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Question 1

Attitudes

Answer 1

Evaluations of people, objects, and

ideas

Question 2

Cognitively Based Attitude

Answer 2

An attitude based primarily
on people’s beliefs about the
properties of an attitude object

Question 3

Affectively Based Attitude

Answer 3

An attitude based more on
people’s feelings and values than
on their beliefs about the nature
of an attitude object

Question 4

Classical Conditioning

Answer 4

The phenomenon whereby a
stimulus that elicits an emotional
response (e.g., your grandmother)
is repeatedly paired with a neutral
stimulus that does not (e.g.,
the smell of mothballs), until
the neutral stimulus takes on the
emotional properties of the first
stimulus

Question 5

Operant Conditioning

Answer 5

The phenomenon whereby
behaviors we freely choose to
perform become more or less
frequent, depending on whether
they are followed by a reward
(positive reinforcement) or
punishment

Question 6

Behaviorally Based Attitude

Answer 6

An attitude based on observations
of how one behaves toward an
object

Question 7

Explicit Attitudes

Answer 7

Attitudes that we consciously

endorse and can easily report

Question 8

Implicit Attitudes

Answer 8

Attitudes that are involuntary,
uncontrollable, and at times
unconscious

Question 9

Persuasive Communication

Answer 9

Communication (e.g., a speech
or television ad) advocating a
particular side of an issue

Question 10

Yale Attitude Change

Approach

Answer 10

The study of the conditions
under which people are most
likely to change their attitudes in
response to persuasive messages,
focusing on the source of the
communication, the nature of the
communication, and the nature of
the audience

Question 11

Elaboration Likelihood

Model

Answer 11

A model explaining two ways in
which persuasive communications
can cause attitude change: centrally,
when people are motivated
and have the ability to pay
attention to the arguments in the
communication, and peripherally,
when people do not pay attention
to the arguments but are instead
swayed by surface characteristics
(e.g., who gave the speech)

Question 12

Central Route to Persuasion

Answer 12

The case in which people
elaborate on a persuasive
communication, listening carefully
to and thinking about the
arguments, which occurs when
people have both the ability and
the motivation to listen carefully to
a communication

Question 13

Peripheral Route

to Persuasion

Answer 13

The case in which people do not
elaborate on the arguments in a
persuasive communication but are
instead swayed by peripheral cues

Question 14

Need for Cognition

Answer 14

A personality variable reflecting
the extent to which people
engage in and enjoy effortful
cognitive activities

Question 15

Fear-Arousing

Communication

Answer 15

Persuasive message that attempts
to change people’s attitudes by
arousing their fears

Question 16

Heuristic–Systematic Model

of Persuasion

Answer 16

An explanation of the two ways in
which persuasive communications
can cause attitude change: either
systematically processing the
merits of the arguments or using
mental shortcuts (heuristics), such
as “Experts are always right”

Question 17

Attitude Inoculation

Answer 17

Making people immune to
attempts to change their attitudes
by initially exposing them to small
doses of the arguments against
their position

Question 18

Reactance Theory

Answer 18

The idea that when people
feel their freedom to perform a
certain behavior is threatened, an
unpleasant state of reactance is
aroused, which they can reduce by
performing the threatened behavior

Question 19

Attitude Accessibility

Answer 19

The strength of the association
between an attitude object and a
person’s evaluation of that object,
measured by the speed with which
people can report how they feel
about the object

Question 20

Theory of Planned Behavior

Answer 20

The idea that people’s intentions
are the best predictors of their
deliberate behaviors, which are
determined by their attitudes
toward specific behaviors, their
subjective norms, and their
perceived behavioral control

Question 21

Subliminal Messages

Answer 21

Words or pictures that are not
consciously perceived but may
nevertheless influence people’s
judgments, attitudes, and
behaviors