| Question | Answer |
| attitude | a positive, negative or mixed reaction to a person, object or idea expressed at some level of intensity |
| attitude scale | a multiple-item questionnaire designed tomeasure a person’s attitude toward some object |
| bogus pipeline | A phony lie-detector device that issometimes used to get respondents to give truthful answersto sensitive questions. |
| Facial electromyograph (EMG) | an electroinc instrument that records facial muscle activity associated with emotions and attitudes |
| implicit association test (IAT) | a covert measure of unconscious attitudes derived from the speed at which people respond to pairings of concepts- such as black or white with good or bad |
| implicit attitudes | an attitude such as prejudice that one is not aware of having |
| central route | the process by which someone thinks carefully about a communication and is influenced by the strength of its arguments |
| peripheral route | the process by which a person does not think carefully about a communication and is infleunced instead by superficial cues |
| elaboration | the process of thinking about and scruntinising the arguments contained in a persuasive communication- careful and thoughtful evaluation of a message |
| cognitive disonance theory | the theory that holding inconsistent cognitions arouses psychological tension that people become motivated to reduce |
| inoculation hypothesis | exposure to a weak version of persuasive argument will increase resistance to later persuasive attempts |
| sleeper effect | occurs when a noncredible source becomes more persuasive with the passing of time |
