Chapter 8

Question 1

Elaboration likelihood model

Answer 1

Persuasion takes on two routes — the central route and the peripheral route

Question 2

Central route

Answer 2

Logic, careful thinking, strong arguments

Question 3

Peripheral route

Answer 3

Superficial cues, easy-to-process signals, automatic emotional responses

Question 4

Motivation

Answer 4

How much do you care to interpret the message

Question 5

Ability

Answer 5

How much cognitive resource, time, and knowledge can you devote to message?

Question 6

High motivation and ability lead to the ____ route, and low motivation and ability lead to the ____ route.

Answer 6

Central; Peripheral

Question 7

What does the comprehensive exam study illustrate?

Question 8

Long-lasting change is more ____, immediate change is more ____

Answer 8

Central; Peripheral

Question 9

What are some Source Characteristics?

Answer 9

• Attractiveness
• Credibility
• Certainty
• Quality

Question 10

What are some Message Characteristics?

Answer 10

• Quality
• Vividness
• Fear
• CUlture

Question 11

Sleeper-effect

Answer 11

Messages from unreliable sources initially exerts little influence but later causes attitudes to shift
- We tend to dissociate the message from the source

Question 12

Identifiable victim effect

Answer 12

Tendency to be moved by the vivid plight of a single individual than by a more abstract number of people
- Only applies when victim is not responsible for their own plight

Question 13

What are some audience characteristics?

Answer 13

• Need for cognition
• Mood
• Age

Question 14

Metacognition

Answer 14

Thinking about your own thinking

Question 15

Self-validation hypothesis

Answer 15

Feeling confident about our thoughts validates those thoughts and persuades us to follow them
- Easier to recall = more confident = more persuaded by the information

Question 16

Shared attention

Answer 16

We process stimuli more deeply when we perceive that many others are simultaneously attending to the same stimuli

Question 17

Agenda control

Answer 17

Topics that are covered frequently are thought to be prevalent/important

Question 18

Selective attention

Answer 18

We pay more attention to arguments that confirm our original attitudes

Question 19

Selective evaluation

Answer 19

We evaluate information in ways that confirm our initial attitudes

Question 20

Thought polarization hypothesis

Answer 20

Extended thought about a particular issue tends to produce a more extreme, entrenched attitude
- Except when people had either a) little motivation or b) little knowledge about the topic

Question 21

Attitude Inoculation

Answer 21

Resisting a “small” attack on our attitude makes us better able to resist “larger” attacks later on