Week 6: Chapter 14 & 15

Question 1

The Yale Communication and Attitude Change Program

Answer 1

A reinforcement-based approach that stresses, in addition to the use of reinforcement, the necessity to address the cognitive elements of beliefs and opinions.

Question 2

Social Learning Theory

Answer 2

This approach describes attitude change through learning from 1) direct experience (a consequence of one’s own behavior); 2) vicarious experience (observations of a model); 3) through emotional associations.

Question 3

Social Judgement Theory

Answer 3

Attitudes change through a judicial process involving internally held subjective reference scales of acceptability that people use to judge their own positions of values in contrast to competing values offered by persuasive communications.

Question 4

Progressive part method

Answer 4

Learners practice the first step, or part 1 of a skill, and then practice parts 2 & 1; before practicing parts 3, 2, and 1.

Question 5

Backwards Chaining

Answer 5

The learner is exposed to and practices each step from last to first, in a progressive part fashion but in reverse order.