Chapter 6 - Attitudes and Persuasion

Assortative mating

The tendency to mate with someone who shares our features and interests (see similarity-attraction hypothesis).

Attitude object

The thing, person, place, or idea we evaluate when we form an attitude.

Attitudes

Inner evaluations or judgments toward something or someone, either positive or negative.

Behavioral genetics

The study of how nature and nurture interact to form our attitudes and behaviors.

Bogus pipeline

A fake lie detector machine used to increase honest responses from study participants.

Classical conditioning

A process when an automatic reaction or attitude to one thing is transferred to another after repeated pairings.

Cognitive dissonance

A state of psychological discomfort that occurs when we experience conflicting beliefs and behaviors.

Communication-persuasion matrix

Proposes six steps in the persuasion process—attention, comprehension, learning, acceptance, retention, and conclusion—which build on each other.

Context variables

Situational aspects of how a message is received, such as repetition.

Door-in-the-face technique

A persuasion technique where people who refuse a large request are then more likely to agree to a later, smaller request.

Dual attitudes

When we hold contrasting positive and negative evaluations about a single attitude object.

Elaboration likelihood model

Proposes two paths to persuasion: a direct, explicit, “central” route and an indirect, implicit, “peripheral” route. Which works better depends on the audience’s ability and motivation to pay attention.

Explicit attitudes

Controlled, conscious, thoughtful evaluations and judgments we’re aware of making.

Facial feedback hypothesis

The idea that emotions can happen after someone makes a corresponding facial expression.

Foot-in-the-door technique

A persuasion technique where people are more likely to agree to a big request if they’ve already said yes to a smaller one.

Heuristic-systematic model

Proposes two paths to persuasion, called the “heuristic” (indirect) path and the “systematic” (direct) path.

IAT

See implicit association test.

Implicit Association Test

An indirect way to measure attitudes or mental associations.

Implicit attitudes

Automatic, unconscious evaluations and judgments that can sometimes be out of our awareness.

Lowball technique

A persuasion technique where people follow through with a decision even after the terms of a “deal” have changed.

Message variables

The information provided in a persuasive message and how it is framed.

Message-learning approach

Proposes that there are four elements to the persuasion process: the source (who is doing the persuading), the message (the persuasive information), the recipient (whom they are persuading), and the context (how they are persuading).

Model of dual attitudes

Proposes that new attitudes override, rather than replace, old attitudes. Both attitudes remain, with one stronger than the other.

Norm of reciprocity

The idea that individuals respond in kind to courtesies and concessions from others, because we like things to be “fair.”

Operant conditioning

A process when our attitudes or behaviors are strengthened by previous rewards or weakened by previous punishments.

Perceived control

Our perception of whether we’re capable of successfully accomplishing a given goal or behavior.

Recipient variables

The audience of a persuasive message.

Self-affirmation theory

Proposes that we try to impress ourselves to preserve our sense of worth and integrity.

Self-justification

The desire to explain our actions in a way that preserves or enhances a positive view of the self.

Social learning theory

The idea that we copy what we see others do, especially when their behavior is rewarded.

Source variables

Who creates and gives a persuasive message.

Specificity principle

Proposes that the link between attitudes and behaviors is strong when the attitude and the behavior are measured at the same level of specificity.

Subjective norms

Our perception of what other people are doing or what we think is “normal” or common in a given situation.

Theory of planned behavior

Proposes that behaviors are best predicted by three factors: attitudes, subjective norms, and perceived control.

Univalenced decision

A decision based on an attitude about an attitude object that is either good or bad but not both.

Direct path to persuasion

Uses logic, data, and solid arguments to convince an audience that is motivated and analytical.

Indirect path to persuasion 

Influences attitudes using superficial cues rather than logical arguments.

Impression management

Considerations may shape the degree to which attitudes predict behavior.

Choice design

The way a option is designed may shape the behavior.

Chaldinis principle

Seven key psychological drivers that guide human decision-making and compliance.

Reciprocity

People feel obliged to return favors, gifts, or services they have received, often saying "yes" to those they owe.

Scarcity

People value items, information, or opportunities more when they are rare, unique, or dwindling in availability.

Consensus

People, especially when uncertain, look to the actions and behaviors of others to guide their own decisions.

Authority

People are more likely to comply with requests from, or follow the lead of, credible, knowledgeable experts.

Consistency

People have a strong desire to align their actions with their past words, beliefs, and actions.