oct 7

Question 1

define cognitive dissonance

Answer 1

the uncomfortable tension that arises when one is simultaneously aware of two conflicting cognitions

• can explain how behaviour can actually lead to attitude change (opposite from what we usually expect)
• we are motivated to change something in order to make that tension go away

Question 2

how can you get rid of a dissonance

Answer 2

• changing one of your thoughts
• disproving current evidence
• add another cognition

Question 3

which method to get rid of dissonance works the best

Answer 3

• they all work well but we typically chose the easiest thing we can change

Question 4

is it harder to change behaviours or attitudes?

Answer 4

attitudes

Question 5

what is our external justification?

Answer 5

explanation for counterattitudinal behaviour that lies outside the individual
- dissonance reduction most likely with minimal external justification

Question 6

define a forced compliance paradigm

Answer 6

getting people to do something they don’t want to do

- very little external incentive

Question 7

high external justification vs low external justification

Answer 7

• no dissonance vs dissonance

Question 8

persuasion

Answer 8

change a private attitude or belief as a result of receiving a message

Question 9

3 models of attitude change

Answer 9

1) cognitive dissonance

2) sequential request strategy

Question 10

cognitive dissonance

Answer 10

attitude change results from drive to reduce cognitive dissonance by reducing attitude-behaviour inconsistency

Question 11

sequential request strategy

Answer 11

“foot-in-door” technique

• first make a small request, get them to agree, once agreed then ask for a larger request
• you always only wanted the larger request, but asking the smaller request first makes them more likely to agree to the larger request

Question 12

why does the sequential request strategy work?

Answer 12

• self-perception

- cognitive dissonance

Question 13

low balling

Answer 13

request -> agreement -> hidden cost revealed
- person secures agreement with a request and then requester increases the size of that request by revealing hidden costs

Question 14

door-in-the-face

Answer 14

make large request -> rejected

• > much more reasonable request
• the person begins with a large and unreasonable request that will be rejected; then follows that up with a more moderate request

Question 15

elaboration likelihood model

Answer 15

• two ways in which persuasive messages can cause attitude change: central or peripheral

Question 16

central route to persuasion

Answer 16

for when people are motivated to think carefully about the issue

• most effective when strong arguments
• effectively guides listener to elaborate cognitively on message

Question 17

peripheral

Answer 17

for when people are not at all motivated to listen to the message

• effective if it includes cues that people use to make decisions without a lot of thought
• associating the product with cool and attractive people
• people do not “elaborate” message

Question 18

which route is best?

Answer 18

• central when audience is highly motivated with high cognitive resources
• peripheral when audience has low motivation with low cognitive resources

Question 19

6 shortcuts

Answer 19

1) reciprocity
2) scarcity
3) authority
4) consistency
5) liking
6) consensus

Question 20

reciprocity

Answer 20

people are likely to give back to others, if someone invited you to a party you feel obligated to invite them to another party you go to
- be the first to give and what you give must be personalized and unexpected

Question 21

scarcity

Answer 21

people want more of what they have less of

- must show people what they’d lose without your product/argument, rather than their benefits

Question 22

consistency

Answer 22

people like to be consistent with the previous things they have said or done
- getting commitments in writing

Question 23

liking

Answer 23

people prefer to say yes to those that they like

- similarity, compliments and cooperation towards mutual goals

Question 24

consensus

Answer 24

people will look to the action and behaviour of others to determine their own

Question 25

cognitively-based advertisements

Answer 25

• utilitarian products

ex: appliances, car insurance, coffee

Question 26

affectively-based advertisements

Answer 26

• socially identity products

ex: perfume, designer products, alcohol

Question 27

fear appeals

Answer 27

arouse people’s fears, and then providing them a solution to those fears (your product)

Question 28

fear arousing communication

Answer 28

persuasive messages attempting to change people’s attitudes by arousing their fears