Exam 3: Audiences: Social Scientists Address Needs, Attitudes, and Beliefs

The pyramid of needs exposed drives or basic needs that people must satisfy before they can move up to the next level. Persuaders exploit these needs to accomplish which of the following?

Rokeach said our belief structure is similar to an onion, with an outer, middle, and core structure.

Explain the four paradigms used to study cognitive dissonance. Give an example of each paradigm.

"There is a sucker born every minute" supports the powerful effects stimulus-response conditioning theory of communication.

Subjective norms, or what others think about your behavior or choices, are inconsequential in making hard decisions.

Social judgment theory addresses a continuum of positions that persuaders would like to know to tailor their messages to avoid the receiver's latitude of rejection.

Interpersonal communication like dyadic units lack instant feedback.

"Hell week" in fraternities supports the principles from the effort justification paradigm.

Carl Hovland brought philosophical questions to his Yale laboratories in the 1950s to apply social science methods to his inquiries into the nature of communication and attitudes.

The Roman orator Cicero listed which of the following as knowledge that a speaker must possess to be successful?

Ponce de Leon was seeking medicinal herbs when he discovered Florida.

Explain social judgment theory and offer a topic where the receiver's anchor point is in a position of total support or acceptance. What should the speaker attempt to do to change his or her position to one of opposition?

Social judgment theory focuses upon a continuum that indicates which of the following?

Explain Leon Festinger's cognitive dissonance theory. Give an example of cognitive dissonance and how the person attempted to reduce the dissonance.

Social science research using polls, statistics, and market research did not begin until the 1950s.

Counterattitudinal advocacy involves self-persuasion.

Audience psychographics refers to which of the following?

Terminal ethos is calculated from initial impressions, derived ethos during the speech, and after the presentation with the passage of time.

There are four paradigms to study cognitive dissonance. The free-choice paradigm deals with:

Compare and contrast interpersonal, small-group, and mass communication. How are they similar and how are they different?