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CM 280 > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

Persuasion

A

A process with a directed goal to influence attitudes/behaviors, can be verbal or nonverbal, and people have free will

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2
Q

Coercion

A

Influencing someone to act against their preferences, threat veiled or overt, don’t have freedom

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3
Q

Propoganda

A

Control over mass media, covert and negative connotation, make people think how you want them to

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4
Q

Manipulation

A

Goals hidden with flattery and false promises

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5
Q

Transformation of Persuasion

A

Expansion via Media Outlets, speed, institutionalized

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6
Q

Functions of Persuasion

A

Reinforcing, shaping, and changing

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7
Q

Attitudes

A

Continuum of favorable to unfavorable evaluations of things that is learned, linked to behavior, and not always internally consistent

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8
Q

Values

A

Guiding principles of one’s self concept in life

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9
Q

Beliefs

A

Core components of attitudes, thoughts on the world

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10
Q

Descriptive beliefs

A

Perceptions/hunches

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11
Q

Prescriptive beliefs

A

Preferred end states

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12
Q

Terminal Values

A

End states we hope to achieve (abstract)

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13
Q

Instrumental Values

A

How we get to terminal values (everyday)

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14
Q

Social judgement theory

A

When people are given a persuasive message, they first evaluate it against their pre-existing attitudes

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15
Q

Attitude Accessibility

A

How quickly and automatically an attitude is activated

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16
Q

Who tends to have large latitudes of rejection?

A

Someone who has strong attitudes

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17
Q

Where in the continuum of evaluations is the sweet spot for persuasion?

A

Between neutral and acceptance

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18
Q

Beliefs tend to be more

A

Cognitive

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19
Q

Values tend to be more

A

Abstract

20
Q

“All terriers should study abroad.” is what type of belief?

A

Prescriptibe

21
Q

What is a subjective norm also known as?

A

Injunctive norm

22
Q

What was the first social scientific study of persuasion?

A

Hovland & Yale study which studied films

23
Q

In developed countries, which value tends to rank highly?

A

Clean

24
Q

Of the three structures of attitudes, which approach is the worst?

A

Ideology

25
Q

First Scientific Study of Persuasion

A

Aristotle

26
Q

Ethos

A

Speaker

27
Q

Pathos

A

Audience

28
Q

Logos

A

Message

29
Q

3 Functions of Persuasion

A

Reinforcing, Shaping, Changing

30
Q

Attitudes

A

Continuum of favorable to an unfavorable evaluation of “something” (learned, global emotional evaluation, behavior link)

31
Q

Values

A

Guiding principles in one’s life, core of one’s self concept

32
Q

Beliefs

A

Core components of attitudes, cognitions of the world

33
Q

How do attitudes, values, and beliefs relate to each other?

A

Beliefs inform values, which then affect attitudes

34
Q

Structure of attitudes

A

Expectation, Symbols, Ideology

35
Q

Balance Theory

A

People prefer balance/consistency in their attitudes/relationships

36
Q

Abelson’s Approach to solving cognitive conflict

A

Denial, Bolstering, Differentiation, and Transcendence

37
Q

Characteristics of Strong Attitudes

A

Importance
Ego Involvement
Extremity
Certainty
Accessibility
Knowledge
Hierarchical Organization

38
Q

Social Judgement Theory

A

How the structure of attitudes influences how we process information (Latitude of acceptance, rejection, and non-commitment; Assimilation and contrast, and Ego-involvement)

39
Q

Why does an individual with high ego involvement tend to have wide latitudes of rejection?

A

They have strong beliefs so they are more difficult to persuade

40
Q

Attitude Accessibility

A

How quickly and automatically an attitude is activated; linkages with other related attitudes

41
Q

3 Most Common Measures of Attitudes

A

Gutman Scale, Semantic Differential, Likert Scale

42
Q

Response Set

A

A tendency to respond to all questions from a particular perspective rather than to provide answers that are directly related to the questions

43
Q

Problems with attitudinal measures: Context & wording

A

People often don’t have attitudes about social issues; avoid double negatives and emotionally charged words

44
Q

What are two types of social norms?

A

Belief of referent and motivation to comply

45
Q

When do moderators strengthen or weaken the attitude-behavior link?

A

depending on attitude strength, Descriptive social norms, and injunctive social norms

CM 280 (3 decks)

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