Kap 7: Attitudes And Behaviour Change

Question 1

Systematic processing

Answer 1

Thorough, detailed processing of information (e.g., attention to the arguments contained in a persuasive communication); this kind of processing relies on ability and effort.

Question 2

Cognitive response model

Answer 2

Assumes that attitude change is mediated by the thoughts, or ‘cognitive responses’, which recipients generate as they receive and reflect upon persuasive communications.

Question 3

Thought-listing

Answer 3

A measure of cognitive responses; message recipients are asked to list all the thoughts that occurred to them while being exposed to a persuasive message.

Question 4

Distraction

Answer 4

While listening to a persuasive communication, individuals are distracted by having to perform an irrelevant activity or by experiencing sensory stimulation irrelevant to the message.

Question 5

Dual-process theories of persuasion

Answer 5

Theories of persuasion postulating two modes of information processing, systematic and non-systematic. Modes differ in the extent to which individuals engage in content-relevant thoughts and critical evaluation of the arguments contained in a message.

Question 6

Heuristic-systematic model (HSM)

Answer 6

Attitude change to persuasive communications is mediated by heuristic and/or systematic processing: when motivation and ability are high, systematic processing is likely; when they are low, individuals rely on heuristic cues.

Question 7

Heuristic processing

Answer 7

Assessing the validity of a communication through reliance on heuristics; that is, simple rules like ‘statistics don’t lie’, ‘experts can be trusted’, ‘consensus implies correctness’, rather than through evaluation of arguments.

Question 8

Need for cognition

Answer 8

An individual difference variable which differentiates people according to the extent to which they enjoy thinking about arguments contained in a communication.

Question 9

Need for cognitive closure

Answer 9

Refers to the desire of individuals for a definite answer to a question - any answer, as opposed to uncertainty; the need reflects an individual difference variable, but can also be situationally induced.

Question 10

Subliminal advertising

Answer 10

Advertising slogans that are presented so briefly (or faintly) that they are below the threshold of awareness.

Question 11

Counterattitudinal behaviour

Answer 11

Behaviour (usually induced by monetary incentives or threats) which is inconsistent with the actor’s attitude or beliefs.

Question 12

Cognitive dissonance theory

Answer 12

Assumes that dissonance is an aversive state which motivates individuals to reduce it (e.g., by changing beliefs, attitudes or behaviour, and searching for consonant, or avoiding dissonant, information).

Question 13

Reactance theory

Answer 13

Reactance is an aversive state caused by restriction of an individual’s freedom of choice over important behavioural outcomes. Reactance is assumed to motivate the individual to re-establish the restricted freedom.

Question 14

Intrinsic motivation

Answer 14

Behaviour is said to be intrinsically motivated if people perform it because they enjoy it. This enjoyment is sufficient to produce the behaviour and no external reward is required. In fact, external rewards (e.g., financial contributions) are likely to reduce intrinsic motivation.