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65 Cards in this Set
- Front
- Back
Propaganda
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"A persuasive communication with which one disagrees and to which the individual attributes hostile intent."
Invoked to describe mass influence through mass media Covert Refers to instances in which a group has total control over the transmission of information |
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Manipulation
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Persuasion technique that occurs when a communicator disguises his or her true persuasive goals hoping to mislead the recipient by delivering an overy message that belies its true intent.
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Three persuasive effects
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Shaping
Reinforcing Changing |
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Attitudes definition
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A learned global evaluation of an object that influences thought and action
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Attitudes are learned
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We are the products of society around us
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Values definition
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guiding principles in one's life
or overarching goals that people strive to obtain |
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Descriptive beliefs
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Idea of how things are
Perceptions about the world that people carry around in their heads |
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Prescriptive beliefs
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Idea of how things should be
Ought or should statements that express conceptions of preferred end-states |
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Attitudes are evaluations
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Evaluation of an object:
person, place, thing, issue Not neutral |
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Attitudes are global
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Involve emotion
On macro rather than micro scale examples: war, hurricane Ike, wearing a helmet, eating meat |
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3 approaches to conceptualizing attitude structure
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Expectancy Value
Symbolic View Ideology |
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Expectancy Value Theory
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An attitude is made up of beliefs and evaluations
Equation where: a=attitude b=belief v=evaluation |
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Symbolic Approach
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Cognitive map- symbols, ideas, and emotions related to an issue/attitude
Attitudes (primarily political) are characterized by emotional reactions, sweeping sentiments, and powerful prejudices |
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Ideology in shaping attitude structure
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Ideology=worldview
More of a macro approach to attitudes |
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Attitudes guide our behavior
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We like consistencies
Ambivalence occurs when we feel both positively and negatively about a person or issue When you hold incompatible beliefs |
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Richard LePiere
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For 2 years traveled the West coast with a Chinese couple
Social Setting case |
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Balance Theory
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A balanced relationship among the perceiver, another person, and an issue.
Consistency of attitudes, beliefs, and behaviors Helps in situations which people face cognitive inconsistency |
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What aspects of balance theory make the Michael Jordan ad persuasive
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"I like MJ, MJ likes Nike, I should like Nike"
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4 Responses to cognitive conflict
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1. Denial - dont think about the inconsistency
2. Differentiation - seperate these components so that it's okay that they disagree 3. Bolstering - add additional elements that make it ok 4. Transcendence - agree to disagree |
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Strong attitudes are likely to:
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Persist over time
Affect judgements Guide behavior Prove resistant to change |
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Weakness of Balance theory
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Focus on one object when other components may be involved
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Strong attitudes are characterized by:
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importance
ego involvement Extremity certainty accessibility knowledge hierarchical organization |
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Strong attitude characterization: ego-involvement
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Personal component related to values or experiences
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Strong attitude characterization: Extremity
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How extreme is this View?
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Strong attitude characterization: Certainty
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How sure am I of this stance?
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Strong attitude characterization: Accessibility
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How often or how easily does this attitude come to mind?
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Strong attitude characterization: Knowledge
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How knowledgeable am I regarding this issue?
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Social Judgement Theory
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Messages are not necessarily evaluated on their own
Instead, they are evaluated in terms of what the target person previously believes, feels, etc. |
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Latitude of Acceptance
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Position is acceptable
Your range of acceptable positions "Yes" "I agree" |
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Latitude of Rejection
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Position is unacceptable
Your range of unacceptable positions "No, I do not agree'' |
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Latitude of Noncommitment
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Not sure/ambivalent
Your range of ambivalent positions "I'm not sure whether I agree or not" |
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Contrast v. assimilation
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We focus on how different reality is from expectation
If it's unseasonably hot but still in the 60's, people will talk about how hot it is They assimilate the temp. to what they expected. |
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Selective Perception
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They perceive events so that they are fitted to their preconceived beliefs and attitudes
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Biased Assimilation
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To assimilate ambiguous information to their point of view
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Biased Memory Search
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Convinced their position is right, they search fact in support of their view, overlooking and rejecting the opposing side.
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Attitudes serve the following 6 psychological functions:
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Knowledge
Utilitarian Social Adjustive Social Identity Value Expressive Ego Defensive |
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Knowledge functions
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Attitudes help us organize the world around us and make sense of it
Toyotas are great cars: engine quality |
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Utilitarian function
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Maximize the rewards we benefit from, and minimize the costs
Toyotas are great cars: How have my previous experiences with Toyotas been? |
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Social Adjustive Function
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We all want to feel like we fit in
Toyotas are great cars: Who are my important reference groupd and how have they influenced my attitude? |
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Social Identity Function
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Attitudes can communicate our idiosyncrasies and shape our social identity
Toyotas are great cars: What is it about my personality that I may want to express to others by the type of Toyota I drive? |
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Value Expressive Function
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Attitudes can express our innermost values and beliefs
Toyotas are great cars: What are some of my values? How does driving a Toyota express them? |
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Ego Defensive Function
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Attitudes can hlep our self esteem
Toyotas are great cars: How does driving this type of car make you feel about yourself What are you views on buying American cars? |
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Target of persuasion
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Personal or psycho-social attributes about the individual may make him/her more or less susceptible to various persuasive messages
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Functional Theory
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A persuasive message is most likely to change an individuals attitude when the message is directed at the underlying function the attitude serves
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Factors that moderate the attitude-behavior relationship
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Aspects of the situation
Characteristics of the person Qualities of the attitude |
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Self-Monitoring
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The ability and desire to regulate one's public expressiveness to fit the clues and/or requirements of the situation.
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High self monitoring behavior
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Look for cues in the situation to tell them how to behave
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Low self monitors behavior
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Use their own values and motives to guide their behavior
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Implications of High Self Monitoring
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Different people in different situations
Adapt easily Flexible Sensitive to others |
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Implications of Low Self Monitoring
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Act according to their inner feelings/attitudes
Don't necessarily adjust for different situations |
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General Attitude
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The focus of discussion up to this point, is the global evaluation that cuts across different situations
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Specific Attitudes
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Evaluation of a single act or specific behavior that takes place in a particular context at a particular time
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Compatibility Principle
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Strong relationship between attitude and behavior is possible only if the attitudinal predictor corresponds with the behavior criteria.
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Theory of Reasoned Action
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Model assumes that people rationally calculate the costs and benefits of engaging in a particular action and think carefully about how important others will view the behavior under consideration
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4 components to Theory of Reasoned Action
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1. Attitude toward behavior
2. Subjective Norm 3. Behavior Intention 4. Behavior |
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Likert Scale
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Strongly agree - Strongly disagree
Assumes that each item taps the same underlying attitude and there are significant interrlationships among items. |
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Guttman Scale
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Measure attitudes
Progresses from easiest to accept to the most difficult to endorse High scores = agreement with all items |
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Semantic Differential
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Most frequently used today
One adjective (Good) lies at one end of the scale and the other adjective (Bad) at the other Instrument asks people to indicate feelings about an object on a pair of bipolar, adjective scales. |
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Inaccuracies in attitude measurement result from:
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1.Respondent carelessness in answering
2.Peoples desire to say the soccilly appropriate thing 3.Tendency to agree with items regardless of their content. |
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Two key factors that influence attitude response
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Context
Wording |
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Context issue with questions/surveys of attitude
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Questions earlier can influence responses to later questions
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Suggestions for good questions
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Use words that all respondents can comprehend
Write specific and unambiguous items Avoid double negatives Pretest items to make sure people understand your questions If you think order of questions will influence, change sequence Avoid politically correct phrases that encourage socially desirable responses Write items so that they take both the positive and negative sides Consider whether your questions deal with sensitive, threatening issues "I Don't know" Include many questions to tap different aspects of the attitude. |
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Indirect methods to measure attitudes
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Unobtrusive Measures
Physiological Measurements Response Time |
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Define persuasion
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Change of attitude, belief, behavior
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Aristotles 3 components of persuasion:
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Ethos - credibility
Pathos - Emotions Logos - Logic |