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evaluations of people, objects and ideas
attitudes
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_____ are linked to our genes. identical twins share more attitudes then fraternal twins
attitudes
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the thoughts and beliefs that people form about the attitude object
cognitive component
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peoples emotional reactions toward the object
affective component
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how people act toward the object
behavioral component
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an attitude based primarily on peoples beliefs about the properties of an attitude object
cognitively based attitude
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an attitude based more on peoples feelings and values than on their beliefs
affectively based attitude
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the phenomenon whereby a stimulus that elicits an emotional response is repeatedly paired with a neutral stimulus that does not, until the neutral stimulus takes on the emotional properties of the first stimulus
classical conditioning
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the phenomenon whereby behaviors we freely choose to perform become more or less frequent, depending on whether they are followed by a reward or punishment
operant conditioning
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1-do not result from a rational examination of the issues
2-are not governed by logic
3-often linked to people values, so that trying to change them challenges those values
affectively based attitudes
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an attitude based on observations of how one behave towards an object
behaviorally based attitudes
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attitudes that we consciously endorse and can easily report
explicit attitudes
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attitudes that are involuntary, uncontrollable and at times unconscious
implicit attitudes
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____ attitudes are more rooted in peoples childhoods. whereas _____ attitudes are rooted more in their recent experiences
implicit; explicit
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when attitudes change, they often do so in response to _____ influence
social
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communication advocating a particular side of an issue
persuasive communication
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the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages, focusing on the source of the communication, the nature of the communication, and the nature of the audience
yale attitude change approach
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in the yale attitude change approach, it is ____ when one factor should be ____ over another
unclear; emphasized
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a model explaning two ways in which persuasive communications can cause attitude change: centrally, when people are motivated and have the ability to pay attention to the arguments in the communication, and peripherally, when people do not pay attention to the arguments but are instead swayed by surface characteristics
elaboration likelihood model
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the case in which people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, which occurs when people have both the ability and the motivation to listen carefully to a communication
central route to persuasion.
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here people are not swayed by logic of arguments, because they are not paying close attention to what the. people are noticing the surface characteristics of the message
peripheral route to persuasion
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if people are truly interested in a topic and thus are motivated to pay close attention to the argument and if people have the ability to pay attention, then they will use
central route
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one thing that determines whether people are motivated to pay attention is the _____ ______ to the topic
personal relevance
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if a person is using central route, an argument is an argument, it wont matter who is talking
sucka
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when something is relevant people will try to pay attention looking for ____, if it is not relevant people will look for ____ _____
proof; mental shortcuts
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a personality variable reflecting the extent to which people engage in and enjoy forgetful cognitive activities
need for cognition
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attitudes that changed via the central route to persuasion ____ longer
lasted
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people who base their attitudes on a careful analysis of the arguements will be more likely to ______ consistently with this attitude and more _____ to counterpersuasion
behave; resistant
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persuasive messages that attempts to change peoples attitudes by arousing their fears
fear arousing communication
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fear arousing appeals can also ____ if they are so strong that they _____ people
fail; overwhelm
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an explanation of the two ways in which persuasive communications can cause attitude change : either systematically processing the merits of the arguments or using mental shortcuts. eg: experts are always right
heuristic systematic model of persuasion
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a _____ is a simple rule people use to decide what their attitude is without having to spend a lot of time analyzing every detail about the topic at hand
heuristic
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the problem with the "how do i feel about it?" heuristic is that we can make mistakes about what is ____ our mood, missattributing feelings created by one source to another
causing
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making people immune to attempts to change their attitudes by initially exposing them to small doses of the arguments against their position
attitude inoculation
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if people have not thought much about the issue- meaning if they formed their attitude via the peripheral route- they are particularly susceptible to an attack on that attitude with ____ appeals
logical
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one reason that product placements work is because people dont ____ that someone is trying to ___ our attitudes and behaviors. our ____are down
realize; influence; defenses
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warning people about an upcoming change (in a commercial for instance) makes them less susceptible a ____ in _____
change in attitude
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in adolescents, peers become an important source of ____ _____. peer pressure is linked more to a fear of _____
social approval; rejection
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the idea that when people feel their freedom to perform a certain behavior is threatened, an unpleasant state of reactance is aroused, which they can reduce by performing the threatened behavior
reactance theory
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the stronger the forbidden nature of a thing, the more _____ of _____
increase of interest
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peoples ____ are poor predictors of their behaviors
attitudes
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the strength of the association between an attitude object and a persons evaluation of that object, measures by the speed with which people can report how they feel about the object.
attitude accessibility
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when ____ is high, your attitudes comes to mind whenever you see or thinking about the attitude object
accessibility
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highly accessible behaviors are more likely to ____ spontaneous behaviors, because people are more likely to be thinking about their ____ when they are called on to act
predict; attitudes
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the idea that peoples intentions are best predictors of their deliberate behaviors, which are determined by their attitudes toward specific behaviors, their subjective norms, and their perceived behavioral control
theory of planned behavior
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beliefs about how people care about how people will view a behavior in question
subjective norms
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people intentions are influenced by the ease with which they believe they can perform the behavior
perceived behavioral control
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subliminal messages can be ____ as well
auditory
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there is ___ evidence that the subliminal messages encountered in everyday life have any _____ on peoples behavior
no; effect
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