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comm & persuasion > Exam #1 > Flashcards

Exam #1 Flashcards

1
Q

communication

A

a social process in which individuals use symbols to establish and interpret meaning in their environment

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2
Q

utilitarianism

A

actions that focus on pleasurable outcomes, results, consequences, usefulness (Actions are judged based on whether they produce more positive than negative outcomes)
ex: when choosing an ice cream flavor, you should choose the one that will give you the most pleasure

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3
Q

deontological ethics

A

emphasizes duty and integrity to act a certain way regardless of the consequences (Actions are judged by intention (seek good versus seek harm)
ex: when getting ice cream for the family, there is chocolate and vanilla. Mom and Dad like vanilla but you like chocolate. Which one will you buy?

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4
Q

persuasion

A

anything that intentionally molds and shapes attitudes, beliefs and behaviors

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5
Q

social influence

A

broad process in which the behavior of one person alters the thoughts or actions of another (no intent to influence, ex: ed sheeren henz commercial)

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6
Q

manipulation

A

True goals of persuader hidden, Recipient misled (ex: free credit scam, charging 15 a month when say its free)

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7
Q

coercion

A

Influencer uses believable threat of significant physical, emotional, or social harm (no freedom, ex: Threat of scandal to get politician to drop out of race)

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8
Q

propaganda

A

Ruling group has near/total control over transmission of information (usually negative, ex: hitler)

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9
Q

3 effects of persuasion

A

shaping- Attitudes are “shaped” by associating pleasurable
environments with a product, person, or idea
reinforcing- reinforcing an existing behavior or attitude
changing- changing a behavior or attitude

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10
Q

examples of 3 effects of persuasion

A

shaping- if John gets a new job, his co-workers will likely attempt to persuade John to adjust to the norms of the office.
reinforcing- people who read and listen to news sources that reinforce their view of the world
changing- practicing safe sex in sex ed

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11
Q

the importance of the structures of attitudes

A

If we understand relevant attitudes and their structure, we can figure out how to change/reinforce those attitudes -> persuasion

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12
Q

attitudes, beliefs and values

A

attitudes: help us compartmentalize and make actionable decisions about people, places and events.
beliefs: thoughts about the world including subjective probabilities
values: ideals and guiding principles

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13
Q

2 types of beliefs

A

descriptive: how things are
prescriptive: how things should be

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14
Q

expectancy-value theory

A

theory of motivation that describes the relationship between one’s expectancy for success at a task or goal

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15
Q

expectancy value theory example

A

a girl who believes she will do well in math tends to get higher math grades than a girl who does not expect to do well. Task values are more strongly tied to achievement-related choices

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16
Q

symbolic approach

A

symbols, ideas and emotions related to an issue/attitude
-we automatically associate topics w emotional assessments

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17
Q

ambivalence

A

def- having mixed feelings or contradictory ideas about something or someone
example- If you love your mom but find her totally embarrassing

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18
Q

strong attitudes vs attitudes

A

Attitudes influence thought and action. But strong attitudes are persistent, affect judgments, guide behavior, and do not change over time

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19
Q

strong attitudes depend on…

A

-ego involvement/importance: sense of self
-certainty/knowledge: how sure am I of this stance?
-accessibility: how easily does this attitude come to mind?
-extremity: how far from neutral is my attitude?
-structure: how embedded is this belief with other beliefs?

20
Q

why attitudes stay strong?

A

People associate with others with the same view
-We only pay attention to information that supports our view
-We think events/info support our position more than they do (biased assimilation)
-Social judgment theory

21
Q

4 principles of social judgement theory

A

-Persuasive messages evaluated w/3 latitudes:
-Ego-involvement & attitude strength affect the size of latitudes:
More ego involvement -> smaller latitude of acceptance,
strong attitude -> smaller latitude of acceptance
-We distort info to fit into latitudes
-Small discrepancies between our anchor and the proposed anchor will lead to change. Large ones will not

22
Q

Sjt and how we respond to persuasive messages

A

persuaders need to be aware of an audience’s latitudes of acceptance, noncommitment, and rejection in order to effectively persuade an audience

23
Q

sjt in persuasion example

A

For someone who already exercises regularly, a message advocating for daily exercise would likely fall within their latitude of acceptance

24
Q

sjt components

A

-Anchor: most acceptable position
-Latitude of Acceptance: position is acceptable
Your range of acceptable positions (“Yes, I agree” or “I can see that”)
-Latitude of Rejection: position is unacceptable (“No, I do not agree”)
-Latitude of Noncommitment: not sure/ambivalent

25
Q

implicit attitude

A

an attitude activated without conscious awareness by memory of past experiences
ex: a woman meets a man and takes an instant dislike to him because he reminds her of her ex

26
Q

knowledge function

A

Attitudes help us organize the world around us, and make sense of it

27
Q

utilitarian function

A

Attitudes that help us or reward us
ex: Might favor a political party that will help advance our economic prospects

28
Q

social adjustive function

A

Attitudes help us identify with a group and gain approval
ex: Our attitudes might be a reflection of belonging to a soririty

29
Q

social identity function

A

Attitudes can communicate who we think we are and who we want to be
ex: Powerful, superhero, innovative

30
Q

value expressive function

A

Attitudes can express our innermost values, beliefs
ex: if value community, would support community service as a college requirement, funding for community org, etc

31
Q

ego defensive function

A

attitudes can help protect us
ex: if you feel inferior, you may develop an attitude of superiority - Ohio U is better than Ohio State

32
Q

matching hypothesis

A

people are more likely to form successful romantic relationships with individuals who are equally socially desirable as themselves.

33
Q

models of attitude behavior relationships

A

-help us understand why attitudes and behavior aren’t always consistent
-Help us identify how to change people’s attitudes & behavior

34
Q

reason action model

A

-behavioral beliefs (behavior leads to certain results)ex: someone believes healty lifestyle is important so he decides to eat healthy foods.
-normative beliefs (certain behaviors comply with groups) ex: one sees their family and doctors talk about healthy eating and is influenced to eat better.
-central beliefs (person has the ability to perform the behavior) ex: one took a nutrition class and is now knowledgable on the subject and wants to attempt healthier eating
-> behavioral interaction -> behavior

35
Q

examples of reason action model

A

behavioral beliefs- someone might quit smoking if they believe it will improve their breathing
normative beliefs- someone might quit smoking if everyone around them believes its bad
central beliefs- someone might quit smoking if presented with the knowledge of why it is bad

36
Q

perceived norm and descriptive

A

perceived: what we think people should do
descriptive: what people are doing

37
Q

5 key features of attitudes

A

learned- people develop attitudes throughout childhood
global- attitude concerning all parts of the world
evaluation- to continually examine an issue or topic
objects- Attitude objects may be people, social groups, policy positions, abstract concepts, or physical objects
varied- conflicting beliefs about a topic

38
Q

Provide examples for how we can use ideas from social judgment theory in persuasion

A

-understanding the audiences latitudes can help tailor the message
-avoiding extreme messages

39
Q

balance theory

A

a theory of attitude change. cognitive consistency is what keeps things balanced. the goal to be consistent is to maintain ones values and beliefs over time.
ex: if a person likes a celebrity that’s endorsing a product, they are more likely to enjoy that product. If a person does not like a product that a celebrity is endorsing, they will most likely not like the celebrity

40
Q

balanced and imbalanced triads

A

the triad is balanced when there are three positives. it is imbalanced when there are zero or two positives (when someone agrees with someone they dont like)

41
Q

ablesons 4 ways to deal with cognitive conflict

A

-denial: rejecting info (ignoring scientific evidence that proves youre wrong)
-bolstering: seeking info to support your beliefs (when an irganic brand places ingredients on the front to promote healthiness)
-bargaining: finding middle ground (buying hybrid car instead of electronic)
differentiation: making distinctions to reduce behaviors not aligning with beliefs (a vegetarian eating fish because its not a meat)

42
Q

symbolic approach

A
  • attitudes serve as symbolic representations of social identity and group membership
43
Q

accessibility theory

A

accessibility of an attitude—how readily it comes to mind—affects the extent to which it influences an individual’s judgments and behaviors
-more accessibility requires stronger influence

44
Q

3 key moderators of the attitude behavior relationship

A

-attitude strength: degree of certainty
-attitude specificity: the more specific the attitude is to the behavior, the more likely one will engage in the behavior
-situational constraints: external factors that prohibit one from acting on a behavior

45
Q

self-monitoring on the attitude-behavior relationship

A

-high self monitors: more attuned to social cues and adjust their behavior for different social situations
-low self monitors: less concerned with social situations and express their beliefs more

comm & persuasion (3 decks)

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