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17 Cards in this Set
- Front
- Back
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Acceptance |
The third step in the Yale approach which means that the persuasive message was successful in achieving its goals.
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Attention
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The first step in the Yale approach referring to getting the audience to focus on the specific message.
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Cognitive theories
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Theories of persuasion that examine the cognitive processes involved in accepting persuasive messages.
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Comprehension
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The second step in the Yale approach which refers to the audience needing to understand the message.
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Conformity
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The pressure to conform to what others in a group are doing.
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Direct reinforcement
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Rewards that immediately follow a given behavior.
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Extinction
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A method of shaping behavior that involves no response of any kind following a behavior.
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Folk theory
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A theory we develop through our own observations, experiences, and knowledge. It exists in our heads, and we may occasionally verbalize it to others.
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Instructions, rules, or communication
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A social learning theory strategy that involves teaching the target audience the desired behavior by using instruction, rules, and communication.
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Phenomena
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Things a person finds extraordinary and in need of explanation.
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Retention
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The fourth step in the Yale approach which refers to the audience remembering the message.
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Scientific theory
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A theory that is published, tested, and offered up for review by experts.
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Selective attention and perception
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Our choosing to pay attention only to some of the messages bombarding us out of self-defense. We pay attention to messages that are particularly relevant to us in some way or those that attract our attention because of their use of humor, oddity, or other similar devices.
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Social comparison
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Our evaluation of how good our own accomplishments are by comparing ourselves to others.
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Theory
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Any systematically related set of ideas used to describe and/or explain phenomena.
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Vicarious reinforcement and extinction
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A method of shaping behavior that involves the target observing others either being reinforced for a desired behavior or receiving no response for an undesired behavior.
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Yale approach
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Theorized that persuasion has components of attention, comprehension, acceptance, and retention. |
