Attitudes and Beliefs Flashcards
Define Beliefs
Opinions and cognitions of one’s self and their surrounding environment (Self-concept and stereotypes)
Define Attitudes
A positive or negative reaction to a person, object or idea (Self esteem and prejudice)
Define Self-Monitoring
The tendency to change behaviour response to the self-presentation concerns of the situation
State the two types of Self-Monitoring
> High Self-Monitors
> Low Self-Monitors
Describe High Self-Monitors
Pragmatic, flexible and adaptive.
More concerned with appearance than with reality
Describe Low Self-Monitors
Principled and forthright
Stubborn, insensitive to the surroundings, unwilling to compromise
State the theory of planned behaviour
(Ajzen, 1991)
Attitude towards behaviour
Intention
Behaviour
What is the dual process model of persuasion
Petty and Cacioppo, 1986 > A central route to persuasion - Influenced by content of messages > A peripheral route to persuasion - Influenced by package
Describe the effectiveness of both types of persuasion
Petty and Cacioppo, 1986
The effect depends on
> Source
> Message
> Audience
Describe two key aspects that make someone an effective source
> Credibility
> Likeability
Name two factors that influence likeability
> Similarity
- Students were more persuaded if they thought the speaker came from their uni
Physical Attractiveness
- Advertisers assume that beauty is persuasiveness
Describe what can affect the effectiveness of a message
> Length of the message
If the audience is lazy
If audience pays attention, it depends on the strength of the message
Name the two effects of presenting a message to an audience
Primacy effect
Recency effect
Define Primacy effect
Information presented first has the most impact
Define Recency effect
Information presented last has the most impact
How can the audience influence effectiveness of persusasion
> The same message can have a different impact on different audiences
Is the audience high or low in self-monitoring
What message should you use for a Low Self-Monitoring audience
Central message
What message should you use for a High Self-Monitoring
Peripheral message
How does central only work
If:
> Product has clear benefit
> Audience is clever enough
> Audience is motivated
How does peripheral
People look at the package rather than the context of the actual message
Outline an effective method to measuring Attitudes
Evaluation of core beliefs because it gives the most detailed information
Name 2 factors which influence Credibility
Trustworthiness
Competence
How to change behaviour
Kok 1985 > Attention > Understanding > Attitude change > Change in social norms > Change in behaviour: Say people what they should do instead
How can behaviour can cause attitude change
Cognitive Dissonance
Changing of attitude
Describe Cognitive Dissonance
Holding inconsistent cognitions results in psychological tension that people are motivated to reduce.
Describe the stages of Cognitive Dissonance
> Behaviour > Step 1: Negative Consequences > Step 2: Personally responsible > Step 3: Physiological Arousal > Step 4: Thought that arousal is caused by own behaviour > Step 5: Attitude Change
What does it take for Fearful messages to work
> Fearful messages only work when people think that they can change their behaviour
It only works when the message gives clear instructions what to do
For fear messages to be effective they need to be gruesome
Describe a way of reducing cognitive dissonance
Changing your attitude
