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48 Cards in this Set
- Front
- Back
Cognitive response model
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argues that persuasion is not caused directly by messages; we are only persuaded if we have thoughts that agree with the message. Therefore, persuasive messages create attitude change by encouraging listeners to have favorable thoughts.
• Messages that prompt predominantly favorable target-generated thoughts should be persuasive • Messages that prompt mostly unfavorable target-generated thoughts should be unpersuasive |
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Number of Cognitive Response affects extremeties.. not
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whether person is persuaded or not
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Mindless
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automatic pilote
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What affects the degree of elaboration
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ability and motivation
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what affects ability
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Distraction, prior knowledge
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What affects motivation
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Involvement, Need for cognition, Multiple sources with multiple arguments
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Need for cognition
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How much the receiver enjoys thinking
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Involvement
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How personally relevant the issue is to the receiver
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Multiple sources with multiple arguments
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One source - cue
multiple sources - elaborates more |
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Under conditions of high elaboration, the resulting attitude depends on
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whether the person has predominantly favorable or unfavorable thoughts about the position
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Simple judgment cues
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credibility, liking, consensus, and superficial message characteristics
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Changes in attitude that result mostly from central/systmatic processing will..
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show greater temproal persistance, greater prediction of behavior, greater resistance to counterpersuasion
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According to ELM, one route tends to
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be dominant
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HSM makes specific predictions on how the 2 routes impact each other guided by...
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sufficiency principle
additivity effects interaction effects |
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Sufficiency principle
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• People are motivated to produce accurate judgments
but people don’t want to spend too much or too little time/effort making a decision |
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Unambiguous Strong
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(the important attributes out number the unimportant attributes)
4 important attributes & 2 unimportant attributes |
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Unambiguous Weak
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unimportant attributes outweigh important attribute)
4 unimportant attributes & 2 important attributes |
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Ambiguous
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(equal number to strong to weak messages)
3 unimportant attributes & 3 important attributes >>for those who are high elaborators they will experience doubt. |
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For the ambiguous message:
Source credibility |
influenced participants’ attitudes regardless of task importance>> even high elaborators looked at the cue
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• Systematic 1
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o Intuition
Not open to introspection Governed by habit so difficult to change Similar to the features of perceptual processes |
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• System 2
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o Reasoning
Consciously monitored and deliberately controlled Flexible but effortful Capacity for mental effort is limited |
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Heuristics can be defined as
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Attribute substitution
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Attribute substitution
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Occurs when people offer a reasonable answer to a question they have not been ask - when people are confronted with a difficult question sometimes they answer an easier one instead
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accessibility
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• A thought is highly accessible when it comes to mind spontaneously and effortlessly
o Things that are larger, and louder tend to catch our attention o Similarity – things more are more accessible. If you’re looking for a new car to buy you may start seeing it more often cause it’s on your mind o Evaluation is key Our attitudes are highly accessible and change our ability to perceive things without our conscious awareness |
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• Credibility
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first most important
consists of trustworthiness and expertise |
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• Liking
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second most important
second in terms of having an impact on persuasion – it induces greater perceptions of trustworthiness |
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• Similarity and • Attractiveness
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Tied for third
affects liking |
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Similarity on training
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leads to a negative effect on expertise – less persuasion
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• Nonfluencies – slips of tongues – affect ONLY
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the expertise component
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• Position advocated (expectancy-violation) – you expect someone to be bias, but they surprise you and aren’t – leads to greater
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credibility
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• The more involved a receiver is with the issue in the message the
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Less credibility matters
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• High credibility is more persuasive with a
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counter attitutional message
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• Low credibility is more persuasive with a
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pro attitutional message
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• Identifying the source after the message minimizes the effect of
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crebility
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• The effect of liking on influence is obtained under conditions of
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low issue involvement
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Implicit conclusion
why better |
the target must derive the resulting conclusion independently
receivers may be more persuaded because they reached the conclusion on their own |
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explicit conclusion
why better? |
The author provides premises and states the resultung conclusion
Receivers are less likely to misunderstand the point of the message |
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overall, ____ conclusion messages are more effective
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explicit
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The advanatege of explicit conclusion message occues
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independent of target intelligence
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Order of effectiveness
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1.) 2 sided refutational
2.) 1 sided message 3.) 2 sided non-refutational |
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Overall, targerts are nmore persuaded by messages with_______
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evidence than without
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Evidence
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information provided to support a message argument
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Types of evidence
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Narratives - specific instance or case study
Statitics - numerical summary of large number of cases Messages that emply both types of evidence ar emore persuasive than messages that use only one type |
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3 basic elements of emotion
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1.) cognition apprasial
2.) Physiological change 3.) Action tendency - motivation component |
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Fear appeals
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A message that contains graphic message content, a message that arouses fear or anxiety in message targets
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Response efficacy
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the belief that a recommened solution to the fearful situation will be effective
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Self efficacy
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The belief that one can effectively perfrom the recommended behavior
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People who have high perceptions of both response and self efficacy will take part in
if low |
danger control
fear control |