Attitude & Persuasion

Question 1

Persuasion is targeted at changing what?

Answer 1

Attitude

Question 2

Motivation is targeted at changing what?

Answer 2

Behavior (effort)

Question 3

Define Attitude

Answer 3

an evaluative judgement of a target (stimulus); happiness or satisfaction with something

Question 4

What behaviors to general job satisfaction (attitude) link to?

Answer 4

punctuality, absenteeism, turnover, work quantity, work quality, misconduct, overall engagment

Question 5

What behaviors do customer product/service satisfaction (attitude) link to?

Answer 5

repeat business, brand equity, word-of-mouth advertising

Question 6

Is it more productive to target general or specific attitudes?

Answer 6

Attitudes are very specific. (donuts vs. health food donuts)

Question 7

What are the steps in the Theory of Planned Behavior?

Answer 7

Attitude–>Behavioral Intention–>Behavior

Question 8

Define Behavioral Intention

Answer 8

strength of conscious plans to carry out behavior; willingness to expend effort to carry out behavior

Question 9

What determines intention?

Answer 9

subjective norm (should), attitude (like), perceived control (can)

Question 10

Define Subjective Norm

Answer 10

how much someone feels social expectations to carry out a behavior

Question 11

Define Perceived Control

Answer 11

how much someone feels capable to carry out a behavior

Question 12

Define Persuasion

Answer 12

communication of arguments & information intended to change another person’s cognitions & motivation

Question 13

What are the elements of persuasion?

Answer 13

sender, message, channel, noise, target

Question 14

On what does a sender’s credibility depend?

Answer 14

expertise, trustworthiness, likability

Question 15

What traits increase sender likability?

Answer 15

authentic praise, similarity to target, attractiveness

Question 16

What does a two-sided argument accomplish?

Answer 16

conveys trustworthiness, breaks through noise

Question 17

What are aspects of an effective message?

Answer 17

two-sided, social proof, fear appeal, vivid & emotional detail

Question 18

When should peripheral vs. direct routes/message be used?

Answer 18

peripheral - target is disengaged, distracted, inattentive

direct - opposite

Question 19

What trade-off exists with channel bandwidth?

Answer 19

narrow - less noise, less power (email)

broad - more power, more noise (face-to-face)

Question 20

What is the result of target inoculation?

Answer 20

makes target less receptive to change