Attitude
This term describes the tendency for people’s behaviors to change their attitudes.
Bidirectional relationship between attitude and behavior
State two ways the source in the Yale Attitude Change Model, can influence persuasion.
credibility, celebrity, attractiveness, experts, speaking quickly, trustworthy,
This term describes how people try to control others’ perceptions of them.
Self-presentation
State three factors that affect conformity.
Any three from:
Size of group, lack of group unanimity, difficulty of the task, anonymity (secrecy), answers in private, status of majority group
This type of learning occurs when two stimuli are repeatedly paired, leading to an association.
Classical Conditioning
What are the three components of attitude
ABC Model
- affective
- cognition
- behaviour
Strategy that advertisers use to persuade people by making them feel like they owe something to others.
Norm of reciprocity
What is the difference between how we present ourselves on social media versus in face-to-face interactions?
Social media allows more control over the image we present, while face-to-face is less controllable
What are the three types of conformity?
Compliance, internalization, and identification
In observational learning, what are the four key processes that must occur for learning to take place?
Attention, retention, reproduction, and motivation
Which three factors influence the relationship between attitude and behavior?
Attitude strength, accessibility, and specificity
What is the main difference between the central and peripheral routes of persuasion?
Central route focuses on logic and evidence, while peripheral route uses superficial cues
Explain how primacy, recency affect how people manage the impressions others have of them.
Primacy - how initial information shapes impressions
Recency - emphasizes the most recent information
Describe how normative social influence differs from informational social influence in affecting conformity.
Normative influence is based on the desire to fit in, while informational influence is based on the need to be correct
Describe the difference between fixed and variable schedules of reinforcement.
Fixed schedules occur at predictable intervals or ratios, while variable schedules occur unpredictably
State and explain using examples three ways someone can reduce their cognitive dissonance
Change attitude
Change perception of the behaviour
Add consonant cognitions
Minimize the importance of conflict
Reduce perceived choice.
Imagine you're trying to convince a friend to adopt a healthier diet. You start by asking them to try a small change, like adding a salad to their meals. Later, you ask them to fully switch to a plant-based diet. Which persuasion technique are you using, and why is it effective?
Foot-in-the-door technique
It’s effective because starting with a small request makes it easier for the person to agree to a larger one later, building commitment over time
Why are high self-monitors more likely to engage in impression management on social media?
They are more concerned with how others perceive them and adjust their behavior accordingly
Describe how deindividuation, the prestige of authority, and peer support influence obedience in social influence experiments. Give example for each.
Deindividuation reduces personal accountability (engaging in cyberbullying)
Prestigious authority - we are more likely to obey if the authority figure has high status (lab coat)
Peer support - less likey to obey if we have social support. Presence of others who disobey orders (seeing others not following the authority figure), decreases obedience.
Explain the importance of contingency and contiguity in classical conditioning.
Contingency refers to the predictability of the association, and contiguity is the closeness in time between the stimuli?