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24 Cards in this Set

  • Front
  • Back
a positive, negative, or mixed reaction to a person, object, or idea expressed at some level of intensity.
attitude scale
a multiple item questionnaire designed to measure a person's attitude toward some object --likert scale
bogus pipeline
a phony lie detector device that is sometimes used to get truthful answers to sensitive questions.
facial electromyograph
an electronic instrument that records facial muscle activity associated with emotions and attitudes.
researchers can tell if someone has a positive or negative attitude by measuring physiological arousal.
implicit attitude
an attitude, such as prejudice, that one is not aware of having.
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.
evaluative conditioning
the process by which we form an attitude toward a neural stimulus because of its association with a positive or negative person, place, or thing.
theory of planned behavior
the theory that attitudes toward a specific behavior combine with subjective norms and perceived control to influence a person's actions.
the process by which attitudes are changed
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.
the process of thinking about and scrutinizing the arguments contained in a persuasive communication.
in reacting to persuasive communications, people are influenced more by superficial images than logical arguments.
sleeper effect
a delayed increase in the persuasive impact of a noncredible source.
need for cognition
a personality variable that distinguishes people on the basis of how much they enjoy effortful cognitive activities.
people are most easily persuaded by commercial messages that are presented without their awareness.
inoculation hypothesis
the idea that exposure to weak versions of a persuasive argument increases later resistance to that argument.
psychological reactance
the theory that people react against threats to their freedom by asserting themselves and perceiving the threatened freedom as more attractive.
cognitive dissonance theory
the theory holding that inconsistent cognitions arouses psychological tension that people become motivated to reduce. (festinger)
insufficient justification
a condition in which people freely perform an attitude-discrepant behavior without receiving a large reward.
the more money you pay people to tell a lie, the more they will come to believe it
insufficient deterrence
a condition in which people refrain from engaging in a desirable activity, even when only mild punishment is threatened.
people often come to like what they suffer for.