COMM 318: Exam 1 FC
39 Cards in this Set
| Front | Back |
|---|---|
|
Persuasion Definition
|
Any message that is intended to shape, reinforce, or change the responses of another, or others
|
|
Targets of Persuasion: cognitions
|
beliefs about the world
easiest of the 3 to influence
ex: pros/cons of recent health reform bill
|
|
Targets of Persuasion: Attitudes
|
a learned predisposition to respond in a consistently favorable or unfavorable manner w/ respect to a given object
|
|
Targets of Persuasion: Behavior
|
action, doing something
what people actually do
|
|
Attitudes
|
a learned predisposition to respond in a consistently favorable or unfavorable manner w/ respect to a given object
|
|
3 sources of attitudes
|
cognition: thoughts/beliefs (belief broccoli is nutritious)
affective/emotion: taste or appearance (broccoli)
Past Behavior: Personal History (Personal history of broccoli consumption)
|
|
2 key characteristics of attitudes
|
Attitude Accessibility: Attitudes vary in how quickly they may be retrieved from memory and applied
Attitude Strength: We hold some attitudes more or less strongly than others
|
|
LaPierre Study
|
examined attitudes and behaviors regarding a chinese couple traveling in the western U.S.
refused service/lodging at one establishment out of many
6 months after sent questionnaire
91.5% said they would not provide service to chinese
raised questions about attitudes-behavior relations
|
|
Attitude-Behavior Controversy
|
early research-attitudes predict behavior
ex: a very hypothetical person
|
|
Problems with measuring attitudes: questionnaire
|
carelessness
extremity: marking extreme values on the scale
acquiescence: Agreeing with an item, regardless of content
social desireability- tendency to give socially appropriate responses to avoid looking "bad" or uninformed
|
|
Measurement Correspondence
|
the degree of match between the attitude measure and the behavior measure
(T)arget- what is the attitude object?
(A)ction- what is being done to or w/ the object?
(C)ontext- In what setting does the action occur?
(T)ime- when does the action take place?
|
|
Instances when attitudes are more likely to predict behavior
|
social norms are unimportant
when time is limited
attitudes are based on direct experience
attitudes are accessible
|
|
Differences between conditioning and learning
|
Learning: a relatively stable change in behavior that results from prior experiences
Conditioning: To cause to respond in a specific manner to a specific stimulus
|
|
General Types of learning/conditioning theories
|
behavioristic: attitudes and behavior change occur automatically, w/out a conscious human awareness (no freedom of choice or capacity for self direction)
Cognitive: human cognitive and interpretive processes shape external reality and determine responses to the environment (free will is …
|
|
classical conditioning
|
occurs when a connection is drawn between 2 events in the environment
Pavlovs dogs
|
|
Higher order classical conditioning
|
works same way as classical conditioning, however a conditioned response is transferred to a different conditioned stimulus
|
|
Operant conditioning
|
based on idea that people act to maximize positive and minimize negative consequences
reinforcement is key
we adhere strongly to attitudes that yield rewards and reject attitudes that yield punishment
pos/neg reinforcement- pos encourages behavior (reward cards) neg decreases likelihoo…
|
|
Social Cognitive Theory
|
Bandura
explains how patterns of behavior are acquired and how their expression is continuously regulated by both self and other sources of influence
assumes that through observation we gain info about how to enact a behavior, and the social consequences associated w/ the behavior
limi…
|
|
Fishbein's Theory of Attitudes
|
attitude toward a behavior is a function of beliefs about implications of behavior and corresponding evaluations of those consequences
mathematical model:
bi(0-4) ei(-3-3)biei etc.
possible range (-48-48)
|
|
Persuasion strategies offered by theory of attitudes
|
change and existing belief (your vote DOES matter)
change an existing evaluation
add a new belief-evaluation pair ( a new consequence)
|
|
Theory of reasoned action (Ajzen and Fishbein)
|
Most important predictor of a person's behavioral action is their behavioral intention (conscious decision whether to perform a behavior)
Behavioral intention is made of attitude (positive/negative feelings associated with performing behavior) and subjective norm (person's beliefs about …
|
|
Theory of Reasoned Action Key Components
|
behavior
behavioral intention
attitude
subjective norms
|
|
Perceived Behavioral Control
|
a general estimate of the likelihood that a person could enact a particular behavior
perceived facilitation: Do i have the resources?
control beliefs: can i do it?
|
|
Social Judgment Theory
|
The larger the discrepancy between a speaker's position and a listener's point of view, the greater the change in attitude--as long as the message is within the hearer's latitude of acceptance.
|
|
Components of Social Judgment Theory
|
anchor(star)- ones position on an issue
Latitude of acceptance(circles)- positions on an issue that are acceptable
Latitude of rejection (x's)- positions that are unacceptable
Latitude of Noncommitment (circles)- positions that are neither acceptable or unacceptable
|
|
Collective Norms
|
operate @ the level of an entire social system
emerge through interaction among community members
represent a collective's code of conduct
|
|
Perceived Norms
|
operate @ individual level
are an individuals interpretation of collective norms
influence behavior
|
|
2 types of perceived norms
|
Injunctive norms: beliefs about what one should do
Descriptive Norms: beliefs about what is actually done by most others in one's social group.
|
|
Tipping Point
|
the activities that accumulate overtime and pushes nature into another pattern of functioning where there is no return
|
|
Tipping Point: Social epidemics
|
---
|
|
Tipping Point: Connectors
|
-Very wide social circles
-Ability to bridge different social groups that would not ordinarily interact
|
|
Tipping Point: Mavens
|
-Accumulate knowledge that most people wouldn't spend the time on accumulating
-Know where to get the best steak in town, best new car to buy, etc. get satisfaction from sharing this information, great source of information
- not trying to persuade, just help
|
|
Tipping Point: Salesman
|
-Persuade people to embrace the products the connectors and mavens have pointed out to them; -most find them trustworthy, credible and authoritative, low-key, attractive and influential
|
|
Tipping Point: weak ties
|
---
|
|
Tipping Point: 3 rules of epidemics
|
1. Law of the few (maven, connectors, salesmen)
2. Stickiness Factor (content with memorable impact)
3. Power of context (behavior is strongly influenced by its environment)
|
|
Tipping Point: emotional contagion
|
the idea that emotions can be transferred from one person to another
|
|
Tipping Point: Paul Revere
|
he knew the info
"right place at the right time"
|
|
Tipping Point: stickiness
|
something you remember
its memorable and motivates action
|
|
Tipping Point: Context
|
environment
small things in environment can change your actions
|
COMM 318: COMM 318