PEC final Flashcards
Learning is…
…relatively permanent change in behavior as a consequence of behavior.
Cognitive Learning is…
…learning aimed at obtaining knowledge or insights.
Operant Conditioning is based in…
…reinforcement and punishment.
People copy other people’s behavior when…
…they are aware of it, when they can memorize it and when it comes from a role model.
Gestallt believe…
…we give meaning to all stimuli, observe and make unity of them.
Three things that influence attention are…
…context, foreknowledge and expectations.
Peripheral route persuasion is…
…attitude change without conscious processing.
Central route persuasion is…
…conscious processing of arguments in the message.
Four main ways of learning are…
…classical conditioning, operant conditioning, social learning and the mere exposure theory.
Key points of the mere exposure theory are…
…more exposure = better attitude, familiar is preferred over unfamiliar and the wear in and wear out effect.
Define Cialdini’s Authority.
We are automatically inclined to obey authority.
Define Cialdini’s Unity.
A shared identity that both the influencer and influencee are a part of.
Define Cialdini’s Reciprocity.
We try to compensate proportionally to what another person has given us.
Define Cialdini’s Consistency and Commitment.
The personal and interpersonal pressure to behave according to earlier choices or stances.
Define Cialdini’s consensus.
In certain situations we view certain behavior as right measured by the extent of other people showing this behavior.
Define Cialdini’s Scarcity.
Things seem more valuable to us when they are harder to come by.
Define Cialdini’s Liking.
People preferably say yes to people they know and like.
Priming is…
…introducing a topic in an existing context of images and prejudice: “remember?”
Framing is…
…creating a new context/frame to look at a topic: “look at it from this point of view.”.
Agenda setting is…
…the media don’t tell you what to think, but what to think about.
The limited effects theory is…
…influence from mass media message on individuals is limited or even trivial.
7 propaganda techniques are…
…name calling; glittering generality; transfer; testimonial; plain-folk; card tactics; band-wagon.
The two step media theory is…
…most people are not directly influenced by mass media, and instead form their opinions based on opinion leaders who interpret media messages and put them into context.
Examples of McLuhan’s metaphors are…
…the medium is the message, the global village.
