COMM 318: EXAM 2
60 Cards in this Set
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Risk Perception Attitude (RPA) framework
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-about perceptions of and responses to, health-related risks
-assumes that in some instances, risk can motivate self-protective health behavior
-understanding attitudes about risk can help
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two dimensions of perceived risk (RPA)
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1. susceptibility: perception of the degree to which
2. severity: perceptions of the effectiveness of
(will the strategies recommended to mitigate or prevent the threat work?)
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Responsive attitude (RPA)
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-high risk and efficacy perceptions
-are aware of risk status and believe that they have the skills to avert the threat
example: are aware that they are at risk of developing skin cancer.... and they believe that they have the skills to prevent the risk
MOST MOTIVATED TO ACT IN SELF P…
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Avoidance attitude (RPA)
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-high risk and low efficacy perceptions
-conflicting motivations
example: are aware that they are at risk of developing skin cancer... might be concerned but feel that they are unable to cope or prevent. "just the way it is"
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indifferent attitude (RPA)
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-low risk and efficacy perceptions
-feel that they are not at risk and feel unable to cope with the threat
example: are aware that they are at risk of developing skin cancer and they also feel unable to to prevent
LEAST MOTIVATED TO ACT IN SELF PROTECTIVE HEALTH BEHAVIOR
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Proactive attitude (RPA)
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low risk and high efficacy perceptions
not motivated by risk
example: do not perceive themselves to be at risk for skin cancer...but they may still take action in a preventative behavior bc they think it works
i.e. people who take vitamins everyday or wrinkle cream
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optimist bias
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NOT PART OF RPA
-focuses on perceptions of relative risk
-people perceive themselves to be
1. people in general believe their susceptibility to a health problem is below average
2. most optimistic bias occurs for behaviors that are perceived to
-optimistic bias is one possible expl…
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two dimensions of perceived efficacy
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1. self efficacy: the perception of one's ability to cope with or prevent a threat
can i prevent the threat? (can you physically prevent it yourself, willing and able?) can i put sunscreen on?
2. response efficacy: perceptions of the effectiveness of strategies designed to cope with or …
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RPA and Persuasion
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1.) Responsive attitudes: this group is ready to act or is already acting, reinforce or provide opportunities to avert the risk
2.) Avoidance attitude: provide information to increase efficacy perceptions
3.) Proactive attitude: make aware of the risk
4.) Indifferent attitude: make awa…
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Elaboration Likelihood method (ELM)
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-how do people process persuasive messages?
-explains responses to messages that contain an argument and/or peripheral cues
-makes predictions about responses to a single message
-a duel-process model: explains the two routes through which individuals may process a persuasive message a…
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argument
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content of a message
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peripheral cues
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information external to message content
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assumptions of the ELM
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1.) people are motivated to hold "correct" attitudes
-what is "correct" is subjective
-incorrect attitudes are maladaptive
2.) the amount of cognitive effort people are willing or able to engage in, to process persuasive appeals, varies across people and situations
-elaboration conti…
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two route of message processing in the ELM
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1. central: -careful scrutiny of message content
-attitude change is a function of message content and elaboration
-elaboration: the extent to which a person thinks about the issue - relevant arguments contained in a message
ex: argument quality, evidence, logical consistency
- posi…
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determinants of processing routes
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--motivation: -are you motivated to process the message centrally?
-factors that influence this:
1. involvement in the message topic
2. need for cognition
3. personal responsibility for your attitude
--ability: -are you able to process the message centrally?
-factors that influence…
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high motivation and high ability
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-central processing
-quality of the arguments contained in the message should determine the influence of the message on attitudes
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low motivation or low ability
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-peripheral processing
-peripheral cues determine message evaluation and influence of the message on attitudes
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utility of the ELM
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-makes it possible to understand two systematic ways in which people respond to persuasive messages (central and peripheral)
-identifies two key elements that determine the nature of message processing (motivation and ability)
-knowing the way messages are processed and the factors tha…
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the heuristic systematic model (HSM)
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-duel process message processing model
1.) individuals are cognitive misers who seek to minimize cognitive activity (assumption is not that people are lazy)
ex: going to Perez Hilton and doing the "star seeker" instead of scrolling through the hundreds of stories on the general site
2.…
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two types of message processing in the HSM
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systematic processing:
-careful scrutiny of message content
-similar to central processing in the ELM
heuristic processing:
-heuristics involve simple decision rules
-make it possible to evaluate a message (and recommendations) without scrutinizing the arguments made
-"mental short…
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HSM and message processing
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-heuristic processing is our default state
-systematic processing occurs when people have sufficient motivation and ability (defined similarly to ELM)
-individuals may use both heuristic and systematic processing in evaluating a message (dual processing is possible)
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differences between ELM and HSM
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-HSM allows for dual processing whereas the ELM does not (only one route is possible in ELM)
-heuristics are defined in more specific terms in the HSM
-HSM starts with the assumption that people are cognitive misers
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the Unimodel
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-argues against the dual process models (dual processes are unnecessary and message processing only involves on route)
-persuasion: "a process during which beliefs are formed on the basis of appropriate evidence"
-evidence: "information relevant to a conclusion"
-message arguments and …
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message learning approach (MLA)
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-attitude change involves a chain of responses:
1. attention to the persuasive message
2. comprehension of its content
3. acceptance or yielding to what is comprehended
4. retention to the position agreed to
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assumptions of the MLA
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-a message receiver must learn the arguments presented in a message for change to occur
-a message receiver must remember the arguments if change is to persist over time
-yielding to a persuasive argument is determined by incentives
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credibility
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-it is perceived (what is credible to some, isn't to others)
-it can be fabricated
-it is situational (one can be a credible source about some topics but not others)
-it is dynamic (perception of source credibility can change over time)
-expertise and trustworthiness (are relative an…
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expertise
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-perceptions that a source is well informed about a particular topic
-how do researchers examine effects of expertise?
-manipulate training, experience, or occupation and compare with someone without that "training"
-look at nonverbal behavior
-in general, we accept advice from "expe…
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trustworthiness
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-perception that a source will tell what he or she believes is the truth
-can be as important as expertise (sometimes may be more important)
-perceptions of trustworthiness can be increased by:
1. speaking against your own interests
2. sings/symbols of trustworthiness
3. association …
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the sleeper effect
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-what happens to perceptions of source credibility over time
-changes in the effects of messages from high and low credibility sources may not be the same over time
-absolute, relative
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absolute sleeper effect
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message from a high credibility source loses effectiveness over time whereas a message from a low credibility source becomes more effective
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relative sleeper effect
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-both messages become less effective over time
-however, message from high credibility source incurs greater loss in effectiveness relative to low credibility source
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possible explanations for the sleeper effect
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forgetting model:-high credibility source produces more attitude change than low credibility source
-over time source is forgotten and attitude change decays (regardless of source credibility)
ex: "i forgot who told me this but..."
-high credibility condition incurs more decay over ti…
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physical attractiveness
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-especially persuasive in unimportant situations (can be a peripheral cue in the ELM)
-is related to liking, but does not override credibility
-"Halo effect": we assume that attractive people are good at other things (that they are friendly, outgoing, likeable, etc.)
-characteristics r…
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perceived similarity
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-the more similar to yourself the speaker appears, the greater their effectiveness
-kinds of similarity:
1. membership similarity
2. attitude similarity
3. relevant vs. irrelevant similarities:
-irrelevant similarities build rapport
-relevant similarities may lead to greater perce…
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liking
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-correlates very highly with trustworthiness
-speaker's sense of humor has been known to increase liking
-but, liking effects are minimal when motivation is high
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authority
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-communicate that you are an authority
-power
1. referent power: are well liked
2. expert power: based on knowledge
3. legitimate power: based on formal rank
4. reward power: control over a valued resource
5. coercive power: ability to sanction
-trappings of authority are almost …
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language vividness
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-vivid info is: emotionally interesting, concrete and imagery-provoking, proximate in a sensory, temporal, or spatial way
-vivid info attracts and holds our attention
-images: images provide concrete information
-case history information: telling a story, things that have happened to s…
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effects of vividness
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-existing evidence suggests that vividness has a positive impact on persuasion
-audience members infer that the message source is knowledgeable on the basis of the level of detail in the message
-vivid message - inference that source is knowledgeable - message acceptance
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limitations of language vividness
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-some evidence that vividness can undermine persuasion
-distraction: vividness can distract attention away from the essential meaning of the information
ex: on his way out the door Sanders staggered against a serving table, knocking a bowl of guacamole dip to the floor and splattering …
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powerless language
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1.) Hedges: "sort of" "kinda" "I suppose"
2.) Hesitations: "uh" "'well" "you know"
3.) Intensifiers: "really" "very" "surely"
4.) Polite Forms: "if you don't mind" "I'd really appreciate it"
5.) Tag Questions: "...don't you think?" "...don't you agree?"
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statistical evidence
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-numerical information
-represents information from a number of individuals
-can be disseminated quickly
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narrative evidence
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-story of anecdote of a single individual's experience
-involving
-listeners suspend counter arguments
-facilitates identification with source
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receiver factors involved in persuasion
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1. sex differences:no compelling evidence to suggest that men and women respond differently to persuasive messages
2. involvement:-key construct in persuasion research
-three types: value relevant, outcome relevant, impression relevant
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value relevant involvement
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-reflects a concern about values that define one's self concept
-can be thought of as "ego-involvement" in SJT
-inhibits attitude change
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outcome relevant involvement
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-reflects a concern about the outcome related to the persuasive message
-in the ELM, a factor that motivates receivers to centrally process a message
ex: concern about proposed tuition increase among those students who are not graduating
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impression relevant involvement
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-occurs when individuals are concerned about the social consequences of expressing an attitude
-inhibits attitude change
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fear appeal
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-a message that outlines the negative consequences of failing to comply with a particular recommendation
-fear creates a drive or motivation:
1. defensively avoid (flight)
2. engage in the recommended response (fight)
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responses to fear in early studies
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-high fear produced the least amount of conformity with message recommendations
-low fear produced the most conformity with recommendation
-fear control vs. danger control
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fear control
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-perceived threat > perceived efficacy
-controlling the fear instead of the danger and reject the message
ex: there is a real problem that I am at risk for, and I cannot effectively avert the threat
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danger control
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-perceived threat < perceived efficacy
-accepting message recommendations and making appropriate behavioral changes
ex: there is a real problem that I am at risk for, but I know I can do something to effectively avert it
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the extended parallel process model (EPPM)
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-explains responses to fear appeals
-components:
1.) threat
-severity: how bad will this be
-susceptibility: how likely is it to happen to me
-some level of threat is necessary
2.) efficacy
-response efficacy: is there a response that will effectively mitigate the threat
-self ef…
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conclusions of the EPPM
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-either fear control OR danger control processes dominate (they are mutually exclusive)
-threat motivates action, efficacy determines nature of the action
-when threat is low there is no response to the message
-when threat is high, and efficacy is high, then people control the danger …
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using the EPPM to create or evaluate a fear appeal
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Step 1: audience must perceive a sufficient level of severity and susceptibility (ex: threat)
Step 2: audience's perception of efficacy must exceed the amount of perceived threat
-audience must perceive the recommended response to be effective and must believe that they can enact the re…
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guilt definition
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• The dysphoric (bad) feeling associated with the recognition that one has violated a personally relevant social or moral standard
• The feeling that we are responsible for some wrongdoing
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guilt vs. shame
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-guilt occurs in response to external events
-guilt is something that happens between people rather than just inside them
-shame results from internal events
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function of guilt
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1. motivates relationship-enhancing patterns
2. redistributes emotional distress within the dyad
3. Operates as an interpersonal influence technique
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effective guilt appeal
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1. arouse guilt by pointing out a violation (or potential violation)
2. show that retributions may be made through adopting an attitude or behavior
MAKE THEM FEEL GUILTY AND GIVE THEM A WAY TO FEEL LESS GUILTY
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three types of guilt
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1. reactive guilt: response to an overt act of violating one's internalized standards of acceptable behavior
2. anticipatory guilt: experienced as one contemplates a potential violation of internal standards (something could give me guilt so i'm not going to do it)
3. existential guilt:…
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What role do groups play in social epidemics?
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rule of 150
group is more effective when small groups
not a big wave in society but spreads across groups
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what is a translator/translation?
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take highly specialized knowledge about how or why in everyday life and they share the information
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COMM 318: COMM 318