Mc Chap 6

Front 1

persuasion matrix

Back 1

a communications planning model in which the stages of the response process (dependent variables) and the communications components (independent variables) are combined to demonstrate the likely effect that the independent variables will have on the dependent variables.

Front 2

source

Back 2

the sender-person, group, or organization-of the message.

Front 3

credibility

Back 3

the extent to which a source is perceived as having knowledge, skill, or experience relevant to a communication topic and can be trusted to give an unbiased opinion or present objective information on the issue.

Front 4

internalization

Back 4

the process by which a credible source influences a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue.

Front 5

sleeper effect

Back 5

a phenomenon in which the persuasiveness of a message increases over time

Front 6

attractiveness

Back 6

a source characteristic that makes him or her appealing to a message recipient. Source attractiveness can be based on similarity familiarity, or likability.

Front 7

identification

Back 7

The process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of beliefs, attitudes, preferences, or behavior.

Front 8

source power

Back 8

The power of a source as a result of his or her ability to administer rewards and/or punishments to the receiver.

Front 9

compliance

Back 9

a type of influence process where a receiver accepts the position advocated by a source to obtain favorable outcomes or to avoid punishment.

Front 10

primacy effect

Back 10

A theory that the first information presented in the message will be the most likely to be remembered.

Front 11

recency effect

Back 11

The theory that arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered.

Front 12

one-sided message

Back 12

communications in which only positive attributes or benefits of a product or service are presented.

Front 13

two-sided message

Back 13

a message in which both good and bad points about a product or claim are presented.

Front 14

refutational appeal

Back 14

a type of message in which both sides of the issue are presented in the communication, with arguments offered to refuts the opposing viewpoint.

Front 15

comparative advertising

Back 15

the process of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics.

Front 16

fear appeals

Back 16

an advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior.

Front 17

wearout

Back 17

the tendency for a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly.

Front 18

qualitative media effect

Back 18

the positive or negative influence the medium may contribute to the message.

Front 19

clutter

Back 19

the nonprogram material that appears in a broadcast environment, including commercials, promotional messages for shows, public service announcements, and the like.