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9 Cards in this Set
- Front
- Back
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Assimilation |
A person perceives a message as being similar to his or her attitudinal anchor and possibly closer than it really is from an objective point of view.
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Attitudinal anchor
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The position on a particular issue that a person finds most acceptable.
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Boomerang effect
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Can happen during contrasting, when a person’s anchor is moved in the opposite direction of the proposed message.
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Contrasting
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When a person perceives a message as being in opposition to his or her views.
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Ego-involvement
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A person’s commitment to an issue and related to a person’s self-concept and self-esteem.
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Latitude of acceptance (LOA)
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The range of positions along an attitude continuum a person finds acceptable.
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Latitude of noncommitment (LNC)
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The range of positions along an attitude continuum a person finds neither acceptable nor unacceptable.
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Latitude of rejection (LOR)
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The range of positions along an attitude continuum a person finds unacceptable. |
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Message discrepancy
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The difference between the position being advocated by a message and the preferred position of the receiver. |
