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17 Cards in this Set

  • Front
  • Back
Time saving shortcuts that reduce complex judgments to simple rules or thumb.
Primacy Heuristic
Tendency for first information received to carry more weight than later information in ones overall impression
Availability Heuristic
Tendency to judge frequency/probability of an event in terms of how easy it is to think of examples
Anchoring Effect
Tendency to be biased toward the starting value or "anchor" in making quantitative judgments.
Stability Effect
Tendency for early impressions of individual not to be overriden by subsequent information.
False Consensus Effect
Tendency to overestimate how common one's own attitudes, opinions, and beliefs are in the general population. (Availability Heuristic)
Salience Bias
Activated events will come to seem as if they occur more frequently.
Intra-Attitudinal Ambivalence
Condition in which the evaluative tendencies of components of an attitude disagree with one another. ex-smokers: affect=positive, cognition=negative
Mere Exposure
Tendency to develop more positive feelings toward attitude objects the more we are exposed to them
Mere Exposure
Tendency to develop more positive feelings toward attitude objects the more we are exposed to them
Classical Conditioning
Learning though association, when a newutral stimulus is paired with a stimulus that naturally produces an emotional response
Self-Perception Theory
We infer our internal states, such as attitudes, by observing our behavior.
Theory of Planned Behavior
Theory that people's conscious decisions to engage in specific actions are determined by their attitudes toward the behavior in question, the relevant subjective norms, and their perceived behavioral control.
Central Route
Persuasion via deliberative process. Thoughtful analysis of arguments, leads to specific focus on argument quality.
Peripheral Route
Persuasion via spontaneous process. INvolves superficial processing of arguments, leads to special focus on cues outside of argument qualitiy.
Psychological Reactance
Direct defiance, directed at the source of the attempted retriction on our freedom.
Cognitive Dissonance
Feeling of discomfort caused by performing an action that is inconsistent with ones attitudes. A bad experience with free choice=increased liking