involve shifts in our private attitudes as well as in our publicly stated views.

	When we know that a speech, taped message, or written appeal is designed to alter our views, we are often less likely to be affected by it than if we do not possess such knowledge. Sales speeches are particularly vulnerable to forewarning.
	Forewarning protects against persuasion by leading to our forming advance counterarguements.

	When we encounter information that supports our views we tend to give it increased attention.
	Selective avoidance is one of the ways by which attitudes guide the processing of new information, by attempting to find consistent viewpoints while avoiding inconsistent viewpoints. Ex. Failure to read newspaper editorials which contain contrary viewpoints to our own.

	This is the feeling of unpleasantness that usually arises when we discover inconsistency between two of our attitudes or between our attitudes and our behavior. Ex. You perceive yourself as honest and then cheat on a test. Well, of course, the only reason you cheated is that the teacher is unfair!
	If this cognitive dissonance occurs, attitudes can change to fit inconsistent behaviors through searching out information that will support a particular behavior or changing the way one thinks about a particular behavior, or minimizing the importance of the inconsistency.

	Works if individuals believe that they are responsible for the outcomes of behavior.
	Inferred value theory suggests that people are more likely to change towards popular attitudes than unpopular ones.
	When we are paid for engaging in some activity, we use the amounts involved as a basis for inferring the values. Individuals who learned that others were paid $12 for performing a task rated it lower that those who learned than others were paid only $5 for doing it.

	A direct request is basic compliance. Compliance influence is usually presented after some prior attempts at laying some groundwork.
	Ingratiation is a part of compliance, efforts to enhance one's attractiveness to a target in order to gain favors.
	Flattery, showing interest in the target, and agreement with the target are forms of target-directed ingratiation behavior. Ex. Saying how nice Beth looks and then asking Beth for a favor. Friendly nonverbal cues are effective at raising the likelihood of compliance. Flattery is effective up to a point, but when it is recognized as undeserved praise it can increase rather than reduce interpersonal conflicts.
	Self-enhancement includes improving one's grooming to increase the likelihood of gaining compliance.
	Ingratiaters also use self-disclosure and self-depreciation, along with target-directed behavior. Ingratiation is used best in job interviews, when one has good credentials.
	The ingratiating subjects reduced the amount of time they spoke and showed more agreement with their partners in the second conversation.

	The foot in the door approach is to make a small request before a large one. Ex. "Would you mind serving on this committee?"  This small request would be followed by a larger request.  "Would you mind chairing this committee?"
	One explanation is that after complying with a small request people come to have a more positive view of helping in general and another is that they experience subtle shifts in self-perception.
	Eisenberg used children's limited cognitive capacities to offer support for these shifts in self-perception, for children under 7 were not susceptible.

	Following a large request and its refusal with a small request.
	Reciprocal concessions is used to explain the success of the door in the face technique because of backing down from an original concessions is used to explain the success of the door in the face technique because people do not wish to present themselves as rigid and unyielding.

	Neither have a clear-cut advantage.
	The foot in the door is most useful over substantial periods of time (several hours) since self-perception concepts persist longer than the association between concessions. It can operate over an extended period of time, when two different people make the requests, and regardless of the legitimacy of the requester.

Burger's (1986) cookie-cupcake sale study Cupcakes were displayed on a table without prices. When asked the price, they were given information and then before they could respond, were shown a bag of cookies. The seller noted the price included the cookies. 73% bought the cupcakes while only 40% of those in the control group did. If it is viewed as something the requester had to do, it fails. Ex. An extra option on the car.  "Why are we more likely to buy a car, when they 'throw' the floor mats in?" More effective in sales than an indication that the price is a bargain, a multiple range of products, and a "no argument," "no haggling price." Works due to norm of reciprocity.

Study by Alicke, Braun, Glor, Klots, Magee, and Siegle (1992)

Complaints fall into global, obligations, and physical.

	Most common reason is to vent frustration.
	Reactance is an anti-compliance reaction to complaints.
	Complaints are more successful in changing behavior if they are indirect. Issue-focused complaining serves as a form of communication. Females tend to be more supportive. Often directed toward any person who is well known to the complainer.
	Accuracy in reporting the complaints of others is more characteristic of women.