Problem 4 attitudes

Question 1

Attitude

Answer 1

• A relatively enduring, organisation of beliefs, feelings and behavioural tendencies towards socially significant objects, groups, events or symbols.
• A general feeling or evaluation – positive or negative – about some person, object or issue

Question 2

One-component attitude model

Answer 2

An attitude consist of the influence towards or the evaluation of the object

Question 3

Two-component attitude model

Answer 3

An attitude of a mental readiness to act. It also guides evaluative responses

Question 4

Three-component attitude model

Answer 4

An attitude consists of cognitive, affective and behavioural components, stressing thought , feeling and action as basic to human experience.

Question 5

Sociocognitive model

Answer 5

Attitude theory highlighting an evaluative component. Knowledge of an object is represented in memory along with a summary of how to handle it

Question 6

Information processing

Answer 6

the possibilities by which people gain knowledge and form and change attitudes

Question 7

Information integration theory

Answer 7

the theory that the attitude can be estimated by averaging across the positive and negative factors of an object

Question 8

Cognitive algebra

Answer 8

impression formation that focuses on how people combine attitudes which have valence to get an overall (negative or positive) impression
→we acquire and re-evaluate attitudes because of new information

Question 9

Attitude formation

Answer 9

The process of forming our attitudes, mainly from experiences, influence of others and our emotional reactions

Question 10

Modelling

Answer 10

copy the behaviour/attitudes of a real-life person or a symbolic model

Question 11

Evaluative conditioning

Answer 11

A stimulus will become more or less liked when it is paired with stimuli that are negative or positive

Question 12

Spreading attitude effect

Answer 12

A liked or disliked person may spread their attitude to an second person. e.g. I like person 1, person 1 likes person 2 so I am likely to like person 2

Question 13

Self-perception theory

Answer 13

you draw conclusions based on your own behaviour

Question 14

Cognitive dissonance

Answer 14

Attitude change in terms of conflict between a persons beliefs, and discrepancy between behaviour attitudes, and behaviour and self-conception. (conflict between attitude and behaviour so you change one of them)

Question 15

Effort justification

Answer 15

the firstly negative rated goal becomes good if the person puts enough effort in it (hazing in student associations)

Question 16

Induced compliance

Answer 16

Unwellbeing is experienced when a person Is persuaded to behave in a way that is contrary to an attitude

Question 17

Free-choice dissonance

Answer 17

when you think you have chosen something freely it can change your attitude (e.g. when you pay more for a meal but is was your decision so you are okay with it)

Question 18

Multiple-act criterion

Answer 18

a general behaviour index which you gain by combinate or average several specific behaviours
→general attitudes predict multiple behaviours better than they predict a single behaviour
→can predict an overall/tendency behaviour

Question 19

Theory of reasoned action

Answer 19

suggest that the behaviour is under conscious control of the person
A certain attitude that has normative support predicts an intention to act which leads to the actual behaviour
→subject norm – a product of what other persons believe (normal)
→Attitude towards behaviour - a product what a person beliefs about the behaviour of the target
→behavioural intention – an intern explanation to act
→behaviour – the action performed
→only performed if the attitude and the norm is favourable

Question 20

Protection motivation theory

Answer 20

adopting a healthy behaviour requires cognitive balance between the perceived threat of illness and ones capacity to stick to the rules

Question 21

Automatic activation

Answer 21

attitudes with a strong evaluative link to situational hints are more likely to come automatically to your mind (when you have direct personal experiences with something your link is strong)

Question 22

Third person effect

Answer 22

most people think they are less likely to be influenced by advertisement than compared to others

Question 23

Theory of planned behaviour

Answer 23

It suggests that predicting behaviour from an attitude measure is improved if people believe they have control over that behaviour

Question 24

Persuasive communication

Answer 24

Messages intended to change an attitude and related behaviours of an audience (from whom? what ?to who?)
1. The source (sender) – from whom does the communication come? (preferred a person with high status)
2. The message (signal) – what medium is used, and what kinds of argument are involved (simple message: video is more impactful than audio and audio is better than written)
3. The Audience (receiver) – who is the target (distracted persons are more easily to persuade)
→women are more easily persuade than men)

Question 25

Effect of repetition

Answer 25

optimum is 2-3 times a week

Question 26

Sleeper effect

Answer 26

Persuasive messages can increase over time when e.g. you forgot the source (gender-related persuasiveness is a complex interaction of who is speaking, who is listening and whether the message is presented in sex-stereotypical way)

Question 27

Individual differences

Answer 27

Social context acts as moderator variable that influences the personality-persuasible relationship

Question 28

Compliance

Answer 28

Superficial public and transitory change in behaviour and expressed attitudes in response to request, coercion or group pressure (when you are forced to do a task you dont like just because you are forced to do it, no attitude change)

Question 29

Cognitive consistency theories

Answer 29

People try to maintain an internal order and agreement among their various cognitions

Question 30

Selective exposure hypothesis

Answer 30

People tend to avoid dissonant information

Question 31

Post-decisional conflict

Answer 31

The dissonance associated with behaving in a counter attitudinal way. Dissonance can be reduced by bringing the attitude into line with behaviour

Question 32

Balance theory

Answer 32

A person (P) tries to balance attitudes to, and relationship with, other people (Q) and elements of the environment (X)

Question 33

Self-efficacy

Answer 33

What we think how much capacity we have so success in certain tasks

Question 34

Moderator variable

Answer 34

A variable that develops a hypothesis with a view to improve its predictive power (e.g. A causes B but only when C, the moderator, is present)

Question 35

Social representation

Answer 35

Collectively elaborated explanations of unfamiliar and complex phenomena that transform them into familiar and simple form. Objects are used as anchor for example 9/11 defines the term terror

Question 36

Attitude change

Answer 36

significant change of an individuals attitude, which includes the communicator, communication, the medium used and the characteristics of the audience in the persuasion process. Attitude change can also occur when you have to do something what is counter your actual attitude

Question 37

Elaboration-likelihood model

Answer 37

When people attend to a message carefully they use a central route to process it otherwise they use a peripheral route

Question 38

Heuristic-systematic model

Answer 38

when people attend to a message carefully they use systematic processing, otherwise they process information by using heuristics or mental shortcuts
→feeling good makes is hard for us to process information systematically (can be caused of music)
→short information leads to auto-pilot which leads to heuristic processing (such as advertisement clips)

Question 39

Integration

Answer 39

strategic attempt to get people to like you in order to get compliance with a request

Question 40

Reciprocity principle

Answer 40

the law of doing unto others what they have done to you

→can bring pressure to you e.g. widow cleaner at traffic lights

Question 41

Multiple requests

Answer 41

Tactic for gaining compliance. The first request functions as set-up or softener for the second real request

Question 42

Foot-in-the-door Tactic

Answer 42

if someone agrees to a small request they will be more willing to comply with a later large request

Question 43

Door in-the face tactic

Answer 43

Multiple-request technique to gain compliance, in which the main request is preceded by a larger request that is bound to be refused

Question 44

Low ball tactic

Answer 44

Technique for including compliance in which a person who agrees to a request still feels committed after finding that there are hidden cost (Telekom shop employers)

Question 45

Mindlessness

Answer 45

When you act without thinking about it. Can harm yourself or people with whom you interact

Question 46

Reactance

Answer 46

people try to protect their freedom to act. When they perceive that this freedom has been curtailed, they act to regain it

Question 47

Forewarning

Answer 47

Advance knowledge that one is to be the target of a persuasion attempt. Forewarning often produces resistance to persuasion

Question 48

Inoculation

Answer 48

A way of making persons resistant to persuasion. By giving them a weak contra-argument to help them forming proper pro-arguments
→supportive defence – providing additional arguments
→inoculation defence – providing counter arguments to prepare pro arguments