Attitude Change

Question 1

Significance of Attitudes

Answer 1

Link between attitudes and behavior.
Key to marketing and behavior change.

Question 2

Historical Context

Answer 2

Early focus of social psychology (~80% of studies).

Question 3

Challenges in Research

Answer 3

Atheoretical studies and inconsistent definitions.
Fragmented findings—”too many bricks in the brickyard.”

Question 4

Definition of Attitude

Answer 4

Learned disposition guiding thoughts, feelings, and actions.
Consistent responses toward people or objects.

Question 5

Components of Attitude ABC

Answer 5

Affective (feeling)
Emotional reactions, e.g., “I love beer.”

Behavioral (Acting):
Actions reflecting attitudes, e.g., “I drink beer.”

Cognitive (Thinking):
Beliefs about targets, e.g., “I think about beer.”

Question 6

Which of the following best illustrates theaffectivecomponent of an attitude?

a) Drinking a specific brand of beer regularly.

b) Believing that one beer is of higher quality than another.

c) Feeling a sense of enjoyment when thinking about beer.

d) Thinking that beer is unhealthy but still choosing to drink it.

Answer 6

c) Feeling a sense of enjoyment when thinking about beer.

Question 7

Samantha is a health-conscious individual who regularly exercises. She has a positive attitude toward fitness but dislikes jogging as a workout option. Which component of her attitude toward fitness is reflected in her dislike of jogging?

a) Affective (Feeling)
b) Behavioral (Acting)
c) Cognitive (Thinking)
d) None of the above

Answer 7

c) Cognitive (Thinking)
Samantha’s dislike of jogging reflects her belief or thought about a specific behavior related to fitness, showcasing the cognitive component of her attitude.

Question 8

Characteristics of Attitudes: Learned Influences

Answer 8

Personal Experience: Direct exposure or participation.
Others’ Influence: Social, cultural, institutional, and media effects.
Emotional Reactions: Positive or negative feelings shape attitudes.

Question 9

Characteristics of Attitudes: General Evaluative Summaries

Answer 9

Positive/negative judgments.
Explicit Measures: Conscious evaluations (e.g., surveys).
Implicit Measures: Automatic, gut-level evaluations.

Question 10

Characteristics of Attitudes: Validity and Ambivalence

Answer 10

Attitudes can bevalid,invalid, orambivalent.
Explicit Ambivalence: Positive and negative views are both valid.
Implicit Ambivalence: Conflicting evaluations, one rejected.

Question 11

Function of Attitude

Answer 11

Organize Information
Reduce uncertainty by aiding selective processing.
Focus on positive or negative aspects (e.g., leader’s behavior or rehab outcomes).
Guide Behavior
Motivate intent to act (e.g., engage in physical activity or complete homework).

Question 12

Do Attitudes Predict Behaviours?

Answer 12

Behavior Shapes Attitudes
People adjust attitudes to align with behaviors (e.g., “I ordered pizza, so I must like pizza”).
Attitudes as Predictors
Multiple Act Behaviors: Likely to predict patterns (e.g., buying running gear, joining a club).
Single Act Behaviors: Poor predictor (e.g., running the Boston Marathon).
Key Predictor for Single Acts
Behavioral Intention: Stronger influence on specific actions.
Role of Reflection
More thought = stronger connection between attitude and behavior.

Question 13

Alex enjoys swimming and frequently buys swim gear, subscribes to swimming magazines, and goes to the pool several times a week. Based on this information, which of the following behaviors is Alex’s attitude toward swimming most likely to predict?

a) Signing up for a national swimming competition next year.
b) Purchasing a new swimsuit during a sale.
c) Trying a completely different sport like rock climbing.
d) Quitting swimming due to lack of interest.

Answer 13

Correct Answer:b) Purchasing a new swimsuit during a sale.

Alex’s positive attitude toward swimming is a good predictor of multiple act behaviors (e.g., buying gear, visiting the pool) rather than a single act behavior like competing in a national event.

Question 14

Value of Changing Attitudes

Answer 14

Fosters positive perceptions toward objects or people.
Greater impact onmultiple act behaviors.

Question 15

Attitudes Are Learned

Answer 15

Stronger attitudes better predict behaviors.
Interventions can reshape attitudes and behaviors.

Question 16

Classic Processes of PersuasionABC’s of Attitudes

Answer 16

Affective (emotions): Emotional reactions (e.g., appeal to feelings).
Behavioral: Actions taken (e.g., habits or routines).
Cognitive (reason): Beliefs and thoughts (e.g., logical appeal).

Question 17

Classic Processes of Persuasion: Learning and Reception Theories

Answer 17

Classical Conditioning:Associate objects with existing positive/negative feelings.
Self-Persuasion:Persuasion relies on favorable self-generated thoughts (e.g., imagining being popular by drinking Budweiser).

Question 18

Classic Processes of Persuasion: Meta-Cognition

Answer 18

Confidence in your thoughts increases their influence (self-validation theory).

Question 19

What is Meta-Cognition without the help of ABC (on final)

Answer 19

Confidence in your thoughts increases their influence (self-validation theory).
more confidence means more likely you would do it.

Question 20

Classic Processes of Persuasion: Motivational Approaches

Answer 20

Cognitive Consistency:Align behavior with attitudes.
Cognitive Dissonance:Mismatch between attitudes and behavior motivates change.

Question 21

Which of the following best illustrates classical conditioning in persuasion?

a) A person feels more confident about their decision after generating multiple positive reasons to support it.
b)A person begins to drink Budweiser because their best friend, whom they admire, always drinks it.
c) A person joins a fitness class because they believe it will improve their overall health.
d) A person feels uncomfortable after skipping workouts, prompting them to adjust their behavior.

Answer 21

Correct Answer:b) A person begins to drink Budweiser because their best friend, whom they admire, always drinks it.

Classical conditioning involves associating a neutral object (Budweiser) with an already positive stimulus (admiration for a friend), leading to a favorable attitude toward the neutral object.

Question 22

Fundamental Processes of Attitude Change: Low vs. High Thought

Answer 22

Central Route: Thoughtful persuasion.
Peripheral Route: Low-thought persuasion using cues (e.g., attractiveness).

Question 23

Fundamental Processes of Attitude Change: Elaboration Likelihood Model (ELM)

Answer 23

Central Route: Persistent, resistant to change, predicts behavior.
Peripheral Route: Influenced by simple cues, less enduring.

Question 24

Fundamental Processes of Attitude Change: Practical Implications

Answer 24

Critical for increasing physical activity and promoting health behaviors.

Question 25

Fundamental Processes of Attitude Change: Social Marketing

Answer 25

Uses persuasive strategies to benefit individuals and society.

Question 26

Attitude Change Messages

Answer 26

WHO says WHAT via what MEDIUM to WHOM with what EFFECT?

Question 27

Which of the following scenarios best illustrates the use of the central route in persuasion, according to the Elaboration Likelihood Model (ELM)?

a) A celebrity endorses a fitness product, and their likability motivates purchases.
b) A detailed pamphlet explaining the long-term health benefits of regular exercise influences readers to join a gym.
c) A television commercial uses upbeat music and colorful visuals to promote a running event.
d) A fitness coach encourages their team by sharing a motivational story with emotional appeal.

Answer 27

Correct Answer:b) A detailed pamphlet explaining the long-term health benefits of regular exercise influences readers to join a gym.
The central route involves thoughtful persuasion, where the audience evaluates the quality and logic of the message. A detailed pamphlet appeals to reasoning and is processed by motivated individuals.

Question 28

Source Factors of persuasion

Answer 28

Effective Communicators
Low thinking: Source acts as a peripheral cue.
High thinking: Source serves as a persuasive argument.
Key Characteristics
Credibility: Trustworthy, unbiased, knowledgeable.
Expertise: Persuasive in relevant fields or ambiguous topics.
Attractiveness: Similarity, familiarity, likability, physical appeal.

Question 29

Message Factors

Answer 29

Number of Arguments
Unmotivated: More arguments = more persuasive.
Motivated: Weak arguments reduce effectiveness.
Presenting Sides
One-sided: Best if only one perspective is expected.
Two-sided: Best if opposing views are likely heard.
Fear Appeals
Effective at moderate levels (inverted-U curve).
Credible sources can present more fear.
Repetition
Works to a point (inverted-U curve).
Too much repetition can alienate a brighter audience.
How-To Advice
Focus on simple, actionable steps to increase perceived control.
Emphasize long-term benefits or costs.

Question 30

Medium Factors

Answer 30

Direct Experience vs. Communication
Active (greater long-term effects) vs. passive engagement.
Modality
Written:Ideal for rational or complex arguments; clarity/comprehension.
Oral/Personal:Effective with a likable communicator.
Mass Media vs. Face-to-Face
Mass Media:Cost-effective for large audiences.
Face-to-Face:Increases comprehension.

Question 31

Target/Audience Factors

Answer 31

Ability Factors
High intelligence: Better understanding, but less likely to yield.
Active vs. Passive Engagement
Active audiences are more persuaded.
Existing Attitudes
Undecided or favorable attitudes are easiest to change.
Personality Factors
Low self-esteem: More persuadable.
High ego involvement: Harder to influence.

Question 32

Outcome Factors

Answer 32

Target Issue
Does the message address a specific behavior or aim for broader, general effects?
Behavioral Focus
Specific Behavior:Direct impact on a single action.
Multiple Act Behaviors:Influence on patterns or related behaviors.

Question 33

Which of the following audience factors is most likely to increase the effectiveness of a persuasive message?

a) The audience has high ego involvement in the topic.
b) The audience has high intelligence and is unmotivated to think critically.
c) The audience has high self-esteem and strong opposing views.
d) The audience is undecided or has favorable existing attitudes toward the message.

Answer 33

Correct Answer: D The audience is undecided or has favorable existing attitudes toward the message.

Audiences who are undecided or already hold favorable attitudes are easier to persuade because they lack strong opposition and are more open to influence.