Attitudes: Formation & Change

Question 1

Explain the Tripartite Model of Attitude Structure

Answer 1

• Affect: feelings/emotions aroused in response to attitude object
• Behavior: past, present, future interaction with attitude object
• Cognition: knowledge & believes about attitude object

Question 2

Explain the one- and two. dimensional view on Attitude structure

Answer 2

Question 3

Attitude Structure

Explain the File Drawer Model

Answer 3

Question 4

Attitude Structure

Explain the Temporary Construction

Answer 4

Question 5

Name five indicators of attitude strength

Answer 5

• Extremity
• Certainty
• (lack of) Ambivalence
• Accessibility
• Personal relevance / importance

Question 6

Name four effects of attitude strength

Answer 6

• Stability (over time, across situations)
• Resistant to persuasion attempts
• Influential on information processing (attention)
• Influential on behavior

Question 7

Attitude Functions

Name the two Mastery Functions

Answer 7

Question 8

Attitude Functions

Name the five Self-Esteem & Connectedness Functions

Answer 8

Question 9

What is Bona fide?

Answer 9

pseudo-physiological ‘measures’

Question 10

Attitude Formation

What did Zajonc, 1968 found with Mere Exposure?

Answer 10

Desto öfter die Zeichen gezeigt wurden, desto eher gefielen sie den Menschen

Question 11

Explain the Information Processing Model (McGuire, 1969/1985)

Answer 11

Question 12

Explain the Cognitive Response Model (Greenwald, 1968)

Answer 12

Question 13

Describe the Elaboration Likelihood Model from Petty & Cacioppo (1986)

Answer 13

Question 14

Elaboration Likelihood Model

Likelihood of Elaboration depends on Perceiver-Characteristics. Which two main characteristics?

Answer 14

• Processing Motivation
• Processing Ability

Question 15

What is meant by Processing Motivation?

Answer 15

Question 16

What is meant by Processing Ability?

Answer 16

Question 17

What does lack of motivation and/or ability increase?Pperipheral processing or central processing route?

Answer 17

lack of motivation and/or ability increases likelihood of peripheral processing route (e.g., based on heuristic decision rules)

Question 18

Describe the Heuristic-Systematic Model from Chaiken, 1980 and Chaiken et al., 1989

Answer 18

Question 19

Heuristic-Systematic Model

What Persuasion Heuristics are there?

Answer 19

1. Emotional Associations
2. Attractiveness Heuristic (agreeing with those we like, find attractive)
3. Mood (“How do I feel about it?”)
4. Familiarity
5. Expertise Heuristic
6. Message-Length Heuristic (The longer the message, the more convincing it appears)
7. Popularity Heuristic

Question 20

Why is it difficult to persuade people to change attitudes?

Answer 20

Question 21

What is meant by Subliminal Persuasion?

Answer 21

• Information presented outside conscious awareness
• no knowledge of presence of persuasive arguments