T3: Lecture 3

Question 1

What is an attitude?

Answer 1

A positive/negative reaction towards a stimulus e.g. person, object, concept

Question 2

What 3 components are attitudes comprised of?

Answer 2

1. Cognitive (thought)
2. Affective (behaviour)
3. Behavioural (tendency to act consistently with attitudes)

Question 3

What is a technique of attitude measurment?

Answer 3

Likert scale

• Relies on honesty
• People can give untruthful or socially desirable answers

Question 4

What is the Bogus Pipeline?

Answer 4

• Less obtrusive method of measuring attitudes
• Participants told machine measures minute muscle changes (which would indicate lying)
• If respondents believe this, they give more honest and less socially desirable answers

Question 5

What does electromyography measure?

Answer 5

Measures activity of facial muscles

Question 6

In an experiment using electromyography what did they do?

Answer 6

1. Measured attitudes, then presented participants with videos that supported/disagreed with these attitudes
   - >Muscles associated with HAPPINESS moved when video SUPPORTED ATTRIBUTES
   - >Muscle associated with ANGER moved when video DISAGREED with ATTRIBUTES

Question 7

What did LaPiere investigate?

Answer 7

Relation between racist attitudes and behaviour

-Hotels accommodated a Chinese couple, but when surveyed 92% said they wouldn’t accomodate them

Question 8

What is the Theory of Planned Behaviour?

Answer 8

When demonstrating relationship between attitudes and behaviours must consider:

1. When we have a positive attitude towards the behaviour
2. When norms support our attitudes
3. When the behaviour is under our control
   - Studies fail to find relation when these factors aren’t taken into account

Question 9

How stable are attitudes?

Answer 9

Relatively stable

Question 10

What is Cognitive Dissonance?

Answer 10

Inconsistency between attitudes and behaviours

Question 11

To change attitude, the source must be:

Answer 11

• Credible
• Trustworthy
• Attractive
• Likeable

Question 12

To change attitude, the message must be presented:

Answer 12

• Quickly

- Long and without hesitation

Question 13

To change attitude, we should be approached:

Answer 13

• On sunny days

- When we are happy

Question 14

Fear can work in circumstance where

Answer 14

1. Message evoked moderate -> strong fear

2. Message provides a feasible (low cost) way to reduce the threat

Question 15

What’s a way to avoid attitude change?

Answer 15

Through rehearsal of counter arguments