week 4

Question 1

What is an attitude?

Answer 1

An overall evaluation of a stimulus

Attitudes can vary in:
Valence: positive and negative
Strength: holding weak or strong attitudes

Question 2

strong attitudes

Answer 2

• More persistent
• More resistant to change
• Likely to influence information processing
• More likely to guide behaviour

Question 3

weak attitudes

Answer 3

• Can fade with time
• Vulnerable to counter- argumentation
• Less likely to facilitate information processing
• Not strong predictors of behaviour
• More likely to follow from behaviour

Question 4

the content of attitudes

Answer 4

three components (ABC)
A. Affective component:
Emotions & feelings

B. Behavioral component:
Behaviour

C. Cognitive component:
Thoughts, beliefs & convictions

Question 5

cognitive component

Answer 5

Refers to beliefs, thoughts and attributes associated with an attitude object

Question 6

affective component

Answer 6

Feelings or emotions associated with an attitude object

Affect heuristic
Evaluative conditioning and subliminal priming
Mere exposure effect

Question 7

mere exposure effect

Answer 7

a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them.

The tendency for novel stimuli to be liked more or favoured after repeated exposure to the stimuli.

Question 8

the affect heuristic

Answer 8

• Rapid and automatic affective responses guide decisions. Allows people to function without having to complete an extensive search for information.
• Explains why people evaluate certain objects overly positively or negatively.

Question 9

Evaluative Conditioning

Answer 9

A change of the liking for a stimulus when this is paired with either positive or negative stimulus.

Question 10

Subliminal priming study

James Vicary

Answer 10

A commercial in the cinema said the following: 
Drink Coca-Cola, Hungry? Eat pop-corn
Reported effect:
Increase in sales of Coca-Cola (> 18.1%)
Increase in sales of pop-corn (> 57.5%)
fake results

Question 11

The impact of subliminal priming on brand choice

Answer 11

A subliminal ‘Lipton ice’ prime positively affected participants’ choice for and their intention to drink ‘Lipton ice’:

• provided that participants were thirsty (having a physiological need).
• and among those who are not familiar with Lipton Ice Tea

Question 12

Chinese characters & Turkish words study

Answer 12

exposing Chinese characters for shorts amounts of time to two groups of individuals. The individuals were then told that these symbols represented adjectives and were asked to rate whether the symbols held positive or negative connotations. The symbols that had been previously seen by the test subjects were consistently rated more positively than those unseen

Question 13

behavioral component

Answer 13

Refers to behaviours we have performed (or might perform in the future) with respect to an attitude object

self-Perception Theory (Bem, 1972)
Cognitive Dissonance Theory (Festinger & Carlsmith, 1959)

Physical movements/posture
as a source of information about attitudinal object
like moving your head during persuasive message

Question 14

Cognitive Dissonance Theory

Answer 14

Aversive state resulting from holding inconsistent beliefs or engaging in a behaviour that is opposed to one’s attitudes

refers to a situation where behaviour and attitude are in conflict
alter your attitudes or behaviours to reduce the discomfort and restore balance

Question 15

How often do you engage in different pro-environmental behaviours?
study

Answer 15

past behavior -> environmental self identity -> Judgements of environmental dilemmas

Question 16

Object-appraisal

Answer 16

classifying objects in the environment for the purpose of action

Question 17

measurement of attitudes

Answer 17

• explicit measures
• Likert scales
• Semantic differential scales

Question 18

explicit measures

Answer 18

Directly ask respondents to think about and report an attitude
consciously accessible and easy to report

Question 19

likert scales

Answer 19

Based on summated ratings – responses indicate either a favourable or an unfavourable attitude
1 Totally disagree – 7 Totally agree

Question 20

Semantic differential scales

Answer 20

-Uses bipolar adjectives (e.g. good–bad, like–dislike)
-Measures attitudes towards many attitude objects along a common scale
Bad idea 1 2 3 4 5 Good idea

Question 21

Implicit measures do not require conscious attention. What would be the reason?

Answer 21

People may not be aware of their attitudes. People may provide socially desirable answers, especially towards sensitive topics

Question 22

Implicit measures

Answer 22

Assess spontaneous evaluative associations with an object without relying on a verbal report

• Evaluative Priming
• implicit-association task - how did it go?

Question 23

evaluative priming

Answer 23

a technique that reveals the implicit associations between concepts by priming participants with images (or words) and having participants sort words (or images) into categories following the prime

Question 24

implicit association task

Answer 24

a measure within social psychology designed to detect the strength of a person’s automatic association between mental representations of objects (concepts) in memory

Question 25

Implicit Association Test, Greenwald

Answer 25

``` preference for white or black people strong automatic preference moderate slight little to no ```

Question 26

Attitude and Behaviour | study of LaPiere

Answer 26

LaPiere travelled through California with a highly-educated Chinese couple Time of prejudice against the Chinese Attitude of restaurateur/hotelier match actual behavior? he asked the american restaurants in a letter if they would accept chinese people in their restaurant most said they would not but when they were there almost all restaurants and hotels accepted them. so they behaved different then their attitude

Question 27

How well do attitudes predict behaviour

Answer 27

Attitudes and behavior correlation is low

Question 28

When are attitudes related to behaviours?

Answer 28

1- Domain of behaviour 2- Correspondence between measures of attitude and behaviour 3- Attitude strength

Question 29

theory of planned behavior

Answer 29

is a theory that links one's beliefs and behavior. The theory states that attitude toward behavior, subjective norms, and perceived behavioral control, together shape an individual's behavioral intentions and behaviors.

Question 30

Increase amount of recycling in company (Holland, Aarts, & Langendam, 2006): limit use of paper and paper cups

Answer 30

Participants form implementation intention: Plan: when, where and how to recycle their old paper/used plastic cups. Visualize and write down. Helps to increase Perceived Behavioural Control Significant reduction reported in total kg of paper and number of cups used

Question 31

habit

Answer 31

a barrier towards behaviour change

Question 32

Research on TPB

Answer 32

- Good theory to explain the process - Not only attitudes predict behaviour - But also subjective norm and PBC (To take into account the role of situational factors) - don’t forget about the intention-behaviour gap

Question 33

Perceived Behavioral Control

Answer 33

control refers to people's perceptions of their ability to perform a given behavior.

Question 34

intention-behaviour gap

Answer 34

The "gap" refers to the difference between the intention, and the actual result of the behavior