Chapter 8 Flashcards
Elaboration likelihood model
Persuasion takes on two routes — the central route and the peripheral route
Central route
Logic, careful thinking, strong arguments
Peripheral route
Superficial cues, easy-to-process signals, automatic emotional responses
Motivation
How much do you care to interpret the message
Ability
How much cognitive resource, time, and knowledge can you devote to message?
High motivation and ability lead to the ____ route, and low motivation and ability lead to the ____ route.
Central; Peripheral
What does the comprehensive exam study illustrate?
Long-lasting change is more ____, immediate change is more ____
Central; Peripheral
What are some Source Characteristics?
- Attractiveness
- Credibility
- Certainty
- Quality
What are some Message Characteristics?
- Quality
- Vividness
- Fear
- CUlture
Sleeper-effect
Messages from unreliable sources initially exerts little influence but later causes attitudes to shift
- We tend to dissociate the message from the source
Identifiable victim effect
Tendency to be moved by the vivid plight of a single individual than by a more abstract number of people
- Only applies when victim is not responsible for their own plight
What are some audience characteristics?
- Need for cognition
- Mood
- Age
Metacognition
Thinking about your own thinking
Self-validation hypothesis
Feeling confident about our thoughts validates those thoughts and persuades us to follow them
- Easier to recall = more confident = more persuaded by the information
Shared attention
We process stimuli more deeply when we perceive that many others are simultaneously attending to the same stimuli
Agenda control
Topics that are covered frequently are thought to be prevalent/important
Selective attention
We pay more attention to arguments that confirm our original attitudes
Selective evaluation
We evaluate information in ways that confirm our initial attitudes
Thought polarization hypothesis
Extended thought about a particular issue tends to produce a more extreme, entrenched attitude
- Except when people had either a) little motivation or b) little knowledge about the topic
Attitude Inoculation
Resisting a “small” attack on our attitude makes us better able to resist “larger” attacks later on
