Chapter 8

Question 1

Persuasion

Answer 1

Ways in which people try to change someone else’s mind by changing his or her attitudes

Question 2

Attitudes

Answer 2

Evaluations of social stimuli that range from positive to negative

Question 3

What are the A,B,C’s of attitude

Answer 3

Affect
Behavior
Cognition

Question 4

Why are people interested in persuading others?

Answer 4

People’s attitudes toward something often predict how they intend to behave toward that thing.

Question 5

Elaboration likelihood model (ELM)

Answer 5

A theory of persuasion that proposes that persuasive messages can influence attitudes by two different routes, central or peripheral

Question 6

Central route is to _________ as Peripheral route is to __________

Answer 6

argument, perceptual cues

Question 7

how does Relevancy impact an argument

Answer 7

Relevancy to a person’s goals and interests contributes to the level of effort he or she will devote to thinking deeply about the message.

Question 8

Why does it matter which route people take if either one can lead them to changetheir attitudes?

Answer 8

The central route causes the attitude or change to endure longer.
depending on what needs to be changed, one route may be better or quicker than the other.

Question 9

Source credibility

Answer 9

The degree which the audience perceives a message’s source as expert and trustworthy (the size of discrepancy can be larger when the source is perceived as more credible)

Question 10

What was learned in the study by Walster and Festinger about expressing opinions without audience realization and overheard messages

Answer 10

Expressing opinion without audience realization and

Overhead messages are stronger than the alternatives -Need more explanation

Question 11

What is the sleeper effect?

Answer 11

The phenomenon whereby people can remember a message but forget where it came from. Source credibility then becomes diminished over time.

Question 12

How does Communicator attractiveness impact persuasion

Answer 12

The most obvious way that a communicator gains in attractiveness is by presenting an attractive physical appearance.

Question 13

how does Communicator similarity impact persuasion?

Answer 13

Uncertainty may occur when similar others agree with us because motives for agreement are not always clear. (Subjective preference)
Dissimilar others may not have the same biases, and we then assume belief must be objectively true.
(objective information)

Question 14

what are the 2 parts to argument strength?

Answer 14

Comprehensible

Appropriate length

Question 15

Confident thoughts about message are based on

Answer 15

Cognitive response approach to persuasion

Metacognition

Question 16

what is the differences between Statistical trends versus vivid instances? which is more convincing?

Answer 16

A single case description can have a powerful influence on attitudes, even when it’s not statistically true.

Vivid instances connect audience messages to their own experiences and emotions (Strange and Leung).

Question 17

When following the central route______ arguments will change attitudes, whereas ________ arguments will not.

Answer 17

Strong, weak

Question 18

What are some examples of peripheral cues?

Answer 18

Physical attractiveness, smiling face, good personality, school that is being represented, brand of company, etc.

Question 19

Peripheral route tends to base their attitudes on what?

Answer 19

Heuristics - mental short cuts like “He is talking for quite some time, he must know what he is talking about.”

Question 20

When motivation and ability to process a message is ____, then people will take the central route. When ____, they will take the peripheral route.

Answer 20

High, low

Question 21

Some aspects of persuasive messages include the “what,” the “who,” and the “whom.” What does that mean?

Answer 21

The what refers to what the characteristics of the message itself. The who is the individual or group communicating the message. The whom is the audience.

Question 22

The appearance of expertise often persuades through which route of persuasion?

Answer 22

The peripheral.

Question 23

What is the cognitive response approach to persuasion?

Answer 23

When people’s attitudes are influenced not only by what they think about the message but also by their confidence in those thoughts and beliefs.

Question 24

What is metacognition and how does that relate to cognitive response approach to persuasion?

Answer 24

It’s when we take a step back and evaluate our own thoughts. The more confident people feel about their thoughts, the more those thoughts will guide their attitudes.

Question 25

Which has more influence - statistics or vivid examples - and why?

Answer 25

Vivid examples because it entices us to connect the message to our own experiences and emotions.

Question 26

What is the primacy effect and give an example.

Answer 26

Primacy effect occurs when initial information influences attitudes towards information presented right after. For instance, interviewing two people back to back. The first person’s characteristics will be more prominent in the employers mind.

Question 27

What is the recency effect and give an example.

Answer 27

The recency effect is when recent information primarily influences attitudes. For example, when a manager is interviewing two people, and there is a large time gap between the two potential candidates, then the last candidate will be more memorable.

Question 28

What are 2 methods persuasive messages are more effective using emotional responses.

Answer 28

Repetition and familiarity (mere exposure effect; Zajonc; product placement; attitude polarization)
Linking message to positive stimuli (classical conditioning, operant conditioning, social learning)

Question 29

When does repetition cause people to like a message less?

Answer 29

when they already dislike the message, or when the repetition has gone overboard.

Question 30

Describe the study demonstrating the mere exposure effect.

Answer 30

Chinese characters were shown to participants and when shown those same characters later on with other characters, they were percived as mreoastethlicly pleasing.

Question 31

Cognitive balance and positive associations

Answer 31

People have a strong tendency to maintain consistency among their thoughts.

Question 32

Balance theory

Answer 32

Motivation to maintain consistency among one’s thoughts colors how people form new attitudes and can also drive them to change existing attitudes (Heider).

Question 33

According to Heider’s balance theory, if you like Jennifer Aniston and she likes Smart Water, than you are inclined to ______________.

Answer 33

like Smart Water, too

Question 34

Emotional Responses to Persuasive Messages

Answer 34

add more here

Question 35

Provide an example of a health behavior in gain-related terms.

Answer 35

Use sunscreen to help your skin stay healthy.

Question 36

Provide an example of a health behavior in loss-related terms.

Answer 36

Without regular check ups, skin cancer can go undetected until it’s too late.

Question 37

How does fear PREVENT attitude change?

Answer 37

When fear is overwhelming and there is no addition information as to how to avoid the deathly outcome (like skin cancer).

Question 38

What are the three key determinants of persuasibility?

Answer 38

Age, self-esteem, and Education and intelligence.

Question 39

People with ____________ persuasibility are more likely to yield to persuasive messages, while people with ___________ persuasibility are less influenced.

Answer 39

high, low

Question 40

When is a one-sided argument more effective? Why?

Answer 40

When your audience is already partially in favor of what you are advocating. They are not thinking about the opposing side, so if you brought it up it might confuse them or rethink their position.

Question 41

When is a two-sided argument more effective? Why?

Answer 41

When your audience is already initially against your argument. You address their concerns and then refute them, which is more persuasive then ignoring their side to begin with.

Question 42

Describe people who have a need for cognition?

Answer 42

They are people who think about things more critically and analytically and enjoy solving problems. They take the central route to persuasion.

Question 43

High self-monitoring people are more persuaded by __________ whereas low self-monitoring people are not.

Answer 43

peripheral cues

Question 44

Promotion Focus

Answer 44

People’s general tendency to think and act in ways oriented toward the approach of positive outcomes.

Question 45

Prevention Focus

Answer 45

People’s general tendency to think and act in ways oriented toward the avoidance of negative outcomes.

Question 46

It is easier to start a behavior change when you are _____ promotion focused, but harder to continue it. On the other hand, it is harder to start a behavior change when you are ________ and you are more likely to sustain the behavior change.

Answer 46

Promotion focused, Prevention focused.

Question 47

Psychological reactance

Answer 47

Theory proposing that people value thinking and acting freely. Therefore, situations that threaten their freedom arouse discomfort and prompt efforts to restore freedom. For example, when your parents tell you that you can’t date a certain person, you are more likely to keep dating them.

Question 48

What are free behaviors?

Answer 48

A set of things a person believes that they have the right and the capability to do - like go to college, stay up all night, or date people they want to date.

Question 49

How is psychological reactance diluted?

Answer 49

It is diluted when both of the individuals are very similar to each other (like the father is very similar to the son). They similarity will make that person liked more and will comply with their demands.

Question 50

What is the idea behind attitude inoculation?

Answer 50

That exposing people to a weak form of a persuasive argument first will motivate them to build up stronger counterarguments later against the weak advocated position.

Question 51

What are two ways that people are most likely to resist persuasion?

Answer 51

When their motivation to resist is increased. When they have the means to resist.

Question 52

In what instance does attitude NOT predict behavior.

Answer 52

When we are confused about our attitudes or how we feel about them. Also, we can be pulled in multiple directions.

Question 53

Describe the bogus pipeline

Answer 53

Hooking someone up to a “lie detector.” That person is more like to express their true feelings, even in social situations because they believe there real intentions are being measured (even when they are not).

Question 54

What determines the strength of an attitude?

Answer 54

When the attitude tends to stem from a person’s own experience rather than someone elses. Also, when we are more invested in a particular attitude. And attitude domain - When one domain (like socialization) is stronger or important, then our attitude about it will influence our behavior.

Question 55

Theory of planned behavior

Answer 55

Theory proposing that attitudes, subjective norms, and perceived behavioral control interact to shape people’s behavioral intentions.

Question 56

Prototype/willingness model of health behavior

Answer 56

The idaa that willingness refers specifically to a person’s openness to being influenced by social circumstances, so that when it comes to opportunistic behaviors, one’s willingness is the best predictor of behaviors.