Study Guide for Test #1

*persuasion as an ar= t and science

**pervasiveness of persuasion

**frequency of persuasion attempts

**obvious versus not-so-obvious contexts for persuasion

***“buzz” marketing

** new media (YouTube, MySpace, Facebook)

**persuasion in science, art, architecture=

**interpersonal influence

****viral marketing<= o:p>

***instrumental func= tion

**persuasion as a form of communication competence

***knowledge functio= n

**overcoming habitual persuasion

***defensive functio= n

resisting influence attempts and recognizing unethical persuasion

***debunking function<= /p>

dispelling “common sense” assumptions

counter-intuitive findings

*manipulation

*coercion=

**“tool”= analogy of persuasion

**propaganda vs. per= suasion vs. indoctrination

**5 characteristics = of propaganda

**in the eye of the beholder

**strong ideological bent

**institutional in nature

**relies on mass media

**employs ethically suspect strategies

***common propaganda techniques

***plain folks appeal

***testimonials

***bandwagon effect

***card-stacking

***transfer

***glittering generalities

***name calling

****Tipping Points (= Malcolm Gladwell)

***factors favoring = word of mouth (WOM) marketing

**media clutter, TIVO, segmentation, etc.

***methods of facili= tating tipping points

***poseurs, trendset= ters, imitation, email, manufactured controversies

***key concepts=

***tipping point

***law of the few

***stickiness factor

***power of context

***scalability

***effortless transfer

****key players=

****connectors, mavens, salesman

Chapter 2

****pure persuasion<= o:p>

****borderline persu= asion

= social influence

****five limiting criteria for defining persuasion

***intentionality

***effects

**free choice/free will

**symbolic action

**interpersonal vs. intrapersonal

****intent criterion (intentionality)

*source-centered definitions

*linear view of persuasion

*“accidental” persuasio= n

*impression management

*unintended receiver effect

*intra-audience effects

****receiver-oriented definitions of persuasion

*persuasion as a pro= cess versus a product

****free will/free c= hoice criterion

*most influence involves some degree of coercion

*receivers rarely get to make a completely free choice

*conscious awareness criterion

**symbolic action cr= iterion

**excludes role of nonverbal behavior

***interpersonal versus intrapersonal persuasio= n

&nb= sp; **possibility of self-persuasion

***Gass and Seiter model of persuasion

**contextual feature= s of persuasion

*number of communicators

*synchronous vs. asynchronous communication

*ratio of verbal to nonverbal cues

*nature and type of media

*goals of the participants

*socio-cultural factors

***Gass and Seiter definition of persuasion

***Dual Process mode= ls of persuasion

****Elaboration Like= lihood Model of persuasion (ELM)

****central route, or central processing

****peripheral route, or peripheral processing<= o:p>

***motivation to process a message

***high vs. low involvement

**need for cognition

***ability to process a message

****Heuristic-System= atic Model of persuasion (HSM)

****systematic processing

****heuristic processing

**decision rules

***heuristic cues

**simultaneous processing

**sufficiency principle

***definition of an = attitude

***learned, not inna= te

***predispositions t= o respond

***precursors for be= havior

***evaluative dimens= ion

****Likert scale

****Semantic Differe= ntial scale

***visually-oriented= scales

**drawbacks to attit= ude scales

**social desirability bias

**non-attitudes

**acquiescence bias

**mindfulness

**“A-B relatio= nship” or “attitude-behavior-correlation” (ABC)

**Moderating variabl= es in the A-B relationship

*attitude salience or centrality

*specificity of the attitudes

*social desirability bias

*self-monitoring

*activation of relevant attitudes

*multiple act criteria

***how advertisers a= nd marketers create associations

**inferring attitude= s from appearances

**inferring attitude= s from associations

**inferring attitude= s from behavior

*physiological attit= ude measures

***Theory of Reasone= d action (TRA)

**intention

***attitude toward the behavior

***beliefs about the outcome

***evaluation of the outcome

***subjective norm component

***role of gender and culture in the TRA

***persistence of at= titudes according to the ELM

***associative netwo= rks

***image-oriented ad= vertising

**sloganeering<= /o:p>

**sponsorship

****psychological consistency

***Heider’s Balance Theory

**P-O-X triads

*Limitations of Balance Theory

***Congruity Theory<= o:p>

*predicts degree of attitude change, not just direction

*offers useful counter-intuitive predictions

*limitations

**centrality of atti= tudes

****ways to maintain= or restore consistency

**denial

**bolstering

**differentiation

**transcendence

**attitude modification

**communicating to maintain consistency

***ways of creating favorable associations

**sloganeering

**renaming

**sponsorship

**celebrity endorsements

**appropriating symbols

**brand loyalty

**active participation

**merchandising

***ways of creating inconsistency

**brand-switching

**guilt

**sloganeering

****cognitive disson= ance

***magnitude of dissonance

***4 dissonance paradigms

***free choice paradigm

***belief disconfirmation

***induced compliance paradigm (external induce= ments)

***effort-justification paradigm

***counter-attitudin= al advocacy (CAA)

**psychological comm= itment

**public commitment<= o:p>

**commitments can “grow” legs

Chapter 4

***ethos<= /span>

***source credibilit= y

**credibility as a receiver-based construct

**credibility as a multidimensional construct

**credibility as a situational or contextual phenomenon

**dynamic nature of = credibility

**reliance on celebr= ity endorsers

***transfer effect

***match-up hypothes= is

***effectiveness of = celebrity endorsers

**risks of relying on celebrity endorsers

**ineffectiveness of celebrities as political endorsements

***credibility and t= he ELM

*factor-analytic stu= dies of credibility

****primary dimensio= ns of credibility

***expertise (a.= k.a. competence)

***trustworthine= ss (a.k.a. character)

***goodwill (e.g. perceived caring)

***secondary dimensi= ons of credibility

**dynamism or ex= troversion

**composure=

**sociability

**inspiring or inspirational dimension

***credibility as a peripheral cue

**central route<= o:p>

**parallel proce= ssing

**moderating variabl= es in credibility

***involvement

*authoritarianism

**timing: prior identification of source

**problem of blind o= bedience to authority

**the “sleeper= ” effect

**discounting cu= e

**disassociation=

**absolute versus relative sleeper effect

**image management

**image restoration<= o:p>

*Impression Manageme= nt Theory

*powerless style of communication

*halo effect (see Box 4.2)