Chapter 6 Attitudes

Question 1

Attitude

Answer 1

A positive, negative, or mixed reaction to a person, object, or idea.

Question 2

Attitudes toward self

Answer 2

Self-esteem

Question 3

Negative attitudes toward others

Answer 3

Prejudice

Question 4

Why do we have attitudes?

Answer 4

Cognitive heuristic: Attitudes enable us to judge quickly whether stuff is good/bad, or should be approached/avoided

Question 5

How to measure attitudes?

Answer 5

• Self-reports
• Indirect measures
• Implicit Association Test

Question 6

Self-report

Answer 6

Self-report measures are direct and straightforward. But attitudes are sometimes too complex to be measured by a single question and people may lie
E.g. questionnaire, survey

Question 7

Attitude scales

Answer 7

• Single questions are replaced by multiple-item questionnaires. How much do you like ice cream from a scale of 1-10. E.g. Likert Scale

Question 8

Bogus Pipeline

Answer 8

An elaborate mechanical device that supposedly records our true feelings physiologically, like a lie detector test. Not wanting to get caught in a lie, respondents tend to answer attitude questions more honestly, and with less positive spin, when they think that any deception would be exposed by the bogus pipeline

Question 9

How to improve self-reports:

Answer 9

Attitude scales
Bogus pipeline

Question 10

Indirect measures

Answer 10

Collecting indirect, covert measures of attitudes
that cannot be controlled. One possibility in this regard is to use observable behavior such as facial expressions, tone of voice, and body language

Question 11

Implicit Association Test (IAT)

Answer 11

The IAT measures how quickly we sort various pictures and words flashed on a computer screen together. Our sorting speed reflects how tightly we associate any two concepts; quicker sorting means a stronger association

Question 12

Implicit Attitude

Answer 12

An attitude that one is not aware of having

Question 13

How do we form attitudes?

Answer 13

• Nurture (Environment)
• Nature (Genetics)

Question 14

Theory of planned behaviour

Answer 14

The theory that attitudes toward a specific
behavior combine with subjective
norms and perceived control to
influence a person’s actions.

Question 15

Persuasion

Answer 15

The process by which attitudes are changed.

Question 16

Central route to persuasion

Answer 16

The process by which a person thinks carefully about a communication and is influenced by the strength of its
arguments.

Question 17

Peripheral route to persuasion

Answer 17

The process by which a person does not think carefully about a communication and is influenced instead by superficial cues

Question 18

Attributes of the Source that effect persuasion:

Answer 18

1. Credibility
2. Likeability

Question 19

Sleeper effect

Answer 19

The delayed increase in the persuasive impact of a non-credible source

Question 20

Ways to construct a persuasive message:

Answer 20

• Emotion: Make people feel good vs. make them scared
• Big vs. small discrepancy between the message and the audience’s current position
• One-sided vs. two-sided appeal
• Primacy vs. recency

Question 21

Need for cognition

Answer 21

A personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities

Question 22

Cognitive dissonance

Answer 22

Theory holding that inconsistent cognitions arouses psychological tension that people become motivated to reduce

Question 23

Insufficient Justification

Answer 23

A condition in which people freely perform an attitude-discrepant behavior without receiving a large reward