Interpersonal 3

Novelty

-part of attention - unusual things attract; routine tends to be ignored; things that stand out; in environments not used to

Duration

-part of attention -attend to those that are moderate in length or duration; very brief may be missed and long ones exceed attention span; use smaller chunks of info so not so much at a time

Reward BATs

-Immediate reward from behavior: suggest behavior will be inherently rewarding/fulfilling; good for new relations, develop similarity and trust -deferred reward from behavior: reward comes later; future reward must be really appealing to work -reward from source: request/bribe -reward from others: others will be proud; to please others -internal reward/self esteem: feel good about self

Expert Power

-based on experience, competence, skills, knowledge, training -go to for info and advice -benefits= high task performance/satisfaction, drains little energy -costs= takes time to develop, must possess necessary knowledge, not as effective for misbehavior, limited to experts area -can help us move up in rank in legitimate power; gives us access to other power -should use most -leads to compliance, identification, internalization

Principles of primacy and recency

-part of retention - things covered 1st and things covered last; neither stronger than other but things presented near either beginning or end of message more effective than those in middle

Lack of highlighting

-part of retention -if imp ideas not highlighted often don't realize they are imp.; reps clear message about what to retain

5 selectivity processes

1) Selective Exposure 2) Selective Attention 3) Selective Perception 4) Selective Retention 5) Selective Recall

Types of Consistency theories

Dissonance theory Balance theory

Ways attitudes, beliefs, and values are learned

Instrumental/operant learning Classical conditioning

Five types of power

Legitimate Referent Coercive Reward Expert

Long term memory

- part of retention -store global memories not specific details; 2 types: episodic- autobiographical mem., all diff based on individ.; semantic- meanings, words, spelling, how to talk; these are diff b/c if brain injured might remember how to read and write but can't remember name; brain may be programmed to delete things we don't want to remember; can't commit all things to LTM

Cognitive dissonance theory

-cognitions/affects/behaviors can be related in many ways 1) unrelated 2) Consistent 3) Inconsistent: this produces dissonance/discomfort which usually occurs as a post decisional state (happens after decision already made) -Boring task example: use dissonance as explanation for situations in which ppl forced into compliance (wasn't fun but have to persuade others to think it was (dissonance) so shift attitude about it and make self think it was fun; use dissonance to persuade -Sources of dissonance: 1) principle of logic 2) social mores 3) past experiences -Dissonance reduction: 1) revoke the decision: change decisions 2) increase the attractiveness of the choice: look at positives so they weigh out negative dissonance 3) decrease the attractiveness of the alternative: look at the negatives of the dissonance 4) cognitive overlap: live with both choices

Balance theory

-concerns with the basic com situation that occurs between 2 ppl in relationship with each other and how they view some third obj/person -when ppl interact inconsistencies may arise between the way they view the same obj/person -balanced states are robust and not conducive to change; out of balanced states are conducive to change -when find out of balance with another person will: 1) change their attitude about the other person 2) change their attitude about the third object/person 3) try to change others attitude about third object (influence) -somethings may not be a big deal so don't matter and don't do anything about imbalanced state - other things bigger deal (pro life vs pro choice) -imbalanced if: 1) like each other but don't have same view of object 2) don't like each other but have same view of object (either negative or positive); due to creating similarities between people that don't like each other; don't like this so change view of obj or start to like person)

Reward Power

-control incentives; effective if positive and consistent -benefits= culturally sanctioned (believe in it across cultures), attention getter, very motivating force, feel better about self for doing something when get reward -costs= may be costly/expensive, ineffective if use same reward over time b/c attractiveness of reward decreases (have to shift rewards) -leads to compliance only

Encoding specificity

-cues in environment when processing are cues used to help you recall (returning to scene of crime) -part of selective recall

Selective Recall

-deals with retrieval of info -must 1st be retained(selective retention) - triggers recall response; some easy to recall others hard or impossible; repress some memories -factors that affect it: depth of processing, decay, interference, negative arousal/anxiety, encoding specificity

Decay

-depends on how much you use the info; don't use it lose it -part of selective recall

Internalization

-do it b/c believe consistent with our value system/frame of reference -internally motivated -most enduring form of influence -make new behavior habit -becomes integrated into value system -engage in behavior b/c of who we are -ex) dont cheat on test b/c consistent with our belief that its wrong to cheat

Size

-part of attention - bigger things draw more attention; also unusually small things

Identification

-do it b/c think its good idea and identify with source of message -based on source receiver relationship; if positive more likely to change idea/behavior -last longer that compliance -shift attitude based on relation with source

Values

-enduring judgements about right or wrong; good or bad - at the core of our frame of reference -standards by which you make decisions -barometer for making decisions/judgements -more complex; resistant to change -foundation for formation of attitudes and beliefs -cultures tend to share similar values -can be ranked diff and cause disagreements -attitudes and beliefs are short term expressions of values

Negative arousal/anxiety

-gets in way of recalling info; nervous for exam so forget info you studied; physiological reaction; negative form of interference -part of selective recall

Consistency Theories

-in contrast to learning theories -stimulus-cognition-response; message-cognition-attitude/behavior/affect(more complicated than learning theory b/c thought occurs not just natural like animals) 1) when event perceived, stimulus is processed w/in existing frame of ref rather than simply by reinforcement; frame of ref mediates between stimulus and response; want to minimize internal inconsistencies b/c make us uncomfortable 2) form consistent frames of ref so responses occur as consistent responses to other cognitions, affects, and behaviors; pressure toward consistency imp in determining responses 3) Inconsistency is unpleasant, painful, distasteful; produces drive/motivation to do something diff 4) inconsistency leads to internal tension and produces drive to act 5) balanced or consistent states do not lead to internal tension and change is not necessary 6) ppl wish to keep frames of ref as balanced and consistent as possible; new info that is inconsistent disrupts frame of ref and produces internal tension * to reduce discomfort from inconsistencies we seek out new info or reinterpret old info; can also abandon cherished beliefs and behaviors * inconsistency motivates to change so can be used to influence; raising awareness of actual/potential inconsistency can allow persuaders to arouse targets and influence them to accept new cognitions, affects, and behaviors (why ads want to know frame of ref so can appeal to it, point out things doing wrong, tell us how to fix it) -we do things inconsistent with frame of ref b/c not perfectly consistent but try to keep them as consistent as possible -good to learn new things that disrupt ideas/beliefs b/c can make us aware of things that will change us for better

Legitimate BATs

-legit higher authority: do it b/c expected to by higher authority (compliance) -legit source authority: source has legit right to ask receiver to comply -work better if have respect for authority

Attitudes

-likes and dislikes -driven by beliefs which are driven by values -have most of these b/c from few values and beliefs have many attitudes -responding to people, ideas, objects in evaluative way -tendency to make judgement good or bad -can establish attitude similarity -controls behavior to some extent b/c behave in way in response to attitude

Selective Perception

-mental interpretation of the stimuli; gives it meaning -not as fast as first 2 stages b/c conscious -attributing meaning to messages; select from possible meanings (diff ppl will attribute diff meanings to same message b/c of diff experiences) - prob is source trying to get receiver to choose intended meaning so need to control factors that lead to perceptions -factors that cause misperceptions: ambiguity, lack of redundancy, lack of schemata, previous experiences, expectancies and biases, perceptual filters, mental economy -can correct these if identified (requires feedback)

Frame of Reference

-messages processed through this -filtered through values, beliefs, and attitudes -advertisers construct messages to appeal to frame of ref and can also construct messages to upset/disrupt it -used in constructing messages as the source (know frame of ref or receiver) -used as receiver (understand own frame of ref) and realize how message is trying to affect you/change you -leads to internal responses: cognitive(think about it), affective(makes you emotional), behavior(do something/act on it) -leads to external responses: perceptual diffs(saying something in response, "i never knew that"), nervous system response(laugh, cry, fear; can be measured by physiological change like sweating or increased blood pressure), actions(what you do like buying product or stop smoking) -advertisers want to know our frame of ref so they can target us and persuade us

Compliance

-most transitory (comes and goes quickly) -do it to avoid punishment or because reward is so great -doesn't change our perceptions -minimal attitude change -request and source of request must be relevant (i.e.- teacher threaten grade only works if student cares about grade)

Instrumental Learning/Operant Conditioning

-occurs when present stimulus and wait for response and depending on response will reward or punish -neg. reinforcement= punishment, dont do it again, take something away -pos. reinforcement= do it again, rewarded, strengthens stimulus response pattern observed -stimulus-response-reinforcement -3 basic principles: 1) Rewards: give something, positive reinforcement 2) Punishments: take something away, harm, negative reinforcement 3) Practice: takes a while, have to reinforce over time and can eventually take away rewards b/c learned/conditioned to respond in way you want

Legitimate power

-organizational, designated, hierarchy rank -based on perception that person has right to make certain demands/requests due to role -benefits= culturally sanctioned -costs= ineffective over time if keep pulling rank (do it because i said so), lowers task performance/satisfaction if continuous -ex) Army - rank based; can have legit power but not expert -leads to compliance only

Interference

-other info gets in way of info we want to recall; things happen everyday and can interfere w/ recalling other info - part of selective recall

Concreteness

-part of attention - attend to concrete/interesting messages that relate to life or exp. of receiver (avoid abstract messages)

Attention span

-part of attention -amount of time person can spend attending to one thing before having to shift to something else; how long it is depends partly on developmental factors(younger=shorter); spans move during condos so need to use more than one message to com idea to enhance probability of at least one message capturing attention

Proximity

-part of exposure -immediately available more likely to be chosen; make self available when other wants to com (may not be when we want); can't have successful com w/o overcoming this obstacle

Reinforcement

-part of exposure -messages consistent w/own beliefs; want to hear messages that agree with our own views; seek advice from ppl that see world as we do and avoid those that see it diff; when get in conflict want little to no com w/them unless reinforced by arguments than seek ppl who disagree with us

Utility

-part of exposure -things seen as useful; immediately useful is even better; people who we think can help us

Involvement

-part of exposure -more imp. topics to person; the more imp an attitude, belief, or value the more involving it is; topics that relate to imp orientations of ppl more likely to cause them to expose self (ex- sports fan more interested in sports)

Expectancies and biases

-part of perception - anticipation of future occurrences and unjustified evaluations; all ppl have both and perceive messages in consistency with these; this is the norm b/c perceive what expect to see/hear

Lack of receiver schema

-part of perception - placing info into categories is helpful; place messages in mental mailboxes and set aside or ignored if no place for it

Previous experience

-part of perception - when ppl don't have similar backgrounds or experiences likely to perceive messages diff

Mental economy

-part of perception -closure- brain completes incomplete info, finish sentences for others, see complete wholes w/in incomplete info -familiarity- carpentered world hypothesis where brain is familiar with right angles b/c live in built environment and see what were familiar with (hard to see things unfamiliar with b/c don't expect to see it)

Lack of message redundancy

-part of perception -redundancy helps give receiver more chances to capture intended meaning (multiple messages stimulating same meaning)

Ambiguity of message

-part of perception -imprecise and open to misunderstanding; use of words ppl use in diff ways; use of abstract words rather than concrete words; should ask for clarification if don't understand

Lack of schema

-part of retention - schema are critical for retention/storage

Short term memory

-part of retention - fragile and limited storage capacity; temporary; magical #7 + or - 2; essential for constructing/reading sentences so can remember 1st part of sentence; essential for interaction

Lack of redundancy

-part of retention -more we hear something more imp we think it is and more likely to remember

Lack of concrete application

-part of retention -retention often depends on applying new ideas/info to real/concrete concerns; use it or lose it

Perceptual filters

-part or perception -physiological- biological diffs in parts of body that cause diffs in how we take in info -sociological- groups to which you belong -psychological- individual attitudes, beliefs, and motivations that make us unique

Referent BATs

-peer modeling: do it b/c friends do; reinforced by peers (internalize) -source modeling: source will like/respect you; more if respect source (intern and iden)

Moral Responsibility BATs

-receiver responsibility: obligatory; receiver sense of responsibility (comply) -responsibility to referent group: ref group depending on receiver compliance (comply and iden) -responsibility to system/normative rules: majority rule; comply to norms; changing -altruism towards others: good for others not self

Coercion Power

-removal of choice and use of force; capacity to inflict punishment -receiver must see source as powerful and having ability to follow through on punish -can make it seem like have choice but really don't (can't privately accept choice) -benefits= quick results, necessary for discipline (young kids), effective -costs= low task performance/satisfaction, drains emotional energy, does not change perception b/c not doing b/c think its good idea, can cause reciprocation and resentment -say "its your decision" but its really not (public coercion) -should avoid this as much as possible unless its a really good reason -leads to compliance only

Selective Retention

-second stage of storage -refers to decision to store or not store info in ones long term memory -factors that influence it: lack of highlighting, lack of redundancy, lack of schema, lack of concrete application, primacy/recency, short term and long term memory

Referent Power

-something about the person with which you identify; aka celebrity power; power of association -desire to identify with more powerful person and wish to please them so adopt their attitudes to be liked -benefits= high task performance/satisfaction, extremely attractive; can strengthen relations -costs= takes time to develop, need to actually posses what ppl see in you (can't fake it), diminish if overused -advertisers use this -seen in our really good friends; something we admire that gives them influence over us -should use most -leads to compliance, identification, and internalization

Expert BATs

-source responsiveness: source needs receiver to verify they understand by doing/complying -expert source: source has experience in area (comply, iden, intern)

Relational BATs

-source-reciever relationship positive: source will like receiver more; increase respect; powerful especially if source is referent model of signif other (may identify and internalize) -source-reciever relationship negative: source will dislike and lose respect for receiver; neg referent power; feel manipulated and disappoint source (compliance)

Beliefs

-statements that connect 2 or more events/objs/ppl -represent relationships -descriptive/evaluative/prescriptive -have more beliefs than values b/c one value can lead to many beliefs -driven to certain extent by values and more specific than values - perceptions of reality -true or false

Classical Conditioning

-take an existing stimulus response patter and introduce another stimulus (conditioned stimulus) and pair it with the original stimulus. Eventually the conditioned stimulus will elicit the same response as the original stimulus so response is now conditioned response -example= Pavlov dogs: rang bell while giving meat caused salivation and could eventually ring bell without meat and cause salivation originally meat was stimulus and salivation was response; ringing of bell is conditioned stimulus that eventually caused response w/o original/unconditioned stimulus -Basic principles: 1) Recency principle: more recent the conditioned stimulus elicits response, more likely to happen 2) Frequency principle: more often you do it more likely it will occur 3) Stimulus generalization: general stimulus 4) Stimulus discrimination: only certain stimulus works (precise); ads do this (drink only THIS beer) 5) Extinction: over time will go away so have to reintroduce natural stimulus

Depth of Processing

-the more effort it takes to encode info more likely you are to recall it -part of selective recall

Learning theory

-there is a predictable relationship between stimulus and response -presented with stimulus and respond in certain way -says we learn our attitudes, beliefs, and values -some aspect of human cognition, affect, or behavior is acquired or changed through an individs interaction with the environment (exposure to things changes you)

Punishment BATs

-use of these lead to negative outcomes; only lead to compliance -punishment from behavior: do it or lose/be unhappy; implied threat -punishment from source: must perceive source as capable of punish and identify with punishment -punishment from others: others won't like you; will be rejected; if used too much stop caring -internal punishment/guilt: others will be hurt; appeal to receivers inner self; guilt

Selective Exposure

-we're biased processors -brain takes in info in 5 ways called sensory receptors: visual, auditory, olfactic, tactile, taste -don't take all in same info; some we select others just happen -sensory register(nose, ears, eyes, tongue, skin) takes in info and holds for few seconds -Person's conscious or unconscious decision to place themselves in a position to receive messages from a particular source; do this everyday; have to get others to be willing to be exposed to our messages -4 factors that lead to exposure decisions: proximity, utility, involvement, reinforcement

Selective Attention

-what we decide to pay attention to; can't possibly hold all info so have to choose which to pay attention to, eliminate some info -when exposed to messages rather avoid, select to pay attention to something else -all attention is selective b/c everything demands attention and can't attend to everything -5 factors that contribute to deciding what to attend to: attention span, novelty, concreteness, size, duration

Three levels of influence

Compliance Identification Internalization