ch 7

These flashcards cover key concepts and definitions related to attitudes, attitude change, and persuasion as discussed in the provided lecture notes.

Attitude

A psychological tendency expressed by evaluating a particular entity with some degree of favor or disfavor.

Classical Conditioning

A learning process that occurs when two stimuli are repeatedly paired together, leading to a response to a neutral stimulus.

Operant Conditioning

A learning process through which behaviors are modified based on reinforcement or punishment.

Attitude Accessibility

The strength of the association between an attitude object and its evaluation, affecting the predictability of behavior.

Theory of Planned Behavior

A model that predicts intentional behavior based on attitudes, subjective norms, and perceived behavioral control.

Persuasive Communication

A method of inducing attitude change through strategic messaging and influence.

Elaboration Likelihood Model (ELM)

A theory explaining how attitudes are formed and changed through two routes: central (high effort) and peripheral (low effort).

Central Route to Persuasion

A pathway of persuasion where an individual is motivated to think critically about the arguments presented.

Peripheral Route to Persuasion

A pathway of persuasion that occurs when a person is not motivated or able to process arguments, relying instead on superficial cues.

Fear-Arousing Communications

Persuasive messages that induce fear to motivate attitude change, effective only in moderated amounts.

Subliminal Advertising

Advertising that uses stimuli below the threshold of conscious perception to influence attitudes and behaviors.

Attitude Inoculation

A strategy to preserve attitudes by exposing individuals to weak counterarguments, allowing them to build resilience against stronger messages.

Reactance Theory

A psychological response to perceived restrictions on freedom, often leading individuals to assert their autonomy through opposite behavior.

Cultural Truisms

Widely accepted beliefs or norms within a culture that may be challenged to promote attitude change.

Subjective Norms

People's beliefs about how those they care about will view a specific behavior, influencing their attitude toward that behavior.

Personal Relevance

The degree to which an issue or behavior is significant to the individual, impacting their engagement with persuasive messages.