Chapter 7 Flashcards
Persuasion
Elaboration likelihood model (ELM)
A model of persuasion that maintains there are two routes to persuasion: the central route and the peripheral route
Central route
A route to persuasion wherein people think carefully and deliberately about the content of a persuasive message, attending to its logic and the strength of its arguments as well as to related evidence and principles
Peripheral route
A route to persuasion wherein people attend to relatively easy-to-process, superficial cues related to a persuasive message, such as its length or the expertise or attractiveness of the source of the message
Source characteristics
Characteristics of the person who delivers a persuasive message, such as attractiveness, credibility, and certainty
Sleeper effect
An effect that occurs when a persuasive message from an unreliable source initially exerts little influence but later causes attitudes to shift
Message characteristics
Aspects or content of a persuasive message, including the quality of the evidence and the explicitness of its conclusions
Identifiable victim effect
The tendency to be more moved by the vivid plight of a single individual than by the struggles of a more abstract number of people
Audience characteristics
Characteristics of those who receive a persuasive message, including need for cognition, mood, and age
Agenda control
Efforts by the media to emphasize certain events and topics, thereby shaping which issues and events people thinks are important
Hostile media phenomenon
The tendency for people to see media coverage as biased against their own side and in favor of their opponents’ side
Thought polarization hypothesis
The hypothesis that more extended thought about a particular issue tend to produce a more extreme, entrenched attitude
Attitude inoculation
Small attacks on people’s beliefs that engage their preexisting attitudes, prior commitments, and background knowledge, enabling them to counteract a subsequent larger attack and thus resist persuasion
