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7 Cards in this Set
- Front
- Back
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cognitive dissonance |
the theory that holding inconsistent cognitions arouses psychological tension that people become motivated to reduce |
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attitude |
a positive or negative reaction to a person, object, or idea |
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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 |
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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 |
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Central Route to Persuasion |
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 |
the process by which a person does not think carefully about a communication and is influenced instead by superficial cues |
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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 |
