Chapter 5: Attitudes, Behaviors and Keys to Persuasion

Question 1

What are the three factors that hinge the relationship between attitudes and behavior?

Answer 1

1. features of the situation
2. characteristics of the person
3. qualities of the attitude

Question 2

Definition of norm

Answer 2

an individual’s belief about the appropriate behavior in a situation

Question 3

Definition of social norm

Answer 3

can operate on an individual, community, or collective level, is an unwritten rule shared by members of a group or society that describes or prescribes a particular behavior

Question 4

High self-monitors

Answer 4

concerned with displaying appropriate behavior in social situations, can adapt their attitude to fit the situation, choosing not to display an attitude when it seems unsuitable

Question 5

Low self-monitors

Answer 5

decide what to do based on their inner feelings and attitudes, are more apt to translate their attitude into behavior; saying what they believe is an important part of their overall personae

Question 6

Attitudes formed through direct experience..

Answer 6

are more clearly defined, held with greater certainty, more stable over time, and more resistant to counter influence

Question 7

General attitude

Answer 7

the global evaluation that cuts across different situations. Sometimes called attitude toward the object

Question 8

Specific attitude

Answer 8

called attitude toward a behavior, is evaluation of a single act, or specific behavior that takes place in a particular context at a particular time

Question 9

Compatibility Principle

Answer 9

a strong relationship between attitude and behavior is possible only if the attitudinal predictor corresponds with the behavioral criteria

Question 10

Theory of Planned Behavior

Answer 10

people can harbor an attitude and believe that important others think they should engage in the behavior, but just feel they lack the personal or environmental control to accomplish the task

Question 11

Planned behavior and reasoned action

Answer 11

imply that people engage in some measure of deliberation and planning in how they go about deciding whether to perform a particular behavior

Question 12

What are the 5 components of the theory of reasoned action or the reasoned action approach

Answer 12

1. attitude toward the behavior
2. perceived norm
3. perceived behavioral control
4. behavioral intention
5. behavior itself

Question 13

Attitude toward the behavior

Answer 13

the individuals judgment that performing the action is good or bad

Question 14

perceived norm

Answer 14

perceived social pressure to perform the action

Question 15

perceived behavioral control

Answer 15

the degree to which individuals believe they are capable of performing a particular behavior

Question 16

behavioral intention

Answer 16

the intent or plan to perform a particular behavior

Question 17

behavior itself

Answer 17

the action in a particular situation

Question 18

Reasoned action model

Answer 18

says that a prerequisite for developing successful messages is to have a detailed appreciation of target audience members’ beliefs, attitudes, norms, perception of control, and intentions

Question 19

What are the two components of perceived norm?

Answer 19

Injunctive norms - perceptions of what other people think we should do
descriptive norms - perceptions of what others have done, are doing, or are likely to do in the future

Question 20

Injunctive norms subcomponents

Answer 20

1. injunctive normative beliefs, or beliefs that individuals who are important to the person endorse the behavior
2. motivation to comply, the person’s motivation to go along with these significant others

Question 21

Descriptive norms subcomponents

Answer 21

1. descriptive normative beliefs, or beliefs about how frequently important others engage in the behavior
2. identification, the degree to which an individual identifies with these significant others

Question 22

Perceived behavioral control

Answer 22

the degree to which individuals perceive they are capable of performing a particular behavior or can control their performance of the action

Question 23

Limitations about reasoned action approach

Answer 23

• the model can be laborious to study, involving so many different steps and a rather arcane phrasing of questions
• challenge of forecasting intentions and behavior when attitudes are irrationally or implicitly held, as in the the case of prejudice

Question 24

Persuasion primarily involves..

Answer 24

changing the core, salient beliefs that underlie the attitude, normative, and perceived behavioral control aspects of a particular behavior