W5 Readings: B&B Ch. 2,10 Flashcards
Boomerang effect
a situation where the audience member becomes less favorable to the persuasive message after hearing it
ability
being able to give full attention to the message
Central route to persuasion
a process in which the aud. member considers the content of a message carefully
cognitions
thoughts and feeling: beliefs, attitudes, and values
Cognitive response model
model in which persuasion occurs as a result of one’s thoughts or cognitions regarding a persuasive message
involvement
the importance or personal relevance of a topic to a listener
need for cognition
a personality trait which indicates the likelihood that an individual will engage in central route processing
peripheral route to persuasion
a situation where the audience considers shortcut cues
valence
primary characteristic of being favorable or unfavorable to a message
what directly causes us to be persuaded?
our thoughts
2 routes to persuasion
central and peripheral routes
the most influential cog. response model
elaboration likelihood model (ELM)
agreement effect
the principle that situations where both people rate the attitude object similarly are perceived as being more pleasant than situations where the 2 people disagree
assertion constant
a hypothesis which states that, when a source expresses liking of a concept, the assertion will influence attitudes to that concept more than attitudes to the source
associative assertion
an assertion whereby the source expresses liking of a concept
