SOCIAL INFLUENCE

Question 1

french and raven’s five bases of social power

Answer 1

reward power, coercive power, referent power, legitimate power, expert power

Question 1

four different interpersonal influence strategies

Answer 1

foot in the door (small, then big), door in the face (big, then small, power, conformity

Question 2

social judgement theory

Answer 2

perception and evaluation of an idea by comparing it with currently held attitudes or opinions

Question 3

Latitude of Acceptance

Answer 3

the range of ideas or opinions a person is willing to accept or support

Question 4

Latitude of Rejection

Answer 4

the range of ideas or opinions a person strongly disagrees with or rejects

Question 5

Latitude of Noncommitment

Answer 5

the range of ideas or opinions a person is unsure about or neutral towards

Question 6

high ego involvement (social judgement)

Answer 6

latitude of noncommitment is almost nonexistent, wide latitude of rejection, extreme positions

Question 7

low ego involvement (social judgement)

Answer 7

wide latitude of noncommitment, ambivalence toward most positions, easier to persuade, open to more arguments

Question 8

steps in the mental process of social judgement

Answer 8

1. Evaluate message content to determine where it falls in relation to one’s own position or anchor
2. adjust anchored attitude toward or away from the attitude in the message
3. subject to perceptual errors: contrast & assimilation

Question 9

Advice for the approach most likely to lead to persuasion in social judgment theory

Answer 9

1. select a message right on the edge of the audience’s latitude of acceptance or noncommitment
2. ambiguous messages can sometimes serve better than clarity
3. persuasion is a gradual process consisting of small movements
4. the most dramatic, widespread, and enduring attitude changes involve changes in reference groups with differing values

Question 10

Elaboration Likelihood Model

Answer 10

two cognitive processes that lead to attitude change in a listener

Question 11

central route (ELM)

Answer 11

cognitive processing that involves scrutiny of message content

Question 12

peripheral route (ELM)

Answer 12

mental shortcut that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue

Question 13

Factors that influence central route processing for persuasion in ELM

Answer 13

• motivated to process? (personal relevance, need for cognition)
• able to process? (free from distraction, sufficient knowledge)
• type of cognitive processing (argument quality, initial attitude)

Question 14

Types of peripheral cues people pay attention to in peripheral route processing in ELM

Answer 14

speaker credibility, reaction of others, external rewards