Social Psychology L3

Question 1

What are the three components of attitude?

Answer 1

1. Cognitive= Belief + knowledge
2. Affective= Feelings
3. Behavioral= what you do

Question 2

What are a few ways that researchers attempt to measure attitudes?

Answer 2

1. Likert Scale
2. Bogus Pipeline
3. Electromyography [EMG]

Question 3

Describe a Likert Scale

Answer 3

People rate how much they identify with a statement on a number scale.

Question 4

What is one limitation of a Likert Scale?

Answer 4

They are self reported, and therefore dependent on honesty.

Question 5

Describe the ‘Bogus Pipeline’ methodology

Answer 5

Participants hooked up to a very impressive looking machine and they are told that it will be able to tell if they are lying. The hope is that participants will be more honest.

Question 6

Describe an electromyography [EMG]

Answer 6

Electrodes measure activation of facial muscles that are not visible to the naked eye. When shown something that supports their attitudes, muscles associated with smiling light up. When shown something that disagrees with attitudes, muscles associated with anger light up. Therefore way to tell if someone is telling the truth about an attitude they have.

Question 7

Why is there controversy over the attitude-behavior relationship?

Answer 7

A researcher named LaPiere (1934), wrote to 50 hotels and 200 restaurants and asked if a young, Chinese couple would be served. 92% responded no, yet when he actually toured the establishments with a Chinese couple only one turned them away.

Therefore, if attitudes don’t influence behaviour why do we study them?

Question 8

What is the Theory of Planned Behavior?

Answer 8

Attitude predicts behavior as long as the following conditions are met:

1. When we have a positive attitude to the behavior
2. When norms support our attitudes
3. When the behavior is under our control

Question 9

On the whole, are attitudes relatively stable or turbulent?

Answer 9

They are relatively stable (Himmelweit, 1990, 15 year study on attitudes towards capital punishment found them to be unchanging)

Question 10

What is it called when your behavior does not reflect your attitude?

Answer 10

Cognitive dissonance.

Question 11

When does behavior drive attitude change?

Answer 11

Behavior is irrevocable (can’t be changed once done), so people retroactively change their attitudes so that their actions align with their attitudes.

Question 12

What is a piece of evidence that supports the theory of cognitive dissonance driving attitude change?

Answer 12

Knox and Inkster asked people to estimate the chances of winning a bet. Those who had placed bets were much more confident that they would win. The behavior of placing the bet changed their attitude towards the chance of them winning.

Question 13

What are some factors that influence how easily attitudes can be changed?

Answer 13

If the source is credible, trustworthy, attractive and likable.
If the message is presented quickly, is long, and delivered without hesitation
If we are approached on sunny days or when we are happy

Question 14

What are some emotional appeals that are frequently employed to try and change attitudes?

Answer 14

Fear can work in circumstances where:

1. The message evokes strong to moderate fear but not too much as to be overwhelming
2. The message provides a feasible (low cost) way to reduce the threat.

Question 15

What is one way to avoid attitude change?

Answer 15

By rehearsing counter arguments.

e.g. so teenagers don’t respond to peer pressure