Attitudes and persuasion

Question 1

Attitude

Answer 1

Evaluation of how we feel about certain things

Question 2

Mastery function of attitudes

Answer 2

Help us organize knowledge and guides behavior

Question 3

Connectedness function of attitudes

Answer 3

Express identity, impression management

Question 4

Affective based attitudes

Answer 4

Emotional reaction to attitude object guides feelings

Question 5

Behavioral based attitudes

Answer 5

How we engage with object/behave influences our feelings

Question 6

Cognitive based attitudes

Answer 6

Using knowledge to determine our feelings (weighing pros and cons)

Question 7

2 key aspects of attitudes

Answer 7

Direction (positive/negative/ambivalent) and intensity (how important attitude is to you)

Question 8

Classical conditioning

Answer 8

Stimulus that elicits an emotional response is accompanied by a neutral, nonemotional stimulus and eventually, the neutral stimulus elicits the emotional response by itself

Question 9

Familiarity heuristic

Answer 9

We like things we’re familiar with

Question 10

Attractiveness heuristic

Answer 10

We like things associated with attractive/likeable people

Question 11

Expertise heuristic

Answer 11

More likely to form an attitude based around what an expert says

Question 12

Study on minimal groups paradigms

Answer 12

White people categorize people who are racially ambiguous as Black when they are angry - randomly assigned either red or blue, told who is in-group vs out-group; more likely to categorize angry faces as out-group members

Question 13

Familiarity heuristic study

Answer 13

Presented non-Mandarin speaking Chinese participants with Chinese characters; liked the characters that were familiar even if they didn’t have specific memories about them

Question 14

Message length heuristic

Answer 14

Longer messages are more important/persuasive (even if argument is poor)

Question 15

Forming an attitude based on systematic processing

Answer 15

Attending to info, comprehend it, reaction, accept/reject a specific position, persistent attitudes will hold up better

Question 16

Central route to persuasion

Answer 16

Using facts and content of argument; leads to longer lasting and resistant attitudes

Question 17

Peripheral route to persuasion

Answer 17

Based on qualities of messenger; using attractiveness, rewards, etc

Question 18

Elaboration Likelihood Model

Answer 18

Persuaded by central route when we are motivated and able to pay attention, persuaded by peripheral route when we are lacking motivation and unable to pay attention

Question 19

Study on Elaboration Likelihood Model

Answer 19

Three manipulations - strong vs weak argument (rep. central route), written by high school student vs Princeton professor (rep. peripheral route), implemented that year vs in 10 years (rep. motivation to pay attention); when personal relevance was high, argument quality mattered more vs when personal relevance was low, expertise mattered more

Question 20

Study on how mood effects persuasion

Answer 20

Had participants reflect on either happy or sad life events then had them listen to an announcement on student fees and told them to focus on either argument quality or the language used; bad mood condition was more critical of the argument regardless of whether or not they were told to focus on it

Question 21

Attitude inoculation

Answer 21

Build immunity to persuasion by coming up with counterarguments to smaller persuasion

Question 22

Study on attitude inoculation (weed/peer pressure)

Answer 22

The best predictor of teens smoking weed is whether or not they have a friend who does, previous inoculation (DARE programs, health class) helps to resist peer pressure

Question 23

Study on attitude inoculation (college student credit card debt)

Answer 23

Inoculated group had better counterarguments than control; control group was more likely to apply for a credit card later

Question 24

Psychological reactance

Answer 24

When people feel their freedom to perform a certain behavior is threatened, an unpleasant state of resistance is aroused, which they can reduce by performing the prohibited behavior

Question 25

Study on reactance (text vs graphic warnings on cigarette boxes)

Answer 25

Reactance to graphic warnings was greater than that of text warnings

Question 26

Study on reactance (scary smoking film vs instructions on how to stop smoking)

Answer 26

Participants shown the scary film and instructions on how to stop smoking were more likely to stop compared to those just shown the film or just given the instructions

Question 27

Attitude-behavior link study (refusing service to Asian customers)

Answer 27

Chinese-American couple were only rejected from one establishment; 6 months later when a questionnaire was sent asking if they would refuse service to Asian customers, 92% of the establishments said yes; way we think we would behave doesn't always align with actual behavior

Question 28

Spontaneous behaviors

Answer 28

We think very little about, attitude accessibility matters

Question 29

Deliberative behaviors

Answer 29

We think a lot about

Question 30

Theory of Planned Behavior

Answer 30

When people have to contemplate how they're going to behave, the best predictor of behavior is their intention; determined by attitudes toward specific behavior, subjective norms, and perceived behavioral control

Question 31

Study on Theory of Planned Behavior

Answer 31

Specific attitudes had the highest correlation with intention to use condoms for AIDS prevention, then subjective norms, then perceived control; opposite for pregnancy prevention; intention predicts behavior

Question 32

Operant conditioning

Answer 32

Behaviors we freely choose to perform become more or less frequent, depending on whether they are followed by a reward or punishment

Question 33

Explicit attitudes

Answer 33

Attitudes we consciously endorse and can easily report

Question 34

Implicit attitudes

Answer 34

Involuntary, uncontrollable, and at times unconscious

Question 35

Attitude toward specific behavior

Answer 35

The more specific the attitude, the better it can be expected to predict the behavior

Question 36

Subjective norms

Answer 36

Beliefs about how others we care about will view the behavior influence our behavior

Question 37

Perceived behavioral control

Answer 37

Intentions are influenced by the ease with which we believe we can perform the behavior

Question 38

Persuasive communication

Answer 38

Message advocating a particular side of an issue