4 - Attitudes and Persuasion

Question 1

when does motivation to reduce cognitive dissonance occur

Answer 1

when inconsistencies are self-relevant as affects positive sense of self

Question 2

what are the 4 conditions for cognitive dissonance

Answer 2

realise dissonance has neg consequences
behaviour is of own free will
physical discomfort
attributing physiological arousal to action

Question 3

how can we directly change attitudes (not maladaptive coping)

Answer 3

evaluate and find new info to support a new attitude in line w the behaviour

Question 4

describe maladaptive coping

Answer 4

convincing self the inconsistency and cognition are unimportant through negative means e.g. mockery

Question 5

how can we indirectly reduce cognitive dissonance

Answer 5

self-affirmations to remind self of positive thoughts about self and remind of importance of attitudes to maintain positive self-view

Question 6

what did the $1 $20 study find

Answer 6

$20 had no cog dissonance as attributed lying to reward

$1 had CD and changed att after lying

Question 7

describe effort justification

Answer 7

reducing dissonance between att and bhvr by telling self lots of effort was put in so outcome is more +ive than it really was

Question 8

why do initiation ceremonies increase enjoyment of being part of the ingroup

Answer 8

when doing something unpleasant, look for +ive aspects and downplay -ive, assoc +ive w the group

Question 9

when do we value the outcome of the effort put into something

Answer 9

when experiencing something aversive but we have put effort in

Question 10

why did the group undergoing the severe initiation enjoy the discussion in the study more

Answer 10

invested more psychologically and offset dissonance of effort and boringness w cognition that they enjoyed it

Question 11

with post-purchase cognitions, what info is attention paid to

Answer 11

any that supports info supporting the decision to purchase the product

Question 12

how do fear appeals work

Answer 12

making people uncomfortable to persuade them by offering a solution to the problem

Question 13

why would fear appeals not work

Answer 13

if in denial and see problem as unsolvable

acquiring info through facts and trying to be influenced through emotional appeals and vice versa

Question 14

what cues are we more likely to focus on under cog load

Answer 14

central

Question 15

what does motivation depend on

Answer 15

need for cognition - how much fulfilment and enjoyment is derived from thinking about things

Question 16

define peripheral cues

Answer 16

aspects of the message which aren’t rational arguments but may have a +/-ive influence and need little processing

Question 17

what is needed for peripheral attitude shifts

Answer 17

strong peripheral cues

Question 18

without motivation, what do we rely on instead

Answer 18

message’s speed and length

Question 19

when are attitude shifts less stable

Answer 19

through the peripheral route

Question 20

why may attitudes stay the same

Answer 20

if no more new info is received

Question 21

study found high personal involvement caused what

Answer 21

attention to be paid to argument strength regardless of peripheral cues and increased motivation

Question 22

study found low personal involvement caused what

Answer 22

argument strength is irrelevant, more attention paid to argument strength

Question 23

study found what about distraction through cog load

Answer 23

least distracted could differentiate between strong/weak arguments, most distracted could not

Question 24

distraction manipulation inhibits what

Answer 24

the dominant cognitive response which is to produce counter-arguments

Question 25

what are criticisms of the elaboration likelihood model

Answer 25

not useful to predict, just to explain

doesn’t differentiate between cues and arguements well

Question 26

List of the 6 cues of the source

Answer 26

Likability
Physical/social attractiveness
Similarity 
Expertise
Trustworthiness 
Perceived credibility

Question 27

Why does the source’s attractiveness work

Answer 27

Hearing/seeing source can distract us from the message and focus on source’s characteristics

Question 28

How does expertise influence persuasion

Answer 28

Been seen as qualified means deemed to have expertise so take comments more seriously

Question 29

Describe the sleeper effect

Answer 29

Message becomes more persuasive over time when source is forgotten as seen as non-credible at the first exposure

Question 30

How does similarity cause persuasion

Answer 30

If person we like we’re more familiar so pay less attention to message’s content

Question 31

What type of message length is more persuasive

Answer 31

Short, strong ones with objective, central facts which are consistent with target’s original attitude

Question 32

How can attitudes become extreme

Answer 32

If exposed to like-minded people

Question 33

How does repetition affect persuasion

Answer 33

More exposure means more persuasive through mere exposure effect as message appears more credible but need to be familiar w the content

Question 34

List the 4 factors of a target which can affect persuasion

Answer 34

Gender
Age
Individual differences
Mood

Question 35

Why are females persuaded more easily

Answer 35

More socially sensitive as cooperation focused but males are more independence focused

Question 36

How does age influence persuasion

Answer 36

Young adults have less stable attitudes and resistance to authority

Question 37

How do individual differences have an effect

Answer 37

NFC

Those w greater need to evaluate info more likely to express opinions and think about presented info more

Question 38

How does mood affect persuasion

Answer 38

Message making people feel good more persuasive as encourages positive thinking and associate message w it

Question 39

What two things make us more likely to say yes

Answer 39

Commitment: more likely to agree w something consistent w a belief we’ve taken a stand on
Consensus: more likely to say yes if we have info others will also say yes

Question 40

Describe door in the face

Answer 40

Give large unrealistic request we know will be rejected then give smaller request

Question 41

2 conditions for door in the face

Answer 41

Requests must be made by same person

Reciprocity used

Question 42

Describe foot in the door

Answer 42

Give small, unobtrusive request we know they’ll accept then give the intended large request they’d otherwise not agree to

Question 43

why do people agree to the large request with foot in the door

Answer 43

consistency - they don’t want to contradict themselves

commitment

Question 44

foot in the door won’t work if what

Answer 44

the large request is too large or small is too small as there won’t be a connection so won’t feel contradictory

Question 45

what is ingratiation

Answer 45

trying to get others to like oneself by being nice as people are more likely to say yes to those they like

Question 46

what concept do ingratiation and that’s not all use

Answer 46

reciprocity as persuadee feels obliged to comply as persuader is adding extras/ being nice or one’ll be negatively labelling

Question 47

what is the labelling technique

Answer 47

assigning a trait/belief/attitude to a person then making a request of them consistent with the label

Question 48

what is the low ball technique

Answer 48

changing terms of interaction by adding hidden costs at the end

Question 49

what process underlies the low ball technique

Answer 49

cognitive dissonance as person wants and has committed to the thing then don’t go through with it

Question 50

what is the scarcity technique

Answer 50

emphasising desirability of object by saying it’s in limited availability, continuing to diminish, and can’t have it after a certain amount of time

Question 51

what’s the that’s not all technique

Answer 51

offering something at high price, not letting persuadee respond for a bit, then present same product at lower price or adding in something at the end