Term
| feelings-as-information view. |
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Definition
| This view says that happy people are persuaded through peripheral channels because their good mood signals that the situation is correct and they need not engage in effortful, thoughtful evaluation (known as central route processing). |
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Term
| the hedonic contingency view. |
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Definition
| This view says that happy people engage in processing that keeps them happy. As we have talked about control systems before, people who are happy will not allow themselves to persuaded to accept information that keeps them from being happy. |
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Term
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Definition
| Issue involvement means that a person (or the audience) is personally involved with the issue at hand, and the issue has important consequences for them. |
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Term
| Impression-relevant involvement |
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Definition
| Impression-relevant involvement means that our responses will be scrutinized by others, and our position toward an issue will be met by social approval or disapproval from others. When a person is high in issue involvement or high in impression-relevant involvement, we should use the central route to persuade them. |
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Term
| considering the audience you are trying to persuade. Those who are high on need for cognition, or have a preference for engaging in a great deal of thinking |
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Definition
| Those who are high on need for cognition, or have a preference for engaging in a great deal of thinking, prefer to be persuaded through the central route. These people ask many question and crave details and facts. Because they want accurate information, they are more difficult to persuade than those with low need for cognition. |
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Term
| Low need for cognition individuals |
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Definition
| Low need for cognition individuals are more likely to be persuaded through peripheral channels |
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Term
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Definition
| Self-monitoring means using social cues to regulate the self. These cues are based on the reflected appraisals of others. If you are high in self-monitoring, you would be constantly looking at those you are communicating with to pick up on signs of approval and agreement. Because those who are high in self-monitoring are so attentive to the situation and those around them, they can be persuaded through the use of visual ads. They would desire ads that make them happy and make them feel good. Individuals low in self-monitoring prefer informative, factual ads via the central route. |
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Term
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Definition
| life cycle view. This view says that individuals’ attitudes change as they age. This goes along with our “common sense” idea that people get more conservative as they age. |
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Term
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Definition
| generational view, says that people do not change attitudes as they age, rather, their attitudes are created and modified by the things they experience. Generally, there is more support for the generational view than the life cycle view. The generational view also says that large-scale social events that occur during our lives influence our attitudes forever. |
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Term
| In practical terms, what age groups are most likely to be persuaded? |
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Definition
| The elderly and adolescents. These groups are more likely to be persuaded because they are in the midst of life transitions and seek information from credible sources to help facilitate that transition. |
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Term
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Definition
| Attitude – predisposition to respond to an object in a favorable/unfavorable way |
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Term
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Definition
| Components – attitudes can predict behavior – only happens 38% of the time. Can reflect our thoughts and help us make decisions. Attitudes form quickly. Social forces influences attitudes – attitudes influence behavior |
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Term
| Attitude components - Affective |
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Definition
| Affective – feeling – express how you feel about a topic |
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Term
| Attitude components - Behavioral |
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Definition
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Term
| Attitude components - Cognitive |
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Definition
| cognitive – think – classify objects using cognitive |
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