chapter 8

Question 1

elaboration likelihood model (ELM)

Answer 1

a model of persuasion maintaining that there are two different routes to persuasion; the central route and the peripheral route

Question 2

central route

Answer 2

a route to persuasion wherein people think carefully and deliberately about the content of a persuasive message, attending to its logic and strength of its arguments, as well as to related evidence and principles

Question 3

peripheral route

Answer 3

a route to persuasion wherein attend to relatively easy to process, superficial cues related to a persuasive message, such as its length or the expertise to attractiveness of the source of the message

Question 4

source characteristics

Answer 4

characteristics of the person who delivers a persuasive message, such as attractiveness, credibility and certainty

Question 5

sleeper effect

Answer 5

an effect that occurs when a persuasive message from an unreliable source initially exerts little influence but later causes attitude to shift

Question 6

message characteristics

Answer 6

aspects, or content of a persuasive message including the quality of the evidence and the explicitness of its conclusions

Question 7

identifiable victim act

Answer 7

the tendency to be more moved by a vivid plight of a single individual than by a more abstract number of people

Question 8

audience characteristics

Answer 8

characters of those who receive a persuasive message, including need for cognition, mood and age

Question 9

metacognition

Answer 9

secondary thoughts that are reflective on primary thoughts (cognitions)

Question 10

self-validation

Answer 10

the idea that feeling confident about our thoughts validate those thoughts, making it more likely that we’ll be swayed in their direction

Question 11

agenda control

Answer 11

efforts of the media too elect certain events and topics to emphasize, thereby shaping which issues and events people think are important

Question 12

thought polarization hypothesis

Answer 12

the hypothesis that more extended thought about a particular issue tends to produce a more extreme, entrenched attitude

Question 13

attitude inoculation

Answer 13

small attacks on people beliefs that engage their preexisting attitudes, prior commitments, and background knowledge, enabling them to counteract a subsequent larger attack and thus resist persuasion