W2 Reading: B&B Ch. 3 Flashcards
biased
a source with self-interest in the topic; not neutral or objective
attractiveness
property of being physically, visually appealing
biased scanning
a situation where favorable or unfavorable thoughts are more likely to occur when processing a message
credibility
impression of the source held by the audience
expertise
the amt. of knowledge, experience, or training a source has on a topic
extrinsic credibility
credibility which is external to the message. A more reliable influence on persuasion than intrinsic credibility
intrinsic credibility
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
objective
a source w/o self-interest in a topic; unbiased
reluctance
advocating a message against the source’s own self-interest
similarity
extent to which an audience is like the audience
trustworthiness
audience perception that they can believe the source
effects of expertise and trustworthiness on persuasion are lesser/greater than the effects of attractiveness or similarity
greater
source credibility has effects on persuasion only if the source is:
identified before the message is heard or read
sources can influence persuasion in 3 ways:
1) serve as arguments
2) serve as cues
3) affect argument processing
2 important aspects of cognitive responses
1) their valence (favorable or unfavorable)
2) their number
2 ways credibility can affect argument processing
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
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
T
T or F: moderately credible sources can be more effective than highly credible sources when the message agrees with the audience
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
cognitive response model
persuasion occurs when people think about messages
T or F: A speaker is credible only if the audience addressed believes he/she is credible
T
2 most influential aspects of sources
expertise and trustworthiness
