Chapter 6 Flashcards
A positive, negative, or mixed reaction to a person, object, or idea.
attitude
A multiple-item questionnaire designed to measure a person?s attitude toward some object.
attitude scale
A phony lie-detector device that is sometimes used to get respondents to give truthful answers to sensitive questions.
bogus pipeline
The process by which a person thinks carefully about a communication and is influenced by the strength of its arguments.
central route to persuasion
The theory that holding inconsistent cognitions arouses psychological tension that people become motivated to reduce.
cognitive dissonance theory
The process of thinking about and scrutinizing the arguments contained in a persuasive communication.
elaboration
An electronic instrument that records facial muscle activity associated with emotions and attitudes.
facial electromyograph (EMG)
A covert measure of unconscious attitudes derived from the speed at which people respond to pairings of concepts?such as black or white with good or bad.
Implicit Association Test (IAT)
An attitude, such as prejudice, that one is not aware of having.
implicit attitude
The idea that exposure to weak versions of a persuasive argument increases later resistance to that argument.
inoculation hypothesis
A condition in which people refrain from engaging in a desirable activity, even when only mild punishment is threatened.
insufficient deterrence
A condition in which people freely perform an attitude-discrepant behavior without receiving a large reward.
insufficient justification
A personality variable that distinguishes people on the basis of how much they enjoy effortful cognitive activities.
need for cognition (NC)
The process by which a person does not think carefully about a communication and is influenced instead by superficial cues.
peripheral route to persuasion
The process by which attitudes are changed.
persuasion
