Attitudes & persuasion - (week 4)

Question 1

How can you measure attitudes?

Answer 1

Direct measures = Likert scales.

Indirect measures = might measure laziness or conscientiousness. Non-verbal or physiological cues (e.g. pupil dilation with certain topics). Overt behaviour; e.g. going to a rally.

Studies: “lost letter technique” how much did people return letters to the send? (regarding pro/anti communist party).

Question 2

Describe the Theory of reasoned action/ planned behaviour.

Answer 2

Behaviour depends on a person’s:

1) Attitudes
2) Subjective norms
3) Perceived behavioural control

+ Intentions

Question 3

Describe the Elaboration Likelihood Model. (Yale studies: Hovland)

Answer 3

Persuasion takes place via one of two routes: central VS peripheral route. The route depends on how much elaboration & motivation or cognitive ability the individual has to think about the argument at hand. When an individual is motivated to think about the argument, they can critically analyses via the central route. When cognitive load is high and elaboration is low, individuals will take the peripheral route and will focus more on source attractiveness/ likableness.

Question 4

What is the sleeper effect?

Answer 4

The sleeper effect is based on time: over time, the credibility of a source becomes less important, and the argument becomes more memorable.

Question 5

What is the protection motivation theory? (Rogers 1983)

Answer 5

We are motivated to protect ourselves from potential threats. Our ability/ motivation to protect ourselves depends on:

1) severity of event
2) probability (that it could happen to us)
3) response efficacy (belief that us willing to change behaviour will actually make a difference)
4) self-efficacy (belief that we actually can take action to change behaviour/ protect ourselves)

Question 6

What theory relates to behaviour-induced attitude change?

Answer 6

Cognitive Dissonance Theory (Festinger). Inconsistent cognitions, cause an uncomfortable physiological arousal, and people are motivated to reduce this discomfort. People can either change attitude, behaviour OR justify dissonance

Question 7

What is one explanation that explains resistance to persuasion?

Answer 7

Inoculation theory (almost like a vaccine - deterring effect). Exposure to weak versions of a counter argument, will help us prepare on later occasions. I.e. an attitude can be protected against persuasion through pre-exposure of a weakened version of a strong future counter argument.