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Comm 318 > Test 1 > Flashcards

Test 1 Flashcards

1
Q

Define persuasion

A

Any message that is intended to shape, reinforce, or change the responses of another, or others

  • shape
  • reinforce
  • change
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2
Q

Define shape

A

no established pattern of response

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3
Q

Define reinforce

A

reinforcing currently held beliefs, attitudes, or behaviors

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4
Q

Define change

A

involves affecting another person’s cognitions, attitudes, or behavior

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5
Q

goals and targets of persuasion

A

what is being changed, shaped, or reinforced?

1) cognitions: beliefs about the world
2) attitudes
3) behavior

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6
Q

definition of attitude

A

a learned predisposition

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7
Q

characteristics of attitudes

A
  • are learned
  • relatively enduring, may evolve
  • guide behavior
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8
Q

what are the sources of attitudes

A

3 sources:

1) cognitions
2) affective/emotion
3) past behavior

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9
Q

what are the two characteristics of attitudes

A

1) attitudes accessibility: attitudes vary in how quickly they may be retrieved from memory and applied
2) attitude strength: we hold some attitudes more/less strongly than others

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10
Q

What is the LaPierre study and the attitude-behavior controversy

A

(1934) Chinese couple traveling, visited hotels and restaurants and was refused by one. 6months later, surveys were sent out to the same establishments, most replied saying they would NOT house a person from China. **raised considerable questions about the attitude-behavior relationship

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11
Q

What are some problems measuring attitudes

A
  • carelessness: not paying attention to detail
  • extremity: tendency to select extreme, most responses on the scale
  • acquiescence: agreeing with an item, regardless of its content
  • social desirability: the tendency to give socially appropriate responses to avoid looking “bad” or “uninformed”
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12
Q

What is measurement correspondence (TACT)

A

the degree of match between attitude measure and the behavior measure

  • Target: what is the attitude object
  • Action: what is being done to the object
  • Context: in what setting does the action occur
  • Time: when does the action take place

TACT=target, action, context, time

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13
Q

What are some instances when attitudes are most likely to predict behavior?

A
  • social norms are unimportant
  • time is limited
  • attitudes are based on direct experience
  • attitudes are accessible
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14
Q

What are some differences between conditioning and learning

A
  • attitudes are learned in multiple ways
  • learning: a relatively stable change in behavior that results from prior experiences
  • conditioning: to cause to respond in a specific manner to a specific stimulus.
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15
Q

What are some general types of learning/condition theories

A

1) behavioristic

2) cognitive

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16
Q

define behavioristic

A

people are regarded as reactive victims of external rewards and punishments with no freedom of choice or capacity for self-direction, attitude and behavior change occur automatically, without conscious human awareness

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17
Q

define cognitive

A

shape external reality and determine responses to the environment, free will is critical

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18
Q

what are some types of conditioning/learning

A
  • classical conditioning (high-order classical conditioning)
  • operant conditioning
  • observational learning
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19
Q

what is classical conditioning

A

occurs when a connection is drawn between two events in the environment

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20
Q

what are the steps in classical conditioning

A

1) Unconditioned stimulus (UCS)
2) Unconditioned response(UCR)
3) Conditioned stimulus(CS)
4) conditioned response (CR)

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21
Q

what is the main idea in classical conditioning

A

is that UCS-CS pairing is created and eventually the CS alone elicits the UCR (which then becomes the CR)

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22
Q

what is higher-order classical conditioning

A

works the same way as classical conditioning, however, a conditioned response is transferred to a different conditioned stimulus

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23
Q

what are the steps in higher-order classical conditioning

A

1) conditioned stimulus (CS)
2) conditioned response(CR)
3) conditioned stimulus(CS)
4) conditioned response(CR)
* think of value meals…

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24
Q

what is operant conditioning

A

based on the idea that people act to maximize positive and minimize negative consequences

  • reinforcement is key
  • positive=reward
  • negative=punishment
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25
Q

social cognitive theory

A

explains how patterns of behavior are acquired and how their expression is continuously regulated by both self-and other-generated sources of influence

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26
Q

what are some assumptions on social cognitive theory

A

there are limits to what can be learned via trial-and-error

-through observing others, individuals gain info on how to enact a behavior

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27
Q

what are the three important functions that observations serves

A

1) information function
2) motivational function
3) reinforcement funtion

28
Q

what is informational function

A

allows hypothesis testing about the outcomes associated with a behavior

29
Q

what is motivational function

A

establishes a value for a behavior and incentive to enact (or not enact) a behavior

30
Q

what is reinforcement function

A

strengthens the connections between previously learned behaviors and their consequences

31
Q

what are the key components of Fishbein’s theory of attitudes

A
  • a mathematical model of attitudes
  • attitude toward a behavior is a function of:
    • beliefs about the implication of the behavior
    • the corresponding evaluations of those consequences
32
Q

what are the persuasion strategies offered by the theory of attitudes

A

implies: change & existing belief:
- change an existing evaluation
- add a new belief

33
Q

what are the components of the theory of reasoned action (TRA)

A
  • behavior
  • behavioral intention
  • attitude
  • subjective norms
34
Q

in TRA explain behavior

A

any action that one can perform

35
Q

in TRA explain behavioral intention

A

a plan to act (or not)

36
Q

in TRA explain attitude

A

a relatively global evaluation of some object based on the combination of beliefs and evaluations

37
Q

in TRA explain subjective norms

A

involve the influence of important others

38
Q

What is the theory of Perceived behavioral control (TPB)

A

it is a general estimate of liklihood that a person could, if he/she wished, enact a particular behavior

1) perceived facilitation
2) control beliefs

39
Q

in TPB, what is perceived facilitation

A

refers to the availability of resources needed to execute a behavior (do i have the resources?)

40
Q

in TPB, what is control beliefs

A

they are the beliefs that an individual holds regarding his/her personal ability to carry out a behavior (can i do it?)

41
Q

what is the difference between TRA and TPB

A

TPB includes perceived behavioral control and TRA doesn’t

42
Q

what are the components of social judgement theory

A
  • anchor
  • latitude of acceptance
  • latitude of rejection
  • latitude of non commitment
43
Q

what is an anchor

A

ones position on an issue

44
Q

what is a latitude of acceptance

A

positions in an issue that are around the anchor, pretty close to what you believe

45
Q

what is latitude of rejection

A

positions on an issue that wont work

46
Q

what is latitude of non-commitment

A

don’t despise, but don’t love, positions that are acceptable

47
Q

how does the social judgement theory work

A
  • message that falls in the latitude of acceptance, assimilation occurs
  • message that falls in the latitude of non-commitment, may cause greatest amt of change
  • message that falls in the latitude of rejection, contrast error occurs
48
Q

what is the boomerang effect

A

attitudes change in opposite direction from what the message advocates

  • listener driven away instead of drawn
  • convince me to like>already dislike>hate even more
49
Q

What are social epidemics

A

there are 3 characteristics/ 3 rules

1) contagiousness
2) small changes->large effects
3) change not catalyzed slowly but in one dramatic moment

50
Q

what are the 3 rules in social epidemics

A

1) law of the few
2) stickiness factor
3) power of context

51
Q

what are social norms

A
  • tell us how we should behave

- socially constructed

52
Q

what do norms refer to

A

expectations held by a group of people about what behavior/opinions are right/wrong.

  • socially constructed
  • constantly re-negotiated
  • different from formal rules
53
Q

what are collective norms

A
  • operate at the level of an entire social system
  • emerge thru interaction among community members
  • represent a collective’s code of conduct
54
Q

what are perceived norms

A
  • operate at the individual level
  • are individuals interpretation of collective norms
  • perceived norms influence behavior
55
Q

what are the two types of perceived norms

A

1) injunctive norms

2) descriptive norms

56
Q

what are injunctive norms

A

beliefs about what one SHOULD do

non-compliance might be met with sanctions (social disapproval)

57
Q

what are descriptive norms

A

beliefs about what is actually done y most others in ones social group

58
Q

what is TNSB

A

theory of normative social behavior

59
Q

define TNSB

A

-descriptive norms influence behavior

60
Q

how are descriptive norms magnified

A

1) injunctive norms
2) outcome expectations
3) group identity

61
Q

what is outcome expectations

A

-benefits to self and others

62
Q

what is group identity

A

desire to connect with a reference group (peers)

63
Q

what is pluralistic ignorance

A

perceptions of descriptive norms that are inaccurate

64
Q

in the tipping point, what is the emotional contaigion

A

emotion is contagious

65
Q

define stickiness in the tipping point

A

ideas must be memorable for people to remember

66
Q

what is the power of context in the tipping point

A

environment and conditions are vital in order to reach a tipping point

67
Q

what are some implications of the TRA

A
  • influence attitudes
    1) change beliefs, add new beliefs
    2) change evaluations
  • influence subjective norms
    3) make a referent more/less salient
    4) change motivation to comply with a referent

Comm 318 (13 decks)

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