12.3 Attitudes and Persuasion

There are three components to a/an __________

attitude

According to elaboration likelihood model, the ________ route in advertising is more effective when the audience is willing to think about a product

central

According to research, conflicts experienced through _________, may also cause physiological arousal

cognitive dissonance

Festinger postulated that an inconsistency in behavior and attitude can threaten self image. For example, Michelle calls herself a vegetarian but eats a hamburger and experiences_________

cognitive dissonance

One way of decreasing _______, is to change behavior to align with a personal attitude or belief

cognitive dissonance

_________ is the discomfort Charles would feel if he believed sugar is unhealthy and yet he ate an entire package of candy watching a movie

cognitive dissonance

Dr. J Kay has been invited to speak at the college graduation. She will have more _________ because she is attractive

credibility

Attitude

evaluations of or feelings toward a person, idea, or object that are typically positive or negative

Central route

logic driven arguments using data and facts to convince people of an arguments worthiness

Peripheral route

one person persuades another person as indirect route that relies on association of peripheral cues to associate positivity with a message

According to the elaboration likelihood model, the _______ route may introduce positive feelings but not necessarily enduring attitude change.

peripheral

foot-in-the-door technique

persuasive technique involving making a small request before making a bigger one

Cognitive Dissonance

psychological discomfort that arises from a conflict in a persons behaviors, attitudes, or beliefs that run counter to ones positive self perception

Persuasion

the process of changing our attitude toward something based on some form of communication