Comprehensive Exam Flashcards
___ is just about anything that involves molding or shaping attitudes; the study of attitudes and how to change them.
Persuasion
___ is a technique for forcing people to act as you want them to act, presumably contrary to their preferences; usually employing a threat of some dire consequence.
Coercion
___ is a persuasive communication with which one disagrees and to which the individual attributes hostile intent.
Propaganda
___ is a persuasion technique that occurs when a communicator disguises his true persuasive goals, hoping to mislead the recipient by delivering an overt message that belies its true intent.
Manipulation
Communications exert three different persuasive effects:
- Shaping
- Reinforcing
- Changing
___ is modeling a product towards a certain world view.
Shaping
___ were a group of teachers who decided to offer courses in rhetoric, as well as in other academic areas; persuasive communication is important.
Sophists
___ believed the truth is important.
Plato
___ wrote “Rhetoric” which is regarded as the most significant work on persuasion ever written. He discovered that rhetoric could be explained with scientific principles of persuasion. He proposed that persuasion had 3 main ingredients.
Aristotle
Aristotle proposed that persuasion had 3 main ingredients:
- Ethos
- Pathos
- Logos
___ is the nature of the communicator
Ethos
___ is the emotional state of the audience
Pathos
___ are message arguments
Logos
___ focus on the individual, exploring people’s attitudes and susceptibility to persuasion.
Social psychologists
___ cast a broader net, looking at persuasion in 2-person units, called dyads, and examining influences of media on health and politics.
Communication scholars
___ examine consumer attitudes and influences of advertising on buying behavior.
Marketing scholars
___ approach persuasion from a social science point of view
Contemporary scholars
A(n) ___ is a large umbrella conceptualization of a phenomenon that contains hypotheses, proposes linkages between variables, explains events, and offers predictions
Theory
___ evokes negative images
Exploitation
___ provides convincing evidence that one variable causes changes in another.
Conducting experiments
___ are questionnaire studies that examine the relationship between one factor and another; do not provide unequivocal evidence of causation.
Surveys
___ suggests that actions should be judged based on whether they produce more good than evil.
Utilitarianism
___ emphasize duty and obligation
Deontological philosophers
___ is a force or quality of mind; a mental and emotional entity that inheres in, or characterizes, the person.
Attitude
Name the 3 main characteristics of attitude.
- Learned
- Global
- Influence thought & action
___ are ideals, “guiding principles of one’s life,” or overarching goals that people strive to obtain.
Values
___ are more cognitive than values or attitudes; cognitions about the world-subjective probabilities that an object has a particular attribute or that an action will lead to a particular outcome.
Beliefs
___ are perceptions or hypotheses about the world that people carry around in their heads
Descriptive beliefs
___ are “ought” or “should” statements that express conceptions of preferred end-states; cannot be tested by empirical research.
Prescriptive beliefs
Attitudes have 2 components according to the expectancy-value approach. What are they?
- Cognition
- Affect
Cognition involves your _1_ while affect involves your _2_.
- Head
- Heart
___ occurs when we feel both positively and negatively about a person or issue; uncertainty or conflict between attitude elements.
Ambivalence
The ___ states that there are a triad of relationships: a person or perceiver (P), another person (O), and an issue (X). People prefer a balanced relationship among P, O, and X.
Balance Theory
