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
low fear
low persuasion
high fear
low persuasion
medium fear
medium persuasion
balance theory (4)
- agree with people we like
- disagree with people we dislike
- associate good things with good people
- associate bad things with bad people
cognitive system out of balance leads to
uncomfortable tension
cognitive dissonance
the unpleasant state of psychological arousal resulting from inconsistency within ones important attitudes, beliefs, or behaviors
