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18 Cards in this Set
- Front
- Back
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Authoritarianism
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A personality trait regarding to the degree to which individuals rely on authority figures and sources to guide their lives.
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Credibility
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A perception of believability.
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Derived credibility
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The nature of the credibility of a source during and after the presentation of a particular message.
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Discounting model
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Assumes that initial attitude change is a result of both source credibility and message content; however, permanent attitude change is based on message content.
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Dogmatism
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A personality trait regarding how closed minded a person is.
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Ethos
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The nature of the source’s credibility and composed of three dimensions: good character, goodwill, and intelligence.
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Expertise
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A primary dimension of credibility that refers to the perceived knowledge and intelligence of the source.
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Goodwill
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A dimension of credibility that refers to the perceived caring on the part of the source.
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Initial credibility
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The credibility of a source prior to the presentation of a persuasive message.
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Locus of control
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The degree to which an individual perceives his or her life is controlled by internal factors or external factors.
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Logos
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The nature of the arguments and structure of the message.
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Message discrepancy
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The difference between the position being advocated by a message and preferred position of the receiver.
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Message incongruity
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When a message goes against (not congruent) with the source’s interests or needs.
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Normative influence
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A factor that can influence perceptions of credibility; refers to the influence from group norms; also referred to as identification and similarity.
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Pathos
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The emotional appeals of the message.
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Sleeper effect
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Suggests that high credibility sources have more persuasive impact immediately following the message than do low credibility sources but that, over time, the effects of credibility wear off.
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Topic saliency
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How important the topic of a persuasive message is to receivers.
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Trustworthiness
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A primary dimension of credibility that refers to receivers’ perceptions of the source’s honesty.
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