Atttidues

Question 1

What are beliefs?

Answer 1

Opinions and cognitions (self concept and stereotypes)
- smokers die sooner
- English people drink a lot

Question 2

What are attitudes?

Answer 2

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

• what’s your view on heavy drinkers

Question 3

What did sussman do?

Answer 3

Asked participants what their opinion was about assistance to poor people
They were or were not told that a positive answer would imply a tax raise

Found no tax raise mentioned increased support to assisting the poor

Question 4

What is a one-item attitude measurement?

Answer 4

Difficulty in formulating a referendum.

Referendum in NZ - should a smack as part of a good parental correction be allowed in NZ
Almost 90% agreed

Evaluation of core beliefs is the best method because it give most detailed information

Question 5

What did LaPierre find?

Answer 5

Travelled with Chinese couple in US
Visited about 250 restaurants and hotels and were refused once
After trip he wrote to each one asking if they would accept a Chinese couple
90% refusal - attitude different to behaviour

Question 6

Flaws with LaPierre?

Answer 6

A few months between visit and letter - different people
Were they accept because LaPierre was with them?

Question 7

What is self monitoring?

Answer 7

Tendency to change behaviour in response to the self-presentation concerns of the situation

Question 8

What’s the difference between high and low self-monitors?

Answer 8

High:
- pragmatic
- flexible
- adaptive
- more concerned with appearance than reality

Low
- principle
- forthright
- stubborn
- insensitive to surroundings
- unwilling to compromise

Question 9

What did Snyder do?

Answer 9

Measured ppts real thoughts about a topic and then recorded what they said in public to an audience that disagree with ppts opinion.

High self monitors - low (5%)
Low self monitors - higher (45%)

Question 10

What’s the theory of planned behaviour?

Answer 10

Perceived behavioural control - need to be able to show the behaviour
Subjective norm - important people around think of that
Attitude towards behaviour
Intention
Behaviour

Behaviour influenced by intention
Intention influenced by first 3

Question 11

What’s the dual-process model of persuasion?

Answer 11

A central route to persuasion - influenced by content of the message
A peripheral route to persuasion - influenced by the package

Effects depends on source, message and audience

Question 12

What is source (dual-process)

Answer 12

Two key aspects makes someone an effective source
- high in credibility
- high in likeability

Question 13

What is credibility (source)

Answer 13

For sources to be credible they must have two characteristics -
competence - experts seen as more
trustworthy - depends on stereotypes - beware of those who have something to gain from their message (testimony study )

Question 14

What is likability (source)

Answer 14

Two influencing factors -
high in similarity - students thought more persuasive if speaker from their uni not different

High in physical attractiveness - attractive students for more people to sign up

Question 15

What is the message (dual process)

Answer 15

Content of the message
Length of the message

Question 16

What is content of message (message)

Answer 16

Can product be sold via content
Computers versus Coca Cola

Question 17

What is length of message (message)

Answer 17

If audience is lazy and doesn’t listen the heuristic (longer a message, the more valid must be) works

If audience motivated to listen depends on the strength of the arguments - if weak will lose interest

Question 18

What is audience?

Answer 18

Same message can have different impact on different audiences

Low self-monitoring - central message works best
High SM - a peripheral social desirable image message works best

Like effortful cognitive activities - central message
Doesn’t like - peripheral message

Motivated to pay attention - central
Not - peripheral

Question 19

How do fearful messages work?

Answer 19

Smoking - black lungs
Seatbelts - dramatic accident

When people think they can change their behaviour
When the message gives clear instructions what to do
Study found need to be gruesome

Question 20

How do positive emotions work?

Answer 20

When in a good mood people make decisions quickly
Activates the peripheral route of persuasion

Question 21

What is cognitive dissonance?

Answer 21

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

One way to reduce is by changing attitude

Question 22

Effects of behaviour on attitudes?

Answer 22

Ppts conducted boring task
After completion told to tell next ppt it was fun - if did would get either $1 or $20.
All lied
Third condition was incentive or lie
All asked if they really liked it
No lie or high inventive = more likely to tell truth
Low incentive = lied

Question 23

What’s the self-esteem theory?

Answer 23

Arousal is an unnecessary explanation

People need to change their attitude to repair damage to the self (how could i have done such a boring task)