PEC final

Question 1

Learning is…

Answer 1

…relatively permanent change in behavior as a consequence of behavior.

Question 2

Cognitive Learning is…

Answer 2

…learning aimed at obtaining knowledge or insights.

Question 3

Operant Conditioning is based in…

Answer 3

…reinforcement and punishment.

Question 4

People copy other people’s behavior when…

Answer 4

…they are aware of it, when they can memorize it and when it comes from a role model.

Question 5

Gestallt believe…

Answer 5

…we give meaning to all stimuli, observe and make unity of them.

Question 6

Three things that influence attention are…

Answer 6

…context, foreknowledge and expectations.

Question 7

Peripheral route persuasion is…

Answer 7

…attitude change without conscious processing.

Question 8

Central route persuasion is…

Answer 8

…conscious processing of arguments in the message.

Question 9

Four main ways of learning are…

Answer 9

…classical conditioning, operant conditioning, social learning and the mere exposure theory.

Question 10

Key points of the mere exposure theory are…

Answer 10

…more exposure = better attitude, familiar is preferred over unfamiliar and the wear in and wear out effect.

Question 11

Define Cialdini’s Authority.

Answer 11

We are automatically inclined to obey authority.

Question 12

Define Cialdini’s Unity.

Answer 12

A shared identity that both the influencer and influencee are a part of.

Question 13

Define Cialdini’s Reciprocity.

Answer 13

We try to compensate proportionally to what another person has given us.

Question 14

Define Cialdini’s Consistency and Commitment.

Answer 14

The personal and interpersonal pressure to behave according to earlier choices or stances.

Question 15

Define Cialdini’s consensus.

Answer 15

In certain situations we view certain behavior as right measured by the extent of other people showing this behavior.

Question 16

Define Cialdini’s Scarcity.

Answer 16

Things seem more valuable to us when they are harder to come by.

Question 17

Define Cialdini’s Liking.

Answer 17

People preferably say yes to people they know and like.

Question 18

Priming is…

Answer 18

…introducing a topic in an existing context of images and prejudice: “remember?”

Question 19

Framing is…

Answer 19

…creating a new context/frame to look at a topic: “look at it from this point of view.”.

Question 20

Agenda setting is…

Answer 20

…the media don’t tell you what to think, but what to think about.

Question 21

The limited effects theory is…

Answer 21

…influence from mass media message on individuals is limited or even trivial.

Question 22

7 propaganda techniques are…

Answer 22

…name calling; glittering generality; transfer; testimonial; plain-folk; card tactics; band-wagon.

Question 23

The two step media theory is…

Answer 23

…most people are not directly influenced by mass media, and instead form their opinions based on opinion leaders who interpret media messages and put them into context.

Question 24

Examples of McLuhan’s metaphors are…

Answer 24

…the medium is the message, the global village.