Exam 2 Flashcards
A(n) __, is an evaluation of a person, object or idea
Attitude
A(n) __ component, consisting of emotional reactions toward the attitude object (e.g., another person or a social issue)
Affective
A(n) __ component, consisting of thoughts and beliefs about the attitude object
Cognitive
A(n) __ component, consisting of actions or observable behavior toward the attitude object
Behavioural
An attitude is made up of three components:
1) Affective
2) Behavioural
3) Cognitive
A(n) __, is an attitude based primarily on people’s emotions and feelings about the attitude object
Affectively based attitude
What are the three things in common that affectively based attitudes have?
1) They do not result from a rational examination of the issues
2) They are not governed by logic (e.g., persuasive arguments about the issues seldom change an affectively based attitude)
3) They are often linked to people’s values, so that trying to change them challenges those values
Attitudes toward abortion, the death penalty, and premarital sex are examples of affectively based attitudes that are likely to be based on people’s __
Value systems
A(n) __ is an attitude based primarily on a person’s beliefs about the properties of an attitude object
Cognitively based attitude
A(n) __ is an attitude based primarily on observations of how one behaves toward an attitude object
Behaviourally based attitude
What is Daryl Bem’s self-perception theory?
Under certain circumstances people don’t know how they feel until they see how they behave
Haddock and Zanna (1998) found that attitudes toward social issues such as capital punishment were more likely to be based on how people __ about the issue, rather than on their __ about it
Felt (affect); thoughts (cognition)
__ attitudes are ones we consciously endorse and can easily report; they are what we think of as our evaluations when someone asks us a question
Explicit
__ attitudes are involuntary, uncontrollable, and at times unconscious
Implicit
__, is a theory 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
Theory of planned behavior
The theory of planned behavior holds that only __ toward the behavior in question can be expected to predict that behavior
Specific attitudes
__, is communication (e.g., a speech or television advertisement) advocating a particular side of an issue
Persuasive communication
__, is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages; researchers in this tradition focus on “who said what to whom” - that is, on the source of communication, the nature of the communication, and the nature of the audience
Yale Attitude Change Approach
__, is the theory that there are two ways in which persuasive communications can cause attitude change: people either process the merits of the arguments (known as systematic processing) or are swayed by factors that are peripheral to the message itself, such as “experts are always right”
Heuristic-Systematic Model of Persuasion
__, is the theory that there are two ways in which persuasive communications can cause attitude change: the central route occurs when people are motivated and have the ability to pay attention to the arguments in the communication, and the peripheral route occurs when people do not pay attention to the arguments but are instead swayed by surface characteristics (e.g., who gave the speech)
Elaboration Likelihood Model
Sometimes people elaborate on what they hear, carefully thinking about and processing the content of the communication. Chaiken calls this __, whereas Petty and Cacioppo call this __
Systematic processing; central route to persuasion
Under other conditions, people are not motivated to pay attention to the facts; instead they notice only the surface characteristics of the message, such as how long it is and who is delivering it. (Persuaded if the message is long or if the communicator is attractive or an expert). Chaiken calls this __, whereas Petty and Cacioppo call this __
Heuristic processing; peripheral route to persuasion (because people are swayed by things peripheral to the message itself)
Pg. 165
What determines whether people take the central versus the peripheral route to persuasion?
- If people are truly interested in the topic and motivated and ability to pay close attention to the arguments and if nothing is distracting them, they will take the central route
- If people are bored, tired, or not able to concentrate, they will tend to take the peripheral route
What did the researchers at Brock University discover about taking the central route in comparison to the peripheral route?
That people were more likely to take the central route when the message was presented in clear, comprehensible language; and they relied on the peripheral route when arguments were presented using complicated, jargon-laden language
A pervasive message that attempts to change people’s attitudes by arousing their fears is known as __
Fear-arousing communication
Attitudes that are based more on beliefs about the attitude object are __, whereas others are based more on emotions and values are __
Cognitively based attitudes; affectively based attitudes
A case study researched by Han and Shavitt showed which differences in American and Korean ads?
- American ads tended to emphasize individuality, self-improvement, and benefits of the product for the individual consumer
- Korean ads tended to emphasize the family, concerns about others, and benefits for one’s social group
Words or pictures that are not consciously perceived but that supposedly influence people’s judgments, attitudes, and behaviors is known as __
Subliminal messages
What type of evidence suggests that subliminal messages in advertising works?
There is no evidence that the types of subliminal messaged used in everyday life have any influence on people’s behavior
- One study randomly assigned people to listen to a subliminal self-help tape designed to improve memory or one designed to improve self-esteem. Neither of the tapes had any effect on people’s memory or self-esteem
The process of making people immune to attempts to change their attitudes by exposing them to small doses of the arguments against their position is known as __
Attitude inoculation
