Chapter 4

Question 1

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

Answer 1

Attitude

Question 2

The importance of an attitude, as assessed by how quickly it comes to mind

Answer 2

Attitude strength

Question 3

Attitude change that occurs over time

Answer 3

Sleeper effect

Question 4

We focus on whatever is most obvious or enjoyable, without much attention to the message itself

Answer 4

Spontaneous message processing

Question 5

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

Answer 5

Thoughtful message processing

Question 6

The message contained either strong argument or weak arguments

Answer 6

Message strength

Question 7

The message was supposedly prepared either buy an expert source or buy a non-expert source

Answer 7

Source expertise

Question 8

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)

Answer 8

Personal relevance

Question 9

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

Answer 9

Forewarning

Question 10

Involves building up defenses against persuasion by mildly attacking the attitude position

Answer 10

Inoculation

Question 11

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

Answer 11

Psychological reactance

Question 12

When the social situation actually causes our behavior, but we do not realize that the social situation was the cause

Answer 12

Insufficient justification

Question 13

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

Answer 13

Over justification

Question 14

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

Answer 14

Cognitive dissonance

Question 15

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.

Answer 15

Post decisional dissonance

Question 16

A persuasion attempt in which we first get the target to accept a rather minor request, and then we ask for a larger request

Answer 16

Foot in the door technique

Question 17

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.

Answer 17

Bait and switch technique

Question 18

The general expectation that people should return a favor

Answer 18

Door in the face technique

Question 19

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.

Answer 19

Pre-giving technique