Term
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Definition
| Propaganda is INSTITUTIONAL in nature. Used in MASS PERSUASION. STRONG IDEALOGICAL BENT. |
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| Criteria of PURE persuasion (as opposed to BORDERLINE) |
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Definition
| Intentional, Effective, Non-Coercive, Symbolic, Interpersonal |
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Term
| Elaboration Likelihood Model of Persuasion (ELM) |
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Definition
| Central and Peripheral Routes |
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Term
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Definition
| cognitive thinking about content of message, scrutinizes evidence |
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Term
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Definition
| cues that aren't directly with substance of the message. (catchy jingle, model's physical attractiveness) |
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| Heuristic Systematic Model of Persuasion |
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Definition
| Systematic processing and heuristic cues (pretty much like the ELM) |
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Term
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Definition
| Learned, precede behavior, represent favorable or unfavorable evaluations of things, directed towards an object |
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Term
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Definition
| people want to know just as much as they have to to make a decision, nothing more or less. |
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Term
| Problems with Likert scales |
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Definition
| people act how they think they should, misread scales, some people don't know their attitudes. |
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Term
| Artistic and Inartistic Factors |
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Definition
| Under persuaders control and unchangeable external factors. Aristotle. |
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Term
| Qualitative strength and weakness |
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Definition
natural, long history, ask people how they do things.
may be based on inacurate perceptions, subjective. |
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Term
| Quantitative strength and weakness |
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Definition
gets around biases, selective persuasion
artificial, simplistic, focuses only on what can be measured. |
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Term
| 3 Types of resistance to persuasion |
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Definition
Affective: "I don't like it"
Behaviorial: "I won't do it"
Cognitive: "I don't believe it" |
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Term
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Definition
reactance- attempts to restore free choice
distrust- what is their intent?
scrutiny- central processing route
inertia- why change!?! |
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Term
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Definition
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Term
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Definition
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Term
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Definition
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Term
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Definition
| follow universal guidelines, good intentions, "Golden Rule" |
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Term
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Definition
| facts will lead you to a conclusion |
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Term
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Definition
| start with your desired outcome and manipulate facts to get there |
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Term
| 4 Reasons Facts aren't automatically persuasive |
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Definition
Selectivity-only having some info
Interpretation
Motivation
Not "Sticky", understandable and memorable
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Term
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Definition
| only being exposed to SOME info |
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Term
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Definition
| only remembering SOME info |
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Term
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Definition
| demands selectivity, encourages peripheral route and confirmation bias. Too much info! |
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Term
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Definition
knowledge- make sense of the world
ego-defensive- protect you against the truth
utilitarian- obtain rewards, avoid punishment
social-adjustive- fit in with reference group
value-expressive - express core values |
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Term
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Definition
| Paul Simon song... mutual love or hate for an object is balanced triangle. |
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Term
| How to Restore Balance (triangle theory) |
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Definition
| you change your attitude, make them change theirs, or you change your attitude about the person |
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Term
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Definition
| disparity between an attitude and a behavior. "You say you're smart but you're doing something dumb" |
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Term
| Ways to reduce cognitive dissonance |
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Definition
| denial, bolstering, differentiation, transcendence, modify the attitude, discredit or avoid the source of CD. |
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Term
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Definition
| Larger the gap between what you believe and the message, less likely to be persuaded. |
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Term
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Definition
| higher investment in the concept, less likely to be persuaded |
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