When it comes to designing a persuasive message, the authors assert that "It is best to fight fire with fire." By this, they mean that
a. emotion is a much more powerful persuasive force than is logic.
b. it is effective to match the type of message appeal to the basis of the attitude.
c. before trying to persuade people, be sure to get their attention first.
d. before people can be persuaded, they must be convinced to abandon prior attitudes.
Answer: B
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Which of the following best describes charted data for a variable interval schedule of reinforcement?
a. slight dip in responses after reinforcement b. slow, steady rate of response c. responses decrease after an initial steep increase d. fast, steady rates of response e. responses pause after each reinforcement
The tendency to solve new problems with an approach that solved a similar problem in the past is called
a. insight. c. a mental set. b. an algorithm. d. intelligence.
The diathesis-stress model of depression suggests that the stress is produced by a
combination of negative life events and a. pessimistic attributions. b. brain biochemistry. c. family dysfunction. d. hopeless outlook. e. sleep/wake cycles.
What is the process in which receptors become less sensitive to repeated presentations of the same stimulus?
a) sensation b) habituation c) adaptation d) discrimination