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28 Cards in this Set
- Front
- Back
- 3rd side (hint)
Explain the general idea behind functional approaches to attitude.
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Attitudes serve different functions for people, and people have attitudes about the same idea.
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In Katz's classic analysis of attitude function, what four attitude functions are identified?
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1. Utilitarian
2. Ego-Defensive 3. Value-Expressive 4. Knowledge |
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Explain the utilitarian function. What techniques are best adapted to changing attitudes serving a utilitarian function?
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INSTRUMENTAL
People try to maximize good outcomes (rewards) and minimize bad outcomes (penalties). People develop positive attitudes toward good outcomes. |
Ex. a student who has a lot of successes in essay exams will develop a positive attitude toward such exams.
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Ways of changing attitudes serving a utilitarian function:
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1. creating new rewards and punishments
(ex. company creates incentive program for employees) |
2. changing what is associated with existing rewards and punishments (ex. alter details of bonus system)
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Explain the ego-defensive function. What techniques are best adapted to changing attitudes serving an ego-defensive function?
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SYMBOLIC. Attitudes are based on defending one's self-image.
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Ex. prejudicial attitudes toward minorities make one feel good about oneself.
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Two approaches exist to change these types of attitudes:
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1. Remove the threat to the ego. If a person does not feel threatened they won't feel the need to defend themselves.
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2. Enlighten an individual to the defense mechanism that is behind this function. They will realize that the attitude has no substantive basis, and they will abandon it.
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Explain the value-expressive function. Under what conditions are attitudes serving a value-expressive function likely to be susceptible to change?
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SYMBOLIC.
People gain satisfaction from holding on to and expressing attitudes that express their values. |
Ex. a person might gain satisfaction from owning a hybrid. Expresses values about energy conservation.
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To change this value:
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1. Some degree of dissatisfaction with the old value, thus value is not needed anymore.
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2. An individual might see some different value which better expresses the underlying value.
Ex. Electric cars are better than hybrid cars. |
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Explain the knowledge function. What is the primary mechanism of change for attitudes that serve a knowledge function?
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INSTRUMENTAL.
People have an inherent need to understand, and attitudes help them do this. |
Ex. in any socio-political situation, people need to know who they should root for, and attitudes help them determine who is the "better" candidate.
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To change this value:
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Ambiguity: good guys do something obviously wrong, the observer doesn't know what is going on, and thus attitudes may change.
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Is there consensus about a particular typology of attitude functions? Is there a broad distinction (among functions) that is common to alternative functional typologies?
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-There is no consensus on a set of functions that is universal.
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-The only common distinction is that there are symbolic and instrumental functions of attitudes.
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Explain symbolic functions of attitude.
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-based on symbolic associations with the object, and reflect moral values of the persuadee.
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Explain instrumental functions of attitude.
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-based on intrinsic qualities of the object.
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Describe the most common procedure for assessing the function of a given attitude.
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-most common procedure involved classifying relevant free response data.
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What is "free response data"?
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-derived from open-ended questions
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-individuals have the ability to explain their attitudes, and one can classify this information into relevant functional categories.
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According to functional approaches, what is the key to effective persuasion?
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-matching the persuasive appeal to the functional basis of the argument.
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-an instrumentally based argument is not going to have an effect on an attitude that is symbolic.
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What is self-monitoring?
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-the monitoring or control of one's self-presentation, and the shaping of one's behavior accordingly.
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Describe (broadly) the characteristics of high- and low- self-monitors.
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High- concerned about the way they present themselves, and thus change their behavior to adapt.
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Low- not concerned with how they present themselves, thus not changing their behavior to fit in different situations.
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describe image-oriented advertising appeals.
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appeal to the symbolic associations with the product
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(seek to glamorize the product)
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describe product-quality-oriented advertising appeals.
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focus on the intrinsic, instrumental qualities of the product
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ex. how well a car drives.
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are high self-monitors generally more persuaded by image-oriented or by product-quality-oriented appeals?
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image- they cater to the symbolic basis of the attitude.
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are low self-monitors generally more persuaded by image-oriented or by product-quality-oriented appeals?
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Product quality, because they cater to the instrumental basis of the attitude.
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Why are image-oriented and product-quality-oriented differently persuasive for low- and high- self-monitors?
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High are more likely to remember seeing an image, because these ads speak to the fundamental basis of the attitude.
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Explain how advertisers may tailor appeals to different media outlets based on these appeals.
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-advertisers seek to appeal to the fundamental basis of the attitudes of their audiences.
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Ads for a car might differ in "Car and Driver" vs. "GQ".
-each appeals to different types of self-monitors, -car and driver=instrumental (product-quality based appeal), -GQ=symbolic (image-oriented appeals) |
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Explain how the nature of the attitude object influences attitude functions. Give examples of objects for which attitudes likely serve a generally symbolic function.
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instrumental attitudes- based on the usefulness or intrinsic properties of the objects.
-ex. objects like air conditioners or pain killer brand. |
symbolic attitudes- based on the symbolic associations with an object.
-ex. class rings or perfume brands (status is key) |
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are image-oriented and product-quality-oriented persuasive appeals likely to be equally effective for these different sorts of objects? Explain.
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not likely.
-appeals to psychological needs of receivers in ways that unmatched appeals do not. |
ex. symbolic appeal will not work to persuade an instrumental attitude.
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Explain how objects can differ in the degree to which they accomodate multiple attitude functions. Give examples of "multifunctional" attitude objects.
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-attitude objects can accomodate BOTH symbolic and instrumental functions.
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-ex. homes, cars, the choice of where one lives or goes to school.
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For what sorts of objects will self-monitoring differences play a larger role in determining the relative effectiveness of image-oriented and product-quality-oriented appeals? Explain.
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Multifunctional objects, because differences in self-monitoring come into play.
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