Chapter 5

Kruglanski et al. (2000) propose that ______.

there is no fundamental difference between message cues and message content

Marketers working for the Department of Health were surprised to learn that a message stating that "cycling burns hundreds of calories" led to lower levels of cycling. You laugh because you know that ______.

message impact can reflect changes in beliefs not targeted within a message

According to Fishbein and Ajzen (1981), the beliefs that count in determining our final attitudes are ______.

modally salient

McGuire (1968) broke down the persuasion process into six stages. Why can one infer from this model that the likelihood of successful persuasion (i.e., behavior change) is extremely small by default?

As each stage has a probability of successful completion, the probability of completing all stages is very low.

You are watching an advertisement for shampoo which features a model with beautiful hair. Which role may 'attractiveness' have in the persuasion process according to the Elaboration Likelihood Model?

a message argument, a message cue, a factor that determines the nature and amount of elaboration all of these!

The cognitive response approach to emerge in the late 1960s suggested that cognitive responses to a message predict ______.

agreement with it

According to the Heuristic-Systematic Model, heuristic and systematic processing ______.

can co-occur and exert independent effects

According to the Elaboration Likelihood Model, more elaborate processing of a message ______.

causes new attitudes to be stronger

According to the Elaboration Likelihood Model, people are motivated to hold ______.

correct attitudes

Trustworthy sources of a message are likely to ______.

elicit persuasion and reduce attention to the strength of their arguments

The Heuristic-Systematic Model's enhancement hypothesis predicts that people will use more ______.

heuristic processing when they feel unable to perform systematic processing

Imagine that you read a brief review of the latest James Bond film, and the review states that the film is great. A week later, the newspaper prints a retraction, noting that they had accidentally reprinted a review of an older Bond film. The actual review of the new film is very negative. According to the Meta-Cognitive Model, readers' attitudes toward the new film would become more ______.

negative on an explicit measure, but positive on an implicit measure

Describe TWO incentives for attitude change according to the Yale Model of Persuasion (Hovland et al., 1953). How can these incentives be present in messages?

source of the persuasive communication (who) and its content (what) the source of a message might be an expert on the topic, physically attractive, trustworthy, high in status

Using an example, describe how meta-cognitions influence attitudes.

(1) introduce a new evaluative association with the attitude object, or (2) try to reshape an old association ex. a film critic might try to convince us that Disney films have included child role models who are too disrespectful of others. we enjoyed before, but this adds a negative perspective that was not there before

Describe Fishbein and Ajzen's (e.g., 1981) approach to conceptualizing the role of cognitive responses in persuasion.

Acceptance-Yielding-Impact Model based on the assumption that beliefs are an important basis of attitudes integrates their perspective on attitude-behavior effects with the stages of persuasion approach

Using a research example, describe the effects of personal relevance on persuasion, according to the Elaboration Likelihood Model.

Petty et al. 1981 undergraduate university students who were told that their university was re-evaluating its academic policies. had asked several groups to prepare policy recommendations for broadcast on the campus radio station. influenced the impact of message strength on attitudes when the issue was personally relevant, the expertise of the people advocating the new exam did not affect attitudes toward it

Describe the SIX processing stages in McGuire's (1968) Information Processing Paradigm.

Presentation stage: message must be presented Attention stage: must draw attention Comprehension stage: it must be understood Yielding Stage: change the recipients attitude Retention stage: must remember their new attitude at a later time Behavior stage: new attitude can actually influences behavior

Which of the following statements is true?

The valence of cognitive responses can explain the direction of attitude change.

Hovland et al. (1953) emphasized the importance of ______.

incentives for attitude change

Petty, Cacioppo, and Goldman (1981) found that the effects of a persuasive message depend on ______.

personal relevance of the message, argument strength, and source expertise

Describe TWO general assumptions that are shared between the Elaboration Likelihood Model and the Heuristic Systematic Model.

the role of cognitive responses to a message varies across people and situations both use systematic processing - people expend more effort to assess the quality of message arguments when the motivation and ability to process the message are high rather than when they are low

Using an example, describe the crucial difference between the unimodel and the dual-process models that precede it.

the unimodel believes that persuasion involves a single process and no fundamental difference between a cue and message content dual-process models say there is differences between processing