Exam2 Part 1 Flashcards
Define Attitude, what is valence, strength
Positive or negative evaluation of something
Valence is positive or negative
Strenght is how strongly you feel about something (remember in class assignment)
Central route to Persuasions
Process of thinking about how to communicate the strength of your argument
Cognitive Dissonance theory
Theory when someone holds inconsistence in their cognition that causes psychological tension. People like to reduce this
When 2 things are at odds
Elaboration
Process of thinking about and scrutinizing the arguments contained in a persuasive communication
Implicit attitude
An attitude such as prejudice that one isn’t aware of (not easy to articulate)
implicit relational Assessment Procedure
A way of measuring unconscious attitudes (belief, prejudice)
Inoculation Hypothesis
The idea that exposure to weak versions of a persuasive argument increases later resistance to that argument
Insufficient Deterrence
Condition in which people refrain from engaging in a desirable activity, even when only mild punishment is threatened
Insufficient justification
Condition in which people freely perform a attitude-discrepant behaviour without receiving a large reward
Need for congnition
Personality variable that distinguishes people on the basis of how much they enjoy cognitive activity
Peripheral route to persuasion
Process by which a person does not think carefully about a communication and is influenced instead by superficial cues
Persuasion
Process by which attitudes are changed
Psychological reactance
Theory that people react against threats to their freedom by asserting themselves ad perceiving the threatened freedom as more attractive
Sleeper effect
A delayed increase in the persuasive impact of a noncredible source
Oh, I have heard this somewhere! (Part of the source section)
Theory of planned behaviour
Theory that attitudes toward a specific behaviour combine with subjective norms (is it appropriate) and perceived control (self-efficacy) to influence a person action
Intention is a key term
Purpose
It allows t round up with quick decision - I know what to do with X
explicit attitude
Easy to articulate, conscious
Festinger and Carlsmith
Pin boring weird tasks experiment
Festinger’s experiment on cognitive dissonance found that subjects who were paid less to lie about enjoying a boring task were more likely to report they truly found the task enjoyable
To change attitudes through observation. Define classical conditioning
Mere Exposure
Selective Exposure
Social Influence
Classic Conditioning, Pavlov: Pair it with something they love
Mere exposure: Show it again and again (combat fear of the unknown)
Selective Exposure: NEWS - if it is extreme, it leads to our attention
Social influence: Most powerful, What others do and say will influence us
Justification of effort
Increase the liking of something we’ve worked hard to attain
Evaluative conditionning
Pairing an attitude with a positive or negative stimuli
Message, how changing attitude through communication works
How do fear play a role
Good mood?
Change attitude through communication.
Message discrepancy: how you present your argument, define where your argument stand on the spectrum (conservative vs liberal) try to have your argument close to the middle to have more power of persuasion
Fear: If you scared them they might shot down but a good amount will gain attention
When people are happy, their mind opens
Central vs peripheral route
Central: Fact, logic, cognitive work
Peripheral: Songs, stories, style, symbols
Source (who gives the message) what can play a role here
Credibility
Trustworthy
