WEEK 6

Question 1

Self report Measures

Answer 1

Self Report:
1. Single Item Measures - how much do you agree from -3 to +3
2. Attitude Scales: Likert Scale
Problems:Lack of knowledge about topic, social desirability norm, bogus pipeline: if you’re told youre monitored by lie detector- leads to more truthful answers
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Question 2

Observational Measures

Answer 2

-Observing your own behaviour can change your attitude because of cognitive dissonance
-You don’t have an alternative explanation of why you’re endorsing something
Physiological: Skin responses (sweating)

Question 3

Attitude Measurement

Answer 3

• Self Report
• Observational
• Implicit

Question 4

Implicit Measures

Answer 4

1. Word Stem G_OD
2. Stroop: Colour/Word change
3. IAT(Implicate Association Task) : Fast as you can
   Consistent > = Positive Implicit Attitude
   Inconsistent > = Negative Implicit Attitude

Question 5

Moderators of Attitude- Behaviour Relation

Answer 5

1. Minimize other influences on behaviour. Ex. Environment, situational factors.
2. Measure the specific attitude.
3. Attitude is stronger (intensity, strength) and more easily accessible (direct experience, personal importance
4. Individual Differences: The self-monitoring scale. High self monitors have the goal to be the right person for the situation.
   Low self monitors have the goal to be themselves in each situation.

Question 6

Deliberate Thinking - Cognitive Dissonance Theory BEHAVIOUR INFORMS YOUR ATTITUDE HERE

Answer 6

Rationalizing Behaviour
$20 vs $1- when engaging in behaviour without sufficient reward- they experience Cognitive Dissonance
Ex. I smoke –> Dissonant Cognition: smoking causes cancer and I don’t want to die.

Reducing Cognitive Dissonance:

• Changing attitudes- i don’t need to quit smoking
• Adding cognitions - smoking relaxes me
• Altering importance of the discrepancy - it makes me fit in with my friends
• Changing Behaviour - i won’t smoke as much
• Reducing perceived choice -I need to destress so i need to smoke

Post Cognitive Dissonance:
- 2 equally attractive appliances. Re-reating decision 20 min later. Behaviour informs your attitude

Question 7

Deliberate Thinking- Insufficient justification vs Overjustification

Answer 7

IJ: I have no other reasoning as to why I acted this way so my attitude must be X

OJ: I acted in a way that is consistent with X attitude. But I had a reason to do so. I was being paid so my attitude probably isnt X.

Question 8

How are Attitudes Changed?

Answer 8

3 ASPECTS
Source: Who -> expertise, attractiveness
Communication Content: What -> quality of argument, primacy-recency effect: people tend to remember the first and most recent thing they learned in a list
Nature of audience: whom - ages intelligence
“Who said what to whom?”

Question 9

Persuasive Communication (Central vs Peripheral Route)

Answer 9

-Automatic/Peripheral Route: Attractiveness of the experimenter. “Beautiful people must know what they’re talking about”
-Deliberate/Central Route: Intelligence, do they have a PHD.
More likely to take central route if:
- Those with high need for cognition
- Those with time + energy available
- Those who are motivated

Question 10

Subliminal Advertisements

Answer 10

Hidden Messages in Advertisement
No evidence that this weeks, some evidence for influence in lab with conditions…
People remember the ad but not the product- thus no more likely to buy the product

HOWEVER: Can use central & peripheral routes, can build scripts and repeated exposure helps