Chapter 4 Flashcards
Our relatively enduring evaluation of something where the something is called the attitude object m. the attitude object might be a person, a product, or a social group
Attitude
The importance of an attitude, as assessed by how quickly it comes to mind
Attitude strength
Attitude change that occurs over time
Sleeper effect
We focus on whatever is most obvious or enjoyable, without much attention to the message itself
Spontaneous message processing
Occurs when we think about how the message relates to our own beliefs and goals, and involves our careful consideration of whether the persuasion attempt is valid or invalid
Thoughtful message processing
The message contained either strong argument or weak arguments
Message strength
The message was supposedly prepared either buy an expert source or buy a non-expert source
Source expertise
The students were told either that the new exam would begin before they graduated (high personal relevance), or that it would not begin until after they had already graduated (low personal relevance)
Personal relevance
Giving people a chance to develop a resistance to persuasion by reminding them that they might someday receive a persuasive message, and allowing them to practice how they will respond to influence attempts
Forewarning
Involves building up defenses against persuasion by mildly attacking the attitude position
Inoculation
The strong, emotional response that we experience when we feel that our freedom of choice is being taken away when we expect that we should have choice
Psychological reactance
When the social situation actually causes our behavior, but we do not realize that the social situation was the cause
Insufficient justification
When we view our behavior as caused by the situation, leading us to discount, the extent to which our behavior was actually caused by our own interest in it
Over justification
Discomfort that occurs when we behave in ways that we see as inconsistent, such as when we fail to live up to our own expectations
Cognitive dissonance
The feeling of regret that may occur after we make an important decision. However, the principles of dissonance predict that once you make a decision – and regardless of which car you choose – you will convince yourself that you made the right choice.
Post decisional dissonance
A persuasion attempt in which we first get the target to accept a rather minor request, and then we ask for a larger request
Foot in the door technique
Occurs when someone advertise a product at a very low price. When you visit the store to buy the product, however, you learned that the product you wanted at the low price has been sold out.
Bait and switch technique
The general expectation that people should return a favor
Door in the face technique
Relies on the norm of reciprocity. In this case, a charitable organization, my mail you a small, unsolicited gift, followed by a request for a monetary donation. Having receive the gift, many people feel a sense of obligation to support the organization in return, which is, of course, what they’re counting on.
Pre-giving technique
