Topic 5 - Attitudes and Persuasion

Question 1

Attitude

Answer 1

general evaluation of almost any object of our social world made up of the three-component attitude model

1. Cognitive
2. Affective
3. Behavioral

Question 2

Attitudes can be:

1. Explicit:
2. Implicit:

Answer 2

1. Explicit = something we are aware of and talk about

2. Implicit = something that we aren’t in control of

Question 3

How to measure attitudes (Explicit)

Answer 3

• Directly ask whether one (dis)agrees with statements about their beliefs
• Simple and quick to administer so data are collected faster and larger samples can be obtained
• Oversimplify complex issues
• Requires extensive psychometric testing and evaluation to ensure reliability and validity of the scale

Question 4

How to measure attitudes (Implicit)

Answer 4

• Nonconscious/automatic reveal of attitudes through linking outcome and process
• Less likely to obtain biased results as people often do not realise their attitudes are being assessed (or if they do, they can’t alter their responses)
• But can be sensitive to variables other than attitudes
• Also provide limited info (i.e., can tell us the intensity of an attitude but not the direction)

Question 5

How are attitudes formed

Answer 5

1. From association (mere exposure)
2. From rewards or punishments (classical conditioning)
3. From observing (modelling)
4. As a product of cognitive processes (self perception theory)

Question 6

Elaboration-likelihood model

Answer 6

Amount and nature of elaboration (thinking) that occurs contributes to which route will be used

Central route: high level of processing capacity, argument carefully evaluated

Peripheral route: low level of processing, attitude change depends on presence of persuasion cues, heuristic processing

Question 7

The theory of planned bahavior

Answer 7

takes into account the control one has over the behaviour.

Beliefs (subjective norm, attitude towards behaviour, perceived behavioural control)&raquo_space; Intention&raquo_space; Action

Question 8

Cognitive dissonance

Answer 8

unpleasant state of psychological tension we have when our attitudes and behaviour are inconsistent/clash