Term
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Definition
| Thorough, detailed processing of information (e.g attention to the arguments contained in a persuasive communication); this kind of processing relies on ability and effort |
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Term
| Leader in the field: William. J. McGuire |
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Definition
| Attitudes and attitude change |
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Term
| Leader in the field: Anthony Greenwald |
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Definition
| The cognitive response model |
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Term
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Definition
| Assumes that attitude change is mediated by the thoughts, or 'cognitive responses', which recipients generate as they receive and reflect upon persuasive communications |
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Term
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Definition
| A measure of cognitive responses; message recipients are asked to list all the thoughts that occurred to them while being exposed to a persuasive message |
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Term
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Definition
| While listening to a persuasive communication, individuals are distracted by having to perform an irrelevant activity or by experiencing sensory stimulation irrelevant to the message |
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Term
| Dual-process theories of persuasion |
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Definition
| Theories of persuasion postulating two modes of information processing, systematic and non-systematic. Modes differ in the extent to which individuals engage in content-relevant thoughts and critical evaluation of the arguments contained in a message |
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Term
| Leader in the field: Richard E. Petty |
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Definition
| Elaboration likelihood model |
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Term
| Elaboration likelihood model (ELM) |
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Definition
| Attitude change to persuasive communications is mediated by either central or peripheral processing; elaboration denotes the extent to which a person thinks about the issue-relevant arguments contained in a message |
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Term
| Leader in the field: Shelly Chaiken |
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Definition
| Heuristic-systematic model |
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Term
| Heuristic-systematic model (HSM) |
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Definition
| Attitude change to persuasive communications is mediated by heuristic and/or systematic processing: when motivation and ability are high, systematic processing is likely; when they are low, individuals rely on heuristic cues |
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Term
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Definition
| Refers to the extent to which a person thinks about the issue-relevant arguments contained in a message |
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Term
| Central route to persuasion |
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Definition
| A person's careful and thoughtful consideration of the arguments presented in support of a position |
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Term
| Peripheral route to persuasion |
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Definition
| Subsumes those persuasion processes that are not based on issue-relevant thinking (e.g. evaluative conditioning, heuristic processing) |
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Term
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Definition
| Assessing the validity of a communication through reliance on heuristics; that is, simple rules like 'statistics don't lie', 'experts can be trusted', 'consensus implies correctness', rather than through evaluation of arguments |
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Term
| Counterattitudinal behavior |
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Definition
| Behavior (usually induced by monetary incentives or threats) which is inconsistent with the actor's attitude or beliefs |
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Term
| Cognitive dissonance theory (Festinger, 1957) |
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Definition
| Assumes that dissonance is an aversive state which motivates individuals to reduce it (e.g. by changing beliefs, attitudes or behavior, and searching for consonant, or avoiding dissonant, information) |
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