COMM 325 Exam 2 TAMU || A+ Score Secured.
Yale attitude change approach correct answers was distinctive because it provided facts about the
effects on attitudes of the communicator's credibility, message appeals, and audience members'
personality traits
cognitive response perspective correct answers asserts that people's own mental reactions to a
message play a critical role in the persuasion process, typically a more important role than the
message itself, places thinking at center of persuasion process, provides method to measure
cognitive aspects of attitudes creatively
forewarning correct answers occurs when a persuader warns people that they will soon be
exposed to a persuasive communication, tends to make the message less persuasive
distraction correct answers an off-beat persuasion effect, can happen when other people may be
talking, or music blaring precisely the moment when someone chooses to explain why she
disagrees with a position on holds on an issue
it assumed people think carefully about messages, yet there are many times people turn their
minds off to persuasive communication, making decisions based on mental short cuts, second -
the cognitive response approach failed to shed much light on the ways that message influence
people correct answers What are the two limitations to the cognitive response approach?
dual process models correct answers claim that there are two different mechanisms by which
communicators affect attitudes
Elaboration Likelihood Model correct answers provides a comprehensive framework for
understanding the effects of a host of source, message, and receiver factors on persuasion.
Elaboration refers to the extent to which the individual thinks about or mentally modifies
arguments contained in the communication. Likelihood refers to the probability that an event will
occur, it is used to point out the fact that elaboration can either be likely or unlikely
, routes correct answers used in ELM, a metaphor, distinct ways people process communication,
suggest two different highways crisscross the mind, transporting thoughts and reactions to
messages,
central route correct answers characterized by considerable cognitive elaboration, when people
carefully evaluate message arguments, ponder implications of the communicator's ideas, and
relate info to their own knowledge and values, thinking person's route
peripheral route correct answers people examine the message quickly or focus on simple cues to
help them decide whether to accept the position advocated in the message, can include a
communicator's physical appeal/speaking style/pleasant association between music in
background and message
heuristics correct answers when processing peripherally, people invariably rely on simple
decision making rules, "bandwagon", "experts" so you believe them , ex: when one infers
someone's popularity because of their instagram followers
cognitive misers correct answers deep, detailed thinkers, susceptible to slick persuaders,
"suckers"
Aristotelian thinkers correct answers persuaded only by cogent arguments (logos),
motivation and ability, when ppl are motivated to consider the message seriously, they process
centrally; when ppl lack motivation or ability to process a message carefully, they opt for a
simpler strategy, they process superficially correct answers what are the two key factors that
determine processing strategy in ELM?
when individuals are high in involvement, they will be motivated to engage in issue-relevant
thinking. they will recognize that it is in their best interest to consider to arguments in the
message carefully; even if they oppose the position advocated in the message, they may change
their attitudes if the argument is compelling enough, under HIGH involvement, people should
process messages through central route correct answers What does ELM say about involvement?
Yale attitude change approach correct answers was distinctive because it provided facts about the
effects on attitudes of the communicator's credibility, message appeals, and audience members'
personality traits
cognitive response perspective correct answers asserts that people's own mental reactions to a
message play a critical role in the persuasion process, typically a more important role than the
message itself, places thinking at center of persuasion process, provides method to measure
cognitive aspects of attitudes creatively
forewarning correct answers occurs when a persuader warns people that they will soon be
exposed to a persuasive communication, tends to make the message less persuasive
distraction correct answers an off-beat persuasion effect, can happen when other people may be
talking, or music blaring precisely the moment when someone chooses to explain why she
disagrees with a position on holds on an issue
it assumed people think carefully about messages, yet there are many times people turn their
minds off to persuasive communication, making decisions based on mental short cuts, second -
the cognitive response approach failed to shed much light on the ways that message influence
people correct answers What are the two limitations to the cognitive response approach?
dual process models correct answers claim that there are two different mechanisms by which
communicators affect attitudes
Elaboration Likelihood Model correct answers provides a comprehensive framework for
understanding the effects of a host of source, message, and receiver factors on persuasion.
Elaboration refers to the extent to which the individual thinks about or mentally modifies
arguments contained in the communication. Likelihood refers to the probability that an event will
occur, it is used to point out the fact that elaboration can either be likely or unlikely
, routes correct answers used in ELM, a metaphor, distinct ways people process communication,
suggest two different highways crisscross the mind, transporting thoughts and reactions to
messages,
central route correct answers characterized by considerable cognitive elaboration, when people
carefully evaluate message arguments, ponder implications of the communicator's ideas, and
relate info to their own knowledge and values, thinking person's route
peripheral route correct answers people examine the message quickly or focus on simple cues to
help them decide whether to accept the position advocated in the message, can include a
communicator's physical appeal/speaking style/pleasant association between music in
background and message
heuristics correct answers when processing peripherally, people invariably rely on simple
decision making rules, "bandwagon", "experts" so you believe them , ex: when one infers
someone's popularity because of their instagram followers
cognitive misers correct answers deep, detailed thinkers, susceptible to slick persuaders,
"suckers"
Aristotelian thinkers correct answers persuaded only by cogent arguments (logos),
motivation and ability, when ppl are motivated to consider the message seriously, they process
centrally; when ppl lack motivation or ability to process a message carefully, they opt for a
simpler strategy, they process superficially correct answers what are the two key factors that
determine processing strategy in ELM?
when individuals are high in involvement, they will be motivated to engage in issue-relevant
thinking. they will recognize that it is in their best interest to consider to arguments in the
message carefully; even if they oppose the position advocated in the message, they may change
their attitudes if the argument is compelling enough, under HIGH involvement, people should
process messages through central route correct answers What does ELM say about involvement?
