Chapter 5 Flashcards

1
Q

promotion that leads to effective, long-lasting attitude change.:T

A

persuasion

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2
Q

how is persuasion involved in global warming

A

Why is the scientific consensus failing to persuade and to motivate action? And what might be done?

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3
Q

Persuasion is everywhere. When we approve of it, we may call it “…”

A

education.

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4
Q

is persuasion good or bad

A

depends on the message

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5
Q

The bad persuasion, we call “….”; the good, we call “…”

A

propaganda, education.

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6
Q

is propaganda, education more beleivable

A

edu

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7
Q

what are the 2 paths to persuasion

A

good arguments

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8
Q

T: ; they can convince people that if they really think through the issues, they will become persuaded to change their minds.

A

good arguments.

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9
Q

what 4 things were studied to find out the barriers to communication?

A

manipulating factors related to the com- municator, the content of the message, the channel of communication, and the audience.

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10
Q

a message is clear but unconvincing, how persuaded are you

A

not at all u can counterargue

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11
Q

People’s “… responses” matter in persuasion

A

cognitive

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12
Q

what are the 2 routes to persuasion

A

central and peripheral

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13
Q

when do people take the central route to persuasion

A

When people are motivated and able to think systematically about an issue, focusing on the argument

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14
Q

when does central route work

A

when the arguments are compelling

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15
Q

when does the strength of the arg no matter

A

when we arent motivated enough to think carfully

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16
Q

If we’re distracted, uninvolved, or just plain busy, we may not take the time to reflect on the message’s content. Rather than noticing whether the arguments are particularly compelling, we might follow the… to persuasion

A

peripheral route

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17
Q

what is the periph route

A

focusing on cues that trigger acceptance without much thinking.

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18
Q

Our opinions regarding products such as food, drink, and clothing are often based more on … than on …

A

feelings than on logic.

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19
Q

what kind of advertising uses periph

A

—media that consumers are able to take in only for brief amounts of time

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20
Q

what kind of adds dont use periph

A

car and computer adds bcs will pour over for some time

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21
Q

how do the 2 routes of persuasion map onto our dual processing system

A

—one explicit and reflective, the other more implicit and automatic—

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22
Q

how do the 2 routes of persuasion map onto our dual processing system

A

—one explicit and reflective, the other more implicit and automatic—

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23
Q

is periph or central more slow ? why?

A

Peripheral route process- ing more slowly builds implicit attitudes, through repeated associations between an atti- tude object and an emotion

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24
Q

what is the goal of persuasion

A

behaviour change

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25
Q

which route of persuasion is better at causing behaviour change

A

central route processing can lead to more enduring change than does the peripheral route.

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26
Q

is it better if a speaker has several arguments or several outsourced arggs

A

outsourced

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27
Q

the primary ingredients of persuasion explored by social psychologists are these four:

A

(1) the communicator, (2) the message, (3) how the message is communicated, and (4) the audience.

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28
Q

Your belief about who wins a political debate depends on …

A

who you supported initially.

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29
Q

how have advertisers manipulated credibility

A

mask the source: Advertisers prepare “video news releases” and give them to news shows, which play them without indicating their source.

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30
Q

T: perceived expertise and trustworthiness)

A

credibility

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31
Q

is source credibility stable over time

A

no diminish after a month as we forget the source

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32
Q

how can the impact of a a non credible source increase

A

the impact of a non-credible person may correspond- ingly increase over time if people remember the message better than the reason for dis- counting it

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33
Q

This delayed persuasion, after people forget the source or its connection with the message, is called the ….

A

sleeper effect.

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34
Q

is the sleeper effect mroe effective with beleiefs or emotional information

A

beleifs

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35
Q

How does someone become an authoritative “expert”?

A

One way is to begin by saying things the audience agrees with, which makes the speaker seem smart.

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36
Q

what do most people define an expert as 3

A

someone whose conclusions support their own pre-existing values and views
be perceived as credible is to be seen as knowledgeable on the topic.
is to speak confidently.

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37
Q

** Researchers have observed this “congenial views seem more expert” phenomenon on top- ics ranging from climate change to nuclear waste to gun laws

A

??

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38
Q

how do you increase trustworthiness?

A

LOOK IN EYE
argue against their own self-interest.
suffer for ones beleifs
talk fast

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39
Q

if the audience believes the communicator is not trying to persuade them. why?

A

if people don’t know someone’s listening, why would they be less than fully honest?

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40
Q

If we learn the source after a message generates favourable thoughts, how does this influence our thinking

A

high credibility strengthens our confidence in our thinking, which strengthens the persuasive impact of the message

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41
Q

Ryan Reynolds’s morning routine, getting dressed and spraying himself with a specific brand of cologne. Such ads are based on another characteristic of an effective communicator: …

A

attractiveness.

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42
Q

how does likeing increase central route persuasion

A

Our liking may open us up to the communica- tor’s arguments (central route persuasion),

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43
Q

how does liking increase periph route persuasion

A

or it may trigger positive associations when we see the product later (peripheral route persuasion).

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44
Q

what are the 6 persuasion principles

A

authority, liking, social proof, recriproty, consistency, scarcity

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45
Q

why do sales people mimic and mirror their customers

A

we tend to like people who are like us.

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46
Q

people respond better to a message that comes from someone …

A

in their group

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47
Q

Is similarity more important than credibility?

A

depends

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48
Q

—that similarity is more important given the presence of factor X, and credibility is more important given the absence of factor X. what is factor X

A

is whether the topic is one of subjective preference or objective reality.

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49
Q

. When the choice concerns matters of …, taste, or way of life, similar communicators have the most influence. we trust…

A

personal value, people like us

with fact we trust experts

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50
Q

does Reason versus emotion persuade people more 2

A

It depends on the audience. depends on how people’s attitudes were formed.

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51
Q

how does the audinece effect is emotions vs reason persuade more

A

Well-educated or analytical people are respon- sive to rational appeals Thoughtful, involved audiences travel the central route; they are most respon- sive to reasoned arguments. Disinterested audiences travel the peripheral route; they are more affected by how much they like the communicator

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52
Q

how does how people’s attitudes were formed influence persuasion

A

When people’s initial attitudes are formed primarily through emotion, they are more persuaded by later emotional appeals; when their initial attitudes are formed primarily through reason, they are more persuaded by later intellectual arguments

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53
Q

Messages can also become more persuasive through association with …feelings

A

good

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54
Q

Good feelings often enhance persuasion, why?

A

partly by enhancing positive thinking and partly by linking good feelings with the message

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55
Q

what is the downside of good feelings enahncing persuasion

A

But they also make faster, more impulsive decisions; they rely more on peripheral cues

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56
Q

do bad feelings make us make faster, more impulsive decisions

A

Unhappy people, on the other hand, ruminate more before reacting so they are less easily swayed by weak arguments.

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57
Q

eating while reading increasing our liking of the content t or f

A

t more persuaded

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58
Q

Messages also can be effective by evoking negative emotions. t or f

A

t fear-arousing message can be potent

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59
Q

the more frightened people are, the more they respond. t or f

A

t

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60
Q

Playing on fear works best if a message leads people not only to fear the severity and likelihood of a threatened event but also …

A

.to perceive a solution and feel capable of imple- menting it

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61
Q

how effective are gain framed messages compared to loss framed ones

A

Also, “gain- framed” messages are often equally effective as “loss-framed” messages

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62
Q

how did the Nazis use fear to gget people to turn agaisnt jews

A

were emotional, not logical. The appeals also gave clear, specific instructions on how to combat “the danger”: They listed Jewish businesses so readers would avoid them,

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63
Q

Vivid stories can also, however, be used for good, especially when what’s most memorable conveys the …

A

central message rather than distracting from it

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64
Q

Disagreement produces discomfort, and discomfort prompts people to change their opinions. what is the result of this for social psychologists

A

dissagreements foster change?

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65
Q

do greater disagreement will produce less change or do dissagreements foster change

A

The effect of a large versus small discrepancy depends on whether the communicator is credible. ** People who disagree with conclusions drawn by a newscaster rate the newscaster as biased, inaccurate, and untrust- worthy. People are more open to conclusions within their range of acceptability how this then bcs newscaster is credible

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66
Q

how should we adjust discrepancy depending on how deeply involved someone is in an issue

A

Deeply involved people tend to accept only a narrow range of views. To them, a moderately discrepant mes- sage may seem foolishly radical, especially if the message argues an opposing view rather than being a more extreme version of their own view

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67
Q

how can we construct mes- sages that may help deradicalize committed terrorists

A

Build such messages upon elements of their pre-existing beliefs.

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68
Q

why can Ritu’s take a more extreme position with her fathers escersize than you can take with terrorists

A

because her dad is not very invested has not yet thought or cared much about exercise, she can probably take a more extreme position. and terrorists are highly commited

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69
Q

when should you advocate a discrepent view

A

So, if you are a credible authority and your audience isn’t much concerned with your issue, go for it: Advocate a discrepant view.

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70
Q

what is the argument for and agaist adressing your opossing argument

A

Acknowledging the opposing arguments might con- fuse the audience and weaken the case. On the other hand, a message might seem fairer and be more disarming if it recognizes the opposition’s arguments.

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71
Q

when should you use a one sided vs 2 sided appeal

A

the effectiveness of the message depended on the listener. A one- sided appeal was most effective with those who already agreed. An appeal that acknowledged opposing arguments worked better with those who disagreed.

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72
Q

if you agree with a position but are aware of the coutnter, is one or two sided better

A

two-sided presentation is more persua- sive and enduring if people are (or will be) aware of opposing arguments

73
Q

if you agree with a position but are aware of the coutnter, is one or two sided better

A

two-sided presentation is more persua- sive and enduring if people are (or will be) aware of opposing arguments

74
Q

if your audience will be exposed to opposing views, offer a …appeal.

A

two-sided

75
Q

does positive or negative persuasion work best

A

For optimists, positive persuasion works best (“The new plan reduces tuition in exchange for part-time university ser- vice”). For pessimists, negative persuasion is more effective (“All students will have to work part-time for the university, lest they pay exorbitant tuition fees”)

76
Q

why would speaking first be best for persuasion 3

A

People’s preconceptions control their interpretations. a belief, once formed, is difficult to discredit. pay attnetion to what comes first

77
Q

T: Informa- tion presented early is most persuasive.

A

primacy effect

78
Q

In political polls and in election voting, candidates benefit from being listed first on the ballot why

A

primacy effect

79
Q

T: our better memory for the most recent information we’ve received

A

recency effect

80
Q

… creates the recency effect

A

forgetting

81
Q

Forgetting creates the recency effect under what 2 condtions

A

(1) when enough time separates the two mes- sages, and (2) when the audience commits itself soon after the second message.

82
Q

When the two messages are back to back, followed by a time gap, a … effect usually occurs

A

primacy

83
Q

For persuasion to occur, there must be communication. And for communication to occur, there must be a …

A

channel of communication:

84
Q

For persuasion to occur, there must be communication. And for communication to occur, there must be a …

A

channel of communication:

85
Q

give some e.g.s of channels of communication

A

face-to-face appeal, a written sign or docu- ment, a media advertisement, or some other method.

86
Q

Are spoken appeals more persuasive?

A

Not necessarily.

87
Q

why is face to face not as persuasive as we think

A

When you stop to think about it, an effective speaker has many hurdles to surmount. deliver a message that not only gets attention but also is understandable, convincing, memorable, and compelling.

88
Q

can the media help a wealthy political candidate buy an election? why or why not

A

In politics, those who spend the most usually get the most votes Advertising exposure helps make an unfamiliar candidate into a familiar one. and exposure breeds liking and repetition can make things beleivable

89
Q

As they forget the …., their lingering familiarity with the claim can make it seem believable.

A

discounting

90
Q

Mere repetition of a statement also serves to increase its fluency—why?

A

the ease with which it spills off our tongue—which, in turn, increases believability

91
Q

…, also increase fluency—and believability.

A

rhyming

92
Q

“Rushing causes mistakes,” but it does what benifit

A

seems more true

93
Q

Whatever makes for fluency (familiarity, rhyming) also makes for …

A

credibility.

94
Q

how does the signifigance of the issue influence persuasion

A

Persuasion decreases as the significance of the issue increases.

95
Q

why does active experience also strengthens attitudes.

A

When we act, we amplify the idea behind what we’ve done, especially when we feel responsible.

96
Q

Compared with attitudes formed …., ….attitudes are more confident, more stable, and less vulnerable to attack.

A

passively, experience-based

97
Q

Persuasion studies demonstrate that the major influence on us is not the media but our …

A

contact with people.

98
Q

media’s effects operate in a … of communication

A

two-step flow

99
Q

what is the 2 step flow if communication

A

from media to opinion leaders to the rank and file.

100
Q

who are Opinion leaders

A

are individuals perceived as experts.talk show hosts and editorial columnists; doctors, teachers, and scientists; and people in all walks of life who have made it their business to absorb information

101
Q

if a physition is a opinion leader who influences the physition

A

Physicians look to opinion leaders within their social network—often, a university hospital–based specialist—when deciding which drugs to favour. influence comes through eprsonal contact

102
Q

medias biggest infleunce is directly effecting people t or f

A

f still hige indirect influence

103
Q

how do different medias compare to eachother

A

the more lifelike the medium, the more persuasive its message. Thus, the order of persuasiveness seems to be this: live (face- to-face), video, audio, and written.

104
Q

… is one of the first steps in the persuasion process.

A

Comprehension

105
Q

how do we best comprehend info

A

when we write it

106
Q

so when are written messages the most influencial

A

when its something thats hard to comprehend so they can pace (easy to understand= videa most persuasive)

107
Q

other than taking control of pace why ate videos good for easy messages

A

can focus of periph cues like attractivness

108
Q

two other characteristics of those who receive a message?

A

: (1) their age and (2) their thoughtfulness.

109
Q

what are the 2 expanaltions for age differences

A

A life cycle explanation:, and a generational explanation

110
Q

T: Attitudes change (for example, become more conservative) as people grow older.?

A

life cycle explanation

111
Q

T: Attitudes do not change; older people largely hold onto the attitudes they adopted when they were young. Because these attitudes are differ- ent from those now being adopted by young people today

A

generationexplanation

112
Q

which expalnation of age differences does evdence support

A

generation

113
Q

Attitudes are changeable during which time, and the atti- tudes formed then tend to stabilize through middle adulthood.

A

20s

114
Q

Adolescent and early-adulthood experiences are formative partly because…

A

they make deep and lasting impressions.

115
Q

near the end of their lives, older adults may again become more suscep- tible to attitude change, perhaps because …

A

of the decline in the strength of their attitudes

116
Q

The crucial aspect of central route persuasion is not the message but the …

A

responses it evokes in a person’s mind.

117
Q

What circumstances breed counter-arguing?

A

One is a warning that someone is going to try to persuade you.

118
Q

having time to think about an argument before u hear it influences u how

A

you come up with counter arguments

119
Q

Forewarned is forearmed but only if…

A

if you care enough to counter-argue

120
Q

… disarms counter-arguing

A

Distraction

121
Q

how do political candidates use distraction

A

The words promote the candidate, and the visual images keep us occupied so that we don’t analyze the words.

122
Q

why ads viewed during violent or sexual TV programs are so often unremembered?

A

sometimes distraction precludes our processing an ad if the message is not simple

123
Q

T: —those with a high need for cognition—

A

anaylytical peopel

124
Q

enjoy thinking carefully and prefer central routes exhibit a need for…

A

cognition

125
Q

who responds best to peripheral cues

A

People who like to conserve their mental resources—those with a low need for cognition—

126
Q

The more we think about an issue, the more we take the central route.

A

central

127
Q

what we think in response to a message is crucial, especially if …

A

we are motivated and able to think about it—

128
Q

5 ways to stimulate peoples thinking

A

By using rhetorical questions
• By presenting multiple speakers (for example, having three speakers each give one argument instead of one speaker giving three)
• By making people feel responsible for evaluating or passing along the message • By repeating the message • By getting people’s undistracted attention

129
Q

…. makes strong messages more persuasive and (because of counter-arguing) weak messages less persuasive.

A

Stimulating thinking

130
Q

people usually internalize commitments made (3). Cult leaders seem to know this.

A

voluntarily, publicly, and repeatedly

131
Q

why do cults make new members apart of active recruit processes

A

The greater the personal commitment, the more the need to justify it.

132
Q

Who (…) said what (…), how (….), and to whom (…)?

A

the communicator, the message, the chan- nel, the audience

133
Q

cults choose a a credible communicator is someone the audi- ence perceives as …2

A

expert and trustworthy

134
Q

trust is apart of credibility, how do cults use this

A

Many cult members have been recruited by friends or relatives—people they trust

135
Q

who do cults usually recruit and why

A

young people under 25 open age before attitudes and values stabilize.

136
Q

when are people suseptible to joining a cult

A

Potential converts often are at a turning point in their lives, facing a personal crisis, or vacationing or living away from home. They have needs; the cult offers them an answer

137
Q

creating a will, writing goodbye letters, making a farewell video influence cult members carrying out horrific acitviities

A

—that create a psychological point of no return

138
Q

what is “social implosion” in a cult

A

External ties weaken until the group collapses inward socially, each person engaging only with other group members.

139
Q

why is it so bad to be cut off from people outside the cult

A

no counter arguments

140
Q

** stress and emo- tional arousal narrow attention, making people “more susceptible to poorly supported argu- ments, social pressure, and the temptation to derogate non-group members”

A

?

141
Q

when do people usually joing gangs

A

Youth join gangs as young as age 10 or 11, and by 13 their gang membership has become stable.

142
Q

why do young indigenous people joing gangs

A

Indigenous youth join gangs due to their perceptions of discrimination, marginalization, and lack of opportunity and that joining the gang provides them with a sense of identity.

143
Q

how can increased gun violence in toronto be explaine

A

blamed a number of structural problems, such as poverty, unemployment, nonintegrated neighbourhoods, and a weak legal system, for the upswing in gun violence in that city

144
Q

Any group that wants cohesion among its members will likely use what tactics

A

Some self-help groups form a cohesive “social cocoon,” have intense beliefs, and exert a profound influence on members’ behaviour

145
Q

“as a branch of applied social psychology that uses persuasion :T

A

councilling and therapy

146
Q

how is therapy like a cult 4

A

provides (1) a supportive, confiding social relationship; (2) an offer of expertise and hope; (3) a special rationale that explains one’s difficulties and offers a new perspective; and (4) a set of rituals and learning experiences that promise a new sense of peace and happiness.

147
Q

are strong or weak attitudes more likely to lead behaviour

A

strong

148
Q

T:refers to the level of subjective confidence or validity that people attach to their attitudes.

A

Certainty

149
Q

Certainty is high when people have a clear notion of … and believe that their attitudes are …

A

what their attitudes are, accurate

150
Q

the more certain you are, the harder it will be for someone to …

A

change your mind.

151
Q

weak attitudes result in biases in how we process info

A

f strong attitudes

152
Q

we are better at incorporating new infor- mation if it is …

A

consistent with our existing knowledge.

153
Q

Information-Processing Biases: how do we break these down

A

broken down by the stages at which they have an influ- ence on information processing: selective exposure and attention to information, selective processing and judgment, and selective memory.

154
Q

T: the extent to which people’s attitudes affect the infor- mation they expose themselves to.

A

selective exposure

155
Q

T: the extent to which people’s atti- tudes affect how much of this information they pay attention to, once they’ve been exposed to it.

A

selective attention

156
Q

what are the 2 things we need so that we dont bias information processing

A

motivation and have the appropriate cognitive resources, not be distracted)

157
Q

when are we most likely to be unbiased information processors

A

when we are uniquely responsible for decisions or our decisions have important con- sequences)

158
Q

these selectivity effects have been found to be par- ticularly likely to occur when …

A

attitudes are strong.

159
Q

most controversial info processing bias?

A

perhaps the most contro- versial has been the relationship between attitudes and recall.

160
Q

T: they remember information that is congruent with their attitudes better than information that is incongruent with their attitudes

A

selective memory

161
Q

we can consider that attitude strength and biases in information processing work as somewhat “…” factors in protecting our attitudes from incon- sistent information. Most people are not aware of the natural biases they may be exhibit- ing

A

passive (does not necessarily require any conscious decision making.)

162
Q

T: if they were like most parents, they probably told you how they felt about your new amour. How did you react to this information? If you are like many of the students in the authors’ classes, you probably liked your new love interest even more after you discovered your parents’ true feelings about him or her.

A

reactance

163
Q

T; the idea that people act to protect their sense of freedom—

A

reactance

164
Q

15 percent of the legal-age students and 24 percent of the underage students were heavy drinkers. why?

A

They suspect this reflects a reactance against the restriction. It probably also reflects peer influence.

165
Q

how does

Reactance may also play a role in more anti-social behaviours.

A

They argue that when a woman refuses to comply with a man’s desire for sex, he may react with frustration over this restriction, resulting in increased desire for the forbid- den activity (in this case sex).

166
Q

how does reactance relate to anisocial behaviour give an eg

A

They argue that when a woman refuses to comply with a man’s desire for sex, he may react with frustration over this restriction, resulting in increased desire for the forbid- den activity. Mix this reactance with narcissism—a self-serving sense of entitlement and low empathy for others—and the result can be forced sex.

167
Q

Before encountering others’ judgments, you can resist persuasion by making a …

A

public com- mitment to your position.

168
Q

How might we stimulate people to commit themselves?

A

mildly attacking their position

169
Q

2 reasons a mild attack might build resistance?

A
  1. When you attack committed people and your attack is of inadequate strength, you drive them to even more extreme behaviours in defense of their previous commitment
  2. even weak arguments will prompt counter-arguments, which are then available for a stronger attack.
170
Q

2 ways to Strengthening Personal Commitment

A

Developing counter-arguments

and challenging beleifs

171
Q

Is there such a thing as attitude inoculation? what does this mean

A

would subjecting them to a small dose of belief-threatening material inoculate them against later persuasion?

172
Q

appropriate counter-arguments are a great way to resist persuasion, but they wondered how to bring them to mind in response to an opponent’s ads. The answer, they suggest, is a “poison parasite” defence— what is this

A

—one that combines a poison (strong counter-arguments) with a parasite (retrieval cues that bring those arguments to mind when seeing the opponent’s ads).

173
Q

high school students “inoculate” students in grade 7 against peer pressures to smoke, did this work?

A

were half as likely to begin smoking as uninoculated students at another junior high school

174
Q

what was more preventative than a anti smoking ad

A

role playing refusing a cig

175
Q

why shouldnt children under 8 be targeted by advertising 3

A

have trouble distinguishing commercials from programs and fail to grasp their persuasive intent, (2) trust television advertising rather indiscriminately, and (3) desire and badger their parents for advertised products

176
Q

When a sophisticated advertiser spends millions to sell unsophisticated, trusting children an unhealthy product, this can only be called ….

A

exploita- tion

177
Q

how can parents prepare kids for persuasive appeals

A

innoculation and information e.g. about cults,expose to otehr positions

178
Q

why is ineffective persuasion counterproductive

A

Ineffective persuasion, by stimulating the listener’s defences, may be counterproductive. It may “harden the heart” against later appeals.