Chapter 8 Flashcards
Persuasion
process by which a message induces change in beliefs, attitudes or behaviors
Central Route
occurs when interested people focus on the arguments and respond with favorable thoughts
Peripheral Route
when people are influenced by incidental cues
Credibility
communicator is perceived as both expert and trustworthy
Sleeper Effect
delayed impact of a message that occurs when an initially discounted message becomes effective
Attractiveness
having qualities that appeal to an audience
Primacy Effect
other things being equal, info presented first has the most influence
Recency Effect
info presented last sometimes has the most influence
Channel of Communication
the way the message is delivered
2-Step Flow of Communication
the process by which media influence often occurs through opinion leaders, who in turn influence other
Need for Cognition
motivation to think and analyze
Cult
group characterized by distinctive rituals and beliefs related to its devotion to a god/person, isolation from the surrounding “evil” culture, and a charismatic leader
Attitude Inoculation
exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available
Mutual Persuasion
members bring new, persuasive info and arguments= you become a stronger advocate due to new info that you now have
