Attitudes

Question 1

When people evaluate other people, objects, or ideas, they form a long-term opinion, or evaluation, known as an ________.

Answer 1

attitude

Question 2

The affective component of a person’s attitude involves the _________ reactions a person has towards the attitude object.

Answer 2

emotional

Explanation:

For example, Sarah enjoys marching bands– those feelings are the affective component of her attitude towards marching bands.

Question 3

The cognitive component of a person’s attitude involves their thoughts and beliefs about the ________ object.

Answer 3

attitude

Explanation:

The cognitive component of a person’s attitudes refers to their rational thoughts about the object or person. For example, Sarah joins a marching band because she believes that it challenges its members to become better musicians– this belief is part of the cognitive component of her attitude towards marching bands.

Question 4

The behavioral component of a person’s attitude involves their _______ towards the attitude object.

Answer 4

actions

Explanation:

The behavioral component of a person’s attitude refers to their actions and behaviors towards the object or person– how they are predisposed to act. For example, Sarah practices her instrument every day– that is the behavioral component of her attitude towards marching bands.

Question 5

___________ based attitudes are based primarily on a range of facts about the object of the attitude.

Answer 5

Cognitively

Explanation:

This type of attitude utilizes facts to classify an object according to its positives and negatives. For example, when evaluating a vacuum cleaner, facts such as efficiency and cost are weighted up to form an attitude towards the different types available.

Question 6

An affectively based attitude is based primarily on how a person feels towards, or ______, a certain object.

Answer 6

values

Explanation:

This type of attitude evaluates objects using emotions, rather than an objective appraisal. An example is a person liking a certain brand of car because of an emotional feeling about the car, rather than based on any factual information about the car.

Question 7

_________ conditioning occurs when a stimulus which elicits no emotional response is experienced alongside a stimulus which does elicit an emotional response until eventually, the first stimulus begins to stimulate the same emotional response as the second stimulus.

Answer 7

Classical

Explanation:

For example, as a child you may visit your grandmother and experience feelings of warmth and love. At the same time, you may always smell a faint hint of mothballs in the air. Eventually, the smell of mothballs will trigger the same feelings of warmth and love. The most famous example of classical conditioning is Pavlov’s experiment with dogs. Pavlov would ring a bell every time he brought food to the dogs. Eventually, just ringing the bell would cause the dog to salivate– even if there was no food. The food was the primary or unconditioned stimulus; no conditioning was required to elicit salivation with the food. The ringing of the bell was the secondary or conditioned stimulus.

Question 8

Instrumental conditioning explains why a behavior that is followed by a ______ will increase in frequency, while a behavior that is followed by a punishment will decrease in frequency.

Answer 8

reward

Question 9

When an attitude is based on someone’s activities or reactions to certain things, it is a ____________ based attitude.

Answer 9

Behaviorally

Explanation:

For example, a person may observe their own behavior and note that they always avoid a certain person. Based on this, the person may conclude that they do not like the person.

Question 10

A person’s attitude is more _________ to change as the strength of the attitude increases.

Answer 10

resistant

Question 11

Attitude _____________ refers to how closely linked the object is to the person’s evaluation of the object.

Answer 11

accessibility

Explanation:

For example, if a person immediately recalls their attitude toward an object when they see the object, attitude accessibility is high. If the person’s attitude is slowly recalled, the attitude is inaccessible.

Question 12

Attitudes tend to become more __________ with repeated direct exposure to the attitude object.

Answer 12

accessible

Explanation:

For example, a person who skydives often is likely to have an accessible attitude about skydiving. However, a person who has only heard about skydiving is likely to have an inaccessible attitude towards it.

Question 13

Attitudes can be strongly influenced, or even changed, in response to ______ influence.

Answer 13

social

Explanation:

For example, advertising is a strong medium which is used to influence a person’s attitude. A celebrity seen wearing designer jeans can convince consumers to develop a positive attitude towards those jeans

Question 14

When a person’s behavior differs to their attitudes without ________ justification, a person’s attitude may change.

Answer 14

External

Explanation:

A person’s attitude may change because they experience dissonance in that they cannot explain their behavior by using external justifications. The person then alters their attitude to suit their behavior and thus reduce dissonance.

Question 15

A useful technique used when trying to change people’s attitudes on a mass scale is __________
communication. This technique involves communication which highlights a particular attitude, or viewpoint of an issue.

Answer 15

persuasive

Explanation:

This involves broadcasting, or producing, a message which can be released to many people. This message would advocate a particular viewpoint of an issue with the aim of convincing people to agree with its message.

Question 16

The ____ Attitude Change approach is a study which determined under which conditions people were most likely to change their attitudes when exposed to a persuasive message.

Answer 16

Yale

Explanation:

They examined such factors as who was communicating the message, the nature of the message, and the nature of the audience.

Question 17

The elaboration likelihood model states that persuasive communication can invoke attitude changes in two ways depending on whether the person pays attention to the arguments in the communication or to ___________ characteristics.

Answer 17

Superficial

Question 18

_______ route to persuasion refers to when people listen to the logic of the arguments within a persuasive message. Generally this occurs when people have the ability and motivation to pay attention to the speaker.

Answer 18

Central

Question 19

Peripheral route to persuasion occurs when people tend not to pay attention to the arguments presented in the persuasive message, but rather focus on surface characteristics of the message such as how __________ or well- known the speaker is or how long a speech goes for. These factors can sway the opinion of a person, despite being peripheral to the message.

Answer 19

attractive

Question 20

People are generally motivated to listen to a message when the message has personal _________.

Answer 20

Relevance

Question 21

When a message has personal relevance to a listener, they are likely to listen to the arguments of the speech. However, when a message does not have personal relevance, they are likely to take mental _________.

Answer 21

Shortcuts

Explanation:

For example, the person may assume that the message is correct because the speaker looks and sounds knowledgeable.

Question 22

When a person tends to want to think an issue through thoroughly, they have a higher need for _________.

Answer 22

Cognition

Question 23

Need for cognition is a ___________ variable. People with a high need for cognition enjoy thinking things through carefully and are more likely to pay attention to a speaker’s arguments.

Answer 23

personality

Question 24

When people have difficulty paying attention to a speech, they are more likely to rely on __________ cues and are less likely to rely on the content of the speech.

Answer 24

Peripheral

Question 25

Long-lasting attitude changes are more likely to occur when a person is persuaded to change their attitude based on a careful analysis of the arguments presented, rather than by __________ characteristics.

Answer 25

Peripheral

Question 26

People who change their attitude via the ________

route tend to maintain a long-lasting attitude change as opposed to those who changed it via the peripheral route.

Answer 26

central

Question 27

_______ and mood can influence the route to persuasion. That is, whether a person is more likely to change their attitude via central or peripheral route to persuasion.

Answer 27

Emotion

Explanation:

The mood that a person is in can influence the way in which they take in a persuasive method. For example, people in good moods are less likely to perform activities which may alter their mood. Therefore, they are less likely to pay much attention to an argument, and thus will take the peripheral route to persuasion.

Question 28

____-arousing communications involve attempting to scare people in order to influence them to pay attention to a particular message.

Answer 28

Fear

Explanation:

This technique works on the idea that if a moderate amount of fear is aroused, people will want to know more so that they may alleviate their fear. Therefore, they are more likely to pay attention to the message and change their attitude via the central route.

Question 29

The heuristic-systematic model of persuasion refers to a theory which states that persuasive communication can cause attitude changes in two ways: via a systematic process of an argument’s ______, or via the use of mental shortcuts.

Answer 29

Merits

Explanation:

This theory is similar to the elaboration likelihood model in that it states that there are two pathways that people take when exposed to persuasive communication. These pathways depend on how much attention is paid to the actual message, and how much is paid to superficial characteristics.

Question 30

One way in which people can be prevented from changing their attitude when exposed to a persuasive message is to expose them to small doses of the opposing point of view being presented before exposing them to the message. This process is referred to as attitude ___________.

Answer 30

Inoculation

Explanation:

This makes people consider both sides of an argument prior to being bombarded with a logical viewpoint on only one side.

Question 31

If a person’s attitude is cognitively based, persuasive communication is most effective when it is based on __________.

Answer 31

Cognitions

Explanation:

If a person’s attitude is affectively based, persuasive communication is effective when based on emotion.

Question 32

_________ theory states that when a person feels that they are being prevented from acting or thinking in a particular way, they begin to rebel against the threat.

Answer 32

Reactance

Explanation:

An example is teens smoking in response to being firmly told not to smoke.

Question 33

A person’s ________ is not always determined by their attitudes and can contradict the attitude.

Answer 33

Behavior

Question 34

When a person has a highly __________ attitude towards something, this attitude is more likely to predict spontaneous behavior due to the fact that people will be focusing on their attitude when they are called to act on it.

Answer 34

Accessible

Question 35

The theory of reasoned action states that when a person performs a deliberate behavior, the best predictor of this planned behavior is their _________. That is, how they intend to behave.

Answer 35

Intention

Question 36

Attitudes towards specific behaviors are better predictors of planned behavior than attitudes towards _______ behaviors.

Answer 36

General

Explanation:

Attitudes towards general behaviors are misleading predictors of planned behavior as a general attitude may not take into account certain details concerning the behavior. On the other hand, attitudes towards specific behaviors are better predictors as these attitudes are likely to be more in line with the actual behavior concerned.

Question 37

A person’s subjective norms refers to their _______ concerning how the people important to them will view their behavior.

Answer 37

beliefs

Explanation:

Subjective norms can influence a person’s behavior more than their own attitudes. If a person’s subjective norms are unknown, it can be difficult to predict their behavior.

Question 38

Split cable ______ tests is a technique employed by advertisers and cable television companies to determine the effectiveness of advertising their product.

Answer 38

Market

Explanation:

This technique involves randomly allocating participants to a target commercial and keeping track of all participant purchases to determine whether they buy the advertised product. These tests have shown that exposure to an advertisement increase the likelihood of purchasing the advertised product.

Question 39

Many advertised products have little factual information available to convince consumers. Advertisements for these products focus on appealing to a person’s ________.

Answer 39

emotions

Explanation:

For many products advertised, there is little difference between the product being advertised and competing products. For example, there is little difference between the taste of different cola drinks. These products generally have advertisements that rely on appealing to the emotions of consumers.

Question 40

If an advertisement focuses on associating ________ feelings such as attractiveness or youth with its products, it is affectively based.

Answer 40

positive

Explanation:

Cognitively based commercials rely on facts and data. Affectively based commercials rely on appealing to the emotions. This often involves attempting to associate positive feelings such as attractiveness, youth, or success with the product.

Question 41

_______ messages are words or pictures which may influence a person’s attitudes and behaviors, but are not consciously perceived by the person.

Answer 41

Subliminal

Question 42

The use of hidden messages in advertising has not been found to influence consumers, although some evidence that they influence people has been found in __________ studies.

Answer 42

Laboratory

Explanation:

Despite wide usage of subliminal messages in advertising, and the wide-spread belief that they do influence consumers, researchers have determined that they actually do not significantly influence consumers.