Week 6 Attitudes change and persuasion

Question 1

Attitude

Answer 1

A relative enduring organisation of beliefs, feelings and behavioural tendencies towards socially significant objects, groups, events or symbols

Question 2

Characteristics of attitude

Answer 2

• Relatively permanent: persist accros time and situations
• Limited to socially significant objects
• Generalisable

Question 3

Attitude accessibility

Answer 3

Attitudes are represented in memory

- Have great influence on behaviour and resistant to change

Question 4

Attitude strength

Answer 4

Attitudes are strengthened by direct experiences

–> therefore, strong attitudes are easily accesible and have greater influence on behaviour

Question 5

Theory of reasoned action

Answer 5

Subjective norms + Attitude towards behaviour –> behavioural intention –> behaviour

Question 6

Theory of planned behaviour

Answer 6

Subjective norms + Attitude towards behaviour + Perceived behavioural control –> Behavioural intention –> Behaviour

Perceived behavioural control also –> Behaviour

Question 7

Formation of attitude: Behavioural approach

Answer 7

• Direct exposure: provides information about an object which shapes our opinion toward it
• Mere exposure
• Classical conditioning: repeated associations between a neutral object and a positive or negative influence our attitude towards the neutral object

Question 8

3 components of persuasive communication

Answer 8

Who? The source
What? The message
To Whom? The audience

Question 9

Cognitive dissonance and attitudes

Answer 9

–> People try to maintain internal consistency between their attitudes and behaviours

Question 10

Cognitive dissonance: what do people do to reduce uncomfortable feelings

Answer 10

• Look for additional evidence
• Disregard teh source of an attitude or behaviour
• Change one or more inconstent attitudes or behaviours

Question 11

Foot-in-the-door

Answer 11

• A asks B for a small favour
• B agrees
• A asks B for a large favour

Question 12

Door-in-the-face

Answer 12

• A asks B for large favour
• B refuses
• A asks B for a smaller favour

Question 13

Low ball

Answer 13

1) A gets B to commit to an attractive choice
2) A tells B that the choice is not possible
3) A offers B a less attractive choice

ex: salesman car who proposes deal then increases the price at last moment

Question 14

The six principles of persuasion

Answer 14

• Consistency
• Consensus
• Scarcity
• Reciprocity
• Similarity
• Authority