chapter 4 Flashcards
(27 cards)
attitude
an opinion
heritibility index
an index of how heritable certain outlooks are
what do attitudes do
help us make a decision and guide out behavior and beliefs
strong attitudes
ones we find important to our self concept
attitude consistancy
attitudes are stronger when ABC’S align
theory of planned behavior
assumes that individuals act rationally according to their attitudes, subjective norms, and percieved behavioral control
attitude behavior consistancy
consistancy between cognitive and effective components of attitudes
communicators
people attempting to pursuade
messages
persuasive content attempting to change attitudes
message recipient
individual recieving messages
factors that increase persuasion
physical attraction, similarity to the recipient, confidence and speed
the sleeper effect
we can be good at ignoring messages from untrustworthy sources but remember the message content rather than what made the message untrustworthy
peripheral route to persuasion
spontaneous and heuristic
central route to persuasion
thoughtful and systematic
peripheral processing
focused on aspects that are most obvious without much attention to the message itself
chaiken
peopl eresponded better to the arguments of a more likable person then they did to an unlikable person even if the arguments were weak
mood
if we are feeling good we are less likely to evaluate systematically
fear appeals
we are more sensitive to negative information
central processing
carefully evaluating persuasive messages and their arguments
when do we take the central route
when we have motivation and ability
when do we take the peripheral route
any time we dont take the central route
petty 1981
three variable study, found that when motivation was low, students tend to pay more attention to peripheral cues
what kind of processing is most effective
both central and peripheral processing can be successful if used appropriately
forwarning
practicing how to respond to be successful in counterarguments
