Hoofdstuk 10

Question 1

Yale persuasive communications approach

Answer 1

emphasizes learning message content and its conscious acceptance or rejection.

Question 2

chain of cognitive responses

Answer 2

outlines the necessary conditions for a persuasive communication to influence behavior.

Question 3

theory of reasoned action

Answer 3

proposes that beliefs (subjective values and their likelihood) and norms (perceived norms and their probability) together determine behavioral intentions, which predict behavior (see theory of planned behavior for a later version).

Question 4

theory of planned behavior

Answer 4

predicts attitude-relevant behavior from intent, itself predicted by beliefs, subjective social norms, and perceived behavioral control. Developed by Ajzen, it builds on Fishbein & Ajzen’s theory of reasoned action, adding perceived behavioral control as a predictor variable.

Question 5

heuristic-systematic model

Answer 5

a dual-process theory of attitude change, contrasts relatively automatic processes of persuasion driven by shortcuts versus relatively controlled systematic processes. It proposes thoughtful processes, only given sufficient motivation and capacity; otherwise, people use faster, easier cognitive shortcuts.

Question 6

central route

Answer 6

the elaboration likelihood model’s deliberate thoughtful mode of persuasion, evaluating the merits of arguments pro and con.

Question 7

peripheral route

Answer 7

the elaboration likelihood model’s rapid, effortless route to persuasion, occurring without much thought or elaboration.

Question 8

Elaboration

Answer 8

includes making relevant associations, for example, scrutinizing arguments, inferring their value, and evaluating the overall message.

(the process of interpreting or embellishing information to be remembered or of relating it to other material already known and in memory.(google)

Question 9

cognitive response analysis

Answer 9

a method that examines the recipient’s reported cognitions (especially counterarguments) as the message is received.

Question 10

outcome involvement

Answer 10

concern with what a persuasive communication implies for one’s own future experiences and interests.

Question 11

mere exposure effect

Answer 11

repeated encounters (especially with nonlinguistic stimuli), which typically enhance liking.

Question 12

Ego involvement

Answer 12

exemplified by one’s attitude toward a controversial social issue. (Roughly equivalent to issue involvement, personal involvement, vested interest.)

Question 13

issue involvement

Answer 13

reflects personal motivation tied to an attitude. (Roughly equivalent to ego involvement, personal involvement, vested interest.)

Question 14

personal involvement

Answer 14

reflects general relevance of an attitude to self. (Roughly equivalent to ego involvement, issue involvement, vested interest.)

Question 15

vested interest

Answer 15

implies that an issue has personal relevance or meaning, especially intrinsic importance for beliefs central to a person’s identity. (Roughly equivalent to ego involvement, issue involvement, personal involvement.)

Question 16

task involvement

Answer 16

reflects an individual concerned only with the consequences of a particular response.

Question 17

response involvement

Answer 17

reflects a person interested in maximizing the rewards in a given situation.

Question 18

Value involvement (implicating one’s enduring principles)

Answer 18

inhibits persuasion in general

Question 19

impression involvement (implicating one’s concern for people’s opinions of self)

Answer 19

inhibits persuasion in general

Question 20

Need for cognition

Answer 20

people’s chronic level of thoughtfulness in response to external stimuli.

Question 21

uncertainty orientation

Answer 21

an individual difference ranging from certainty-oriented preference for the familiar and predictable, to uncertainty-oriented preference for meaning search, sense-making, and novelty

Question 22

need to evaluate

Answer 22

an individual difference that predicts spontaneous pro and con thoughts in response to stimuli, including persuasive messages.

Question 23

MODE model

Answer 23

(motivation and opportunity as determinants) is an attitude accessibility model focusing on an attitude as an association in memory between a given object and one’s evaluation of it. It describes how motivation and opportunity to process attitude-relevant information together determine behavior.

Question 24

implicit association test (IAT)

Answer 24

a method contrasting evaluative associations between categories.

een cognitieve reactietaak die ontworpen is om de sterkte van associaties tussen begrippen in het geheugen te onderzoeken. De test wordt vaak toegepast om onbewuste vooroordelen, of impliciete voorkeur ten aanzien van groeperingen in de maatschappij te meten. (google)

Question 25

implicit attitudes

Answer 25

typically assessed by the implicit association test (IAT), at least partially automatic and uncontrolled.

These are the underlying by-products of past experience that influence how we feel about something

Question 26

event-related potential; ERP

Answer 26

the brain’s localized evoked electrical activity, measured by electroencephalography (EEG).

Question 27

amygdala

Answer 27

one of a pair of small brain regions (often described as almondshaped and sized), implicated in emotions and motivational relevance, but most clearly in fear.

Question 28

insula

Answer 28

are “islands” deep within each hemisphere of the brain, between the frontal lobe and temporal lobe; they are reliably implicated in disgust but also other automatic, intense negative responses, for example, attitudes.