EXAM 1 REVIEW Flashcards
4 Benefits to Study Persuasion
Instrumental Function
Knowledge and Awareness Function
Defensive Function
Debunking Function
Instrumental Function
Serves as a means to an end
We view the ability to persuade as important aspect of communication competence
Knowledge and Awareness Function
Knowledge is power
You’ll be able to tell when people are trying to persuade you
Defensive function
If you know HOW persuasion works, then you are less likely to be taken in
Debunking Function
Effectively separate fact from fiction
Understanding will help you believe what is true or not
Persuasion is seen as what? (2)
A tool
Amoral
Limiting Criteria
No universal
No clear/consistent generalizations
Authors arguments associated with limiting criteria
Humans are constantly persuading or being persuaded
What is persuasion?
Involves one or more persons engaged in creating, reinforcing, modifying or extinguishing belief, attitudes, intentions, motivations, and/or behaviors within the constraints of a given context
Pure Persuasion
Clear-cut cases
Most people would agree
EX. Presidential debate, tv commercial, attorney’s closing remarks
Borderline Persuasion
Instances of persuasion that lie closer to the boundary of what we normally think
Less clear
EX. Homeless persons appearance persuading passerby-ers
How does an understanding of attitudes HELP persuaders?
Helps predict, explain, and modify behavior
Rely on attitudes as a means of bringing about changes in receivers
Definition of an attitude
A psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor
Important components of an attitude
They reflect tendencies/predispositions to respond to things in predictable ways
(Strong/weak) association between attitudes and behaviors
Strong
Attitudes (can/cannot) be directly observed
CANNOT
Explicit measures
Subject = aware
Attitudes on the conscious level are being measured
Self-report scales are used
Examples of Explicit Measurements
Likert Scale
Semantic Differential Scales
Visually Oriented Scales
Disadvantages of Explicit Measurements
Takes more time to administer
Only provides info about attitudes
Implicit Measures
Shows respondents snap judgments revealing underlying attitudes
Associative Networks
Attitudes = interrelated
“Spider web” of attitudes, beliefs, and values
Operate Implicitly
Attitudes are the ____
Believes are the ____
Overall evaluation
The reason why
What are the problems with self-report data?
Participants can fake good/bad
Over estimating adherence/inaccurate self-reporting can be caused by real bias and errors
