What is "Incentive Theory" about?
Emphasizes the motivational value of the "Counter-Attitudinal" message content.
What are the primary reasons for "Self-Persuasion"?
The development and learning of "New Reasons" or "Argument".
What are some criticisms about "Incentive Theory"?
1 Theory is too mechanic
2 It follows too strict of a "stimulus > response" approach
3 Doesn't determine the specific goals the person perceives as rewarding
What is "Self-Perception" Theory?
Assumes the basis for attitude change and then follows "Counter-Attitudinal Advocacy".
What are some criticisms about "Self-Perception Theory"?
1 Ignores process of attitude change
2 Too simplistic
What is the "Theory of Influenceability" about?
It makes important distinctions between "Persuasion" and "Influenceability". It also hypothesizes individual differences exist in terms of influence across situations.
What are the principles does the "Theory of Influenceability" have?
1 Mediational Principle
2 Compensation Principle
3 Situational-Weighing Principle
4 Confounding Principle
5 Interaction Principle
What is "Mediational" principle?
States that persuasibility is mediated by
What is "Compensation" principle?
States that mediating factors can have opposing effects. Thus, cancelling each other out.
What is "Situational-Weighting" principle?
States that type of influence affects how much difference is found.
What is "Interaction" principle?
States that mediating variables interact with "Source" and "Message".
What are the broad types of influences in "Situational-Weighting" principle?
What are some criticisms of the "Theory of Influenceability"?
1 Overly linear and ignores process
2 Interaction and feedback leaves little to human action
What is praised about the "Theory of Influenceability"?
Its heuristic value has generated decades of research
What is "Attitude Change"?
A reflection of the advocate's desire to maintain a public image of consistency for the benefit of others.
What is the "Information Processing Theories of Persuasion" about?
Centers on the ways people accumulate and organize information about some person, object, situation or idea. This is all done in order to form attitudes about a concept.
An individual's attitude system can be affected by information that is received and integrated into?
The "Attitude Information System"
What is "Valence"?
The degree to which the information is good or bad news.
It is good is it supports beliefs and bad if it doesn't
What was the goal of the Yale program?
To discover ways that communication variables operate within the "Attitude Change System".
What did Yale researchers believe?
They believed that some people are easier to persuade than others.
What did Yale researchers develop?
A detailed model of
3 Outcome Variables
in the communication process
People were hypothesized by Yale researchers to vary in terms of what?
"General Persuasubility" apart from any other communication-related factor.
The Yale research determined that persuasibility is more of a matter of what?
Internal processes than Individual traits.
When all four abilities are adequate and the level of motivation is moderate, the individual will be?
in responding to persuasive messages
What is "Social Judgement Theory"?
Where persons are tested in their ability to judge physical stimuli. It finds it roots in early psychophysical research.
What is "Latitude in Attitude"?
What individuals have. There are three types:
What is "Ego-Involvement"?
"Ego-Involvement" is the degree to which one's attitude affects self-concept.It contains:
What is "Contrast Assimilation Factor"?
A person judges a message in order to be closer or farther from his own point of view than it actually is.
The greater the ___________, the greater the degree of change, unless the message falls into the rejection zone.