Study Guide for Test #2

Dr. Gass

HCOM 332

Spring 2009

Study Guide for Test 2

Test 2 will cover chapters 5-9 in the text. Some of these chapters were not discussed in class lecture/discussion. Asterisks indicate a concept’s relative importance. More ast= erisks (***) mean a concept is more important or more likely to be tested, however, you are responsible for all the material on the study guide. Since I’m posting the study guide ahead of time, there may be a few additions or deletions along the way (for example, helping behavior and sexual compliance resisting).

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Chapter = 5: Audience Analysis & Communicator Characteristics<= /p>

**stereotypes regarding gullibility

***demographic variables; age, gender, ethnicity, intelligence

**gender differences: the double standard

**Reinforcement Expectancy Theory

**cross-sex effect

*collectivistic cultures

*individualistic cultures

*traits versus states

*situationist perspective

*interactionist perspective

*self-esteem

*anxiety

*self-monitorin= g

**Social Judgme= nt Theory

***ego-involveme= nt

*anchor point

***latitudes of acceptance, rejection, and noncommitment

***contrast and assimilation effects

*dogmatism=

*authoritariani= sm

*cognitive complexity

*constructivism=

*need for cogni= tion

*assertiveness<= o:p>

*argumentativen= ess

*hostility=

**verbal aggressiveness

**analyzing and adapting to audienc= es

***image-oriented advertising<= /o:p>

&nb= sp; = ***identification

&nb= sp; = ***association

&nb= sp; = **appropriation

***market segmentation

&nb= sp; = **catalysts for segmentation

&nb= sp; = **varieties and types of segmentation

&nb= sp; = **advantages and disadvantages of segmentation

&nb= sp; = **examples of niche groups; young males, gays, Hispanic teens

**risk of backlash

Chapter 6: Conformity and Influence= in Groups

(not covered in class)

***conformity

*implicit and explicit norms

*autokinetic e= ffect

***group size and conformity

**informational influence

**normative influence

**one versus more than one dissenter in a group

***indoctrination (softening up, complianc= e, internalization, consolidation stages)

*group initiation

*identification

*reference group

*ethnocentrism

***groupthink

*strong culture

**ge= nder, culture, personality and conformity

**peer pressure

**power distance

*uncertainty avoidance

*masculinity-femininity<= /p>

**individualism-collectivism

***group locomotion hypothesis<= /span>

***Social Comparison Theory

*hedonistic hypothesis

*balance theory

**ep= istemological weighting hypothesis

***social proof

**buzz marketing

***deindividuation

*flaming

*Soc= ial Identity Model of Deindividuation

*pub= lic and private self-awareness

***social loafing

**Collective Effort Model

*free ride effect

*sucker effect

*social facilitation effect

*social compensation

**risky shift phenomenon=

*group polarization

*Persuasive Arguments Theory

*mes= sage repetition in group decisions

Chapter 7: Language and Persuasion

*language and credibility

*symbols and symbol usage

*sym= bols as arbitrary and conventionalized

***denotative versus connotative meanings<= o:p>

***U= ltimate, God, Devil, and Charismatic Terms

***p= ower of naming and renaming

*fam= iliar phrases

**power of labels

*reflexive nature of language

***Sapir-Whorf hypothesis

*language and subculture=

Marcuse’s concept of desublimation

***euphemisms

***doublespeak

***gender differences and double standard = in language

*profanity

**political correctness<= /p>
*P.C. language pros and cons

***vividness and retention

***vividness and persuasion

**vividness and credibility

***language intensity

***powerful versus powerless language=

**powerless language and cross gender effe= ct

*Reinforcement Theory

***Language Expectancy Theory

*Information Processing Theory<= /span>

**Co= mmunication Accommodation Theory

***powerless language