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Definition
| a process by which language and symbolic action influences the evaluative responses of others with free will |
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Term
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| any message that is intended to shape, reinforce, or change the responces of another, or others. |
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| 'suggestion' or 'influence' through the manipulation of symbols and the psychology of the individual. |
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Term
| 3 dimensions of persuasive activity (S&M) |
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Definition
| response shaping, response reinforcing, response changing |
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| a relatively enduring organization of beliefs around an object or situation predisposing one to respond in some preferential manner. |
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Term
| attitude (Zanna & Rempel) |
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Definition
Attitudes have three components
1) affective/emotional
2) cognitive/informational
3)info concerning past behaviors
learned, not innate |
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Term
| Attitude (Fishbein & Ajzen) |
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Definition
a combination of percieved beliefs regarding an attitude object and evaluations of those beliefs
A=E(bxe)
attitude = belief times evaluation of that belief |
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| Functional Approach to Attitude (Katz) |
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Definition
1) utilitarian/adjustive function for attitudes-maximize reward, min punishment
2)ego-defense-protect from unpleasant realities and internal conflicts.
3)value expressive-maintain self identity
4)knowledge-provide a frame of reference to make sense of an environment |
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Term
| quantitative measure of attitude |
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Definition
direct: semantic differential: measure attitude without measuring any of its underlying components
quasi direct (likert type): measure components of attitude, but not attitude itself
indirect (behavioral, reaction time, physiology) |
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| qualitative measures of attitude |
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Definition
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| Cognitive consistency theories |
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Definition
-conditions of equilibrium and disequilibrium among cognitive elements
-suggest that disequilibrium is psychologically uncomfortable> motivates to obtain consistency
-describe ways consistency can be obtained |
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Definition
-considers relationship between self (p), other (o), and attitude object (x)
-in a quest for balance, the weakest relationship is most likely to change, but change does not always happen
-denial: deny that attitudes conflict
-differentiation: differentiate the . qualities of x. |
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Definition
| focuses on a source making an assertion about an object (i.e. celebrity endorsements)(ex: bieber uses proactive and you liek bieber so proactive must be good) |
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| Evaluative-cognitive consistency theory |
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Definition
considers multiple triads
-what matters is more balanced than unbalanced triads
-we can minimize discomfort from inconsistancy by adding consisten elements. (i.e. I like red and suzy doesnt, but we both like green, If i find out that we also both like blue, then its ok that were friends)(called bolstering) |
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Definition
| focus on inconsistency between attitudes and behaviors. Dissonance begins after you make the offending behavior. attitude falls in line with behavior over time. we seek out information supporting our behavior |
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| Counter Attiudinal Advocacy |
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Definition
| Technique in which someone must advocate a position that is inconsistent with their existing beliefs (leads to cognitive dissonance) |
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| CAA results in attitude change when... |
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Definition
commitment to behavior
-free will (volitional control)
-no other reasonable explanation avaliable (i.e. your not getting paid for it)
-physiological arousal |
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Definition
audience has the belief that you are seeking but don't act on it (i.e. smokers aware that it causes cancer)
>point out hypocrisy to try to change behavior |
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| Expectancy Value Theories |
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Definition
assumptions: 1. people are rational decision makers 2. attitudes are based on the products of a)expectations that object has given attribute b)VALUE of given attribute.
theory of reasoned action
theory of planned behavior |
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Term
| Theory of Reasoned action |
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Definition
-best predictior of behabior (B) is behavioral intent (b). for the most part you are going to engage in behaviors because you intend to.
Attitudes (A) and subjective norms (SN) predict 'BI'
-it is rare to see a behavior unless someone intended to do it.
-sometimes intention wont become behavior... i.e. intending to eat healthy, cant afford to.
Attitude = b*e
b = probability that behavior will lead to outcome (0-3)
e= evaluation of whether outcome is good or bad (-3 to 3)
Subjective norm = b*m
b=how important other peoples beliefs about YOU performing a behavior are (-3 to 3)
m = motivation to comply with that persons beliefs (0 to 3) |
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| Theory of Planned Behavior |
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Definition
-builds on TRA
-if people believe their behavior is not under control (low percieved behavioral control) the first thing you need to do is increase PBC. |
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Term
| Limits of Expectancy Value Theories |
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Definition
Dont tell us how to change beliefs, but how to change message design.
-doesnt consider when we DONT make rational decisions
-tells little about psychological process of persuasion
-doesnt tell us how people take in information in their minds. |
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| Cognitive Response Models |
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Definition
ELM, HSM, Unimodel.
Assumptions: message receiver plays an active role in persuasion process.
-people integrate message information with their current knowledge
-Cognitive reactions DURING message processing determine effectiveness. |
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Term
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Definition
elaboration likelihood model.
1. people are motivated to hold correct attitudes
2. people are differently abled or willing to elaborate on info.
3. persuasion is based on a continuum of elaboration.
Central & Peripheral Routes. Which route depends on...
Motivation: personal & outcome relevence. Need for cognition
Ability: Distraction, repetition, prior knowledge, message comprehensibility, time pressures.
If either motivation or Ability are low, peripheral processing. |
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Term
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Definition
Heuristic Systematic Model.
Premise: People are cognitive Misers.
Systematic Route & Heuristic Route. Can both occur at the same time. Which you choose depends on motivation. |
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Term
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Definition
| point at which we are satisfied that we have gathered enough information to make an informed decision. Part of HSM. |
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Term
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Definition
| Persuasion is a process during which beliefs are formed based on appropriate evidence. If/ then reasoning. If she does it then it must be great. If we are not motivated we use easy information to make our choice. |
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Term
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Definition
| Selective Exposure: we choose sources and parts of messages based on our pre-xisting conditions.Selective Perception: We selectively perceive and interpret messages based on pre-existing attitudes. |
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Definition
Salient (personally relevent)
Novel (new, 'schema inconsistent')
Vivid (emotional, concrete, dramatic.
Biases in attention lead to biases in retention. |
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Term
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Definition
| People's beliefs contain a latitude of acceptance, lattitude of non commitment, lattitude of rejection. To sway opinion, its best to suggest something within the lattitude of acceptance or non commitment. |
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Definition
| when a message is perceived as closer to the anchor than it actually is |
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Definition
| When an attitude is perceived as farther from latitude of acceptance than it actually is. |
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Definition
| A knowledge structure that contains facts and organizes information. Vary in extent and organization across people. Help us filter, select, encode, and integrate info. underlie attiutudes and inform judgements. |
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Term
| Associative Network Model |
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Definition
| each piece of information is linked to others through nodes. Spreading Activation: occurs when a node in the network is activated, triggering neighboring info. |
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Term
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Definition
increasing accessibility of a construct.
Based on...
1. recency of activaiton
2. frequency of activation
3. motivation and expectation of subjects. |
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Term
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Definition
| mental short cuts we use to help make easier decisions. |
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Definition
| the easier it is to recall info, the more likely we think it is |
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Term
| Experts are right heuristic |
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Definition
| Experts are right heuristic |
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Term
| Length = strength heuristic |
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Definition
| Length = strength heuristic |
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Term
| Critical Persuasive Elements (Aristotle) |
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Definition
Ethos: credibility of speaker
Logos: substance of message
Pathos: psychology of the audience. |
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Term
| Basic components of credibility |
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Definition
source expertise: source level of relevant knowledge
source trustworthiness |
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Term
| factors mediating expertise |
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Definition
strong opinions: believe experts are less influential
distraction: Expertise may be more influential |
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| Factors influencing trustworthiness |
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Definition
knowledge bias: source's backround prevents objectivity
Reporting Bias: Situational preassures makes source unwilling to report truth. |
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Term
| pre-message expectation of bias |
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Definition
if confirmed >less influence
if not confirmed > more influence |
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Term
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Definition
| after a while we retain the message but forget the source, making message more persuasive for bad sources. |
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Term
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Definition
| attitude decay occurs because characteristics of message are dissasociated from message content. |
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