Chapter 1 Flashcards
____ shapes how persuasion occurs: mass media face to face, text social media
context
most human ___ involves the potential for influence
communication
ELM stands for?
elaboration likelihood model
what are the two basic routes for persuasion
central and peripheral
what do central and peripheral represent
qualitatively different modes of information processing
Reflective, requires mental effort and relies on cognitive elaboration. Motivation + Ability (central and peripheral )
central
Is reflexive, based mental shortcuts: credibility, appearance cues, quantity of arguments heuristic cues (decision rules): going with your gut
peripheral
heuristic cues (decision rules)
going with your gut
___ involvement increases the likelihood of central proccessing
high
___ involvement increases the likelihood of peripheral processing
low
___involvement decreases reliance on credbility
high
true or false
persuasion that takes palce via the central route tends to be more lasting
-persuasion that takes place via the ___tends to be more lasting (central or periphral route)
central route
(true or false) the unimodel accepts the notion of two distinct types of processing
false: rejects…
if one thinks more, cognitive elaborationwill be higher and vice versa
(true or false) attitudes are learned or acquired
true
equal appearing interval scales 5-7 scale points ranging from strongly agree to strongly disagree
likert scales
what are semantic differential scales based on
the connotation of words and relies on biopolar adjectives.
what are the 4 pitfalls in measuring attitudes
social desirablitiy bias, non atttiudes, Acquiescence bias, mindfulness
non attitudes :
respondents may make up opinions so as not to appear uniformed
TRA is a rational model of persausion; it presumes people are rational decision makers that can make use of available information. behavioral intentions are the best predictor of actual behavior
theory of reasoned action
- The TpB adds the additional element of perceived behavioral control
- internal factors might prevent or reduce control (lack of knowledge, lack of skill)
- external factors might prevent or reduce control (limited time or resources)
Theory of Planned behavior
brands are matched with idealized lifestyles :
image oriented advertising
Associations endow brands with human qualities, Victoria, ready of it, dew It:
brand personality
people prefer a state of harmony among their attitudes, beliefs, behaviors
- Inconsistency causes psychological discomfort (dissonance).: the magnitude of dissonance.. depends on the centrality of the attitudes. [buyers remorse] - People are motivated to restore consistency:
psychological consistency
Selective exposure and Polarization of alternates are examples of what
ways of reducing dissonance
