PSYCH 221 CH 5 (NOTES) Flashcards
two main reasons why strong attitudes resist change
- commitment
2. embedded-ness
factors of consistent attitudes (3)
- knowledge
- personal relevance
- attitude accessibility
influences of behavioral intentions (3)
- ones attitude toward a specific behavior
- the subjective norms regarding the behavior
- ones perceived control over the behavior
persuasion
change in a private attitude or belief as a result of receiving (or believing you have received) a message
covert opinion measures
gauge your opinion without even knowing it
more non-reactive than self-reports
non-reactive measurement
do not change a subjects responses while recording them
pre-post design
assess persuasion by measuring attitudes before and then immediately after a persuasion attempt
after-only design
assesses persuasion by measuring attitude only after the persuasion attempt
counterarguments
self-regulated statements that challenge or oppose the message contained in a persuasive communication
inoculation technique
increase resistance to an argument by first giving people a weak, easily defended version that opposes what they believe. then they can “build up” their defenses against stronger opposing messages in the future
central route of persuasion
strong evidence
- deep careful thought
- personal reference of the topic
- need for cognition
- put yourself in the victims shoes
- make it personally relevant (make them sad, bc that causes deeper thinking)
peripheral route of persuasion
taking shortcuts
- weak evidence
- make it non personal relevant
- speak fast(so no deep thinking)
- use technical terms (harder to comprehend)
- seem like an expert
- attractiveness (dress professional)
- act and speak confident
- make them happy so they don’t think deep into the situation
seeking accuracy: person factors
issue involvement and mood
seeking accuracy: situation factors
done deal, and unwelcome info (too late, already bought the item so your opinion no longer matters)
seeking accuracy: PxS interactions: fear and defensiveness
use moderate amount followed by an action plan for persuasion
