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Actor-Observer Discrepancy

i explain causes of behavior differently depending on whether I'm the actor and (it's my behavior I am explaining) or whether I am the observer (I am explaining someone else's behavior).

Fundamental Attribution Error

events in other people's lives in terms of internal causes, often ignoring external factors

Self-Serving Bias

we are overly positive about own behavior, so we are more likely to explain successes/ good events in terms of internal causes (intelligence, hard work).

Defensive Attribution

i am especially likely to explain bad events in other people's lives in terms of internal causes (who they are of how they chose to behave) because this relieve my fear that it might happen to me and it relieves my guilt if I do nothing to help them

Cognitive Dissonance

i feel discomfit when i realize my behavior differs from an attitude i already hold and i am motivated to change so that my attitude and actions match

Self-Perception Theory

we sometimes discover our attitudes by observing our own behavior

Central Route

present information for logical analysis of message content. By thinking deeply about the message, I remember it better and it effects my behavior more

Peripheral Route

all other ways of persuasion (other than presenting information for content analysis)- such as appealing to emotions or mental short-cuts

Classical Conditioned Emotional Reactions

usually learned without our awareness and other influence our behavior more than rational thought


is creating an emotional connection between a person and product

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