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54 Cards in this Set
- Front
- Back
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Persuasion involves the persuaders _____ that he or she is trying to influence someone
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awareness
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a communication process in which the communicator seeks to elicit a desired response from the receiver
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persuasion
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the broad process in which the behavior of one person alters the thoughts or actions of one another
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social influence
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persuasion
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a successful intentional effort at influencing anothers mental state through communication in a circumstance in which the persuadee has some measure of freedom
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a symbolic process in which communicators try to convince others to change their attitudes or beliefs regarding an issue through the transmission of a message in an atmosphere of free choice
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persuasion
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persuasion occurs when attempting to ____, ____, or ____ attitudes
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change, shape, reinforce
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persuasion characteristics
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1) symbolic process: more like teaching then boxing
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persuasion characteristic (intent)
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attempt to influence toward a goal, deliberate/intentional, excludes unintentional attitude change; may have multiple goals
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persuasion characteristic (self-persuasion)
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people do the work; persuaders provide the means
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persuasion characteristic (message transmission)
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verbal v nonverbal, accurate v inaccurate
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persuasion characteristic
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free choice
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free choice..
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distinguishes persuasion v coercion
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persuasion and coercion are types of
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social influence
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A technique for forcing people to act as the coercer wants them to act persumably contrary to their preferences
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coercion
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coercion characteristics
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relies on force from a threat
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persuasion relies on
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reason
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coercion characteristic
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attempts to get people to act against their wishes
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coercion deprives individuals of a measure of _____ or autonomy
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freedom
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persuasion
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mediated, interpersonal and organization contexts; relatively overt, free flow of info, can be 1 sided, not as negative of a connotation
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propaganda
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mass influence through mass media
covert total control over media negative connotation |
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both persuasion and propaganda involve
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social influence
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Importance of Attitudes in Persuasion
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convenient summary of our beliefs
helps others to know what to expect from us guides behavior...sometimes |
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attitude
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a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object
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attitude
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a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor
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attitude
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a learned, global evaluation of an object that influence thought and action
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characteristics of attitudes
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learned
global, typically emotional evaluation influences thought and action |
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Values and Beliefs
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reinforce one another; hard to change each individually
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values
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ideals, overarching goals, global, abstract
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beliefs
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can be factual or opinionated, cognitions about the world
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descriptive beliefs
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how things are
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prescriptive beliefs
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what we should believe
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structure of attitudes
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expectancy value, symbolic, ideological
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expectancy value
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beliefs (strength of beliefs) evaluations (of beliefs)
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symbological
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beliefs lies at core of evaluations
acquire affective response early in life from a variety of sources attitudes are interrelated |
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Ideological
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guided by broader values, TOP DOWN
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4 ways to resolve inconsistency (balance theory)
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denial
bolstering differentiation transcendence |
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denial
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forget about inconsistency
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bolstering
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strengthening ones own positions
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differentiation
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agree to disagree
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transcendance
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reconcile views
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strength of attitudes
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likely to persist over time
influence judgement about things guide behavior resist change |
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Chracteristics of attitudes
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anchored by other beliefs and values
importance extreme certain about attitudes knowledge accesible |
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Social Judgement Theory
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evaluation is never neutral
based on where ppl stand not purely based on merits of argument cognition shapes attitudes and attitudes shape cognitions |
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Social Judgement Theory core concepts (3)
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acceptance
rejection non commital |
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evaluating messages
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assimilation: assume our friends messages are closer to our own
contrast: assume our enemies messages are farther from our own |
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attitude accessibility
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degree to which an attitude can be automatically accessed from memory
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attitude
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association between object and evaluation
vary in terms of strength |
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attitude functions
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knowledge
utilitarian social adjustive social identity value expressive ego defensive |
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knowledge
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make sense out of world
help people come to terms with complex world |
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utilitarian
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obtain rewards/escape punishment
I buy green because it makes me feel good |
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social adjustive
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adjust to reference groups
I buy green because all my friends buy green |
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social identity
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communicate who they are and what they aspire to be
I buy green b/c I want my friends to know I support the environment |
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value expressive
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express core values/beliefs
I buy green b/c I care about the environment |
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ego defensive
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protect oneself from psychologically uncomfortable truths
someone buys green b/c he doesn't want to feel guilty bc of his diesel truck |
