Attitudes

Question 1

what are beliefs

Answer 1

opinions and cognitions

• self concept and stereotypes

Question 2

what are attitudes

Answer 2

positive or negative reactions to a person, object, or idea

• self esteem and prejudice

Question 3

what did sussman find about peoples opinions on assistance to poor people

• they were either told or not told that a positive answer would imply a tax raise

Answer 3

in the condition where no raise was mention; 65% supported assisting the poor. when it was raised only 20% supported it

Question 4

how do we measure attitudes

Answer 4

evaluating core beliefs

Question 5

one item attitude measurements are used often e.g in referendums

Answer 5

one question

• hard to do as assumes that people only want to ask one question
• people don’t know the consequence of their answer. if they did they may change answer
• more balanced if ask more than one question

Question 6

phrasing of questions matters, give example

Answer 6

e.g in New Zealand referedum; should a smack be allowed in New Zealand?

should a smack as part of good parental correction be allowed in New Zealand. - this got 90% agreement

Question 7

poor relationships between attitude and behaviour - china example

Answer 7

Lapierre travelled for 3 months through US with a Chinese couple. visited 250 restaurants and were refused only once. us didn’t like china at time.

he was surprised so wrote letters to restaurants asking if they would refuse Chinese couples.

found; 90% would refuse. they didn’t tho!!

Question 8

why is this study flawed

Answer 8

1. moths between attitude behaviour measurement
2. can’t guarantee same people greeted and responded to letter

Question 9

explain the importance of personality in attitude-behaviour relationship

self monitoring;

Answer 9

tendency to change behaviour in response to the self presentation concerns of the situation.

Question 10

what is the difference between high and low self monitors

Answer 10

high; flexile and adaptive. more concerned for appearance than with reality

low; principled. stubborn, insensitive to surroundings. unwilling to compromise

Question 11

snyder examed pp real thoughts about a topic and then recorded what they said in public to an audience that disagrees with the pp real opinion. what did he find

Answer 11

correlation measured between what was written and what was said. low correlation. said what they didn’t believe - low self monitoring.

Question 12

what is the theory of planned behaviour

Answer 12

behaviour influenced by intention. intention influenced by the attitude towards behaviour and subjective norms - what do others think. perceived behavioural control also influence a behaviour; must be able to show the behaviour.

Question 13

dual process model of persuasion

Answer 13

a model that accounts for the two basic ways that attitude change occurs - with and without much thought.

central route to persuasion; influenced by someone after being influenced by the content

peripheral route; persuaded without knowing insight but if u like the person telling u. influence by content or the packaging

Question 14

what is the elaboration likelihood model

Answer 14

central ; influenced by the content of the message

peripheral; influenced by the package

Question 15

how effective are the two types of persuasion

Answer 15

depends on the source; credibility, likability

message; content, length, position of the message, positive emotions, subtle persuasion

audience; self monitoring and need for cognition

Question 16

two aspects make someone an effective source

Answer 16

high in credibility; competent and trustworthy e.g experts in the field.

and likeability

Question 17

what % of people trust nurses

Answer 17

84%

Question 18

what makes someone likeable

Answer 18

high in similarity

example; students were more persuaded by a speaker who went to their uni rather than a different one

high in attractiveness; beauty is persuasive

example; students approached other students to sign a petition. attractive sources for 41% sign up, less attractive got only 32%

Question 19

what is credibility

Answer 19

competence and trustworthiness

Question 20

what is likeability

Answer 20

similarity and physical attraction

Question 21

the message isn’t always sold by the content

Answer 21

the length counts; the longer the message the more valid it must be as people will get border long ones. if they will listen to all has to be strong arguments to sell

Question 22

when 2 sides are trying to persuade the same audience the primacy and recency effect is important

Answer 22

primacy; info presented first has the most impact . first impressions are important tho

recency; info presented last has the most impact. memory fades so people often recall the last argument they heard before decision is made

Question 23

message discrepancy

Answer 23

the difference between the position being advocated by a message and the preferred position of the receiver. if you push too much, audience will reject the message. take a cautious approach

Question 24

do fearful messages work

Answer 24

example; smoking gives u black lungs

fearful messages on work when people think that they can change their behaviour, when the messages gives clear instructions, need to be gruesome

Question 25

the effect of positive emotions

Answer 25

people make decisions more quickly without much through when in a good mood ; pos emotion activates the peripheral route of persuasion e.g people agreed more with statements when they ate food

Question 26

what is subtle persuasion (miller)

Answer 26

miller wanted to change littering behaviour in a classroom. one group were given a poster than said we are litter conscious and one group give one that said don't litter. litter conscious worked better than don't litter. 80% v 20% litter in bin. litter conscious classroom is an internal attribution manipulation; improves self esteem and less recognised as persuasion

Question 27

the audience impacts the effect of messages

Answer 27

if the audience is low sm ; central message work best high sm; peripheral socially desirable image message works best

Question 28

central only work if what

Answer 28

product can be sold through message content, audience is clever, and motivated

Question 29

what is cognitive dissonance

Answer 29

people being persuaded by their own actions. def; holding inconsistent cognitions results in psychological tension that people are motivated to reduce. reduce it by changing attitudes

Question 30

explain one study linked to this - festinger

Answer 30

pp conducted a boring task. they were asked to tell the next pp that it was fun. if they did they'd either get $1 (condition 1), $20 (2), and no incentive (3). they all lied. they were then asked if they really had fun; those who weren't asked to lie gave true opinion. same as 20$. both said bad. those who only got $1 said it was good task . why??

Question 31

why did they lie (festinger)

Answer 31

cognitive dissonance; 1. neg consequences- feel bad about lying 2. personal responsibility 3. physiological arousal 4. thought that arousal is caused by own behaviour (lie) 5. attitude change; task wasn't that boring

Question 32

what are the implications of cognitive dissonance

Answer 32

you start to like ur decision over time after making a difficult choice or u spend lots of money so u justify and like it

Question 33

what is the self esteem theory

Answer 33

-Arousal is an unnecessary explanation: People needed to change their attitude to repair damage to the self (how could I have done such a boring task?)