W1: Lectures 1a/b: Intro & Attitudes, Beliefs, Behaviors (Curbow)

Question 1

possible communication roles of the “public health expert”

Answer 1

• public community org.
• public one-on-one
• pub. through mass media
• pub. health org.
• law makers
• agency/sponsor
• science/field

Question 2

“communication”

Answer 2

• the EXCHANGE of thoughts, messages, or information, as by speech, signals, or writing
• the PROCESS by which people INTERACTIVELY create, sustain, and manage meaning
• exchange is key
• info can be conveyed in several different formats i.e. verbal nonverbal, writing

Question 3

The definition of good communication depends on:

Answer 3

the purpose of the communication (i.e. impart, exchange, process, or act on information)

Question 4

challenges of imparting information

Answer 4

info should be factual, clear, accessible

Question 5

challenges of exchanging info

Answer 5

partner must be ready, willing, have skills to exchange

Question 6

challenges of processing info

Answer 6

recipient must be motivated, have ability to process (i.e. free of anxiety, fear), and free of bias

Question 7

challenges of acting on info

Answer 7

recipient must be motivated and have the skills to act. The environment must not pose barriers to acting.

Question 8

4 elements of communication theory

Answer 8

imparting, exchanging, processing, and acting on information

Question 9

Modes of conveying information (6) Which are most used by PHP?

Answer 9

• apathy
• coercion
• persuasion
• education
• propaganda
• manipulation

education and persuasion most used by PHP

they all exist on a continuum, and how to classify them is in the eye of the beholder!

Question 10

“Education”

Answer 10

to teach a person certain factual information

Question 11

Perloff’s “Persuasion”

Answer 11

1) the study of attitudes and how to change them
2) a symbolic process in which communicators try to convince other people to change their attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free choice

Question 12

Faden’s “persuasion”

Answer 12

the intentional, successful attempt to induce a person(s) through appeals to reason, to freely accept as his/her own the beliefs, attitudes, values, intentions, or actions advocated by the influence agent

• appeals to reason, not emotion*
  - not coercive

Question 13

Benoit’s “persuasion”

Answer 13

A goal-directed process involving people that can create/change/reinforce attitudes

Question 14

“coercion” (Perloff)

Answer 14

a technique for FORCING people to act as the coercer wants them to act - presumably contrary to their preferences.

Question 15

Coercion occurs when the influence agent:

Answer 15

• delivers a threat of some consequence
• attempts to induce the individual to act contrary to his/her preferences
• deprives individual of freedom/autonomy

Question 16

Cacciopo & Petty’s “Propaganda”

Answer 16

to change other people’s views in order to further one’s own cause or damage an opposing one

Question 17

Perloff’s “propaganda”

Answer 17

a persuasive communication with which one disagrees and to which the individual attributes hostile intent

Question 18

“Manipulation of information” (Faden)

Answer 18

Deliberate acts that successfully influence a person by non-persuasively altering the person’s understanding of the situation, thereby altering perceptions. Utilizes deception, being intentionally over-whelming, provoking, taking advantage of fear, anxiety etc., and presenting info in a way that leads to drawing predictable and misleading inferences.

Question 19

“Psychological manipulation” (Faden)

Answer 19

intentional acts that successfully influence a person’s beliefs or behaviors by causing changes in mental processes other than those involved in understanding (subliminal suggestion, flattery, appeals to emotional weakness, induction of guilt, feelings of obligation)

Question 20

What needs to be changed when we try to change/influence people’s behavior?

Answer 20

Attitudes

Question 21

Affect/evaluative defs. of “Attitude”

Answer 21

1) general and enduring positive or neg. feelings about some person, object, or issue
2) likes/dislikes
3) feelings that an attitude object is good/bad, fair or unfair
4) dispositions to evaluate objects favorably or unfavorably

Question 22

Allport’s “attitude”

Answer 22

1) psychological entities that exist in people’s heads, but can be measured
- arise out of experience
- prompt or direct behavior
- direct us to do things in an orderly fashion

Question 23

Perloff’s “attitude”

Answer 23

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

Question 24

“life values” (Perloff)

Answer 24

desirable end states or behaviors that transcend specific situations, guide selection or evaluation of behavior and events, and are ordered by relative importance

Question 25

life values --> attitudes --> beliefs

Answer 25

VAB :)

Question 26

"sense of belonging"

Answer 26

to be accepted and needed by family, friends, and community

Question 27

"excitement"

Answer 27

to experience stimulation and thrills

Question 28

"self-fulfillment"

Answer 28

to find peace of mind and to make the best use of my talents

Question 29

Zanna & Remplar's "attitude"

Answer 29

the categorization of a stimulus object along an evaluative dimension based upon, or generated from, 3 general classes of information: 1) cognitive info 2) affective/emotional info 3) info concerning past behaviors or behavioral intentions

Question 30

"beliefs"

Answer 30

info a person has about other people, objects or issues; may or may not be factual

Question 31

"primitive beliefs"

Answer 31

associates an attribute with an object on the basis of personal experience *the hardest to change*

Question 32

"informational beliefs"

Answer 32

based on knowledge gained by the verbalization of others

Question 33

"inferential beliefs"

Answer 33

goes beyond directly observable events; a link with other beliefs

Question 34

Types of beliefs

Answer 34

- primitive - informational - inferential - descriptive - prescriptive - evaluative

Question 35

"descriptive beliefs"

Answer 35

verifiable statements

Question 36

"prescriptive beliefs"

Answer 36

statements about the appropriateness of a position or activity in a given situation

Question 37

"evaluative beliefs"

Answer 37

statements that reflect a general evaluation of an attitude object

Question 38

Tripartite view of attitudes

Answer 38

view that says that attitudes have different components: cognition, affect, and conation

Question 39

"conation"

Answer 39

a behavioral intention/orientation towards the behavioral object

Question 40

"affect"

Answer 40

emotional feelings and physiological consequences of encountering or thinking about an attitude object; they vary from + to -

Question 41

"behavior"

Answer 41

intentions and overt actions taken in regard to the attitude object; vary from supportive to hostile

Question 42

"cognitive"

Answer 42

facts, knowledge structures, beliefs, inferences and assumptions made about the attitude object; they vary from favorable to unfavorable

Question 43

ABC of attitude

Answer 43

Attitude, behavior, cognition

Question 44

slide 16 lecture 1b

Answer 44

:)

Question 45

Expectancy-Value Theory

Answer 45

assumes a specific relationship b/w beliefs and attitudes -attitude may be comprised of different beliefs, and also our evaluation of those beliefs

Question 46

Attitude formula

Answer 46

sum of b(i) * e(i) | = (sum of strength x evaluation for each component) + (belief x good or bad) ??

Question 47

Ajzen and Fishbein's Theory of Reasoned Action

Answer 47

Person's beliefs that the behavior leads to certain outcomes and his/her evaluation of those outcomes --> attitude toward the behavior --> intention --> behavior. At the same time, the person's beliefs that specific individuals or groups think he/she should or should not perform the behavior and his/her motivation to comply --> subjective norms --> intention --> behavior. In other words, we focus on beliefs that lead to an attitude --> intention --> behavior, and we need to find core beliefs that uphold the attitude and behavior

Question 48

"attitudes"

Answer 48

emotional reactions, sweeping sentiments, and powerful prejudices

Question 49

ideology is similar to:

Answer 49

values

Question 50

"ego involvement" (w/ regards to attitude)

Answer 50

the attitude is linked to core values or the self

Question 51

"extremity" (w/ regards to attitude)

Answer 51

the attitude deviates significantly from neutrality

Question 52

"accessibility" (w/ regards to attitude)

Answer 52

the attitude comes quickly to mind

Question 53

"hierarchical org." (w/ regards to attitude)

Answer 53

the attitude is internally consistent and embedded in an elaborate attitudinal structure