2- Week 2 Attitudes

Question 1

Explain self report measures

Answer 1

Where a participant is asked directly for their response or opinion.
When honest this is predictive data.

Question 2

Explain covert measures

Answer 2

Measures of attitudes that we may not be consciously aware of (facial muscle readings, IAT, EEG)
Predictive of behaviour when bias is present.

Question 3

Describe the central route to persuasion

Answer 3

Eg: The message content in a debate or seminar.
Direct communication requiring audience critical thinking of message content, that is attentive, and active. Strong rational arguments are most persuasive.

Question 4

Describe the peripheral route to persuasion

Answer 4

Eg: The speakers reputation, communication skills, the familiarity of the message, the presence of other consenters.
Non direct communication requiring less critical thinking and evaluation of content by audience and more on peripheral cues.

Question 5

When and why do source features (the person) outweigh message features (the content) in persuasion?

Answer 5

When the source is of celebrity, high/low moral fibre or there is an expectation of the content just because of the source

Question 6

Describe the features of an audience relevant to a persuasive message

Answer 6

Cognition - people enjoy things that engage their minds

Self-monitoring - the ability to regulate their own behaviour to preserve social image

Regulatory fit - people are persuaded by messages that fit their frame of mind or ‘seem right’

Audience resistance - querying mindset used to hold onto current attitudes

Forewarning - resisting belief change by knowing a message different to your belief is coming

Reactance - Simply knowing someone is trying to persuade us will raise our ‘walls’

Question 7

Describe ‘classic’ cognitive dissonance theory

Answer 7

Inconsistent cognitions arouse peoples psychological tension which motivates them to reduce that arousal.
Can give rise to irrational and maladaptive behaviours.

Question 8

Describe ‘new look’ cognitive dissonance theory

Answer 8

For dissonance to be aroused, certain conditions must be present.
Attitude - discrepant behaviour (produces a) –>
Unwanted negative consequence (which leads to a felling of) –>
Personal responsibility –>
Psychological arousal –>
Attribution of arousal to behaviour –>
Attitude change

Question 9

Describe the theory of planned behaviour

Answer 9

Attitudes towards a behaviour
Subjective norms and
Perceived behavioural control
all add together with intentions to a behaviour.