In Class Notes (3/14 & 3/24) Flashcards
Tendency to remember the content of a message while forgetting the source:
Sleeper Effect
Processing based on what is most obvious or enjoyable, with little attention to details:
Spontaneous Message Processing
Leads to less careful processing of information:
Positive Emotion in Message Processing
Increases message salience and triggers self-concern:
Fear in Message Processing
College students rated their favorability toward a proposed graduation exam after hearing a message about it:
Petty et al. (1981)
Careful consideration of the message and how it relates to personal beliefs and goals. More cognitively based, involving weighing pros and cons:
Thoughtful Message Processing
Petty et al. Key Findings:
-When highly relevant, argument strength matters more than the source.
-When low relevance, the source matters more than argument strength
Using our own behavior to determine our thoughts and feelings:
Self-Perception Theory
-4-year-olds ranked toys, and the highest-rated toy was then prohibited.
-Researchers threatened mild or harsh consequences for playing with the toy.
-Afterwards, children re-ranked the toys
Aronson & Carlsmith (1963) Study
When the situation is mild, people interpret their attitudes as driving their behavior, even when the situation caused it:
Insufficient Justification
When attitudes cause behavior, but we mistakenly believe the situation caused our behavior:
Overjustification Effect
Aronson & Carlsmith (1963) Study Results:
-Mild threat: Lower ratings of the forbidden toy.
-Harsh threat: Higher ratings of the forbidden toy
A relatively enduring evaluation of or preference toward something or someone. Comprises affective, behavioral, and cognitive components:
Attitude
The thing toward which you have an attitude:
Attitude Object
Based on both social and genetic factors:
Attitude Development
Determined by how quickly it comes to mind, confidence in it, and how much it guides behavior:
Attitude Strength
The ABC components (Affect, Behavior, Cognition) of attitudes tend to be aligned:
Attitude Consistency
Attitudes only predict behaviors under certain conditions and for certain people:
Theory of Planned Behavior
Perceived social pressure to perform or not perform a behavior:
Subjective Norm
Perceived ability to perform a behavior:
Perceived Behavioral Control
Friese et al. (2012): Attitudes and Voting Behaviors Results:
-Both explicit and implicit attitudes predicted voting behavior.
-Explicit attitudes were a better predictor than implicit attitudes.
A message is more persuasive when delivered by an _______ communicator.
Effective
Messages that make the audience feel good about themselves are more persuasive:
Appeals to Self-Concern
The more _________ the communicator is to the audience, the more they are liked and trusted:
Similar
_______ communicators are more liked and trusted:
Attractive
Seen as trustworthy because of their perceived knowledge:
Experts
