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