Attitudes and Persuasion Flashcards
What is an attitude?
There are numerous definitions of attitudes resulting in many models. Unitary models, Dual models and Tripartite models.
Unitary model states that attitudes are made up of 1 component. What is this?
- Affective evaluation (Thurstone, 1931)
Dual model states that attitudes are made up of 2 components. What are they?
- Mental readiness
2. Guide evaluative responses (Allport, 1935)
Tripartite model states that attitudes are made up of 3 components. What are they?
- Affect
- Behaviour
- Cognition
Give behavioural ways of how attitudes are formed?
- Mere exposure
- Classical conditioning
- Instrumental conditioning
- Observational learning
Give cognitive ways of how attitudes are formed?
- Information integration theory
- Mood-as-information hypothesis
- Heuristic/ associative processing
- Self-perception theory
Information integration theory states that attitudes are formed by…
‘averaging’ available information on object
Self-perception theory states that attitudes are formed by…
inferring attitudes from own behaviour (Bem, 1960)
Likert scales are commonly used to measure attitudes. What is a likely problem with this type of self report?
Acquiescent response set-when questions are phrased in a positive way for example, there is a tendency to agree with the items.
How can you counteract an acquiescent response set?
By mixing positively and negatively phrased items
What are implicit attitudes based on?
They are based on activation of construct activating another construct.
Fazio’s Automatic Activation Model states that..
attitudes can be activated automatically by the mere exposure of the attitude object & the strength of the object-evaluation association determines the likelihood of such activation.
Which famous study in America in the 1930’s showed that attitudes weakly correlated with behaviour?
LaPiere’s hoteliers and restaurants attitudes towards Asians in the USA
Attitudes alone will not always predict behaviour. Which theory take this into consideration?
Fishbeins’s (1967)Expectancy-Value Model of Attitudes
Expectancy-Value Model of Attitudes takes into consideration that interaction between attitudes, beliefs and which other two things are important?
Values and intentions
Multiplying a belief by a value for that belief to produce an attitude score is central to which attitude model?
Expectancy-Value Model
Which theory was developed from Expectancy-Value Model?
Ajzen &Fishbeins’ 1980 Theory of Reasoned Action
Which theory was developed from the Theory of Reasoned Action?
Theory of Planned Behaviour
What extra component does the theory of planned behaviour add to the theory of reasoned action doesn’t?
Perceived behavioural control which affects intentions and thus behaviour
The theory of reasoned action and planned behaviour state that attitudes and …. influence intentions and thus behaviour.
subjective norms
Fazio’s (1990) MODE (Motivation and Opportunity as determinants of processing) model
The MODE model argues that opportunity and motivation must both be present in order for your behaviour to not be determined by your attitude.
What are the features of persuasive communication?
Source or communicator, message and audience
Does fear work in persuasion? Describe McGuire’s Inverted U hypothesis.
Messages with too little fear or too much result in low attitude change.
Strong fear appeals and high….? messages produce greatest behaviour change.
high efficacy
Focusing on gains is useful for behaviours perceived as low or high in risk?
low
