Chapter 8: Persuasion

Question 1

Elaboration-Likelihood Model (ELM)

Answer 1

A model of persuasion maintaining that there are two different routes to persuasion: the central route and the peripheral route

Question 2

Heuristic-Systematic Model (HSM)

Answer 2

A model of persuasion maintaining that there are two different routes to persuasion: the heuristic route and the systematic

Question 3

Central (Systematic) Route

Answer 3

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 related to its elements and principles

Question 4

Peripheral (Heuristic) Route

Answer 4

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

Question 5

Source characteristics

Answer 5

Characteristics of the person who delivers a persuasive message, such as attractiveness, credibility, and certainty.

Question 6

Sleeper Effect

Answer 6

An effect that occurs when a persuasive message from an unreliable source initially exerts little influence, but later causes attitudes to shift

Question 7

Message Characteristics

Answer 7

Aspects, or content, of a persuasive message, including the quality of the evidence and the explicitness of its conclusions

Question 8

Identifiable victim effect

Answer 8

The tendency to be more moved by the vivid plight pf a single individual than by a more abstract number of people

Question 9

Audience Characteristics

Answer 9

Characteristics of those who receive a persuasive message, including need for cognition, age, mood, and audience size and diversity.

Question 10

Metacognitions

Answer 10

Secondary thoughts that are reflections of primary cognitions

Question 11

Self-Validation Hypothesis

Answer 11

The idea that the likelihood of attitude change can depend not only on the direction and amount of thoughts people have in response to a persuasive message, but also on the confidence in which they hold the thoughts

Question 12

Third-Person Effect

Answer 12

The assumption by most people that others are more prone to being influenced by persuasive messages (such as those in media campaigns) than they themselves are

Question 13

Agenda Control

Answer 13

Efforts of the media to select certain evens and topics to emphasize, thereby shaping which issues and events people think are important

Question 14

Thought Polarization Hypothesis

Answer 14

The hypothesis that more extended though about a particular issue tends to produce more extreme, entrenched attitude

Question 15

Attitude Onoculation

Answer 15

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