Coms 342 Exam 1

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Propaganda

Back 1

"A persuasive communication with which one disagrees and to which the individual attributes hostile intent."
Invoked to describe mass influence through mass media
Covert
Refers to instances in which a group has total control over the transmission of information

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Manipulation

Back 2

Persuasion technique that occurs when a communicator disguises his or her true persuasive goals hoping to mislead the recipient by delivering an overy message that belies its true intent.

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Three persuasive effects

Back 3

Shaping
Reinforcing
Changing

Front 4

Attitudes definition

Back 4

A learned global evaluation of an object that influences thought and action

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Attitudes are learned

Back 5

We are the products of society around us

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Values definition

Back 6

guiding principles in one's life
or
overarching goals that people strive to obtain

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Descriptive beliefs

Back 7

Idea of how things are
Perceptions about the world that people carry around in their heads

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Prescriptive beliefs

Back 8

Idea of how things should be
Ought or should statements that express conceptions of preferred end-states

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Attitudes are evaluations

Back 9

Evaluation of an object:
person, place, thing, issue

Not neutral

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Attitudes are global

Back 10

Involve emotion
On macro rather than micro scale
examples: war, hurricane Ike, wearing a helmet, eating meat

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3 approaches to conceptualizing attitude structure

Back 11

Expectancy Value
Symbolic View
Ideology

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Expectancy Value Theory

Back 12

An attitude is made up of beliefs and evaluations
Equation where:
a=attitude
b=belief
v=evaluation

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Symbolic Approach

Back 13

Cognitive map- symbols, ideas, and emotions related to an issue/attitude
Attitudes (primarily political) are characterized by emotional reactions, sweeping sentiments, and powerful prejudices

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Ideology in shaping attitude structure

Back 14

Ideology=worldview
More of a macro approach to attitudes

Front 15

Attitudes guide our behavior

Back 15

We like consistencies
Ambivalence occurs when we feel both positively and negatively about a person or issue
When you hold incompatible beliefs

Front 16

Richard LePiere

Back 16

For 2 years traveled the West coast with a Chinese couple

Social Setting case

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Balance Theory

Back 17

A balanced relationship among the perceiver, another person, and an issue.
Consistency of attitudes, beliefs, and behaviors
Helps in situations which people face cognitive inconsistency

Front 18

What aspects of balance theory make the Michael Jordan ad persuasive

Back 18

"I like MJ, MJ likes Nike, I should like Nike"

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4 Responses to cognitive conflict

Back 19

1. Denial - dont think about the inconsistency
2. Differentiation - seperate these components so that it's okay that they disagree
3. Bolstering - add additional elements that make it ok
4. Transcendence - agree to disagree

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Strong attitudes are likely to:

Back 20

Persist over time
Affect judgements
Guide behavior
Prove resistant to change

Front 21

Weakness of Balance theory

Back 21

Focus on one object when other components may be involved

Front 22

Strong attitudes are characterized by:

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importance
ego involvement
Extremity
certainty
accessibility
knowledge
hierarchical organization

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Strong attitude characterization: ego-involvement

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Personal component related to values or experiences

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Strong attitude characterization: Extremity

Back 24

How extreme is this View?

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Strong attitude characterization: Certainty

Back 25

How sure am I of this stance?

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Strong attitude characterization: Accessibility

Back 26

How often or how easily does this attitude come to mind?

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Strong attitude characterization: Knowledge

Back 27

How knowledgeable am I regarding this issue?

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Social Judgement Theory

Back 28

Messages are not necessarily evaluated on their own
Instead, they are evaluated in terms of what the target person previously believes, feels, etc.

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Latitude of Acceptance

Back 29

Position is acceptable
Your range of acceptable positions
"Yes" "I agree"

Front 30

Latitude of Rejection

Back 30

Position is unacceptable
Your range of unacceptable positions
"No, I do not agree''

Front 31

Latitude of Noncommitment

Back 31

Not sure/ambivalent
Your range of ambivalent positions
"I'm not sure whether I agree or not"

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Contrast v. assimilation

Back 32

We focus on how different reality is from expectation
If it's unseasonably hot but still in the 60's, people will talk about how hot it is

They assimilate the temp. to what they expected.

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Selective Perception

Back 33

They perceive events so that they are fitted to their preconceived beliefs and attitudes

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Biased Assimilation

Back 34

To assimilate ambiguous information to their point of view

Front 35

Biased Memory Search

Back 35

Convinced their position is right, they search fact in support of their view, overlooking and rejecting the opposing side.

Front 36

Attitudes serve the following 6 psychological functions:

Back 36

Knowledge
Utilitarian
Social Adjustive
Social Identity
Value Expressive
Ego Defensive

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Knowledge functions

Back 37

Attitudes help us organize the world around us and make sense of it

Toyotas are great cars:
engine quality

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Utilitarian function

Back 38

Maximize the rewards we benefit from, and minimize the costs

Toyotas are great cars:
How have my previous experiences with Toyotas been?

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Social Adjustive Function

Back 39

We all want to feel like we fit in

Toyotas are great cars:
Who are my important reference groupd and how have they influenced my attitude?

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Social Identity Function

Back 40

Attitudes can communicate our idiosyncrasies and shape our social identity

Toyotas are great cars:
What is it about my personality that I may want to express to others by the type of Toyota I drive?

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Value Expressive Function

Back 41

Attitudes can express our innermost values and beliefs

Toyotas are great cars:
What are some of my values?
How does driving a Toyota express them?

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Ego Defensive Function

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Attitudes can hlep our self esteem

Toyotas are great cars:
How does driving this type of car make you feel about yourself
What are you views on buying American cars?

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Target of persuasion

Back 43

Personal or psycho-social attributes about the individual may make him/her more or less susceptible to various persuasive messages

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Functional Theory

Back 44

A persuasive message is most likely to change an individuals attitude when the message is directed at the underlying function the attitude serves

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Factors that moderate the attitude-behavior relationship

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Aspects of the situation
Characteristics of the person
Qualities of the attitude

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Self-Monitoring

Back 46

The ability and desire to regulate one's public expressiveness to fit the clues and/or requirements of the situation.

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High self monitoring behavior

Back 47

Look for cues in the situation to tell them how to behave

Front 48

Low self monitors behavior

Back 48

Use their own values and motives to guide their behavior

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Implications of High Self Monitoring

Back 49

Different people in different situations
Adapt easily
Flexible
Sensitive to others

Front 50

Implications of Low Self Monitoring

Back 50

Act according to their inner feelings/attitudes
Don't necessarily adjust for different situations

Front 51

General Attitude

Back 51

The focus of discussion up to this point, is the global evaluation that cuts across different situations

Front 52

Specific Attitudes

Back 52

Evaluation of a single act or specific behavior that takes place in a particular context at a particular time

Front 53

Compatibility Principle

Back 53

Strong relationship between attitude and behavior is possible only if the attitudinal predictor corresponds with the behavior criteria.

Front 54

Theory of Reasoned Action

Back 54

Model assumes that people rationally calculate the costs and benefits of engaging in a particular action and think carefully about how important others will view the behavior under consideration

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4 components to Theory of Reasoned Action

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1. Attitude toward behavior
2. Subjective Norm
3. Behavior Intention
4. Behavior

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Likert Scale

Back 56

Strongly agree - Strongly disagree
Assumes that each item taps the same underlying attitude and there are significant interrlationships among items.

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Guttman Scale

Back 57

Measure attitudes
Progresses from easiest to accept to the most difficult to endorse
High scores = agreement with all items

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Semantic Differential

Back 58

Most frequently used today
One adjective (Good) lies at one end of the scale and the other adjective (Bad) at the other
Instrument asks people to indicate feelings about an object on a pair of bipolar, adjective scales.

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Inaccuracies in attitude measurement result from:

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1.Respondent carelessness in answering
2.Peoples desire to say the soccilly appropriate thing
3.Tendency to agree with items regardless of their content.

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Two key factors that influence attitude response

Back 60

Context
Wording

Front 61

Context issue with questions/surveys of attitude

Back 61

Questions earlier can influence responses to later questions

Front 62

Suggestions for good questions

Back 62

Use words that all respondents can comprehend
Write specific and unambiguous items
Avoid double negatives
Pretest items to make sure people understand your questions
If you think order of questions will influence, change sequence
Avoid politically correct phrases that encourage socially desirable responses
Write items so that they take both the positive and negative sides
Consider whether your questions deal with sensitive, threatening issues
"I Don't know"
Include many questions to tap different aspects of the attitude.

Front 63

Indirect methods to measure attitudes

Back 63

Unobtrusive Measures
Physiological Measurements
Response Time

Front 64

Define persuasion

Back 64

Change of attitude, belief, behavior

Front 65

Aristotles 3 components of persuasion:

Back 65

Ethos - credibility
Pathos - Emotions
Logos - Logic