Chapter 20 Study Guide


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Side ASide B
Taking a Mental shortcut to form an attitude
When the recipient considers other cues than the message
Peripheral Route Processing
Four parts of effective persuasive communication
Source, Message, Channel, and Audience
One of the best measures of attitude
A public position that contradicts one's private attitude
Counteradditudinal Behavior
The main processes in forming or changing an attitude
Compliance, Identification, and Internalization
Taking the opposite viewpoint because you dislike the source
Boomerang Effect
A hard to change way of seeing people who belong to the same category
Ways in which attitudes are formed
Conditioning, Observational Learning, and Cognitive Evaluation
Attitudes that most strongly predict behavior are acquired through
Direct experiences
A direct attempt to influence attitudes
How the person delivering the message will be evaluated by the audience
Are they trustworthy and sincere, do they know the subject, and are they likable
To reduce this you have to change your behavior
An extreme form of attitude change
The two ways to deliver a message
Central Route for Persuasion, and Peripheral Route for Persuasion
When the recipient thoughtfully considers the issue of the message
Central-Route Processing
Said that the difference between prejudiced and non-prejudiced people is their ability to inhibit negative attitudes
Patricia Devine
A change in behavior to avoid rejection
A delayed impact of a persuasive communication
Sleeper Effect
Literal definition of prejudice
Said that a dominant group and a deferential group will play their roles to foster and maintain their respective positions
Thomas Pettigrew
Includes all of the people whose attitudes you are trying to change
They use influence techniques and deception
A predisposition to act a particular way
When you accept another person or group's attitude as your own
An attitude change based on trying to get things to fit together logically
Cognitive Consistency
Making a small request followed by a much more demanding request
The most effective way to reach an audience
Personal Contact
Based on Social, Economic, or Physical factors
Incorporating values and standards of others as part of yourself
The developing of resistance to persuasion
Inoculation Effect
A hard to change way of acting
Making a major request followed up by a much more minor request
The most effective type of message
Combines emotional appeal with factual information and argument
A need to rationalize one's behavior

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