Chapter 7

Question 1

Attitudes

Answer 1

Evaluations of people, objects, and ideas

Question 2

Explicit attidudes

Answer 2

Attitudes that we consciously endorse and can easily report

Question 3

Implicit Attitudes

Answer 3

Attitudes that are involuntary, uncontrollable, and at time unconscious

Question 4

Types of attitude antecedents

Answer 4

1.An affective component, consisting of your emotional reactions toward the attitude object.
2.A cognitive component, consisting of your thoughts and beliefs about the attitude object.
3. A behavioral component, consisting of your actions or observable behavior toward the attitude object.

Question 5

cognitively based attitude

Answer 5

an attitude based on primarily people’s beliefs about properties of an attitude object

the thought, perception or ideas of the person toward the object of the attitude

Question 6

Affectively based attitude

Answer 6

An attitude based on people’s feelings and values on the nature of an attitude object

Question 7

Classical Conditioning

Answer 7

A stimulus that elicits an emotional response is accompanied by a neutral stimulus that does not until eventually the neutral stimulus elicits the emotional response by itself

a phenomenon whereby a stimulus that elicits an emotional responses is repeatedly paired with a neutral stimulus that does not until the neutral stimulus takes on emotional properties of the first stimulus

Question 8

Operant Conditioning

Answer 8

behaviors we freely perform become more or less frequent, depending on whether they are followed by a reward (positive reinforcement) or punishment

The phenomenon whereby behaviors that people freely choose to perform
increase or decrease in frequency, depending on whether they are followed by positive reinforcement or punishment

Question 9

Behaviorally Based Attitude

Answer 9

An attitude based on observations of how one behaves toward an attitude object.
People infer their attitudes from their behavior only under certain conditions.
1. Their initial attitude has to be weak or ambiguous.
2. People infer their attitudes from their behavior only when there are no other plausible explanations for their behavior.

Question 10

Persuasive Communication

Answer 10

Communication advocating a particular side of an issue

Question 11

Changing Different Types of Attitudes

Answer 11

• If an attitude is cognitively based, try to change it with rational arguments.
• If it is affectively based, try to change it with emotional appeals.

Question 12

Counterattitudinal advocacy,

Answer 12

a process by which people are induced to state publicly an opinion or attitude that runs counter to their own private attitudes, creating dissonance

Question 13

Yale Attitude Change Approach

Answer 13

The study of the conditions under which people are most likely to change their attitudes in response to persuasive messages, focusing on “who said what to whom”—the source of the communication, the nature of the
communication, and the nature of the audience.

Question 14

Elaboration Likelihood Model

Answer 14

An explanation of the two ways in which
persuasive communications can cause attitude
change:
* Centrally, when people are motivated and have the ability to pay attention to the arguments in the communication.
* Peripherally, when people do not pay attention to the arguments but are instead swayed by surface characteristics.

Question 15

Central Route to Persuasion

Answer 15

The case whereby people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, as occurs when people have both the ability and the motivation to listen carefully to a communication.

Question 16

Peripheral Route to Persuasion

Answer 16

The case whereby people do not elaborate on the arguments in a persuasive communication but are instead swayed by peripheral cues.

Question 17

Need for Cognition

Answer 17

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

Question 18

Fear-Arousing Communications

Answer 18

Persuasive messages that attempt to change people’s attitudes by arousing their fears

Question 19

Heuristic–Systematic Model of Persuasion

Answer 19

An explanation of the two ways in which persuasive communications can cause attitude change

Question 20

Attitude Inoculation

Answer 20

Making people immune to attempts to change their attitudes by initially exposing them to small doses of the arguments against their position

Question 21

Reactance Theory

Answer 21

The idea that when people feel their freedom to perform a certain behavior is threatened, an unpleasant state of reactance is aroused, which they can reduce by performing the threatened behavior

Question 22

Attitude Accessibility

Answer 22

The strength of the association between an attitude object and a person’s evaluation of that object, measured by the speed with which people can report how they feel about the object.

Question 23

Theory of Planned Behavior

Answer 23

The idea that the best predictors of a person’s planned, deliberate
behaviors are the person’s attitudes toward specific behaviors, subjective norms, and perceived behavioral control.

Question 24

Specific behaviors

Answer 24

The theory of planned behavior holds that only specific attitudes toward the behavior in question can be expected to predict that behavior

Question 25

Subjective norms

Answer 25

We also need to measure people’s subjective norms—their beliefs about how people they care about will view the behavior in question.

Question 26

Perceived behavioral control

Answer 26

Intentions are influenced by the ease with which they believe they can perform the behavior

Question 27

Subliminal Messages

Answer 27

Words or pictures that are not consciously perceived but may nevertheless influence people’s judgments, attitudes, and behaviors