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19 Cards in this Set
- Front
- Back
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attitude
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a positive, negative, or mixed reaction to a person, object, or idea
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attitude scale
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a multiple-item (how strongly they agree) questionnaire designed to measure a person's attitude towards some object
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bogus pipeline
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a phone lie-detector device that is sometimes used to get respondents to give truthful answers to sensitive answers
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facial electromyograph (EMG)
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an electronic instrument that records facial muscle activity associated with emotions and attitudes
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implicit attitude
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an attitude, such as prejudice, that one is not aware of having
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implicit association test (IAT)
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a covert measure of unconscious attitude derived from the speed at which people respond to pairings of concepts - such as black or white with good or bad
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theory of planned behavior
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the theory that attitudes toward a specific behavior combine with subjective norms and perceived control to influence a person's actions
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persuasion
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the process by which attitudes are changed
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central route to persuasion
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the process by which a person thinks carefully about a communication and is influenced by the strength of its arguments
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peripheral route to persuasion
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the process by which a person does not think carefully about a communication and is influenced instead by superficial cues (banners, music, ads, etc)
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elaboration
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the process of thinking about and scrutinizing the arguments contained in a persuasive communication
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sleeper effect
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a delayed increase in the persuasive impact of a non-credible source
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discounting cue hypothesis
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people immediately discount the arguments made by non-credible communicators, but over time, they disassociate what was said from who said it
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need for cognition (NC)
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a personality variable that distinguishes people on the basis of how much they enjoy effortful cognitive activities
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inoculation hypothesis
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the idea that exposure to weak versions of a persuasive argument increases later resistance to that argument
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psychological reactance
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the theory that people react against threats to their freedom by asserting themselves and perceiving the threatened freedom as more attractice
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cognitive dissonance theory
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the theory that holding inconsistent cognitions arouses psychological tension that people become motivated to reduce
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insufficient justification
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a condition in which people freely perform an attitude-discrepant behavior without receiving a large reward
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insufficient deterrence
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a condition in which people refrain from engaging in a desirable activity, even when only mild punishment is threatened
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