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49 Cards in this Set
- Front
- Back
Likert Scale |
Quasi-Direct measure, single item
A series of opinion statements, respondents read each item & indicate their agreement or disagreement with each statement.
Presumes there are equal intervals among categories. EX: strongly disagree, disagree, neutral, agree, strongly agree
Most often 1-5 or 1-7 scales |
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Guttman Scale |
A scale that progresses from items easiest to most difficult to accept
Highest score = people agree with all of the items
Useful for tackling difficult subjects such as abortion |
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Semantic Differential |
Direct measure, single item
Focuses on emotional aspect of attitude.
Indicate feelings about an object on a pair of bipolar adjective scales. Scale assesses different meanings people ascribe to a person or issue
Focused on ONE object but you get MULTIPLE evaluations for that one attitude. EX: class evaluations |
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Semantic Differential - 3 dimensions to rate concepts |
1. Evaluation (good or bad for me?) 2. Potency (strong or weak?) 3. Activity (active or passive?) |
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Thurstone Scale |
Quasi-direct measure
Basically just circle/check off statements you agree with
Ranking = points assigned to it. Take average rankings |
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Likert Scale |
Direct measure, single item
A series of opinion statements, respondents read each item & indicate their agreement or disagreement with each statement.
Presumes there are equal intervals among categories. EX: strongly disagree, disagree, neutral, agree, strongly agree
Most often 1-5 or 1-7 scales |
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What is a direct measure of attitude? |
Likert scale, Semantic differential. Good for when you only care about a certain attitude.
Not as good for capturing ambivalence. |
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What is an unstructured measure of attitude? |
Essay or free response. Can capture ambivalence, but causes a lot of missing data.. people skip the questions
Focus groups
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What are physiological indicies? |
How much arousal someone gets from looking at something; their body response
Heart rate, salivation, skin response (sweat), pupil dialation, eye tracking.
Does not give you valence, can be inaccurate |
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What is the error-choice test? |
AKA information test. A question with two M/C answers, but both answers are wrong.
Difficult to come up with two choices that have the real answer in the middle. Can throw people off if they know the real answer. |
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What should you keep in mind when writing measures of attitude? |
Pretest, pretest, pretest!
Avoid double-barreled questions - "How much confidence do you have in Obama to handle X and Y?"
Validity concerns - are we actually measuring at attitude, or capturing something else?
Reliability concerns - are our measures consistent? |
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What are two factors that can cause bias? |
Survey context: questions appearing earlier in the survey can influence later responses. Question-order effects
Wording: misleading/confusing questions, double negatives.. |
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What is one other way to measure attitude strength? |
Reaction time. Most often measured in milliseconds.
(IAT - Implicit association test) |
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What are the pitfalls in attitude measurement? |
Respondent carelessness in answering the questions
People’s desire to say the socially appropriate thing rather than what they truly believe
Tendency to agree with items regardless of their content |
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What are Perloff's recommendations to ask good questions? |
○ Use words that all respondents can comprehend ○ Write specific and unambiguous items ○ Avoid double negatives ○ Pretest items to make sure people understand your questions ○ If you think order of questions will influence respondents, ask questions in different sequences to check out order effects ○ Avoid politically correct phrases that encourage socially desirable responses ○ Write items so that they take both the positive and negative sides of an issue (to reduce respondents’ tendency to always agree) ○ Consider whether your questions deal with sensitive, threatening issues (sex, drugs, antisocial behavior). If so, ask these questions at the end of the survey, once trust has been established ○ Allow people to say “I don’t know.” This will eliminate responses based on guesses or a desire to please the interviewer
○ Include many questions to tap different aspects of the attitude |
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What is the summative measure of attitudes? |
* The content is ignored, what matters is how much a belief is evaluated and how strongly it is heldBelief x evaluation = attitude |
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What is charisma? |
A powerful influence on ordinary people.
A man treated as superhuman or having exceptional qualities |
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What are two factors that complicate charisma effects? |
--Interaction with audience factors Followers influence self-perception of leaders, there is an inter-play between leader & followers that builds a strong relationship between them
--Historical factors A person who has charisma in one era might not have the same influence in another Chemistry exists from a particular set of circumstances, psychological needs, and social conditions |
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What are the 3 fundamental communicator characteristics? |
Authority, Credibility, Social attractiveness |
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What is authority? |
Not a persuasive strategy, it's coercion. Influence through compliance
Audience tries to gain reward or avoid punishment.
Milgram's obedience experiments |
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What are 3 explanations for Milgram's results? |
Early socialization - people are socialized to obey authority
Trappings of authority - "aura of legitimacy" - experimenter's clothes, institution status, experimenter's gender
Binding forces - people thought they did not have adequate knowledge or expertise |
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What are the definitions of credibility? |
Main source factor - believability of communicator
Attitude toward a source of communication held at a given time by a receiver.
Audience shares same values/attitudes as communicator. Not something a speaker just has - speaker has to earn it.
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What are the factors that influence credibility? |
Education Occupation Experience Nonfluencies in speech delivery (um, uh) Speech rate Citing evidence sources Position avocated Liking Humor |
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Why does credibility matter? |
Highly credible people are not always going to be the most persuasive
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When does credibility matter? |
Does not matter when the issue is of high or low personal relevance to the audience
Does not matter if the source is revealed at the beginning |
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What's the difference between counterattitudinal and proattitudinal messages? |
Counterattitudinal: against your attitude (high credible source = persuasive)
Proattitudinal: agrees with your attitude (low credible source = persuasive)
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What are the core characteristics of credibility? |
Expertise: -knowledge or ability of the communicator -belief that the communicator has special knowledge
-perceived honesty, character, & safety of the communicator -A speaker can be seen as an individual of integrity & character
Goodwill -Perceived caring -Speaker conveys they have the listeners' interest at heart. Empathetic towards audience |
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What are the two types of bias? |
Knowledge bias- Thinking that the communicator is biased. The audience member thinks the speaker's background has prevented them from being objective
Reporting bias- Perception that the communicator has chosen to not disclose certain facts or points of view |
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What is the role of context in credibility? |
Situational factors......
--Audience size: Large class, you want the prof to be loud & entertaining. Small class, you want the prof to be empathetic & caring.
--Communicator role: Functions the communicator performs for the individual. EX: Therapist - composure, poise, character
--Cultural & political context |
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What is social attractiveness? |
Influence through identification. Audience wants a positive relationship & identify with the speaker.
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What are the 3 components to social attractiveness? |
Liking, similarity, physical attractiveness |
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What is liking? |
Credibility can override liking. If you think someone is highly credible, it doesn't matter if you like them or not.
Communicators are most successful when they are liked.
Relevance can influence liking - if something is very relevant to you it doesn't matter if you like the speaker
Disliked communicators can be more persuasive - do a better job of changing attitudes than a liked communicator |
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What is similarity? |
Indirectly influences persuasion.
Difficult to measure
Similarity influences liking, liking increases trustworthiness and influences persuasion |
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What is physical attractiveness? |
Indirectly influences persuasion.
Works in the same way similarity does - influences someone, increases credibility thru trustworthiness
Attraction → liking → trustworthiness → credibility
Matters most in low relevance topics/situations. Used in advertising a lot. |
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What are strategies to increase the chances of turning an interview into a job offer? |
Dressing nicely
Researching the company - credibility
Being prepared - likeability, not nervous |
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What are interview strategies related to source factors? |
Similarity - finding common ground
Credibility/attractiveness - dressing well
Experience - prepared to talk about your resume
Speech rate - come prepared, be calm
Reliable/trustworthiness - arriving on time |
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Name as many sequential influence strategies as you can? |
Foot-in-the-door door-in-the-face pre-giving low-balling that's-not-all fear-then-relief pique disrupt-then-reframe |
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Why does foot-in-the-door work? |
Bem's self-perception theory. You do a favor, you think of yourself as someone who does favors. Then you agree to the second request for that reason.
Consistency needs... it's dissonant to reject a second request after complying with the first.
Social norms... social responsibility, help those in need. |
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What was Rittle's study? |
Foot in the door technique.
Self-perception theory... someone asked to help child get candy out of the machine was more likely to agree to volunteer at a kid's event. |
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When does foot-in-the-door work? |
Works better with pro-social issues & when second request is a logical step-up from the first.
Doesn't work with the bang-bang request |
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Why does door-in-the-face work? |
Guilt about turning down the first request
Want to be flexible, "meet halfway"
Second request seems less costly |
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When does door-in-the-face work? |
Works better with pro-social issues
Works better when the same person makes both requests
Works better with a short delay between the two requests |
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Why does pre-giving work? |
People feel socially obligated to RTF
People don't like to feel indebted to others
Gratitude, liking |
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When does pre-giving work? |
When the target accepts teh favor When the target & persuader are strangers
CAN BE UNETHICAL: Drug companies & doctors |
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What is low-balling? |
Persuader induces someone to comply with a request & then "ups the ante" by increasing cost of compliance
Used car salesman.
Persuader begins with a small request & then adds on a grandiose alternative.
Action initially requested is the TARGET BEHAVIOR, what changes is the COST associated with the target action |
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Why does low-balling work? |
Once you agree to a request, you're dissonant at the thought of backing away from the request
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What is pique? |
Make the request in an unusual manner. Interest is piqued, refusal script is disrupted
EX: asking for "17 cents" instead of a quarter |
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What is disrupt-then-reframe? |
Disrupts the "ongoing script" then reframes the request.
Saying "it's a bargain" or going door-to-door. Recounting bills at donut shop counter. |
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What is compliance-gaining? |
Any interaction in which a message's source attempts a target to perform behavior that the target might not otherwise perform
Focus on communication. |