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11 Cards in this Set

  • Front
  • Back
What is Persuasion
- The process by which attitudes are changed are changed
oThe mediator between persuasive info and behavioral change
What are attitudes (attitude construct?)
- A general predisposition to evaluate other things favorably or unfavorable
oThe mediator btw persuasive info. And behavioral change
Carl Hovland
Identified moderating variables (gender, age)
Hyman & Sheatsley
Found persuasive messages had to overcome psychchological barriers.
Paul Lazarsfeld
Media primarily reinforce existing attitudes rather than change them
Theory of Cognitive Dissonance
-When attitude and action become inconsistent:
oResulting anxiety that must be resolved
oAttitude change occurs to resolve anxiety ( A friend asks you to put up poster for a political candidate you dislike)
McGuires COM/Persuasion Matrix Model
-Attitude change occurs in steps
oModel outlines inputs and outputs
oInfluence decreases for each step
oLack of detail on process of yielding
oAssumes variables are sequential
-Research shows variables have opp. Effects on reception vs. yielding
Cognitive Response Theory
-Two Key issues
oLow correlations for learning and persuasion
oProcesses responsible for yielding
-Learning a new message is not enough to make us yield to it
-Attitude change (or yielding depends) on what we think about the message- our cognitive response
-Impact depends on
*Articulate and rehearse our thoughts
oValence (pos/neg) of thinking
The Elaboration Likelihood Model
-Explains persuasion by likelihood of a person to elaborate (cognitively)
-Two distinct routes
o Central route- careful thinking
o Peripheral route – w/o careful thinking
-Change from the central route: (have motivation and ability)
o Stranger, more lasting, more predictive
o Results from the quality of the arguments
-Change from peripheral (don’t have motivation and ability)
o Weaker and short lasting
o Results from various heuristic (simple rules of thumb that helps us make decisions)
-Two factors affecting elaboration
o Motivation
o Ability
Theory of Reasoned Action and Theory of Planned Behavior
-Intention to behave and subsequent behaviors are predicted by:
o Attitudes toward behavior
o Normative beliefs à or perceptions of how influential others will view the behavior
Extended Parallel Process Model
-Fear appeals have 2 components: a threat and a recommended response
o Threat motivates action
o Response efficacy determines nature of the action
- As long as perceived efficacy is stranger than perceive threat, people will change behavior to control danger