Term
| Studying persuasion serves 4 functions: |
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Definition
1. knowledge-understand process
2. instrumental-become better persuaders
3. defensive
4. debunking-know which myths are true |
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Term
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Definition
1. intentionality-
2. change/effects-receiver oriented, linear view
3. choice/free will-receiver oriented, awareness.
4. symbolic actions
5. number of people
6. pure cases-have all former elements
7. borderline cases-have some elements |
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Term
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Definition
| process of creating, reinforcing, modifying or eliminating beliefs, attitudes, intentions and or behaviors within a given context |
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Term
| Elaboration Likelihood Model |
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Definition
-focus on receiver of message
-persuasion as cognitive process
-Central OR peripheral route
-central: elaboration likelihood high. attitude change based on careful evaluation of argument quality. attitudes enduring, resistant to change, predictive of behavior
-peripheral: elaboration likelihood low. use liking, authority, social proof, scarcity, consistency, reciprocity |
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Term
| ELM: which route will you choose? |
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Definition
-central processing requires ability and motivation
-high vs. low involvement
-need for cognition
-distraction
-message repetition
-written vs. audio presentation
-knowledge about subject |
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Term
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Definition
-relies too heavily on involvement as predictor
-unclear what central or peripheral processing variables are
-falsifiability
-no multi-channel processing |
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Term
| Heuristic Systematic Model (Eagly and Chaiken, 1993) |
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Definition
systematic: thoughtful and deliberate
heuristic: mental shortcuts or decision rules
-sufficiency principle: people think enough, but not too much
-HSM allows simultaneous processing
-additivity hypothesis: heuristic and systematic may complement/reinforce each other
-bias hypothesis: heuristic cue may bias systematic processing if msg ambiguous
-attenuation hypothesis: if syst. and heuristic in opposition, syst. kicks in (high credible source with weak arguments) |
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Term
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Definition
learned predisposition to respond un/favorably toward some attitude object
-learned
-predisposition/tendency
-evaluation
-directed toward attitude object |
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Term
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Definition
v: global ideals. core elements in attitude/belief system
b: cognitions, thoughts about attitude object. can aid in formation of attitudes.
o: differ from attitudes? cognitive judgments; attitudes have affective judgments |
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Term
| Attitudes as associative networks |
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Definition
change in 1 may affect other components in network
-creat POSITIVE associations and break NEGATIVE links between attitudes and attitude object
-images
-slogans
-sponsorship |
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Term
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Definition
critical element in understanding persuasion
-not perfect predictor
-key to get best idea of attitudes |
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Term
| Attitude measurement scales |
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Definition
A. likert scale: strongly agree --> strongly disagree
B. Semantic differential scale: check where they fall on continuum (ex: good_ _ _ _ _bad)
C. visually oriented scale |
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Term
| Problems with standardized self report scales: |
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Definition
-social desirability bias: dont answer accurately to be accepted
-bounded scales: can't get to intensity or differentiate among attitudes. 0 --> infinity works best
-Non attitudes: so form fakes ones
-mindfulness: must be able to access attitudes
-acquiescence bias: want to help support hypothesis |
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Term
| Attitude forming components: |
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Definition
-standardized self report scale
-appearances
-association
-behavior
-physiological measures (pupil dilation, sweat, electro) |
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Term
| Theory of Reasoned Action (Fishbein, Ajzen, 1975) |
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Definition
-attempts to explain when attitudes will predict behavior
-rational approach to persuasion, considers peer pressure
(see model)
positives:
-accounts for when attitudes don't predict behavior
-supports that attitudes do predict behavior if know certain info
negatives:
-intention may be affected by other variables
-difficulty explaining behavior that require resources, cooperation or skills |
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Term
| Theory of Planned Behavior (Ajzen, 1985) |
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Definition
behavioral attitude
subjective norms
perceived behavioral control ------behavior
lead to INTENTION ----> Behavior
12 studies |
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Term
| Assumptions of commitment and consistency |
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Definition
-people strive for consistency in cognitions
-inconsistency creates unpleasant tension
-tension motivates to restore consistency
-motivation only if aware of inconsistency
# dissonant cognitions x importance
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# consonant cognitions x importance |
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Term
| strategies to reduce dissonance: |
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Definition
1. rationalize behavior
2. selection process
-exposure
-attention
-retention
-interpretation |
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Term
| Decision making (Brehm, 1956) |
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Definition
| Dissonance is greater when choosing among similar items. end up liking own stuff more |
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Term
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Definition
| to reduce dissonance, like own group and stuff more. women and sex group talks. |
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Term
| Forced complaince (festinger and carlsmith, 1959) |
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Definition
| $1/$20 study. later the $1 particpants found lie more enjoyable. |
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Term
| marketing strategies with dissonance: |
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Definition
-make audience commitment public
-confront people with own hypocrisy
-highlight inconsistencies in audience behavior
-offer method of restoring consistency |
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Term
communicator characteristics
CREDIBILITY |
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Definition
credibility is:
-receiver based construct
-multidimensional
-contextual
-dynamic |
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Term
| dimensions of credibility |
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Definition
primary:
-expertise
-trustworthiness
-goodwill
secondary:
-dynamism
-composure
-sociability
-inspiring |
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Term
in absence of strong arguments, source credibility leads to persuasion. but...
sleeper effects |
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Definition
sleeper: msgs from low credibility source gain persuasion over time
absolute sleeper: messages from high credible source becomes less persuasive; msgs from low credible source more persuasive
relative sleeper: both msgs less persuasive over time, but msg from low credible source slower to decay |
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Term
| receiver demographic characteristics: |
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Definition
age: children more persuadable, elderly less so
gender: early research found diffs, but recent doesnt
intelligenceL moderately high most persuadable
culture: individ. vs. collective have diff persuasion ideas |
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Term
| states and traits receiver characteristics: |
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Definition
self esteem: moderately high most persuadable
self monitoring
authoritarianism
cognitive complexity
need for cognition |
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Term
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Definition
issue: relevant to audience's lives
ego: how it related to values and resulting strength of attitudes and beliefs |
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Term
| Social judgment Theory (sherif and sherif, 1967) |
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Definition
when we hear persuasive message, we'll evaluate based on latitudes of rejection, acceptance, noncommitment
anchor position: preferred position on topic
contrast effect: when message is far from anchor position, falls into latitude of rejection and may perceive as farther than it really is. |
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