Attitudes and Attitude Change CHAPTER 7 Attitudes and Attitude ...

182
Copyright © 2010 by Pearson Education, inc. All rights reserved.
Attitudes and Attitude Change
40. A movie contains a scene in which a character is shown drinking a can of Coke. This is an
example of
a) a subliminal message.
b) an implicit advertisement.
c) an implicit argument.
d) product placement.
SHORT ANSWER REVIEW
Attitudes are (1) __________ (p. 178) of people, objects, and ideas. Attitudes are made up
of three parts that together form our evaluation of the “attitude object.” A cognitively based attitude is
based primarily on people’s (2) __________ (p. 179) about the properties of an attitude object. An
affectively based attitude is based more on people’s (3) ___________ (p. 179) and values than on their
beliefs about the nature of an attitude object. Affectively based attitudes can result from a (4) __________
(p. 180) reaction, or an aesthetic reason. Still others can be the result of (5) __________ (p. 180) or
operant conditioning. A behaviorally based attitude stems from people’s (6) __________ (p. 181) of how
they behave toward an object.
Once an attitude develops, it can exist at two levels. Explicit attitudes are ones we (7)
__________ (p. 182) endorse and can easily report. Implicit attitudes are involuntary, uncontrollable, and
at times (8) __________ (p. 182). When attitudes change, they often do so in response to (9) __________
(p. 183). One way that attitudes can change is when people behave inconsistently with their (10)
__________ (p. 183) and cannot find external justification for their behavior—cognitive dissonance.
Although dissonance techniques are powerful, they are very difficult to carry out on a (11) __________
(p. 184). To change as many people’s attitudes as possible, you would probably construct some sort of
(12) __________ (p. 184), which is a communication that advocates a particular side of an issue.
The Yale Attitude Change approach is the study of the (13) __________ (p. 184) under which
people are most likely to change their attitudes in response to persuasive messages. It focuses on “who