Lecture 2

Questions and Answers

What is the primary difference between the Theory of Reasoned Action and the Theory of Planned Behaviour?

The Theory of Reasoned Action includes perceived behavioural control, while the Theory of Planned Behaviour does not.

What is the primary function of cognitive dissonance, according to Festinger (1957)?

To reduce tension resulting from holding inconsistent cognitions.

What is the main purpose of persuasive communications?

To change attitudes or behaviours of the recipients

What is the primary difference between implicit and explicit attitudes?

Implicit attitudes predict spontaneous behaviour, while explicit attitudes predict deliberate behaviour. Signup and view all the answers

What is the primary focus of the Elaboration Likelihood Model?

To shift recipients' attitudes and/or behaviours through persuasive communications. Signup and view all the answers

What is cognitive dissonance research focused on?

Understanding how people reduce tension from opposing beliefs Signup and view all the answers

What is the self-perception theory in cognitive dissonance?

A cognitive explanation for observing one's own behaviour Signup and view all the answers

What is the primary role of perceived behavioural control in the Theory of Planned Behaviour?

To predict deliberate behaviour. Signup and view all the answers

What is the primary source of tension in cognitive dissonance, according to Festinger (1957)?

Inconsistent cognitions. Signup and view all the answers

According to the Elaboration Likelihood Model, what is the outcome of central route processing?

Strong, lasting attitude change Signup and view all the answers

What is the main distinction between Western and Eastern cultures in cognitive dissonance?

Western cultures are more motivated to reduce dissonance, while Eastern cultures are not Signup and view all the answers

What is the primary goal of reducing cognitive dissonance?

To reduce psychological tension. Signup and view all the answers

What is the primary difference between stereotypes, prejudice, and discrimination?

Stereotypes are interrelated constructs that can lead to prejudice and discrimination. Signup and view all the answers

What do Festinger and Carlsmith's (1959) studies demonstrate?

Cognitive dissonance and attitude shifts Signup and view all the answers

What is the outcome of peripheral route processing in the Elaboration Likelihood Model?

Weak, temporary attitude change Signup and view all the answers

What is the main purpose of the Elaboration Likelihood Model?

To understand attitude change through persuasion Signup and view all the answers

What is the primary focus of the central route in persuasion?

Careful consideration of the quality of arguments Signup and view all the answers

What is the term for the mistaken attribution of an emotional response to a particular stimulus?

Misattribution of emotion Signup and view all the answers

What is the term for the negative or harmful treatment of a group based on prejudice?

Discrimination Signup and view all the answers

What is the term for the beliefs and characteristics ascribed to a group?

Stereotype Signup and view all the answers

What theory states that people categorize others into 'us' and 'them' groups?

Social Identity Theory Signup and view all the answers

What is the primary cause of intergroup hostility and conflict according to the theory?

Competition over scarce resources Signup and view all the answers

What is the term for the process of acquiring knowledge of stereotypes through culture and society?

Sociocultural learning Signup and view all the answers

What is the name of the model that explains the three components of prejudice?

Tripartite Model of Prejudice Signup and view all the answers

Study Notes

Attitude Change

Attitudes do not always predict behaviour; implicit attitudes predict spontaneous, non-verbal behaviour, while explicit attitudes predict deliberate behaviour.
The Theory of Reasoned Action (Fishbein & Ajzen, 1974) and Theory of Planned Behaviour (Ajzen, 1989) explain when attitudes predict behaviour.

Cognitive Dissonance

Cognitive dissonance is a state of tension that occurs when one's beliefs, feelings, or values are inconsistent (Festinger, 1957).
Incongruent cognitions motivate individuals to reduce tension by changing behaviour, changing opinion, or adding new consonant cognitions.
Cognitive dissonance can be reduced by justifying one's actions, a phenomenon known as self-perception theory.

Persuasive Communications

Persuasive communications are deliberate efforts to change attitudes through messages advocating a particular side of an issue.
The Elaboration Likelihood Model (Petty & Cacioppo, 1981; Petty et al., 2005) explains how persuasive communications shift recipients' attitudes and/or behaviours.
The model consists of a central route (careful thinking and strong arguments) and a peripheral route (superficial thinking and emotional appeals).

Stereotypes, Prejudice, and Discrimination

Stereotypes are characteristics ascribed to a group, while prejudice is a positive or negative evaluation of a group, including an affective component.
Discrimination is unjustified negative or harmful treatment and behaviour towards a group.
The Tripartite Model of Prejudice consists of affective, cognitive, and behavioural components.

Origins of Stereotypes and Causes of Prejudice

Stereotypes originate from social categorisation (Tajfel & Turner, 1979) and sociocultural learning, which transmits stereotypes through culture and society.
Causes of prejudice include social categorisation, sociocultural learning, and competition over scarce resources.

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