Chap 5: Attitudes

Question 1

By reinforcing children with smiles, hugs, or attention when they repeat things they’ve heard their parents say, parents are using what type of learning to shape their children’s attitude?

Answer 1

Instrumental (operant) conditioning

Question 2

What are the two components of ‘attitude certainty’?

Answer 2

Attitude clarity: Being clear about what ones attitude is

and

Attitude correctness: Feeling ones attitude is the valid or proper on to hold

Question 3

Juan feels unsure about the correctness of his attitude about a new rule at work. He may feel more correct if

1. He simply lets management do their job
2. He thinks more carefully about the costs and benifits of his job
3. He finds most colleagues share this attitude
4. A management person helps him to see the wisdom in this new rule

Answer 3

3. He finds most colleagues share this attitude

TB pg 178

Perceived correctness is greater when the social consensus is high

Question 4

Research has identified two important components of attitude certainty, what are they?

Answer 4

Attitude clarity:
Being clear about what ones attitude is.

Attitude correctness:
Feeling sones attitude is the valid or proper one to hold

Question 5

Fishbein and Ajzen’s Theory of Planned Behaviour suggests that the choice whether or not to engage in a specific behaviour is determined by:

1. irrationality
2. observing others
3. rationally
4. subconsciously

Answer 5

3. Rationally

Fishbein and Ajzen Theory of Planned Behaviour:

• The decision to engage in particular behaviour is the result of a rational process.
• Behavioural options are considered
• We evaluate the consequences of each
• Decision is made to act or not

Question 6

Fazio’s attitude to behaviour model suggests that an event may activate an attitude and ______, which both influence our behaviour

1. knowledge of social norms
2. rational though processes
3. situational constraints on our behaviour
4. intent to act in a particular way

Answer 6

1. knowledge of social norms

TB p. 181, Read 5.3.2

Events activate our attitudes and our knowledge of social norms

Question 7

Name 6 qualities of a communicators or messages that are MORE persuasive according to Hovland, Janis and Kelley (1953)

Answer 7

Communicators that are credible

Communicators are physically attractive

Communicators who we feel we know already (those in our own social networks, word of mouth marketing)

eWOM (Electronic word of mouth like Facebook), recommendations from friends

Messages that do not appear to be designed to change our attitudes are more successful

Fear Appeals (messages that arouse fear) - Smoking ads