Attitudes & Persuasion Flashcards
Exam 2
What is cognitive dissonance?
A situation in which two cognitions contradict each other producing an uncomfortable state of arousal or tension (dissonance)
What are the 2 types of justifications that happen when we feel dissonance?
External and internal justification
What is external justification?
An explanation for dissonant behavior that resides outside the individual
What are some examples of external justification?
To get money, to reduct punishment
What happens when external justification is insufficient?
Move to internal justification
What is internal justification?
An explanation for dissonant behavior that resides within the person
What are some examples of internal justification?
One’s attitude or behavior
What is persuasion?
The process by which a message induces change in beliefs, attitudes, or behaviors
What are the 2 routes to persuasion?
Central and peripheral route
What is the central route?
Like to think/elaborate (actual message persuades them)
What is the peripheral route?
Don’t like to think (superficial things persuade them)
What factors lead to the central route?
Personal relevance of the message, out knowledge of the issue, if we are responsible for action
What does the central route lead to?
Long-lasting attitude change
What factors lead to the peripheral route?
Unmotivated or do not have ability to listen, distracted, tired, busy, not relevant
What does the peripheral route lead to?
Changeable attitudes
What is the sleeper effect?
Delayed increase in the persuasive impact of a non-credible source
(may forget about the lack of credibility of a source but still remember the message)
What is message vividness?
Colorful, interesting, memorable
Can be more persuasive than “cold” logical facts
Can be used deceptively by giving an anecdote that is an outlier
What is identifiable victim effect?
Tendency to be more moved by story of one victim than abstract number of people
How do fear and persuasion relate to each other?
Moderate levels of fear create the most attitude change, but are only effective when they offer a realistic solution for avoiding the bad outcome
