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15 Cards in this Set
- Front
- Back
How does Mere Exposure Explain how Attitudes are Formed?
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*Being repeatedly exposed to an object increases your liking of it
*Works best with neutral objects *If we dislike someone, mere exposure will make us dislike them more *The more we are exposed to someone, the more we like them, unless they make us angry |
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How does Operant Conditioning Explain how Attitudes are Formed?
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*We hold attitudes that we are reinforced for holding and drop attitudes that we are punished for holding
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How does Modeling Explain how Attitudes are Formed?
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*Many attitudes are developed through vicarious learning and imitation of others
*Influential models are similar to us, competent, provide rewards, belong to our group, or are successful *Needs to be someone we would like to emulate (someone like us) *We model competent people *Leaders can emerge in the workplace that others look to model - if they are unhappy, others who model them are likely to be unhappy too |
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How does Balance Theory Explain how Attitudes are Formed?
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*Inconsistency in our attitudes lead to attitude change
*Consistency must exist between a person (p), other person(o), and an object (x) *Balance exists if all relationships are positive or if two are negative and one is positive *Inconsistencies lead to: -A change of attitude toward the object or person -Denial that there is an inconsistency -Differentiation, which is a fragmentation of your opinion |
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How does Cognitive Disssonance Explain how Attitudes are Formed?
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*If inconsistencies exist between your attitudes and behaviors than you will change you attitudes to be consistent with your behavior
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How does Perception Theory Explain how Attitudes are Formed?
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*When attitudes or beliefs are not accessible, consumers may form inferences about attitudes from their behavior
*'If I am engaging in this behavior, I must really want that' *'if I am talking to a recruiter, I must not like my job' |
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What is the Fundamental Attribution Error?
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*We attribute the failures or embarrassmens of others to their dispositional traits (personality traits)
*We attribute our own failures to situational causes |
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How does Augmentation and Discounting Explain Attitude Formation?
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*Augmentation: the tendency to attribute greater importantce to a potential personal cuase of behavior that occurs in the presence of inhibitors (yelling in church - crazy)
*Discounting: the tendency to discount potential personal cause of behavior that occurs in the presence of facilitators (yelling during a basketball game - normal) |
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Explain the Central Route to Persuasion.
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*Central route to persuasion; uses strong arguments, and provides reasons that support or justify the position
*It requires elaboration |
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Explain the Types of Elaboration in the Central Route to Persuasion.
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*Types of elaboration:
-Source derogation: if the consumer dislikes or distrusts the source delivering the persuasive message, the listener is likely to think of reasons to doubt what is being said *Counterarguments: reasons for not believing a message regardless of who delivers the message (used if the message is consistent with your beliefs) *Supporting arguments: used if the message is consistent with our beliefs or is perceived as compelling and convincing *Curiosity statements: thoughts that are only tangentially related - the listener does not focuse on the main points |
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Explain the Peripheral Route to Persuasion.
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*Little thought or effort is used
*Peripheral or background cues such as attractiveness, source expertise, or anything that creates a positive mood |
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When should you use a two-sided message?
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*Two-sided messages works best with an unfavorable, more knowledgeable audience or one that creates a positive mood
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What are influence heuristics?
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*Influence heuristics work becuase of the automacity principle
*We behave in a mindless manner with little conscious effort *Automatic behavior is prevalent because it is efficient |
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Explain the types of influence heuristics.
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*Types of influence heuristics:
-Becuase heuristic: the use of the word because it increases compliance even when it conveys no real information (xerox example) -Price-quality heuristic: expensive = good, higher price means better quality - this is generally true but people over estimate its strength, ease of measurement, price is concrete, readily accessible and familiar, effort and satisfaction - if you expend more effort for something you later infer that you enjoy it more, snob appeal - we purchase the most expensive product because it gives us prestige and social recognition, and perception of risk: the higher priced product is seen as less risky |
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How are Comprehension and Belief Related?
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*Gilbert et al (1990) - refer to study
*We initially believe what we comprehend, but later after more processing we may judge the message to be false *Disbelief requires evaluation *Belief is automatic *Distractions make it less lieky you will evaluate the message - will lead to being more truthful *Repetition increases familiarity which leads to believability *If it is repeated, it must be true |