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Chapter 20 Study Guide



  
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Taking a Mental shortcut to form an attitude
 
Heuristic
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
 
Behavior
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
 
Stereotype
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
 
Persuasion
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
 
Dissonance
An extreme form of attitude change
 
Brainwashing
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
 
Compliance
A delayed impact of a persuasive communication
 
Sleeper Effect
Literal definition of prejudice
 
Prejudgement
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
 
Audience
They use influence techniques and deception
 
Cult
A predisposition to act a particular way
 
Attitude
When you accept another person or group's attitude as your own
 
Identification
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
 
Foot-in-the-door-technique
The most effective way to reach an audience
 
Personal Contact
Based on Social, Economic, or Physical factors
 
Prejudice
Incorporating values and standards of others as part of yourself
 
Internalization
The developing of resistance to persuasion
 
Inoculation Effect
A hard to change way of acting
 
Role
Making a major request followed up by a much more minor request
 
Door-in-the-face-technique
The most effective type of message
 
Combines emotional appeal with factual information and argument
A need to rationalize one's behavior
 
Self-justification

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