5: Attitudes and Behaviour Change

Question 1

What is the third person effect?

Answer 1

People think they are less likely to be influenced by adverts than others

Question 2

Who came up with the Yale attitude approach?

Answer 2

Hovland

Question 3

What is the Yale attitude approach?

Answer 3

What makes a message persuasive?

Communicator
Message
Audiance

Question 4

What are the componants of the Yale attitude approach?

Answer 4

Communicator
Message
Audiance

Question 5

What is the communicator componant of the Yale attitude approach?

Answer 5

The person that conveys the message. They must be trustworthy and seen as a competant expert

Question 6

What is the message componant of the Yale attitude approach?

Answer 6

The importance of an argument and how much someone cares about an issue makes it more persuasive as it has a direct impact

Repition and vividness helps

Question 7

What is the audience componant of the Yale attitude approach?

Answer 7

People with moderate self-esteem are the most easily persuaded

Middle aged people are most resistent to persuasion

Question 8

Are fast talkers seen to be more or less persuasive?

Answer 8

More (Miller, 1976)

Question 9

How does attractiveness influence persuasion?

Answer 9

Physically attractive people are better able to persuade others and tend to earn more money

Question 10

Why does repition increase chances of persuasion?

Answer 10

We assume a message is true if it’s repeated

Familiarity increases how much we like the message

Question 11

What kinds of moods are best for persuasion?

Answer 11

Fear: Where you arouse fear and then reassure them with the content of the message

Happiness: Impairs out ability to think critically

Question 12

Which age group are less likely to be persuaded?

Answer 12

Middle aged people

Question 13

What are some dual process models for persuasion?

Answer 13

Elaboration liklihood model

Heuristic systematic model

Question 14

What is the elaboration liklihood model?

Answer 14

The perceived impact of a message effects how much we play attention to it. If we think it affects us, we play more attention

Question 15

What is the heuristic systematic model?

Answer 15

People who attend a message more carefully use systematic processing. Those who don’t use heuristics

Question 16

What is compliance?

Answer 16

Superficial, public and transitory change in behaviour in response to requests, coercion or group pressure

Question 17

What are some tactics to ensure compliance?

Answer 17

Ingratiation

Reciprocity

Mltiple requests

Question 18

How can ingratiation be used to ensure compliance?

Answer 18

Getting them to like you and agreeing with them.

You appear similar and attractive to them due to compliments and then are able to influence them.

Question 19

How can the reciprocity principle be used to ensure compliance?

Answer 19

If you do a favour for someone, they’re more likely to do what you want afterwrds as they feel guilty

Question 20

What is the foot in the door technique of ensuring compliance?

Answer 20

Asking for a small favour before a larger one

If the discrepancy is too large, they’ll refuse so smaller steps must be taken

Question 21

What techniques are there to ensure compliance for multiple requests

Answer 21

Foot in the door technique

Door in the face technique

Low ball technique

Question 22

What is the door in the face technique for ensuring compliance?

Answer 22

Asking a larger favour which the other person turns down in order to get a smaller one

Question 23

What is the low ball technique of ensuring compliance?

Answer 23

Get them to commit to a favour first, and then add more stuff on afterwards

Question 24

Who came up with cognitive dissonance theory?

Answer 24

Festinger

Question 25

What is cognitive dissonance?

Answer 25

When people become aware of the inconsistancy between how they think and how they act

People are motivated to reduce dissonance by changing their beliefs or changing their behaviour

Question 26

What are the two ways of reducing cognitive dissonance?

Answer 26

Changing our behviour to fit our beliefs

Changing our beleifs to fit our behaviour

Question 27

What is the effort justification paradigm of cognitive dissonance?

Answer 27

Dissonance is experianced when great effort is made for a modest goal

Such as weight loss

Question 28

What is the induced compliance paradigm of cognitive dissonance?

Answer 28

Dissonance is experianced when we are persuaded to behave in opposition to our attitude

Such as bribary

Question 29

What is the free choice paradigm of cognitive dissonance?

Answer 29

Post-decision uncertanty and dissonance gives way to post-decision confidence which makes the dissonance go away

People are more confident after making their bets than before

Question 30

When is dissonance more likely to lead to attitude change instead of behavioural changes?

Answer 30

When they’ve explained their effort

When they can’t attribute behaviour to external factors

When they believe they’ve made a free choice

Question 31

What are some ways we resist deliberate persuasion?

Answer 31

Forewarning: Knowledge that one is about to become the target of persuasion

Selective avoidance: Tendency to avoid exposure to information that contradicts our view

Inoculation: Exposure to weakened counter arguments to build up immunity to persuasion