Definitions

Question 1

Attitude

Answer 1

1) a tendency to respond either favorably or unfavorably with respect to a concept.

2) a learned global evaluation of an object (person place or issue) that influences thought and action

Question 2

Attitude towards Behavior

Answer 2

An evaluation of a behavior along a spectrum of (good/bad, like/dislike) that shapes thought and behavior
• Examples: positive or negative consequences of engaging in behavior
• positive or negative experiences when engaging in behavior
Cake is good in moderation
I feel happy when I eat cake

Question 3

Belief

Answer 3

Cognition about the world; subjective probability that an object has a particular quality or that an action will lead to a particular outcome
• Can be true or false

Question 4

Behavior

Answer 4

Observable events

Question 5

Behavioral beliefs-expectancy/value model

Answer 5

Involve:
1) a probability that a contextualized behavior will lead to an outcome
2) an evaluation of that outcome

Exp: drinking alcohol makes me gain weight (1-7) extremely likely -unlikely
Drinking alcohol makes me more sociable (1-7) likely -unlikely

Question 6

Expectancy

Answer 6

Beliefs about the likelihood or probability of an outcome of a behavior

Question 7

What is an example of the behavioral beliefs expectancy/value model?

Answer 7

Drinking alcohol makes me gain weight: Extremely likely (1-7) extremely unlikely.

Drinking alcohol makes me more sociable : Extremely likely (1-7)) extremely unlikely

Question 8

Behavioral Intention

Answer 8

An individuals readiness or planned effort to perform a specific behavior

• a person subjective probability or perceived likelihood of performing a behavior.
Example: responses to statements like: “I will engage in ..(behavior)

Question 9

What is considered a crucial predictor of actual behavior?

Answer 9

Behavioral intention

Question 10

Three factors that shape behavioral intentions?

Answer 10

Attitude towards the behavior
Perceived norm
perceived behavioral control

Question 11

Persuasion

Answer 11

A symbolic process in which communicators try to convince other people to change their own attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice

Question 12

What are five factors of persuasion?

Answer 12

Symbolic process
Attempt to influence
Self persuasion
Transmission of a message
Free choice

Question 13

Coercion

Answer 13

Influence process that occurs when the influence agent delivers a credible threat, raising the prospect of negative physical or emotional consequences; attempts to induce the individual to act contrary to their preferences and deprives the individual of some measure of freedom or autonomy

Question 14

Ethical persuasion

Answer 14

Emphasizes the development of thoughtful humane arguments advanced forcefully, but not aggressively. Respectfully affirm the dignity of each person treat audience members as free and autonomous agents. Present facts and opinions fairly provides different perspectives on an issue to enable people to make the most thoughtful decision possible.

Question 15

What is the major premise of the compatibility principle?

Answer 15

A strong relationship between attitude and behavior is possible only if the attitude predictor, corresponds (attitude and behavioral entities measured at same level of specificity) with the behavioral criteria

Question 16

What would a value, attitude, belief sphere look like?

Answer 16

The outer layer would be the value. The second layer would be the attitude, and the core would be the belief.

Question 17

Injunctive normative belief

Answer 17

What one thinks they should do based on how they have been socialized (taught told by admire others or standards they approve of)

Question 18

Descriptive normative belief

Answer 18

What one thinks they should do based on what a majority of their peers are doing.
• most of my friends have had sexual intecourse
Very few (1-7) virtually all

Question 19

What type of norm is similar for people in similar social groups, roles or positions??

Answer 19

Injunctive

Question 20

What is an injunctive normative belief Likart scale example?

Answer 20

My partner, best friend parent thinks:
I should not (1-7) should vaccinate my newborn for standard childhood illnesses.

Question 21

What is another term for perceived behavioral control?

Answer 21

Perceived self efficacy

Question 22

Perceived behavioral control

Answer 22

The extent to which people believe that they are capable of or have control over, performing a given behavior
Ex: I believe I have the ability to graduate law school (1-7) 7

Question 23

The seven principles when attempting to change behavior driven by strong attitudes

Answer 23

1) understand the strength of target’s attitude
2) if super strong understand the target’s latitude of noncommittal
3) attempt to shift attitude to noncommittal verse acceptance
4) avoid messages that fail into the target latitude of rejection
5) validate reasons for belief
6) attempt to get target to contemplate the other side of the argument
7) attempt to change, not just the attitude beliefs, but normative, beliefs, and perceived behavioral control

Question 24

What is an example of an attempt to shift attitude to noncommittal verse acceptance?

Answer 24

Gay marriage it doesn’t need to be accepted just not wholly unreasonable

Question 25

What is an example of messages to avoid that fall into the target’s latitude of rejection?

Answer 25

Failure of gun control messaging that includes loss of guns

Question 26

What is an example of validating a reason for belief?

Answer 26

Vaccine hesitancy due to governmental studies on black Americans

Question 27

What is an example of attempting to get target to contemplate the other side of the argument?

Answer 27

Lord study: “consider the opposition” as opposed to attempting to judge the merits of the evidence as unbiased as possible. Asking “would you have came to the same conclusion”?produced less confirmation bias, and attitude polarization

Question 28

What is an example of measuring a target audience’s latitude of acceptance and rejection to help determine attitude strength?

Answer 28

A Likart scale measuring the distance between the (un) pleasantness, good/bad and harmful/beneficial polarities of recreational marijuana.

Question 29

What is the name of the study conducted by Petty, Cacioppo,, and Goldman?

Answer 29

Personal involvement as a determinant of argument,-based persuasion. PIDABP

Question 30

What was the research design/variables and support found of the elaboration likelihood model in PIDABP study?

Answer 30

underclassmen were told their college was considering making seniors take an exam to graduate, and they were to listen to pre-prepared fake radio ads. The ads included high and low involvement particulars as variables that included when the test would begin. (1yr. vs decade) the argument strength (stats/data vs opinions) and the presumed expertise of ad designers (Princeton vs H.S.) Post communication attitudes were measured on a favorability scale that showed a significant difference for low involvement subjects regarding the expertise of the source, regardless of attitude strength (heuristics) High involvement subjects placed more emphasis on argument strength, which was said to involve central processing and central to the persuasive message (what is said not who said it)

Question 31

What are the special characteristics of strong attitudes towards behavior (versus weaker) on the RAM (reasoned action model) • People behave in reasoned ways that don’t always evaluate messages on the merits of the argument

Answer 31

1) Attitude, strength correlates with the duration it is held (stronger = longer) 2) Change resistance 3) Likelihood of affecting behavior

Question 32

What does social judgment theory predict about how we evaluate persuasive messages dealing with strong attitudes?

Answer 32

SJT posits that people perceive things through their own lens, or personal points of attitude reference, and lean toward value perceptions that align with their attitudes when making judgments. Opposite is true of misaligned messaging that can lead to overly devaluing information and confirmation bias. Example: political polarization and death penalty debate.

Question 33

Definition of Elaboration & Likelihood

Answer 33

Elaboration: the extent to which people think about and consider/assess a persuasive message Likelihood: the probability that people will elaborate/assess a persuasive message

Question 34

Define high elaboration or central processing

Answer 34

A high level of cognitive effort and attention and individual uses when processing a message is considered centrally processed.

Question 35

Define low elaboration or peripheral processing.

Answer 35

When less time is taken to consider and process a message and its implications. (includes heuristic decisions, or shortcuts) • Examples are good/bad assessments. Physical appearance beautiful is good and experts should be trusted

Question 36

Define the three factors that affect elaboration likelihood

Answer 36

Involvement: motivation to change the targeted behavior. • amount persuasive event coincide with targets goals Ability: the knowledge and time to elaborate • Rocket Science would be hard for most 3rd graders. Personality traits: relatively stable patterns of thoughts, feelings, and actions • need for cognition may include crossword puzzles

Question 37

To change perceived behavioral control you must change perceived control beliefs. What is the PCB regarding condom use and how does it relate PBC?

Answer 37

I know how to put on condom correctly Definitely No (1-7) Definitely Yes I know the type of.. I am able easily able to obtain.. • Different control beliefs about condoms lead to control and if you can change them you can change perceptions of control

Question 38

Example of normative belief and how it relates to perceived norms

Answer 38

My friends have had sexual intercourse. Definitely not (1-7) definitely have • normative, beliefs, shape perceived norms, so changing them can change perceived norms

Question 39

As a communication scholar, if you are attempting to design a message campaign to change a target audience behavior, what is the best type of behavior to target

Answer 39

The best type of behavior or observable event to target in a messaging campaign would be specific to context and specific to an action Exp: specific context : in a providers office during an annual well child visit. Specific action allowing provider to vaccinate child for standard childhood illnesses.