Chapter 10

Question 1

Persuasion

Answer 1

the process by which attitudes are changed

Question 2

Attitude

Answer 2

a general predisposition to evaluate other things favorably or unfavorably

Question 3

McGuire’s Communication/Persuasion Matrix Model

Answer 3

displays how attitude change occurs in steps of inputs and outputs

Question 4

What is a shortcoming of McGuire’s Communication/Persuasion Matrix Model

Answer 4

assumes outcomes are sequential and that influence decreases for each outcome. Lacks clarity and detail for acquisition and yielding.

Question 5

Cognitive Dissonance Theory

Answer 5

describes attitude changes that result from anxiety when attitude and action become inconsistent.

Question 6

Cognitive Response Theory

Answer 6

Yielding depends not on just what we learn, but what we think about what we learn - our cognitive response.

Question 7

What does Cognitive Response Theory say will make us yield?

Answer 7

1. Articulation and rehearsal of our thoughts
2. Valence (positive/negative)
3. Confidence in our response to the message

Question 8

What was a problem with Cognitive Response Theory?

Answer 8

Persuasion can occur even when we are not rehearsing message content. CRT thus modified to Elaboration Likelihood Model

Question 9

Elaboration Likelihood Model

Answer 9

message elaboration governs persuasion either through the central route or the peripheral route. Elaboration is affected by motivation and ability

Question 10

central route of the elaboration likelihood model

Answer 10

careful thinking, stronger, more lasting, more predictive change of behaviors resulting from quality arguments

Question 11

peripheral route of the elaboration likelihood model

Answer 11

no careful thinking, shorter and weaker changes of behavior, focus on heuristic cues and things peripheral to the argument such as positive associations

Question 12

Social Judgement Theory

Answer 12

latitudes of acceptability

Question 13

Theory of Reasoned Action & Theory of Planned Behavior

Answer 13

behaviors are predicted by
- attitudes toward the behavior
- normative beliefs about how others will evaluate the behavior
- perceived ease of performing the behavior (planned behavior)

Question 14

Protection Motivation Theory (PMT)

Answer 14

predicts when people will engage in protective behavior. Behavior is motivated by threat appraisal, which motivates action, and coping appraisal, which determines action.

Question 15

when does PMT postulate protective behaviors occur?

Answer 15

When threat and coping efficacy are BOTH high.