S5-Attitudes and Persuasion Flashcards
Implicit attitude
An attitude that is activated automatically from memory, often without the person’s awareness that she or he possesses it
Attitude
A positive or negative evaluation of an object
Explicit attitude
The consciously held attitude
Dual attitudes
The simultaneous possession of contradictory implicit and explicit attitudes towards the same object
Reference group
A group to which people orient themselves using its standards to judge themselves and the world
Mere exposure effect
The tendency to develop more positive feelings toward objects and individuals the more we are exposed to them
Classical conditioning
Learning through association, when the neural stimulus (conditioned stimulus) is paired with the stimulus (unconditioned stimulus) that naturally produces an emotional response
Subliminal conditioning
Classical conditioning that occurs in the absence of conscious awareness of the stimuli involved
Operant conditioning
A type of learning in which behavior is strengthened if followed by reinforcement and weekend followed by punishment
Cognitive consistency
The tendency to seek consistency in one’s cognitions
Cognitive dissonance
A feeling of discomfort caused by performing an action that is inconsistent with one’s attitudes
Self perception theory
The theory that we often infer internal states, such as attitudes, by observing our behavior
Theory of planned behavior
The theory that people’s conscious decisions to engage in specific actions are determined by their attitudes towards the behavior in question, the relevance subjective norms, and their perceived behavioral control
Attitude accessibility
The strength of the association between an object and an evolution of it, typically measured by the speed with which people can assess the evaluation from memory
Persuasion
Process of consciously attempting to change attitudes through the transmission of some message
Elaboration likelihood model.
A persuasive messages can cause attitude changed into ways each differing in the amount of cognitive effort or collaboration it requires
Central route to persuasion
Precision that occurs when people think carefully about a communication and are influenced by the strength of its arguments
Peripheral route to persuasion
Persuasion that occurs when people do not think carefully about a communication and instead are influenced by cues that are irrelevant to the content or quality of the communication
Sleeper effect
The delayed effectiveness of a persuasive message from and non-credible source
