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| a symbokic process in which communicators try to conceive other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmoshpere of free choice |
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- coercion employs a direct or veiled threat, persuasion has free choice
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| threat of some consequence, attempts to induce an individual to act contrary to their preferences, deprives the individual of some measure of freedom or autonomy |
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- involved to describe mass influence through mass media, covert, refers to instance where a group has total control over the transmission of a message
- a persuasive communication with which one disagrees and to which an individual attributes hostile threat
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| persuasion technique that occurs when a communicator disguises his or her true persuasive goals, hoping to mislead the recipient by delivering an overt message that belies it true intent |
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| associating a new idea with a concept |
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| strengthening already-held attitudes |
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| boldest form of persuasionm, completely changing attitudes |
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| duty and obligation based, emphasizes the motives and intentions of the persuader; as long as the intentions were moral, that's all that matters |
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| actions should be judged by whether they produce good or evil |
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| emphasizes freedom and responsibility |
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- learned, global evalution of an object (person, place, issue) that influence thought and action
- depends on what individuals have learned in their course of cultural or social upbringing
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| desirable end stats or behaviors that transcend specific situations, guide selection or evaluation of behaviors and events, and are ordered by relative importance |
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| cognitions about the world; subjective probabilities that an object has a particular attribute or that an action will led to a particular outcome |
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| perceptions or hypotheses about the world that people carry around in their heads |
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| "ought" or "should" statements that express conceptions of preferred end-states |
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- attitudes have two components: cognition and affect
- attitude is a combination of what you believe or expect of a certain object and how you feel about (evaluate) these expectations
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- a person or perceiver (P), another person (O), and an issue (X)
- people prefer a balanced relationship among P, O, and X
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| how people resolve cognitive conflict |
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- denial
- bolstering (adding mental elements to one's attitude)
- differentiation (separate person from problem)
- transcendence (compromise)
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- receivers do not evaluate a message purely on its merits
- compare position with their attitude and then determine whether they should accept the message
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| continuum of evaluations (acceptance, rejection, non commitance) |
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| the arousal, singly or in combination, of the individuals' commitments or stands in the context of appropriate situations |
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| perceing events so that they fit one's preconceived beliefs and attitudes |
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| processing information selectively |
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| degree to which attitude is automatically activated from memory |
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| links among different components of an attiude |
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| have an unknown origin, activated automaticalyl, influence implicit responses |
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| explicit attiude that operates on a conscious level and guides much everyday behavior, and an implicit attitude that influences nonverbal behaviors and other responses over which we have no control |
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| reason for attitudes: knowledge |
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| help to make sense of the world; overarching framework of ideas |
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| reason for attitudes: utilitarian |
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| help people obtain rewards and avoid punishments |
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| reason for attitudes: social adjustive |
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| adopt attitudes because people think that they will be more accepted |
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| reason for attitudes: social identity |
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| attitudes help people communicate who they are and what they aspire to be |
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| reason for attitudes: value-expressive |
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| to express core calues and cherished beliefs |
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| a persuasive message is most likely to change an individual's attitude when the message is directed at the underlying function the attitude serves; messages that match the function served by an attitude should be more compelling than those that are not relevant to the function addressed by the attitude |
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| organized bundle of expectations about an event sequence |
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| attiude towards a behavior |
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| attitude towards an object |
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| theory of reasoned action |
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- attitude towards the behavior
- subjective norm
- behavioral intention
- behavior
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| attitude towards the behavior |
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| person's judgment that performing the behavior is good or bad |
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| perceptions of social pressures put on them to perform or not perform behavior in question |
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| intent ot plan to perform the behavior |
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| action in a particular situation |
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| steps of theory of reasoned action |
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- target relevant beliefs
- locate relevant reference groups
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| series of opinion statements, then ask individuals to indicate their agreement or disagreement along a numerical scale |
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| progresses from things easy to accept to those more difficult to endorse |
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| used to ask people their feelings about a certain object on a pair of bipolar adjective scales; uses different meaning people ascribe to a person or an issue |
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| people's own mental reactions to a message play a critical role in the persuasion process |
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| when a persuader warns people that they will soon be exposed to a persuasive communication |
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| elaboration likelihood model |
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| refers to the extent to which the individual thinks about or mentally modifies arguments contained in the communiation and the probability of elaboration being likely or unlikely |
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| two different mechanisms by which communications affects attiudes |
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| considerable cognitive elaboration; focus in depth of the issue, person, or message |
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| examine message quickly or focus on simple cues to help them decide whether or not to accept the position of the message |
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| one perspective on the issue |
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| offers arguments on behalf of both persuader's position and the opposition |
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| factual statements originating from a source other than the speaker, objects not created by the speaker, and opinions of persons other than the speaker that are offered in support of the speaker's claims |
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| information about the seriousness of the recommended action |
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| susceptibility information |
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| information about the likelihodd that the threatening outcomes will occur |
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| info about the effectiveness of the recommended action |
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| self-efficacy information |
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| arguemnts that the indivudal is capable of performing the recommended action |
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| characteristics that may suggest to a message receiver that the communicator is less than powerful or not confident |
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| "Uh"; lack certainty or confidence |
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| reduce definitiveness of a persuader's assertion |
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| a declarative statement without the assumption that the statemeny will be believed by the receiver |
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| intro statements that ask the listeners to show understanding or make allowances |
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| psychologically uncomfortablem, physiologically arounsing, and drives people to take steps to reduce it |
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| dissonance occurs when and individual: |
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Definition
- holds 2 incongruent thoughts
- freely performs a behavior that is inconsistent with a belief
- expends effort in what turns out to be a less than ideal activity
- makes a decision that rules out a desirable alternative
- can't find psychological justification for an attiude or behavior adopted
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