Study Comm 628 - Exam 1 Flash Cards

 
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Comm 628 - Exam 1

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Implicit Association Test
-2 concepts - associated words with the concepts are ranked as positive or negative
Strategies to Reduce Dissonance Without Behavior Change
-Denial - of inconsistency
-Bolstering - adding consonant
-Transcendence - altering importance
-Differentiation - splitting object into parts (e.g. smoke low tar rather than high tar.)
Cognitive Dissonance: 4 Stages of Decision Making
1) Conflict
2) Decision
3) Cognitive Dissonance
4)Dissonance Reduction
Hypocrisy
-point out inconsistency in past behavior and attitudes so behaviors will fall in line with attitudes.
induced compliance
-someone advocates a position that is inconsistent with their existing attitudes.
-lawyers/politicians will experience dissonance when defending/talking about something they don't agree with unless they change their perception into a positive one
Dissonance Deifinition
negative, unpleasant state that occurs whenever a person holds two cognitions that are psychologically inconsistent.
Balance Theory
-Theory that assumes that in a quest for balance among inconsistent thoughts, the weakest relationship is most likely to change.
Perceived Behavioral Control
-how easy or difficult it is to perform a specific behavior
Theory of Planned Behavior
-Theory expanded the Theory of Reasoned Action to include perceived behavioral control.
Subjective Norms: Normative Beliefs
-beliefs about what specific individuals/groups think you should or shouldn't do.
Third Person Effect
-states that a person exposed to a persuasive communication in the mass media sees it as having a greater effect on others than on himself or herself
LaPiere's Study
-study
-restaurants said they wouldn't serve Chinese but they did when Chinese physically came to their restaurant.
Attitude-Behavior Relationship
-no concrete relationship but sometimes you're able to infer attitudes through the individuals behaviors.
Values Definition
-enduring beliefs that some ways of behaving and some goals are preferable to others
-guiding principles in one's life
Beliefs Definition
-what a person assumes to be true or false about the world.
-assumed to be facts by that person
Attitude Definition
-a learned predisposition to repsond favorably/unfavorably toward some object.
-can be + or -
3 Outcomes of Persuasion
1) Change - attitudes, beliefs and behaviors
2) Reinforce - current " " "
3) Shape - " " "
Persuasion Ethics
-Not ammoral to teach persuasion
-It is the person using it that can make it unethical - for the wrong reasons.
Persuasion Definiton
-a successful intentional effort at influencing another's mental state through communication in a circumstance in which the persuadee has some measure of freedom.
Externalizers
-people who are interdependent and blame futures/cognitions/attitudes on others/fate.....experience less dissonance.
Internalizers
-people who are independent and believe they're more repsonsible for their futures/cognitions/attitudes will experience more dissonance than those who rely on others/fate.
Justifying Efforts
-people who work harder toward decreasing dissonance/for a certain goal will enjoy that thing much more.
-ex) pledging a frat
How to Reduce Dissonance
-people can reduce dissonance by changing one of their inconsistent thoughts.
Cognitive Dissonance Theory
-Theory that says whenever a person holds thoughts that're inconsistent with one another, the person will experience a state of tension.
MODE (Motivation and Opportunity and Determinants)
-combination/integration of Fazio's Process Model and Theory of Reasoned Action
-T. R. Action is used for important behaviors that might have important consequences
-Fazio's P. Model is used for quick/impulse decisions w/ unimportant consequences of behavior
Fazio's Process Model
-Theory/Model
-assumes that people act on impulse and don't always deliberate about behaviors before acting on attitudes
Theory of Reasoned Action
-theory that assumes people deliberate about the wisdom of a given course of action
-people consider, weigh and combine attitudes toward behavior and subjective norms before making a decision
attitude accessibility
- How easily attitudes come to mind
-attitudes differentiated based on indirect/direct experiences
-ex) cockroach = "YUCK"
-ex) "what thai place should we eat at?" - you have to think about it
Evaluative Priming
-people respond faster to items if they have a positive attitude towards it
Error Choice Technique
people guess according to their attitudes on the over all topic if they don't know how to answer the question
Lost Letter Technique
Indirect Measure of attitude technique where letters of opposition or acceptance of a topic are distributed
-whoever returns the letter accepts or approves of the topic in question
Indirect Measures of Attitude
-Measure of attitude
-captures unconcious attitudes of the respondent w/out them being aware.
Direct Measures: Multiple-Item
-different styles of questions and types of scales used in order to judge a person's attitude
-helps emiminate bias
Direct Measures: Single-Item
-single question asking respondents to report their attitudes on an issue
-problem w/ bias and misleading questions
2 Types of Direct Measures Of Attitude
1) Single-Item Measures
2) Multiple-Item Measures
2 Reasons we need Effective Measures of Attitudes
1) to predict behavior
2) to know whether attitudes change in response to persuasion attempts
Debunking Function for Studying Persuasion
-reason for studying persuasion
-studying persuasion can help us determine which persuasive strategies work best, or not at all
-ex) subliminal messaging doesn't work
Defensive Function of Studying Persuasion
-reason for studying persuasion
-enhances ability to disregard certain persuasive messages/not be taken in be deceptive ads.
Knowledge/Awareness Function of Studying Persuasion
-reason for studying persuasion
-to enhance your knowledge and awareness of the persuasion process
Instrumental Function of Studying Persuasion
- reason for studying persuasion
-it helps people become better persuaders themselves
4 Functions of Studying Persuasion
1) Instrumental Function
2) Knowledge Function
3) Defensive Function
4) Debunking Function
persuasion in interpersonal settings
-face to face persuasion in social interaction and conversations is very deceptive and easily convinces others
-ex) "hurry up asshole"
persuasion in art
-artists such as painters, filmmakers, etc. use their work to voice their political and social views.
- ex) Schindler's list - Nazi's bad.
persuasion in science
-scientists must convince others that their research has merit and is superior to similar/rival theories
tipping point
-idea of Malcolm Gladwell
-WOM is a "virus"
-message spread until contagious and society is infected with this message
buzz marketing
-type of marketing
-relies heavily on Word of Mouth Advertising to pass persuasive messages from person to person
Examples of Bad Uses of Persuasion
- Rise of Nazi's in WWII, Hitler convincing people to take part in genocide
-Stalin's reign of terror
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