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18 Cards in this Set

  • Front
  • Back
a positive, negative, or mixed reaction to a person, object, or idea
attitude scale
a multiple-item questionnaire designed to measure a person's attitude toward some object
bogus pipeline
a phony lie-detector device that is sometimes used to get respondents to give truthful answers to sensitive questions
facial electromyograph (EMG)
an electronic instrument that records facial muscle activity associated with emotions and attitudes
implicit attitude
an attitude - such as prejudice - that one is not aware of having
Implicit Association Test (IAT)
a covert measure of unconscious attitudes, it is derived from the speed at which people respond to pairings of concepts - such as black or whites with good or bad
theory of planned behavior
the theory that attitudes toward a specific behavior combine with subjective norms and perceived control to influence a person's actions
the process by which attitudes are changed
central route to persuasion
the process by which a person thinks carefully about a communication and is influenced by the strength of its arguments
peripheral route to persuasion
the process by which a person does not think carefully about a communication and is influenced instead by superficial cues
the proces of thinking about and scrutinizing the arguments contained in a persuasive communication
sleeper effect
a delayed increase in the persuasive impact of a noncredible source
need for cognition (NC)
a personality variable that distinguishes people on the basis of how much they enjoy effortful cognitive activities
inoculation hypothesis
the idea that exposure to weak versions of a persuasive argument increasess later resistance to that argument
psychological reactance
the theory that people react against threats to their freedom by asserting themselves and perceiving the threatened freedom as more attractive
cognitive dissonance theory
the theory that holding inconsistent cognitions arouses psychological tension that people become motivated to reduce
insufficient justification
a condition in which people freely perform an attitude-discrepant behavior withou receiving a large reward
insufficient deterrence
a condition in which people refrain from engaging in a desirable activity, even when only mild punishment is treatened