Chapter 8

Question 1

Persuasion

Answer 1

Intentional effort to change other ppls attitudes in order to change their behaviour.

Question 2

Attitude

Answer 2

Evaluation of a stimulus; can range from positive to negative. (Ambivalent, indifferent)

Question 3

What changes our minds?

Answer 3

• comprehensible messages
• confident thoughts about the message
• vivid instances that connect with personal experience
• Order in which competing arguments are presented as they relate to the timing of overall situation

Question 4

What creates an effective emotional response?

Answer 4

Repetition and familiarity

• learned associations with positive stimuli
• need to maintain consistent ideas about related ppl or things
• positive mood
• use of fear to avoid neg consequences
• thoughts of death

Question 5

Three determinants of Persuadability

Answer 5

• Age
• Self-esteem
• Education and intelligence

Question 6

Message influence, initial attitudes

Answer 6

• one-sided arguments obscure counter arguments, appealing to audiences leaning toward agreement
• two-sided arguments avoid the perception of bias, appealing to audiences leaning toward disagreement

Question 7

How ppl think and Self-monitor

Answer 7

• ppl w high need for cognitive prefer the central route

- those motivated to make good impression are more susceptible to peripheral-route cues

Question 8

Message influence-regulatory style

Answer 8

• for audiences high in promotion focus, influential messages highlight positive outcomes
• prevention-focused ppl are persuaded by messages about avoiding negative outcomes

Question 9

Psychological reactance theory

Answer 9

Theory which proposes that ppl value thinking and acting freely. Therefore, situations that threaten their freedom arouse discomfort and prompt efforts to restore freedom.

Question 10

Power of a message to influence attitudes depends on who delivers that message:

Answer 10

• credibility (appearance thru peripheral)
• attractiveness
• similarity (attitudes about subjective preferences are influenced by similar source, attitudes about objective facts are more influenced by dissimilar source)

Question 11

Primacy effect

Answer 11

When initially encountered information primarily influences attitudes (first speaker in a policy debate)

Question 12

Recency effect

Answer 12

When recently received information primarily influences attitudes (commercial right before shopping may influence your choice)

Question 13

Mere exposure effect

Answer 13

When ppl hold a positive attitude toward a stimulus simply because they have been exposed to it repeatedly.