W2 Reading: B&B Ch. 3

Question 0

biased

Answer 0

a source with self-interest in the topic; not neutral or objective

Question 1

attractiveness

Answer 1

property of being physically, visually appealing

Question 2

biased scanning

Answer 2

a situation where favorable or unfavorable thoughts are more likely to occur when processing a message

Question 3

credibility

Answer 3

impression of the source held by the audience

Question 4

expertise

Answer 4

the amt. of knowledge, experience, or training a source has on a topic

Question 5

extrinsic credibility

Answer 5

credibility which is external to the message. A more reliable influence on persuasion than intrinsic credibility

Question 6

intrinsic credibility

Answer 6

credibility created by the message; arises from the audience’s reactions to the message itself.

• Doesn’t work as consistently as extrinsic credibility
• helpful if the message creates the impression that the speaker is credible early enough to alter the processing of a substantial portion of the message

Question 7

objective

Answer 7

a source w/o self-interest in a topic; unbiased

Question 8

reluctance

Answer 8

advocating a message against the source’s own self-interest

Question 9

similarity

Answer 9

extent to which an audience is like the audience

Question 10

trustworthiness

Answer 10

audience perception that they can believe the source

Question 11

effects of expertise and trustworthiness on persuasion are lesser/greater than the effects of attractiveness or similarity

Answer 11

greater

Question 12

source credibility has effects on persuasion only if the source is:

Answer 12

identified before the message is heard or read

Question 13

sources can influence persuasion in 3 ways:

Answer 13

1) serve as arguments
2) serve as cues
3) affect argument processing

Question 14

2 important aspects of cognitive responses

Answer 14

1) their valence (favorable or unfavorable)

2) their number

Question 15

2 ways credibility can affect argument processing

Answer 15

1) audience’s beliefs about the nature of the source of a persuasive message can cause biased scanning (a shift in the relative proportion of favorable and unfavorable thoughts occurs)
2) altering the total number of thoughts

Question 16

T or F: type of source (i.e.objective, biased, reluctant) has no effect on the total # of thoughts produced, only the type of thoughts

Answer 16

T

Question 17

T or F: moderately credible sources can be more effective than highly credible sources when the message agrees with the audience

Answer 17

T: if the credibility of the source reduces the motivation to scrutinize a message, the audience will produce fewer favorable thoughts than if they had no idea who the source is

Question 18

cognitive response model

Answer 18

persuasion occurs when people think about messages

Question 19

T or F: A speaker is credible only if the audience addressed believes he/she is credible

Answer 19

T

Question 20

2 most influential aspects of sources

Answer 20

expertise and trustworthiness