Lecture 12

Question 1

How does parental influence of attitude work?

Answer 1

o Information control: media they allow
o Modelling: mother’s attitudes towards food often mirrored by daughters
o Heredity
o Provide social context for their children: shaping their environment

Question 2

How does peers influence attitudes?

Answer 2

o Information control: what one’s friends post on social media
o Modelling: substance abuse, sex for the first time and when you think it is okay to have

Question 3

How does personal experience influence attitudes?

Answer 3

o Conditioning: if you do the same thing too many times, you will probably lose interest.

Question 4

What is a direct way to measure attitude?

Answer 4

Scales: can use “bogus pipeline” to motivate honest responses. It is about convincing the person that you can tell when they’re lying so they might as well tell the truth.

Question 5

What are the two indirect ways to measure attitude?

Answer 5

Psychological methods and unobtrusively observe behaviour.

Question 6

What are physichological methods?

Answer 6

Electrodermal activity (skin response, sweat on fingertips), facial electromyography (minor muscle movements – brows = negative emotions, smile = positive emotions).

Question 7

What are unobtrusively observe behaviour?

Answer 7

Watching how a person behaves in certain situations. Doing it in a setting that the researcher construct.

Question 8

What is the difference between explicit and implicit attitudes?

Answer 8

Explicit attitudes are consciously held, controlled processing. Implicit attitudes are unconsciously held, automatic processing.

Question 9

How can explicit attitudes be measured?

Answer 9

Directly.

Question 10

How can implicit attitudes be measured?

Answer 10

Can be measured indirectly via the implicit association test. Can’t be measured directly because they’re unconscious!

Question 11

What is the “who said what to whom”-model?

Answer 11

The model is used when changing attitudes via persuasion.

Question 12

What is the “who” in the “who said what to whom”-model?

Answer 12

This is the source characteristics - who’s doing the convincing. These characteristics are competence, trustworthiness, sleeper effect (when the source is forgotten but the message is remembered).

Question 13

What is the “what” in the “who said what to whom”-model?

Answer 13

The message characteristics such as fear, not obvious, quality, and length.

Question 14

What is the “whom” in the “who said what to whom”-model?

Answer 14

The target characteristics such as distracted individuals are easier to persuade and need for cognition.

Question 15

What is the central route to persuasion?

Answer 15

Getting people to consider the quality of the argument. It is enhanced by personal relevance and general cognitive engagement. Ability also matters – if people have the time and cognitive resources to understand.

Question 16

What is the peripheral route to persuasion?

Answer 16

Convincing people via surface features of argument. For example, length of argument, expert advocate. Will probably not last as long as via central route. Can be undermined more than central route persuasion.

Question 17

What is the relation between mood and persuasion?

Answer 17

Low mood indicates problems in your world, and then inspires attention and effort to adopt correct positions.

Question 18

What is cognitive dissonance?

Answer 18

The discomfort you get when recognizing an inconsistency among one’s attitudes, behaviors, and beliefs.
• People will try to remove this discomfort by shifting their attitudes, behaviors, or beliefs.

Question 19

What is the definition of conformity?

Answer 19

How somebody changes in behaviour or beliefs to fit with others.

Question 20

What is the chameleon effect?

Answer 20

The tendency to mimic those we are engaging with - to get conformity.

Question 21

What are some of the moderators on conformity?

Answer 21

Size of crowd.
Independent sub-groups.
Unanimity (enstemmighed).
Cohesion (conform with one group).
Status.
Cultural differences (higher in collectivistic countries).

Question 22

What is the definition of compliance?

Answer 22

Publicly acting in accord with an explicit or implied request despite private disagreement. Getting people to act publicly in the way we want them to even though the disagree.

Question 23

What is the norm of reciprocity?

Answer 23

(A way to inspire compliance): this is a social norm to repay any kindness received.

Question 24

What is reciprocal favors?

Answer 24

You have to repay even though you didn’t need/wanted what that person gave you.

Question 25

What is reciprocal concessions?

Answer 25

The door-in-the-face technique and that’s-not-all technique.

Question 26

How does the foot-in-the-door technique work?

Answer 26

Compliance with initial, smaller request increases compliance with larger, later request.

Question 27

How does the low ball technique work?

Answer 27

Inspire commitment with a low price, then raise price. Used especially with car salesmen.

Question 28

How does the bait-and-switch technique work?

Answer 28

Gain commitment, then make original arrangement unavailable, offer less desirable replacement – like dating apps.

Question 29

How does the labelling technique work?

Answer 29

Assign target a positive trait label to encourage behaviour consistent with that label.

Question 30

What is the definition of obedience?

Answer 30

Acting in accord with a direct order or command.

Question 31

What are some moderators of obedience?

Answer 31

Foot-in-the-door technique, distance of victim, distance of authority, legitimacy of authority and liberation of conformity.

Question 32

What is classical conditioning?

Answer 32

We like, or dislike new things or events based on events or things we already like or dislike.

Question 33

What is operant conditioning?

Answer 33

People learn by being rewarded or punished.

Question 34

What is observational learning?

Answer 34

Learn by observing others.

Question 35

What is heredity?

Answer 35

An unlearned, genetic component to many attitudes, such as political and religious issues.

Question 36

When will we have consistent attitudes?

Answer 36

When we have knowledge, it has personal relevance, high attitude accessibility, and behavioral intentions.

Question 37

What is persuasion?

Answer 37

Change in a private attitude or belief resulting from the receipt of a message.

Question 38

What does the balance theory say about our harmony and consistency in our views of the world?

Answer 38

We all prefer to have harmony and consistency in our views of the world. The harmony creates a sort of balance in us. We will experience uncomfortable tension when our cognitive system is out of balance.

Question 39

What is counter attitudinal action?

Answer 39

Behaviour that is inconsistent with an existing attitude will produce change in that attitude only when there is insufficient justification.

Question 40

What is post decisional dissonance?

Answer 40

The conflict between the knowledge that you have made a decision and the possibility that the decision may be wrong.

Question 41

What affects the desire for cognitive consistency?

Answer 41

Arousal, preference and consistency, consequences, and salience of the inconsistency.

Question 42

What do high self-monitors do?

Answer 42

Constantly monitor and modify their public selves to fit what is socially appropriate.

Question 43

What do low self-monitors do?

Answer 43

Motivated by the consistency goal.

Question 44

What are the two powerful principles that we rely on to steer us correctly in our influence decisions?

Answer 44

Authority and social validation.

Question 45

What is descriptive norms?

Answer 45

What is typically done.

Question 46

What is injunctive norms?

Answer 46

What is typically approved and disapproved.

Question 47

What is the norm of reciprocity?

Answer 47

It obligates people to give back the type of behaviour they have received.

Question 48

What are the three personal factors that affect the impact of social approval?

Answer 48

Desire for approval, collective sense of self and resistance.

Question 49

What are the two situational factors that affect the impact of social approval?

Answer 49

Other’s appel and public observability.