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18 Cards in this Set
- Front
- Back
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attitude |
an evaluation of the people, ideas, groups, products, and other objects that surround us. |
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attitude strength |
the importance of an attitude, as assessed by how quickly it comes to mind. |
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attitude consistency |
the principle that for any given attitude object, the ABCs (affect, behavior, and cognition) of the attitude are normally in line with each other. |
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sleeper effect |
attitude change that occurs over time when the content of a message is remembered but the source of the message is forgotten. |
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spontaneous message processing |
the acceptance of a persuasion attempt that occurs when the focus is on whatever is most obvious, without much attention to the message itself. |
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thoughtful message processing |
the careful consideration of whether a persuasion attempt is valid or invalid. |
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forewarning |
reminding an individual that an attempt to persuade may be forthcoming, with the expectation that the reminder will reduce persuasion. |
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inoculation |
a mild attack on the attitude position designed to help the potential target create counterarguments to the potential persuasive attempt, with the expectation that subsequent persuasion will be reduced. |
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psychological reactance |
a strong motivational state that prevents conformity. |
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subliminal advertising |
the presentation of a message to the consumer without the consumer being aware that a message has been presented. |
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self-perception |
the process of using our perceptions of our behavior to help us determine our attitudes toward an attitude object. |
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insufficient justification |
the perception that a threat or reward that is in fact sufficient to get the person to engage in or avoid a behavior is not sufficient. |
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overjustification |
the viewing of our behavior as caused by the situation, leading us to discount the extent to which our behavior was actually caused by our own interest in the activity. |
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cognitive dissonance |
the discomfort that occurs when we behave in ways that we see as inappropriate, such as when we fail to live up to our own expectations. |
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postdecisional dissonance |
the feeling of regret that occurs after we make an important decision. |
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foot-in-the-door technique |
a persuasion attempt tin which we first get the target to accept a rather minor request, and then ask for a larger request. |
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low-ball technique |
a persuasion attempt in which the persuader promises the target something desirable, with the intention of getting the target to imagine himself engaging the desired behavior, before indicating that the desirable offer is actually not possible. |
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bait-and-switch technique |
a persuasion attempt in which the target is offered one product at a very low price and yet the product at the low price is not actually available. |
