Chapter 5

consistency goal

Low Self-Monitors are more motivated by _________ __________

1. commitment 2. embeddedness

2 reasons that strong attitudes resist change

1. giving audience little time to formulate counterarguments 2. giving audience distracting or overburdening tasks that drain their ability to counterargue

2 ways to reduce counterarguments

1. pursuing the argument at a TIME that will be most effective 2. presenting the message in a way that creates favorability of cognitive response to your message

2 ways to stimulate positive self-talk

1. People can gain rewards and avoid Punishments 2. Organize information efficiently 3. Express themselves to others 4. Maintain self-esteem 5. Fit in with their groups

5 Functions of Attitude (WHY ppl change or form an attitude)

1. providing distractions to take mind off of message 2. providing you w/ insufficient info to let you know what to think ab the message's point 3. providing insufficient time for you to consider points completely

3 ways your ability to deliberate fully can be limited

Theory of Reasoned Action OR Theory of Planned Behavior

A theory stating that the best predictor of a behavior is one's behavioral intention, which is influenced by one's attitude toward - the specific behavior, - the subjective norms regarding the behavior, - and one's perceived control over the behavior.

we want to.... - agree with ppl we like / disagree with ppl we don't like - associate good things with good ppl / bad things with bad ppl - see things that are alike in one way as alike in other ways too - when something falls out of balance (some1 we like supports a message we don't support) then we have to change our attitude of how we feel towards the person OR how we feel towards the message

Characteristics of Balance Theory

1. accurately predict behavior 2. resist change 3. better able to withstand persuasive attacks 4. more stable

Characteristics of STRONG attitudes?

NOT in what the communicator says to the persuasion target but in what the TARGET SAYS TO HIMSELF as a result of receiving communication - aka the message is NOT directly responsible for change - the "self talk" (internal thought response) is directly responsible for change

Cognitive Response Model: Greenwald proposed that the best indication of how much change a communicator will produce lies in?

1. repeated assertions 2. asking audience to imagine an idea or event

Communicators use what TWO methods to make an idea more cognitively ready

balance theory

Heider's theory that people prefer harmony and consistency in their views of the world

social approval

High Self-Monitors are more motivated by _________ __________

- mood gives you info about the nature of your immediate situation - if in a GOOD environment -> have happy feelings -> less vulnerable -> can lead you to scrutinize a message that goes against your existing attitude --> VALUE OPINION OVER ACCURACY - if in a BAD environment -> sad feelings -> more vulnerable -> want to make sure you react correctly to persuasion attempt in this insecure environment -> VALUE ACCURACY OVER OPINION

How does MOOD affect attitude?

1. Hold a more acute view of the world 2. Be consistent within themselves 3. Gain social approval & acceptance

Persuasion Goals (WHY ppl can be persuaded)

1. credible communicators 2. others' responses 3. ready ideas

Shortcut Evidence can be gathered from what 3 sources?

1. Central Route 2. Peripheral Route

TWO routes ppl can take to be persuaded based on the Elaboration Likelihood Model

1. accuracy 2. consistency 3. social approval

Three Goals of Persuasion

1. Classical Conditioning 2. Operant Conditioning 3. Heredity

What 3 sources do attitudes spring from?

- motivation - ability

What are the two things needed to process a message carefully?

High Self Monitors

___(high/low)___ self monitors are able to adjust their attitude from situation to situation - bc they constantly monitor/modify their public sevles

Low Self Monitors

___(high/low)___ self monitors are much more likely to rely on their own standards in deciding how to respond in a new situation

counterattitudinal action

a behavior that is NOT consistent with an existing attitude

- Expertise - Trustworthiness

a credible communicator holds what TWO qualities?

attitude

a favorable or unfavorable evaluation of a particular thing

elaboration likelihood model

a model of persuasive communication that holds that there are two routes to attitude change 1. central route 2. peripheral route

dual process model of persuasion

a model that accounts for the two basic ways that attitude change occurs -- with and without much thought

inoculation procedure

a technique for increasing individuals' resistance to a strong argument by first giving them weak, easily defeated versions of it - ex: tobacco companies

cognitive response model

a theory that locates the most direct cause of persuasion in the self-talk of the persuasion target

Socratic Method

an approach for shifting a person's position on a topic by posing questions that reveal hidden contradictions between it and the person's position on related topics - most ppl react to messages that reveal their inconsistencies by moving toward consistency

counterargument

an argument that challenges and opposes other arguments

persuasion

change in a private attitude or belief as a result of receiving a message

- found to be more accurate than self-report measures only when ppl have a good reason to be less than honest ab their true feelings - preferred because it is a more nonreactive measurement than self-reports

characteristics of Covert Technique of Gathering Info on PPL's Attitudes

1. Knowledge 2. Personal Relevance 3. Attitude Accessibility 4. Behavior Intentions

factors that influence likelihood that a person's attitude will be consistent with his or her behavior

Nonreactive measurement

measurement (of someone's attitude) that does NOT change a subject's responses while recording them BECAUSE THEY ARE NOT AWARE THAT THEY ARE IN A STUDY

nonreactive measurement

measurement that does not change a subject's responses while recording them

Peripheral Route

message recipients will take this route (central or peripheral) is they lack motivation and ability to pay close attention to quality of argument

Central Route

message recipients will take this route (central or peripheral) when they have both the motivation and ability to pay attention to quality of argument

strongly

people are more committed to a ______________ held attitude --> aka they are more certain it is correct

- comprehension - learning

researchers believe that the target's ___________ and ____________ of the message are critical to persuasion

increase

the NEGATIVE OUTCOMES of an act can ________(inc/dec)_________ the amount of POSITIVE ATTITUDE CHANGE it creates

postdecisional dissonance

the conflict one feels about a decision that could possibly be wrong

impression motivation

the motivation to achieve approval by making a good impression on others

consistency

the motive to be self-consistent does NOT apply to those who don't value _____________

consistency principle

the principle that people will change their attitudes, beliefs, perceptions, and actions to make them consistent with each other

need for cognition

the tendency to enjoy and engage in deliberative thought

cognitive dissonance

the unpleasant state of psychological arousal resulting from an inconsistency within one's important attitudes, beliefs, or behaviors

central route to persuasion

the way people are persuaded when they focus on the quality of the arguments in a message

peripheral route to persuasion

the way ppl are persuaded when they focus on factors others than the quality of the arguments in a message (such as the quantity of arguments vs quality)

1. personal relevance of the topic 2. need for cognition

twp factors that influence a person's motivation to process a message CENTRALLY