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7 Cards in this Set

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cognitive dissonance

the theory that holding inconsistent cognitions arouses psychological tension that people become motivated to reduce

attitude

a positive or negative reaction to a person, object, or idea

Implicit Association Test

a covert measure of unconscious attitudes derived from the speed at which people respond to pairings of concepts - such as black or white with good or bad

Theory of Planned Behavior

the theory that attitudes towards a specific behavior combine with subjective norms and perceived control to influence a person's actions

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

Hovland's Model of Persuasion

Which factor's influenced the success or failure of persuasion


-characteristics of the communicator


-characteristics of the communication


-characteristics of the situation