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Cards In This Set
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Persuasion
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The process by which a message induces change in beliefs, attitudes or behaviors
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Central route to persuasion
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Occurs when interested people focus on the agruments and respond with favorable thoughts
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Peripheral route to persuasion
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Occurs hwen people are influenced by incidental cues, such as a speaker's attractivenss
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Credibility
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Believability. a credible communicator is perceived as both expert and trustworthy
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Sleeper effect
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Occurs when an initially discounted message becomes effective, as we remember the message but forget why we discount it.
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Attractiveness
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Having qualities that appeal to an audience. An appealing communicator is most persuasive on matters of subjective preference
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Primacy effect
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Other things being equal, information presented first usually has the most influence.
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Recency effect
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Information presented last sometimes has the most influence. Recency effects are less common than primacy effects.
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Channel of communication
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The way the message is delivered-whether face-to-face, in writing on film, or in some other way
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Two-step flow of communication
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The process by which media influence often occurs through opinion leaders, who in turn influence others.
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Need for cognition
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The motivation to think and analyze
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Cult (also called new religious movem
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A group of typically characterized by distinctive ritual and beliefs, isolated from evil culture anda charismatic leader
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Attitude inoculation
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Exposing peolpe to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available
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