Chapter 7

Question 1

Cognitively Based Attitude

Answer 1

An attitude based primarily on people’s beliefs about the properties of an attitude object (relevant facts - objective merits of an automobile)

Question 2

Affectively Based Attitude

Answer 2

an attitude based more o people’s feelings and values than on their belieef about the nature of an attitude object (we simply like a car or feel great about something or someone, despite the “facts”)

Question 3

Behaviorally Based Attitude

Answer 3

attitude based on observations of how one behaves toward an attitude object

Question 4

Explicit attitudes

Answer 4

we consciously endorse and easily report

Question 5

Implicit attitudes

Answer 5

involuntary, uncontrollable, and at times unconscious evaluations

Question 6

Yale Attitude Change Approach

Answer 6

what makes a persuasive communication effective? - the study of the conditions under which this occurs, focusing on “who said what to whom” - the source of the comm., the nature of the comm., and the nature of the audience

Question 7

Elaboration Likelihood Model

Answer 7

a model explaining 2 ways in which persuasive comm. can cause attitude change: centrally and peripherally

Question 8

Central Route to Persuasion

Answer 8

happens when people listen carefully to and think about the argument (occurs when people have both the ability and the motivation to listen carefully)

Question 9

Peripheral Route to Persuasion

Answer 9

people are persuaded by things other than arguments about the facts (Oprah book club)

Question 10

Need for cognition

Answer 10

personality variable - the extent to which people engage in and enjoy effortful cognitive activities. less = more likely to form attitudes based on central route (argument); less need = more likely to use peripheral route (attractiveness)

Question 11

Fear-arousing communication

Answer 11

attempting to change people’s attitudes by arousing their fears (only effective if moderate amount of fear AND there is an solution offered)

Question 12

Heuristic-systematic model of persuasion

Answer 12

our emotions and moods can themselves act as heuristics to determine our attitudes (when trying to decide what our attitude is, ask “how do i feel about it?” heuristic)

Question 13

Attitude inoculation

Answer 13

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

Question 14

Reactance Theory

Answer 14

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 15

Attitudes do predict behavior, but ONLY under certain specific conditions. One key factor is knowing…

Answer 15

whether the behavior we are trying to predict is spontaneous or planned

Question 16

Attitude Accessibility

Answer 16

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 (attitudes will predict spontaneous behaviors only when they are highly accessible to people)

Question 17

Theory of Planned Behavior

Answer 17

the best perdictors of a person’s planned, deliberate behaviors are the person’s attitudes toward specific behaviors, subjective norms, and perceived behavioral control (when people have time to contemplate how they are going to behave, the best predictor of their behavior is their intention which is determined by these three things.)