Attitude & Persuasion

A set of flashcards covering key concepts related to attitudes and persuasion as presented in Prof. Daniel He’s lecture.

Attitudes

Evaluative judgments that range from positive to negative and vary in intensity.

Mediator

A variable that explains the mechanism through which an independent variable affects a dependent variable.

Moderator

A variable that affects the strength or direction of the relationship between independent and dependent variables.

Independent Variable

The variable that is manipulated or changed by the researcher in a study to observe its effect.

Dependent Variable

The variable that is measured to assess the effect of the independent variable.

Persuasion

An explicit attempt to influence consumers’ beliefs, attitudes, and/or behaviors.

Elaboration Likelihood Model (ELM)

A model that describes how attitude change occurs in response to persuasive messages, through central and peripheral routes.

Numerosity Heuristic

The psychological principle that people are influenced by the number of arguments presented in favor of a position.

Cialdini’s Six Principles of Persuasion

Reciprocity, Scarcity, Authority, Consistency, Liking, and Social Proof are principles that influence how individuals are persuaded.

Opt-in vs. Opt-out

Opt-in refers to actively choosing to participate, while opt-out means automatically being included unless one opts out.