Exam2 Part 1

Question 1

Define Attitude, what is valence, strength

Answer 1

Positive or negative evaluation of something
Valence is positive or negative
Strenght is how strongly you feel about something (remember in class assignment)

Question 2

Central route to Persuasions

Answer 2

Process of thinking about how to communicate the strength of your argument

Question 3

Cognitive Dissonance theory

Answer 3

Theory when someone holds inconsistence in their cognition that causes psychological tension. People like to reduce this
When 2 things are at odds

Question 4

Elaboration

Answer 4

Process of thinking about and scrutinizing the arguments contained in a persuasive communication

Question 5

Implicit attitude

Answer 5

An attitude such as prejudice that one isn’t aware of (not easy to articulate)

Question 6

implicit relational Assessment Procedure

Answer 6

A way of measuring unconscious attitudes (belief, prejudice)

Question 7

Inoculation Hypothesis

Answer 7

The idea that exposure to weak versions of a persuasive argument increases later resistance to that argument

Question 8

Insufficient Deterrence

Answer 8

Condition in which people refrain from engaging in a desirable activity, even when only mild punishment is threatened

Question 9

Insufficient justification

Answer 9

Condition in which people freely perform a attitude-discrepant behaviour without receiving a large reward

Question 10

Need for congnition

Answer 10

Personality variable that distinguishes people on the basis of how much they enjoy cognitive activity

Question 11

Peripheral route to persuasion

Answer 11

Process by which a person does not think carefully about a communication and is influenced instead by superficial cues

Question 12

Persuasion

Answer 12

Process by which attitudes are changed

Question 13

Psychological reactance

Answer 13

Theory that people react against threats to their freedom by asserting themselves ad perceiving the threatened freedom as more attractive

Question 14

Sleeper effect

Answer 14

A delayed increase in the persuasive impact of a noncredible source
Oh, I have heard this somewhere! (Part of the source section)

Question 15

Theory of planned behaviour

Answer 15

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

Question 16

Purpose

Answer 16

It allows t round up with quick decision - I know what to do with X

Question 17

explicit attitude

Answer 17

Easy to articulate, conscious

Question 18

Festinger and Carlsmith

Answer 18

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

Question 19

To change attitudes through observation. Define classical conditioning
Mere Exposure
Selective Exposure
Social Influence

Answer 19

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

Question 20

Justification of effort

Answer 20

Increase the liking of something we’ve worked hard to attain

Question 21

Evaluative conditionning

Answer 21

Pairing an attitude with a positive or negative stimuli

Question 22

Message, how changing attitude through communication works
How do fear play a role
Good mood?

Answer 22

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

Question 23

Central vs peripheral route

Answer 23

Central: Fact, logic, cognitive work
Peripheral: Songs, stories, style, symbols

Question 24

Source (who gives the message) what can play a role here

Answer 24

Credibility
Trustworthy

Question 25

Audience, how it plays a role

Answer 25

Speaking to the right audience matter. Age matter (younger, more persuasive unless not knowing (technology)
Need for cognition vs not
(central/peripheral)
Level of involvement (fluff vs giving all the facts)