Attitudes

Question 1

What are attitudes

Answer 1

Attitudes are the evaluations of people, objects and ideas

Question 2

What are the three components of attitudes

Answer 2

1) Cognitive component
2) Affective component
3) Behavioural component

Question 3

Is there a genetic component to attitudes

Answer 3

Small effect if there is any because of twin studies but not a major role

Question 4

What is the cognitive component of attitudes

Answer 4

The thoughts and beliefs that people form about the attitude object

Question 5

Affective component

Answer 5

People’s emotional reactions towards the attitude object

Question 6

Behavioural component

Answer 6

How people act toward the attitude object

Question 7

Cognitively based attitudes

Answer 7

An attitude based on their beliefs about the properties of the object; for example the objective merits or faults, listing plus and minus for a vacuum cleaner eg (how well it cleans up, how fast they charge, etc(

Question 8

Affectively based attitudes

Answer 8

An attitude based more about your feelings and values than on their beliefs about the nature of the attitude object;;
could be based on your beliefs rather than facts or you like the taste of something thats bad for you or you pick this object for its aesthetic appeal

Question 9

WHere do affective based attitudes come from?

Answer 9

Classical conditioning
Operant conditioning
Beliefs and values

Question 10

WHat is classical conditioning

Answer 10

Making an emotional response to a neutral stimulus by pairing the neutral stimulus with the emotional stimulus

Question 11

Operant conditioning

Answer 11

The behaviors we choose are less or more frequent because of punishment or reward

Question 12

Behaviourally based attitudes

Answer 12

An atittude based on observations of how one behaves toward an object
Similar to the self perception theory where we don;t know how we feel so we use behaviour to see how we feel

Question 13

Explicit attitudes

Answer 13

We can easily report these and publicly endorse them

Question 14

Implicit Attitudes

Answer 14

Attitudes that exist outside of conscious awareness

Question 15

What are implict and explicit attidues rooted in

Answer 15

Explicit attitudes better reflect recent experineces and current attitudes whereas implicit can better predict their childhood experiences

Question 16

Does attitude always predict behaviour

Answer 16

No

Question 17

What factor affects whether our attitude predicts our behaviour

Answer 17

Attitude accessibility: the higher the accessibillity the better that attitude can predict behaviour

Question 18

What is attitude accessibility

Answer 18

The strength of the association between an attitude object and a person’s evaluation of that object

Question 19

How to measure attitude accessibility

Answer 19

The speed with which people can report how they feel about the object
The higher the accessibility the quicker it is for people to report, the opposite is true

Question 20

What affects how accessible an atitude is?

Answer 20

experience with the attitude object: the more direct their experience is, the greater the accessible

Question 21

WHat theory relates how and when attitudes can predict deliberative behaviour

Answer 21

Theory of planned behaviour

Question 22

What is the theory of planned behaviour

Answer 22

The idea that people’s intentions are best predictors of their deliberate actions; the intentions are determined by their attitudes towards that behaviour, subjective norms and perceived behavioural control(ease with which they can perform the behaviour)

Question 23

T or F, the more specific the attitude to the behaviour, the better that attitude can predict that behaviour according to the theory of planned behaviour

Answer 23

true

Question 24

If you ask married women about their attitudes to using birth control, ranging from general attitude to specifically using it during the next two years, what can you say about their attitudes predicting behaviouring according to the theory of planned behaviour

Answer 24

The general attitude was not a good precitor of their actual birth control usage when checked two years later but specific attitude was a good predictor

Question 25

How does subjective norm affect how we can predict deliberate behaviour

Answer 25

This is people’s beliefs about how others they care about will view the behaviour; even if their attitude towards it is one thing

Question 26

What is perceived behavioural control

Answer 26

How easy it is to do the thing, if they think its too hard to do, then they will not have strong intention to do it

Question 27

LaPiere

Answer 27

The study about racial prejudice and how it predicts behaviour with the chinese travellers and then asking them in email

Question 28

When is attitude accessbility a good predictor of behavior

Answer 28

when the behaviour is spontaneous

Question 29

How can we change attitude by changing behaviour

Answer 29

Cognitive dissonance: making a person do something that is different from their attitude but then make sure there is no external justification and have to look for internal justification and so reduce that dissonance by changing attitude

Question 30

Why is dissonance not used often for like public persuasion

Answer 30

Because while it is useful for the individual it is harder to do so for a bigger crowd; how to make all of the country do one behaviour

Question 31

What is persuasive communication

Answer 31

A message advocating a particular side of an issue

Question 32

What are the three factors that are likely to influence attitude change in response to persuasive message according to yale atttitude change approach

Answer 32

source of the communication, nature of the communication and the nature of the audience

Question 33

Elaboration likelihood method

Answer 33

Two ways persuasive communication can change attitude: centrally vs peripherally

Question 34

Central route to persuasion

Answer 34

People have both the ability and motivation to elaborate and think about the argument and message: emphasis is the logic and content of the argument

Question 35

Preipheral route to persuasion

Answer 35

Focus is on the surface characteristics of the message (like speaker, how long the message is) but not on th elogic and stregnth of the argument itself

Question 36

WHat determines whether or not they take the central route or the peripheral route

Answer 36

Whether they are motivated to pay attention to the facts and whehter they have the ability to pay attention to the facts (distraction, complexity of the argument)

Question 37

What affects whether people are motivated to pay attention

Answer 37

Personal relevance

Question 38

college students and the question of whether they shoud implement a test for graduation (implement next year or many years later)
The two variables: strength of argument and prestige of speaker)

Answer 38

Found that when it was more relevant (next year) there was greater influence by the strength of the argument (central route) and no significant difference between the speaker
But when it was not relevant (next 10 years), the speaker mattered more than the quality of argument

Question 39

What affects the ability to pay attention to the message

Answer 39

distractions, and difficult to understand message (like too professional and niche)

Question 40

Experiment where there was a mock trial video and the witness testifying was a biologist (told them he was either super expert or noob scientist) and then he either gave a simple or hard explanantion

Answer 40

When the explanation was simple people paid less attention to the crednetial but when the argument was difficult to understand (lower ability to pay attention) they relied more on the crednetial of the biologist

Question 41

Which route to persuasion is more likely to lead to long lasting attitude change

Answer 41

Central

Question 42

How can you use emotion to change attitude

Answer 42

Fear-arousing communication

Emotions as a heuristics

Question 43

When can fear arousing communication be good

Answer 43

If there is a moderate amount of fear that is enough to grab attention/make them motivate to listen but not too much to completely repulse them, and there must be a way to reduce that fear (like provide methods to stop smoking)

Question 44

Heuristics systematic model of persuasion

Answer 44

A explanation of the two ways in which persuasive communications can cause attitude change: either systematically processing the merits or using mental shortcuts or heuristics
EG hey i feel good that must mean my attitude towards this is good but maybe your feelings can be from something else

Question 45

Best way to advertise depending on different types of attitudes

Answer 45

If cognitively based attitudes usually for the product best to do it rationally but if they are usually affectively based attitudes then can use emotions to try and change it

Question 46

How our bodily actions can help change attitude

Answer 46

Shaking head vs nodding head while listening to argument. But it is different for strong vs weak argument,s (if strong then nodding strengthened their agreement but if weak they were more convinced that the argument was weak)

Question 47

Attitude inoculation

Answer 47

Vaccination by giving them small doses so that they have more time to counter those arguments and then be more assured of their own argument

Question 48

How to resist effect of product placement

Answer 48

Be warned about it ahead of time

Question 49

Reactance theory

Answer 49

When people feel that their freedom is being restrictd they will actually reduce that discomfort but performing the prohibited task