Psychology Chapter on Attitude Strength
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Questions and Answers

What is one characteristic of strong attitudes compared to weak attitudes?

  • They are more stable over time. (correct)
  • They are easier to change.
  • They are always positive.
  • They have less impact on behavior.

Which of the following factors is NOT related to the formation of strong attitudes?

  • Emotion (correct)
  • Ambivalence
  • Knowledge
  • Importance

What does high cognitive accessibility of an attitude indicate?

  • It leads to ambivalence.
  • It is easy to ignore.
  • It is resistant to change. (correct)
  • It is irrelevant to behavior prediction.

How does the importance of an attitude object influence attitude strength?

<p>It contributes to stronger attitudes. (D)</p> Signup and view all the answers

Which statement accurately reflects the relationship between attitude strength and information processing?

<p>Strong attitudes increase the likelihood of biased information processing. (D)</p> Signup and view all the answers

What is a characteristic of strong attitudes?

<p>They are highly resistant to change. (B)</p> Signup and view all the answers

What leads to a weaker attitude according to the concept of ambivalence?

<p>Having equally positive and negative evaluations. (A)</p> Signup and view all the answers

In attitude formation, which class of information is primarily emotional?

<p>Affective information (D)</p> Signup and view all the answers

How can marketers address ambivalence towards a product?

<p>By attempting to make the attitude more univalent. (C)</p> Signup and view all the answers

What does certainty in attitudes often stem from?

<p>Strong confidence in their correctness. (B)</p> Signup and view all the answers

When are attitudes more likely to be formed rather than changed?

<p>When the issue or object is novel to the target group. (D)</p> Signup and view all the answers

Which of the following is NOT a factor influencing the strength of attitudes?

<p>The season in which the attitude is formed. (D)</p> Signup and view all the answers

What effect does ambivalence have on attitude predictability?

<p>Ambivalent attitudes are less predictive of behavior. (A)</p> Signup and view all the answers

How does self-perception theory explain attitude formation in individuals with weak attitudes?

<p>They infer attitudes by observing their own behavior. (C)</p> Signup and view all the answers

What is the outcome of donating behavior on individuals with strong attitudes towards an organization?

<p>It has no effect on their attitudes. (A)</p> Signup and view all the answers

Which function of attitudes helps individuals avoid ideas that threaten their self-concept?

<p>Ego defensive function (D)</p> Signup and view all the answers

According to Katz's functional theory, what is one of the reasons why consumers acquire goods?

<p>Hedonic reasons (A)</p> Signup and view all the answers

What role do attitudes play in adjustment according to the functions of attitudes?

<p>They provide general approach/avoidance tendencies. (B)</p> Signup and view all the answers

What happens to attitudes towards an organization after a weak attitude individual donates to it?

<p>Their attitudes become more positive. (A)</p> Signup and view all the answers

Which of the following is NOT a function of attitudes as described in the content?

<p>Social affiliation function (A)</p> Signup and view all the answers

What is the effect of difficulty in engaging with a product on consumers' attitudes towards Volkswagen?

<p>More negative attitudes towards Volkswagen (D)</p> Signup and view all the answers

Which function of attitudes is primarily concerned with conveying personal values?

<p>Value expressive function (A)</p> Signup and view all the answers

What can be inferred if someone holds a strong attitude towards a cause like Greenpeace?

<p>Their attitudes remain stable regardless of behavior. (D)</p> Signup and view all the answers

Which reason for acquiring goods emphasizes practical benefits such as performance and reliability?

<p>Utilitarian reasons (D)</p> Signup and view all the answers

What is the primary function fulfilled when a product allows for self-expression?

<p>To facilitate conspicuous consumption (D)</p> Signup and view all the answers

In the context of advertising, how should a message be tailored to fit a utilitarian goal?

<p>By making instrumental arguments (B)</p> Signup and view all the answers

Which of the following is NOT a reason for acquiring goods based on the functions of attitudes?

<p>Self-justification reasons (B)</p> Signup and view all the answers

What does identity building reasons in consumer behavior refer to?

<p>Buying items to project the desired self-image (C)</p> Signup and view all the answers

How do attitudes generally contribute to the acquisition of goods?

<p>By shaping the focus and content of marketing messages (D)</p> Signup and view all the answers

Which of the following best exemplifies hedonic reasons for acquiring goods?

<p>Purchasing luxury items for status display (B)</p> Signup and view all the answers

What can often result from the combination of multiple goals in product acquisition?

<p>Combined marketing messages (A)</p> Signup and view all the answers

What primarily influences attitude strength according to consumer behavior concepts?

<p>The consistency and accessibility of information (A)</p> Signup and view all the answers

Which of the following is a characteristic of strong attitudes in consumer behavior?

<p>They are resistant to change (B)</p> Signup and view all the answers

Flashcards

Attitude Certainty

Confidence in the correctness of one's own attitude, often based on personal experience, evidence, or social support.

Ambivalence

Experiencing both positive and negative feelings towards an attitude object.

Impact of Ambivalence

Ambivalence weakens attitude strength, making it less stable, accessible, and predictive of behavior. It also makes it easier to change the attitude.

Attitude Formation

The process of developing an attitude towards a new object or issue.

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Cognitive Information

Information about the attitude object, like its characteristics or features.

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Affective Information

Emotional responses to the attitude object, like liking or disliking.

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New Object Attitude Formation

Attitudes are formed when there is a lack of prior knowledge or experience with the object.

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Attitude Formation Sources

Attitudes can be shaped and influenced by information from various sources.

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Attitude Strength

The strength of an attitude reflects how stable it is over time, how strongly it influences behavior, and how resistant it is to persuasion.

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Attitude Accessibility

The ease and speed with which an attitude can be retrieved from memory.

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Attitude Importance

How much you care about a particular attitude object.

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Attitude Knowledge

The amount of knowledge you have about a particular attitude object.

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Fluency Effect

The ease with which something is processed influences our attitudes towards it. For example, a simple game is more likely to lead to a positive attitude towards a brand compared to a difficult game. This is because the easier it is to process information, the more positive feelings it evokes.

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Self-Perception Theory

People infer their attitudes based on their own behavior. This is especially true for weak attitudes where people don't have a strong pre-existing opinion. By observing their own actions, they can form an idea about how they feel.

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Behavior-Attitude Formation

When attitudes are weak, subsequent behaviors can influence the formation of stronger attitudes. For example, donating to a charity can make someone feel more positively towards the charity, even if their initial feelings were weak.

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Functions of Attitudes

The different functions of attitudes help explain how we use them to navigate the world. These functions include helping us adjust to situations, protect our self-esteem, express our values, and organize information.

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Adjustment Function

Attitudes can motivate us to approach or avoid things. They help us make quick decisions in a complex world based on our initial feelings or opinions.

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Ego Defensive Function

Attitudes can protect our sense of self and shield us from negative feelings. They help us maintain a positive self-image.

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Value Expressive Function

Attitudes can be used to communicate our personal values and express who we are. They can be a way to showcase our beliefs and principles.

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Knowledge Function

Attitudes help us organize information and make sense of the world around us by providing frameworks for understanding and interpreting experiences.

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Utilitarian Reasons

People purchase goods for utilitarian reasons when the product provides practical benefits or solves a problem. Think of a product like a reliable car or a sturdy tool.

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Hedonic Reasons

People purchase goods for hedonic reasons when the product provides pleasure or enjoyment. Consider a luxury vacation or a piece of art.

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Self-Expression Reasons

A reason for acquiring goods that aims to express one's values, personality, or social standing. It emphasizes social signaling and making a statement about oneself.

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Identity Building Reasons

A reason for acquiring goods that aims to help individuals become the person they want to be. It seeks to align possessions with one's desired identity and self-image.

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Matching Advertising to Product Function

The process of tailoring marketing messages to match the specific function a product is expected to serve for a consumer, considering their motivations for purchasing.

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Multi-Functional Products

The idea that products often fulfill multiple needs and desires for consumers, leading marketers to create messaging that combines various appeals to attract different motivations.

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Study Notes

Psychology of Advertising

  • Advertising aims to shape attitudes towards products.
  • The psychology of advertising explores how attitudes are formed and influenced.

Goals of the Presentation

  • Understand the definitions of attitudes.
  • Understand characteristics of attitudes.
  • Identify predictors and consequences of attitude strength.
  • Explain how attitudes are formed.
  • Describe the functions of attitudes.

Part I: Introducing Attitudes

  • Attitudes are defined in various ways:
    • Behavioral response to a stimulus.
    • Thoughts and feelings toward a product.
    • Feelings and behaviors towards something.
    • Opinions and value judgments.
    • Thoughts, emotions, and a way people interact with the physical world.

What is an Attitude?

  • Attitudes are evaluative responses to specific objects.
  • Attitudes are directed towards an attitude object.
  • Attitudes are based on cognitive, affective, and behavioural information.
  • Attitudes are important for brand success.

Defining Attitudes

  • Attitudes are a key construct in social psychology.
  • They are vital for understanding and predicting behavior.
  • Attitudes influence purchasing decisions.
  • Attitudes can vary depending on context.
  • Attitudes can be stable over time.

Implicit vs Explicit Attitudes

  • Explicit attitudes are consciously held.
  • Implicit attitudes are unconscious.
  • Self-report is a way to measure explicit attitudes.
  • Implicit attitudes can be measured by affective priming and the Implicit Association Test (IAT).
  • Implicit attitudes can influence behavior even if the person isn't consciously aware of them.
  • Implicit and explicit attitudes may not always be consistent.
  • Attitudes can be both positive and negative simultaneously.

How Attitudes are Formed

  • Attitudes can be formed through direct experiences, indirect exposure, and the use of heuristics.
  • Attitudes can either be based on cognitive, affective, or behavioural factors.

Attitude Strength

  • Strong attitudes are more stable and resistant to change.
  • Strong attitudes have a greater impact on behaviour and processing information.
  • Attitude strength is related to accessibility, importance, knowledge, certainty, and/or ambivalence.

Types of Attitudes

  • Attitudes can have different functions (adjustment, ego-defensive, value-expressive, knowledge).
  • Different functions influence how attitudes are formed.

Attitude Functions

  • Utilitarian: Useful and practical reasons.
  • Hedonic: Related to the pleasure derived from use.
  • Self-expressive: Reflect values and traits.
  • Identity-building: Related to how a person wants to be perceived.
  • These functions can overlap in acquiring goods.

Next Lecture

  • The lecture will focus on persuasion and attitude change.

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The Psychology of Advertising: Lecture Slides PDF

Description

Test your knowledge on the characteristics and formation of strong versus weak attitudes in psychology. This quiz covers various factors impacting attitude strength, cognitive accessibility, and the influence of ambivalence. Dive into this important aspect of psychology and enhance your understanding.

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