Lecture 8 Flashcards
Define beliefs
Define attitudes
Opinions and cognitions, aka self concept and stereotypes.
A positive or negative reaction to a person, object or idea aka self esteem and prejudice.
How do you measure attitudes?
Give an example study
You evaluate their core beliefs via a questionnaire.
Sussman asked participants what their opinion was towards assistance for poor people. Some were told that a positive answer would imply a tax raise. When they weren’t told about the tax raise, significantly more participants thought assistance for poor people was important. However, this is a one item attitude measure so it’s not reliable. You should aim to measure 6 core beliefs.
What are the issues with one item attitude measuring?
It’s difficult forming a referendum as it’s unreliable.
What did LaPierre find about the relationship between attitudes and behaviour?
He sent letters to over 250 restaurants asking if they would accept a chinese couple, over 90% said they would refuse it. When he actually went to the restaurants with a chinese couple, only one restaurant refused them. However, this study has many flaws. For example, there was a large gap between the attitude measurement and the behaviour. Also, it is unknown whether the attitudes and behaviours were measured from the same restaurants. Although, this study has been widely supported.
Define self monitoring
The tendency to change behaviour in response to concerns of self presentation during a situation.
High self monitors are pragmatic, flexible, adaptive and very concerned with appearance.
Low self monitors are principled, forthright, stubborn, insensitive and unwilling to compromise.
Discuss Snyder’s study about the relationship between attitudes and behaviour
He measured participants’ beliefs about a topic and then recorded what they said in public. Low self monitors have a significantly higher correlation between attitudes and their behaviour in public whereas high self monitors acted different in public.
What is the theory of planned behaviour?
It believes that people’s behaviour depends on attitude towards behaviour, subjective norm and perceived behavioural control. These form intention which forms behaviour.
Discuss Petty’s dual process model of persuasion
There is a central route of persuasion and a peripheral route.
The central route is influenced by the content of the message and the peripheral route is influenced by the package.
The effect of the persuasion depends on the source, the message and the audience. The key aspects of the source is credibility and likeability. A source becomes credible when it’s competent and trustworthy (this depends on stereotypes and the source shouldn’t have something to gain from the message). A source becomes likeable when there is similarity (e.g. lives in the same area/similar characteristics) and physical attractiveness.
In order for a message to be persuasive, how long should the message be?
If the audience is lazy, the longer the message, the more valid is seems. If the audience pays attention then it depends on the strength of the arguments, if there is one weak point, the impact is lost.
Should a speaker speak first or last?
Both have their good points. Speaking first has the primacy effect (first impressions are important) but speaking last has the recency effect (memories fade over time so the last speech is fresher in their minds). This all depends on time, when do the listeners have to make their decision, straight after the second speech or a week after etc.
How much should you push your argument aka message discrepancy?
You shouldn’t push your argument too much as it could cause immediate rejection. Subtle messages work better, for example saying it’s a litter conscious classroom rather than do not litter.
Discuss which messages have more impact on low self monitors and high self monitors
Low self monitors are more influenced by a central message. E.g. “a delicious blend of three great flavours – coffee, chocolate and mint”. These people prefer a message that contains more cognitive activity.
High self monitors are more influence by a peripheral and socially desirable message. E.g. “make a chilly night become a cozy evening”
When does a central message work best?
What are the benefits of a central message?
When there are clear benefits, when the audience is clever and when the audience is motivated.
Central messages are stronger and last longer.
How do you change one’s behaviour according to Kok’s study?
You should get their attention by reaching a target group and you should make the message understandable. This can result in attitude change. You should also try and change the social norms and give a way that they can change their behaviour
Define cognitive dissonance
When one has inconsistent cognitions which causes psychological tension that one is motivated to reduce. They can reduce this by changing their attitude. Research Festinger’s study 1959.
