Dr. Gass
HCOM 332
Fall 2009
Study Guide #1
Key Terms and Concepts
Your
first test will be comprised of approximately 65 multiple choice
questions. Your test will cov=
er all
material introduced in class thus far, plus chapters 1-6 from the text. The list of terms and concepts bel=
ow
should aid you in your study. The number of asterisks * indicate how import=
ant
a concept is. Please bring a Scantron form 882-E with you.
Chapter 1
*persuasion
as an art and science
**pervasiveness
of persuasion
**frequency of persuasion attempts
**obvious versus not-so-obvious contexts =
for
persuasion
***“buzz&=
#8221;
marketing
** new
media (YouTube, MySpace, Facebook)
**persuasion in
science, art, architecture
**interpersonal
influence
****viral
marketing
***instrumental
function
**persuasion as a form of communication c=
ompetence
***knowledge
function
**overcoming habitual persuasion
***defensive
function
&=
nbsp; resisting influence attempts and recognizing unethical
persuasion
***debunking funct=
ion
dispelling “common
sense” assumptions
counter-intuiti=
ve findings
*manipulation
*coercion
**“tool”
analogy of persuasion
**propaganda
vs. persuasion vs. indoctrination
***5
characteristics of propaganda
&=
nbsp; ***in
the eye of the beholder
***strong ideological bent
***institutional in nature
***relies on mass media
***employs ethically suspect strategies
***common
propaganda techniques
&=
nbsp; ***plain
folks appeal
&=
nbsp; ***testimonials
***bandwagon effect
***card-stacking
&=
nbsp; ***transfer
&=
nbsp; ***glittering
generalities
&=
nbsp; ***name
calling
****Tipping
Points (Malcolm Gladwell)
***factors
favoring word of mouth (WOM) marketing
&=
nbsp; **media clutter, TIVO, segmentation, etc.
***methods
of facilitating tipping points
***poseurs,
trendsetters, imitation, email, manufactured controversies
***key
concepts
&=
nbsp; ***tipping
point
&=
nbsp; ***law
of the few
&=
nbsp; ***stickiness
factor
&=
nbsp; ***power
of context
&=
nbsp; ***scalability
&=
nbsp; ***effortless
transfer
****key
players
&=
nbsp; ****connectors,
mavens, salesman
&=
nbsp;
Chapter 2
****pure
persuasion
****borderline
persuasion
social influence
****five limiting criteria for defining persuasion
&=
nbsp; ***intentionality
&=
nbsp; ***effects
&=
nbsp; **free
choice/free will
&=
nbsp; **symbolic
action
&=
nbsp; **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 process versus a product
****free
will/free choice criterion
&=
nbsp; *most
influence involves some degree of coercion
&=
nbsp; *receivers
rarely get to make a completely free choice
*conscious awareness criterion
**symbolic
action criterion
&=
nbsp; **excludes
role of nonverbal behavior
***interpersonal
versus intrapersonal persuasion
&=
nbsp; **possibility
of self-persuasion
***Gass and Seiter model of persuasion
*contextual
features of persuasion
*number of communicators
*synchronous vs. asynchronous communicati=
on
*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 models of persuasion
****Elaboration
Likelihood Model of persuasion (ELM)
****central rou=
te, or
central processing
****peripheral =
route,
or peripheral processing
***motivation to
process a message
***high vs. low=
involvement
**need for cogn=
ition
***ability to p=
rocess
a message
****Heuristic-Systematic
Model of persuasion (HSM)
****systematic processing
****heuristic
processing
**decision rule=
s
***heuristic cu=
es
**simultaneous
processing
**sufficiency
principle
Chapter 3
****definition
of an attitude
***learned,
not innate
***predispositions
to respond
***precursors
for behavior
***evaluative
dimension
****Likert
scale
****Semantic
Differential scale
***visually-oriented
scales
***drawbacks
to attitude scales
***social
desirability bias
***non-attitude=
s
***acquiescence=
bias
***mindfulness<= o:p>
**“A-B
relationship” or “attitude-behavior-correlation” (ABC)
**Moderating
variables in the A-B relationship
&=
nbsp; *attitude
salience or centrality
&=
nbsp; *specificity
of the attitudes
&=
nbsp; *social
desirability bias
&=
nbsp; *self-monitoring
&=
nbsp; *activation
of relevant attitudes
&=
nbsp; *multiple
act criteria
***how
advertisers and marketers create associations
**inferring
attitudes from appearances
**inferring
attitudes from associations
**inferring
attitudes from behavior
*physiological
attitude measures
***Theory
of Reasoned action (TRA)
&=
nbsp; **intention
***attitude toward the behavior
***beliefs about the outcome
***evaluation of the outcome
***subjective norm component
***role of gender and culture in the TRA<= o:p>
***persistence
of attitudes according to the ELM
***associative
networks
***image-oriented
advertising
**sloganeering
**sponsorship
****psychological
consistency
***Heider’s Balance Theory
&=
nbsp; **P-O-X
triads
&=
nbsp; *Limitations
of Balance Theory
***Congruity
Theory
&=
nbsp; *predicts
degree of attitude change, not just direction
&=
nbsp; *offers
useful counter-intuitive predictions
&=
nbsp; *limitations
**centrality
of attitudes
****ways
to maintain or restore consistency
***denial
***bolstering
***differentiation
***transcendence
***attitude modification
***communicating to maintain consistency<= o:p>
***ways
of creating favorable associations
&=
nbsp; **sloganeering
&=
nbsp; **renaming
&=
nbsp; **sponsorship
&=
nbsp; **celebrity
endorsements
**appropriating symbols
**brand loyalty
**active participation
**merchandising
***ways
of creating inconsistency
**brand-switching
**guilt
**sloganeering
****cognitive
dissonance
***magnitude of
dissonance
****4 dissonance
paradigms
****free choice
paradigm
****belief
disconfirmation
****induced
compliance paradigm (external inducements)
****effort-just=
ification
paradigm
***counter-attitudinal
advocacy (CAA)
**psychological
commitment
**public
commitment
**commitments
can “grow” legs
Chapter 4
***ethos
***source
credibility
**credibility
as a receiver-based construct
**credibility a=
s a
multidimensional construct
**credibility a=
s a
situational or contextual phenomenon
**dynamic
nature of credibility
**reliance
on celebrity endorsers
***transfer
effect
***match-up
hypothesis
***effectiveness
of celebrity endorsers
**risks
of relying on celebrity endorsers
**ineffectiveness
of celebrities as political endorsements
***credibility
and the ELM
*factor-analytic
studies of credibility
****primary
dimensions of credibility
***expertise (a.=
k.a.
competence)
***trustworthine=
ss
(a.k.a. character)
***goodwill (e.g.
perceived caring)
***secondary
dimensions of credibility
**dynamism or
extroversion
**composure
**sociability
**inspiring or
inspirational dimension
***credibility
as a peripheral cue
**central route<= o:p>
**parallel proce=
ssing
**moderating
variables in credibility
***involvement
&=
nbsp; *authoritarianism
**timing: prior identification of source<= o:p>
**problem
of blind obedience to authority
**the
“sleeper” effect
**discounting cu=
e
**disassociation=
**absolute versus
relative sleeper effect
**image
management
**image
restoration
*Impression
Management Theory
*powerless
style of communication
*halo
effect (see Box 4.2)
*normative beli=
efs
*motivation to comply
Chapter 5 (only some of this material was
covered in class)
**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
*situati=
onist
perspective
*interac=
tionist
perspective
*self-esteem
*anxiety
*self-monitoring
**Social Judgment Theory
***ego-involveme=
nt
*an=
chor
point
***=
latitudes
of acceptance, rejection, and noncommitment
***=
contrast
and assimilation effects
*dogmatism
*authoritarianism
*cognitive complexity
*constructivism
*need for cognition
*assertiveness
*argumentativeness
*hostility
**verbal aggressiveness
**analyzing and adapting to audiences
***image-oriented advertising
=
***identification
=
***association
=
**appropriation
****market segmentation
=
***catalysts
for segmentation
=
***varieties
and types of segmentation
=
***advantages
and disadvantages of segmentation
=
***examples
of niche groups; young males, gays, Hispanic teens
**r=
isk of
backlash
Chapter 6: (not covered in class)
***=
conformity
*implicit and explicit norms<= o:p>
*autokin=
etic
effect
***group size and conformity<= o:p>
**informational influence
**normative influence
**one versus more than one dissente=
r in a
group
***indoctrination (softening =
up,
compliance, internalization, consolidation stages)
*group initiation
*identification
*reference group
*ethnocentrism
***groupthink
*strong culture
**gender, culture, personality and conformity
**peer pressure
**power distance
*uncertainty avoidance
*masculinity-femininity
**individualism-collectivism<= o:p>
***group locomotion hypothesi=
s
***Social Comparison Theory
*hedonistic hypothesis
*balance theory
**epistemological weighting hypothesis
***social proof
**buzz marketing
***deind=
ividuation
*flaming
*Social Identity Model of Deindividuation=
*public 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<= o:p>
*message repetition in group decisions
Cul=
ts indoctrination and deprogramming
**definitions of cults
***pejorative connotations
**brainwashing versus
indoctrination
****Lift=
on’s
8 types of mind control
****common recruitment techni=
ques
***psychological conversion
strategies
***physical conversion strate=
gies
***warning signs of cults
****stages of cult conversion; softening up, compliance,
consolidation