Attitudes and Beliefs

Question 1

Define Beliefs

Answer 1

Opinions and cognitions of one’s self and their surrounding environment (Self-concept and stereotypes)

Question 2

Define Attitudes

Answer 2

A positive or negative reaction to a person, object or idea (Self esteem and prejudice)

Question 3

Define Self-Monitoring

Answer 3

The tendency to change behaviour response to the self-presentation concerns of the situation

Question 4

State the two types of Self-Monitoring

Answer 4

> High Self-Monitors

> Low Self-Monitors

Question 5

Describe High Self-Monitors

Answer 5

Pragmatic, flexible and adaptive.

More concerned with appearance than with reality

Question 6

Describe Low Self-Monitors

Answer 6

Principled and forthright

Stubborn, insensitive to the surroundings, unwilling to compromise

Question 7

State the theory of planned behaviour

Answer 7

(Ajzen, 1991)
Attitude towards behaviour
Intention
Behaviour

Question 8

What is the dual process model of persuasion

Answer 8

Petty and Cacioppo, 1986
> A central route to persuasion 
   - Influenced by content of messages
> A peripheral route to persuasion 
   - Influenced by package

Question 9

Describe the effectiveness of both types of persuasion

Answer 9

Petty and Cacioppo, 1986

The effect depends on
> Source
> Message
> Audience

Question 10

Describe two key aspects that make someone an effective source

Answer 10

> Credibility

> Likeability

Question 11

Name two factors that influence likeability

Answer 11

> Similarity
- Students were more persuaded if they thought the speaker came from their uni
Physical Attractiveness
- Advertisers assume that beauty is persuasiveness

Question 12

Describe what can affect the effectiveness of a message

Answer 12

> Length of the message
If the audience is lazy
If audience pays attention, it depends on the strength of the message

Question 13

Name the two effects of presenting a message to an audience

Answer 13

Primacy effect

Recency effect

Question 14

Define Primacy effect

Answer 14

Information presented first has the most impact

Question 15

Define Recency effect

Answer 15

Information presented last has the most impact

Question 16

How can the audience influence effectiveness of persusasion

Answer 16

> The same message can have a different impact on different audiences
Is the audience high or low in self-monitoring

Question 17

What message should you use for a Low Self-Monitoring audience

Answer 17

Central message

Question 18

What message should you use for a High Self-Monitoring

Answer 18

Peripheral message

Question 19

How does central only work

Answer 19

If:
> Product has clear benefit
> Audience is clever enough
> Audience is motivated

Question 20

How does peripheral

Answer 20

People look at the package rather than the context of the actual message

Question 21

Outline an effective method to measuring Attitudes

Answer 21

Evaluation of core beliefs because it gives the most detailed information

Question 22

Name 2 factors which influence Credibility

Answer 22

Trustworthiness

Competence

Question 23

How to change behaviour

Answer 23

Kok 1985
> Attention
> Understanding
> Attitude change
> Change in social norms
> Change in behaviour: Say people what they should do instead

Question 24

How can behaviour can cause attitude change

Answer 24

Cognitive Dissonance

Changing of attitude

Question 25

Describe Cognitive Dissonance

Answer 25

Holding inconsistent cognitions results in psychological tension that people are motivated to reduce.

Question 26

Describe the stages of Cognitive Dissonance

Answer 26

> 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

Question 27

What does it take for Fearful messages to work

Answer 27

> 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

Question 28

Describe a way of reducing cognitive dissonance

Answer 28

Changing your attitude