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15 Cards in this Set

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  • Back
What is the process by which a message induces change in beliefs, attitudes, or behaviors called?
___________ occurs when interested people focuse on the arguments and respond with favorable thoughts.
central route to persuasion
______________ occurs when people are influenced by incidental cues, such as a speaker's attractiveness.
peripheral route to persuasion
Believability, a communicator with this is perceived as both expert and trustworthy.
A delayed impact of a message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it.
sleeper effect
having qualities that appeal to an audience. an appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference.
6 Persuasion Principles
1. authority, 2. liking, 3. social proof, 4. reciprocity, 5. consistency, 6. scarcity
Other things being equal, information presented first usually has the most influence.
primacy effect
information presented last sometimes has the most influence. less common than primacy effects
recency effect
the way the message is delivered (face to face, in writing, on film, or in some other way)
channel of communication
Process by which media influence often occurs through opinion leaders, who in turn influence others.
2 step flow of communication
the motivation to think and analyze. Assessed by agreement with items such as "the notion of thinking abstractly is appealing to me" and disagreement with items such as "I only think as hard as I have to"
need for cognition
a group typically characterized by 1. distinctive ritual and beliefs related to its devotion to a god or person 2. isolation from the surrounding "evil" culture and 3. a charistmatic leader
cult (new religious movement)
exposing people to weak attacks upon their attitudes so that when strongers attitudes come, they will have refutations available.
attitude inoculation
4 persuasive elements
1. communicator, 2. message, 3. channel, 4. audience