All flashcards
Flashcard 1: What two conditions primarily increase central-route processing in the ELM?
Answer: High motivation and high ability to process the message. Both factors must be present for systematic message processing.
Flashcard 2: What is cognitive dissonance in attitude change theory?
Answer: Psychological discomfort from inconsistent cognitions or behavior-attitude mismatch. Tension arises when beliefs, attitudes, or behaviors conflict.
Flashcard 3: What does the Theory of Planned Behavior state predicts behavior most directly?
Answer: Behavioral intention (shaped by attitude, norms, and perceived control). Intention mediates between attitudes/beliefs and actual behavior performance.
Flashcard 4: What three determinants form behavioral intention in the Theory of Planned Behavior?
Answer: Attitude toward behavior, subjective norms, perceived behavioral control. These three factors combine to create the intention to perform a behavior.
Flashcard 5: What is perceived behavioral control in the Theory of Planned Behavior?
Answer: Belief about ease or difficulty of performing the behavior. Reflects confidence in one's ability to execute the behavior successfully.
Flashcard 6: What does the norm of reciprocity predict after someone gives you a favor?
Answer: You feel obligated to return the favor. Social norm creates pressure to reciprocate kindness or gifts.
Flashcard 7: What is self-perception theory as an explanation for attitude formation/change?
Answer: People infer attitudes by observing their own behavior and context. "I must like it because I do it" - behavior shapes attitudes.
Flashcard 8: Which theory best explains attitude change when internal cues are weak: dissonance or self-perception?
Answer: Self-perception theory. When unsure of feelings, people look to their behavior for attitude cues.
Flashcard 9: Identify the model that states attitudes have affective, behavioral, and cognitive components.
Answer: ABC model of attitudes. Attitudes comprise feelings (A), actions (B), and thoughts (C).
Flashcard 10: What does the Theory of Reasoned Action assume about behaviors it best predicts?
Answer: They are under volitional (intentional) control. TRA works best when people have complete control over their actions.
Flashcard 11: What two factors determine behavioral intention in the Theory of Reasoned Action?
Answer: Attitude toward the behavior and subjective norms. TRA excludes perceived control, focusing only on attitudes and social pressure.
Flashcard 12: According to cognitive dissonance theory, what change reduces dissonance most directly?
Answer: Change an attitude or behavior to restore consistency. Aligning attitudes with behavior eliminates the uncomfortable tension.
Flashcard 13: What does the low-ball technique involve to increase compliance?
Answer: Gain commitment, then increase the cost or reduce benefits. People maintain consistency with initial commitment despite worse terms.
Flashcard 14: What does the door-in-the-face technique involve to increase compliance?
Answer: Large initial request refused, then a smaller request. Contrast effect makes second request seem more reasonable.
Flashcard 15: What does the foot-in-the-door technique involve to increase compliance?
Answer: Small initial request followed by a larger request. Commitment to small request increases likelihood of agreeing to larger one.
Flashcard 16: What is a subjective norm in the Theory of Reasoned Action/Planned Behavior?
Answer: Perceived social pressure to perform or not perform a behavior. Reflects what important others think you should do.
Flashcard 17: What does the Elaboration Likelihood Model call the route using careful argument evaluation?
Answer: Central route. Involves systematic processing of message content and logic.
Flashcard 18: What does the Elaboration Likelihood Model call the route using cues like attractiveness?
Answer: Peripheral route. Uses superficial cues rather than message content.
Flashcard 19: Which ELM route tends to produce more durable attitude change: central or peripheral?
Answer: Central route. Deep processing creates stronger, longer-lasting attitudes.
Flashcard 20: Which concept explains attitude change by aligning with a group to gain acceptance and avoid rejection?
Answer: Normative social influence. Conformity driven by desire for social approval, not accuracy.
Flashcard 21: Identify the theory: people adopt attitudes to reduce uncertainty and belong to a valued group.
Answer: Social identity theory. Group membership shapes self-concept and associated attitudes.
Flashcard 22: What is the reciprocity norm as used in persuasion and compliance?
Answer: Obligation to return favors or concessions. People feel compelled to reciprocate gifts or compromises.
Flashcard 23: What is the lowball technique in compliance?
Answer: Secure agreement, then raise the cost. Commitment to initial terms creates pressure to follow through.
Flashcard 24: What is the door-in-the-face technique in compliance?
Answer: Large request first, then a smaller request. Rejection of extreme request makes moderate seem reasonable.
Flashcard 25: What is the foot-in-the-door technique in compliance?
Answer: Small request first, then a larger request. Initial compliance increases likelihood of agreeing to more.
Flashcard 26: What does self-perception theory propose about how people infer their attitudes?
Answer: They infer attitudes from observing their own behavior. Like outside observers, people deduce attitudes from actions.
Flashcard 27: Which theory best explains attitude formation when internal cues are weak or ambiguous?
Answer: Self-perception theory. When unsure of feelings, behavior becomes the primary cue.
Flashcard 28: What is meant by subjective norm in the Theory of Reasoned Action or TPB?
Answer: Perceived social pressure to perform a behavior. Reflects what important others think one should do.
Flashcard 29: Which theory predicts behavior primarily from attitudes, subjective norms, and perceived behavioral control?
Answer: Theory of Planned Behavior (TPB). Extends TRA by adding control beliefs about ability to perform behavior.
Flashcard 30: What does the elaboration likelihood model (ELM) describe in persuasion?
Answer: Central vs peripheral routes of attitude change. Two processing paths depend on motivation and ability to think.