664155
Description
Quiz by Petite Piplup, updated more than 1 year ago
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Created by Petite Piplup
about 10 years ago
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Question 1
Question
What is persuasion?
Answer
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Attitude change in response to persuasive messages
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The act of using arguments to get someone to take your point of view
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Attitude change in response to peripheral cues
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Attitude change in response to central cues
Question 2
Question
Hovland (Yale) is a 3-part persuasion model. What are the 3 main components?
Answer
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(1) Source characteristics, (2) Message characteristics, (3) Audience characteristics
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(1) Audience characteristics, (2) Central characteristics, (3) Peripheral characteristics
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(1) Source characteristics, (2) Message characteristics, (3) Cognition characteristics
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(1) Behavioural characteristics, (2) Cognition characteristics, (3) Affective characteristics
Question 3
Question
Hovland (Yale): What are the 2 components of source characteristics?
Answer
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(1) Credibility, (2) Attractiveness and Liking
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(1) Expertise, (2) Trustworthiness
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(1) Attractiveness, (2) Liking
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(1) Expertise, (2) Attractiveness
Question 4
Question
Hovland (Yale): Source Characteristics: Credibility: (a) Outline credibility, (b) Give an example of when this can go wrong
Answer
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(a) Expertise + Trustworthiness, more persuasive (b) Cohen and Davis (1981), Medication errors: place in "R ear" case of the rectal earache
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(a) Attractiveness + Trustworthiness, more persuasive (b) Dependence on these characteristics lead individual to take a peripheral route to persuasion
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(a) Attractiveness + Trustworthiness, more persuasive (b) Cohen and Davis (1981), Medication errors: place in "R ear" case of the rectal earache
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(a) Expertise + Trustworthiness, more persuasive (b) Dependence on these characteristics lead individual to take a peripheral route to persuasion
Question 5
Question
Hovland (Yale): Source Characteristics: What is the main basis of credibility?
Answer
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Based on need to be right
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Based on need for approval
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Based on need for reasurrance
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Based on need for reasoning
Question 6
Question
Hovland (Yale): Source Characteristics: Attractiveness and Liking, (a) What is the basis? and (b) What is the main assumption?
Answer
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(a) Based on need for approval (b) More likeable/attractive communicators more persuasive, associate communicator attractiveness with message desirability
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(a) Based on need to be right (b) More likeable/attractive communicators more persuasive, associate communicator attractiveness with message desirability
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(a) Based on need for approval (b) More likeable/attractive communicators less persuasive, associate communicator attractiveness with lack of message depth
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(a) Based on need to be right (b) More likeable/attractive communicators less persuasive, associate communicator attractiveness with lack of message depth
Question 7
Question
Hovland (Yale): What are the 5 components of Message Characteristics?
Answer
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(1) Logical/fact vs. fear appeals, (2) Statistical evidence vs. Vivid examples, (3) One-sided vs. Two-sided arguments, (d) Order of Presentation, (e) Size of discrepancy
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(1) Logical/fact vs. fear appeals, (2) Strong arguments vs. Weak arguments, (3) One-sided vs. Two-sided arguments, (d) Primacy Effects vs. Recency Effects, (e) Size of discrepancy
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(1) Reasoning vs. Peripheral Characteristics, (2) Statistical evidence vs. Vivid examples, (3) Egocentric Arguments vs Altruistic Arguments, (d) Order of Presentation, (e) Message Length
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(1) Reasoning vs. Peripheral Characteristics, (2) Strong arguments vs. Weak arguments, (3) Egocentric Arguments vs Altruistic Arguments, (d) Primacy Effects vs. Recency Effects, (e) Message Length
Question 8
Question
Hovland (Yale): Message Characteristics: Logical/fact vs. Fear appeals. Generally (a) messages are more persuasive. (b) messages change attitudes but only change behaviours when paired with specific instructions on how to do so. If message is too (c) this may lead to a tune-out.
Answer
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(a) High fear, (b) High fear, (c) Fear arousing
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(a) High logic/fact, (b) High logic/fact, (c) Logical/fact based
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(a) High fear, (b) High logic/fact, (c) Logical/fact based
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(a) High logic/fact, (b) High fear, (c) Fear arousing
Question 9
Question
Hovland (Yale): Message Characteristics: What is the main assumption of Statistical evidence vs. vivid examples?
Answer
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People more persuaded by single visual exemplar than by statistical findings, even when statistical findings are better evidence.
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People less persuaded by single visual exemplar than by statistical findings, probably because statistical findings are better evidence.
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People more persuaded by single visual exemplar than by statistical findings, when statistical findings come from less credible sources.
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People less persuaded by single visual exemplar than by statistical findings, when statistical findings come from more credible sources.
Question 10
Question
Hovland (Yale): Message Characteristics: One-sided vs. Two-sided arguments depends on (a), One-sided is most effective with (b) whilst Two-sided is most effective with (c)
Answer
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(a) the audience, (b) poorly-informed, undiscrepant message, (c) well-informed skeptics
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(a) the audience, (b) well-informed skeptics, (c) poorly-informed, undiscrepant message,
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(a) the source, (b) poorly-informed, undiscrepant message, (c) well-informed skeptics
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(a) the source, (b) well-informed skeptics, (c) poorly-informed, undiscrepant message,
Question 11
Question
Hovland (Yale): Message Characteristics: What are the two main assumptions of Order of Presentation in terms of (a) Time between pro and con messages, and (b) Time between last message and decision
Answer
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(a) Primacy effect, when time between the two messages is small there's interference in learning the last message (b) Recency effect, when time between last message and decision is small there's a better retention for last message
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(a) Recency effect, when time between the two messages is small there's interference in learning the first message (b) Recency effect, when time between last message and decision is small there's a better retention for last message
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(a) Primacy effect, when time between the two messages is small there's interference in learning the last message (b) Primacy effect, when time between last message and decision is small there's a better retention for first message
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(a) Recency effect, when time between the two messages is small there's interference in learning the first message (b) Primacy effect, when time between last message and decision is small there's a better retention for first message
Question 12
Question
Hovland (Yale): Message Characteristics: Size of discrepancy depends on source credibility with high-credibility source (a) leads to more attitude change and with low-credibility source (b)
Answer
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(a) more discrepancy, (b) more discrepancy leads to more attitude change, within reason
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(a) less discrepancy, (b) more discrepancy leads to more attitude change, within reason
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(a) more discrepancy, (b) more discrepancy always leads to more attitude change
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(a) less discrepancy, (b) more discrepancy always leads to more attitude change
Question 13
Question
Hovland (Yale): What are the 3 components of Audience Characteristics?
Answer
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(1) Self-monitoring, (2) Age, (3) Cultural differences
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(1) Intelligence, (2) Age, (3) Open-mindedness
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(1) Self-monitoring, (2) Socio-economic class, (3) Cultural differences
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(1) Intelligence, (2) Socio-economic class, (3) Open-mindedness
Question 14
Question
Hovland (Yale): Audience Characteristics: Self-monitoring vs. individual preferences, (a) SMers are more responsive to messages that promise (b)
Answer
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(a) High, (b) Desirable social images
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(a) Low, (b) Desirable social images
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(a) High, (b) Product quality
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(a) Low, (b) Product quality
Question 15
Question
Hovland (Yale): Audience Characteristics: What is the main assumption of the component Age?
Answer
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Impressionable years hypothesis: Younger more easily persuaded
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Impressionable years hypothesis: Older more easily persuaded
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Age-Persuasion hypothesis: Younger more easily persuaded
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Age-Persuasion hypothesis: Older more easily persuaded
Question 16
Question
Hovland (Yale): Audience Characteristics: What is the main assumption of the Cultural Differences component?
Answer
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People from individualistic cultures (e.g. USA) more persuaded by "individualistic" persuasive messages, whilst individuals from non-individualistic cultures (e.g. Korea) focus more on "community-based" persuasive messages.
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People from individualistic cultures (e.g. Korea more persuaded by "individualistic" persuasive messages, whilst individuals from non-individualistic cultures (e.g. USA) focus more on "community-based" persuasive messages.
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The majority of cultures (e.g. USA, Korea), despite other differences they may have tend to be more persuaded by "individualistic" persuasive messages.
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The majority of cultures (e.g. USA, Korea), despite other differences they may have tend to be more persuaded by "community-based" persuasive messages.
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