Term
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Definition
| The process by which a message induces change in beliefs, attitudes, or behaviors. |
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Term
| central route to persuasion |
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Definition
| Occurs when interested people focus on the arguments and respond with favorable thoughts. |
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Term
| peripheral route to persuasion |
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Definition
| Occurs when people are influenced by incidental cues, such as a speaker's attractiveness. |
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Term
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Definition
| Believability. This type of communicator is perceived as both expert and trustworthy. |
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Term
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Definition
| A delayed impact of a message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it. |
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Term
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Definition
| Having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference. |
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Term
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Definition
| Other things being equal, information presented first usually has the most influence. |
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Term
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Definition
| Information presented last sometimes has the most influence. Recency effects are less common than primacy effects. |
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Term
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Definition
| The way the message is delivered--whether face-to-face, in writing, on film, or in some other way. |
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Term
| two-step flow of communication |
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Definition
| The process by which media influence often occurs through opinion leaders, who in turn influence others. |
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Term
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Definition
| The motivation to think and analyze. Assessed by agreement with items such as "The notion of thinking abstractly is appealing to me" and disagreement with items such as "I only think as hard as I have to." |
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Term
| cult (also called new religious movement) |
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Definition
| A group typically characterized (1) distinctive ritual and beliefs related to its devotion to a god or a person, (2) isolation from the surrounding "evil" culture, and (3) a charismatic leader. (A sect, by contrast, is a spinoff from a major religion.) |
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Term
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Definition
| Exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available. |
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