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In shot, this is the opposite of withholding information in order to persuade people to
participate
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Multicultural Perspective: A focus on understanding the cultural and ethnic factors that
influence social behaviour
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It notes that research findings obtained in one culture do not
necessarily generalize to other cultures
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Mood Congruence Effect: The fact that we are more likely to store or remember positive
information when in a positive mood and negative information when in negative mood
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Example : many messages use frightening images in attempt to “scare people” into changing
their attitudes and behaviour, including the sorts of warning that are aimed at getting people
to stop smoking and behave in environment friendly ways
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Sublimal Conditioning: classical conditioning of attitudes by exposure to stimuli that are
below individual’s threshold of conscious awareness
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This is a case of sublimal conditioning because patients with
advanced Alzheimer’s disease who therefore cannot remember seeing the stimuli show
evidence of forming new attitudes as a result of mere exposure