27. Attitudes

Question 1

An association between an act or an object and an evaluation

Answer 1

Attitude

Question 2

Refers to the durability and impact of an attitude.

Answer 2

Attitude strength

Question 2

An attitude is ____ if it tends to persist over time and is resistant to change.

Answer 2

durable

Question 3

An attitude has ____ if it affects behaviour and influences the way the person thinks and feels.

Answer 3

impact

Question 4

Refers to the personal relevance of an attitude and the psychological significance of that attitude for an individual.

Answer 4

Attitude importance

Question 5

Refers to the ease with which an attitude comes to mind. Highly accessible attitudes come to mind rapidly and automatically when primed by environmental events.

Answer 5

Attitude accessibility

Question 6

As with emotions, motives and cognitions, social psychologists are increasingly recognising the importance of distinguishing between explicit (conscious) attitudes and ____ ____ – associations between attitude objects and feelings about them that regulate thought and behaviour unconsciously and automatically.

Answer 6

Implicit attitudes

Question 7

An important dimension on which attitudes differ is their ____ ____ – the intricacy of thoughts about different attitude objects.

Answer 7

Cognitive complexity

Question 8

The beliefs of two people with equally positive attitudes towards a tax cut may have very different levels of ____.

Answer 8

complexity

Question 9

Researchers studying ____ ____ – the extent to which a given attitude object is associated with conflicting evaluative responses – argue that attitudes include two evaluative dimensions, positive and negative, that are relatively independent.

Answer 9

Attitude ambivalence

Question 10

Low positive/low negative attitudes will have ____ impact on behaviour because the person is indifferent about the attitude object.

Answer 10

minimal

Question 11

The extent to which an attitude is internally consistent.

Answer 11

Attitudinal coherence

Question 12

Logically, the cognitive and emotional aspects of attitudes should be congruent because an emotional evaluation of an object should reflect a cognitive appraisal of its qualities.
That is, we should like things we believe have ____ consequences.

Answer 12

positive

Question 13

People often have a vested interest in changing others attitudes, whether they are selling products, running for political office or trying to convince a lover to reconcile one more time. ____ refers to deliberate efforts to change in attitude.

Answer 13

Persuasion

Question 14

Components of persuasion
Aristotle described ____ – the art of persuasive speaking – as a combination of ethos (characteristics of the speaker), pathos (the appeal of the message) and logos (the logic of the argument).

Answer 14

rhetoric

Question 15

Speakers tend to be more persuasive when they appear credible (expert and trustworthy), attractive, likeable, powerful and similar to the recipient of the message.

Answer 15

SOURCE

Question 16

The type of appeal and the way it is delivered also effect attitude change.

Answer 16

MESSAGE

Question 17

The ____ of persuasion is the means by which the message is sent – in words or images, verbally or nonverbally, in person or through media such as telephone or television.

Answer 17

CHANNEL

Question 18

The ____ in which a message is presented can also influence attitude change. Another method, called attitude inoculation, involves building up the receivers resistance to a persuasive appeal by presenting weak arguments for it or forewarning against it.

Answer 18

CONTEXT

Question 19

____ characteristics – qualities of the person that the communicator is trying to persuade – also affect the persuasiveness of communication.

Answer 19

RECEIVER

Question 20

Efforts to induce fear to try to change attitudes – can sometimes be effective but they can backfire if they induce too much fear and lead people to stop attending to the message and instead to focus on managing their anxiety.

Answer 20

Fear appeals

Question 21

People with ____ attitudes on a topic are obviously less likely candidates for attitude change, and some people are simply more difficult to persuade in general.

Answer 21

strong

Question 22

The (ELM).

Answer 22

elaboration likelihood model of persuasion

Question 24

ELM suggests that there are two ____ through which people can be persuaded.

Answer 24

routes

Question 25

Involves inducing the recipient of a message to think carefully and weigh the arguments.

Answer 25

CENTRAL ROUTE

Question 25

People who process centrally are highly involved with the issue, tend to be higher in the need for cognition or their need to think about issue relevant arguments and are attentive to the ____ of the arguments that are presented.

Answer 25

quality

Question 26

Appeals to less rational and thoughtful processes.

Answer 26

PERIPHERAL ROUTE

Question 27

The peripheral route ____ the cortex and often head straight for points south, such as the limbic system, the heart or the gut.

Answer 27

bypasses

Question 28

The elaboration likelihood model of persuasion posits that knowing ___ to appeal to people requires figuring out the likelihood that they will think much about the arguments.

Answer 28

how

Question 29

____ appeals are more likely to change the attitude of a person who both is motivated to think about topic and has time to consider the arguments.

Answer 29

Rational

Question 30

When elaboration likelihood is high, appeals to ____ are most likely to be persuasive.

Answer 30

logic

Question 31

Distinction between central and peripheral routes to attitude change ____ the distinction between explicit and implicit judgement and decision-making.

Answer 31

parallels

Question 32

Another way to influence implicit attitude change is simply to ____ a message enough times that people start to believe it.

Answer 32

repeat

Question 33

Changing someone’s attitude requires attention to several ____.

Answer 33

variables

Question 34

If the attitude really ____ to the person,

Answer 34

matters

Question 35

if the recipient of the message is ____ about the subject,

Answer 35

knowledgeable

Question 36

if the recipient has time to ____ the arguments

Answer 36

evaluate

Question 37

and if the attitude was initially generated rationally by ____ ____ and ____, then the best appeal is to the head (central processing).

Answer 37

weighing costs and benefits

Question 38

If, however, the attitude is not strongly held and is based on minimal knowledge, the best route is usually to the heart to the gut – or, at any rate, as far away from the ____ ____ as possible.

Answer 38

frontal lobes