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1) The introduction to Chapter 6 describes the strange logic manifested by members of the Solar Temple Cult, who thought the world was about to be destroyed by fire and that the only salvation was to take a “death voyage” by ritualized suicide to the star Sirius where they would be reborn. In total, 74 people died in these cult suicides. This chapter introduction was written to demonstrate that A) people will often go to extreme lengths to justify their actions or beliefs. B) scientists, like many of us, are fascinated with the macabre, gruesome aspects of life. C) cult members are often brainwashed so that they behave irrationally. D) cult members usually have a very weak sense of self. E) pleasant, smart, reasonable people are seldom drawn to cults. Answer: A Type: MC Page Ref: 137 Skill: Recall Difficulty: Easy 2) Most social psychologists concur that attitudes consist of A) behavioural intentions. B) cognitions. C) evaluations. D) emotions. E) feelings. Answer: C Type: MC Page Ref: 137-138 Skill: Recall Difficulty: Easy 3) The _______ component of attitudes is to emotional reactions as the _______ component is to knowledge and beliefs . A) evaluative; behavioural B) affective; behavioural C) cognitive; behavioural D) affective; cognitive E) evaluative; cognitive Answer: D Type: MC Page Ref: 137-138 Skill: Recall Difficulty: Easy 4) Attitudes are viewed by social psychologists as evaluative , in that they A) are based on personal feelings and values. B) are based mostly on environmental data. C) consist of positive or negative reactions to something. D) are based on objective facts. E) reflect fleeting feelings. Answer: C Type: MC Page Ref: 138 Skill: Recall Difficulty: Easy
5) Consider the lyrics to Smokey Robinson’s song, “You’ve Really Got a Hold on Me”: “I don’t like you, but I love you. Seems that I’m always thinking of you. You treat me badly, I love you madly. You’ve really got a hold on me.” The sentiments reflected in these lyrics best capture the _______ component of the singer’s attitude. A) dissonant B) behavioural C) ambivalent D) affective E) cognitive Answer: D Type: MC Page Ref: 138-139 Skill: Applied Difficulty: Moderate 6) It is estimated that one-third of the electorate knows almost nothing about specific politicians. Nonetheless, these people hold very strong opinions about them. This pattern of findings suggests that people’s attitudes toward politicians may be largely A) affectively based. B) behaviourally based. C) cognitively based. D) ambivalent. E) undifferentiated. Answer: A Type: MC Page Ref: 138-139 Skill: Applied Difficulty: Moderate 7) André is not at all familiar with a particular candidate’s stand on the issues or with his proposed policies, but André likes “his” candidate and plans to vote for him anyway. This example illustrates that people’s attitudes toward politicians are often A) cognitively based. B) behaviourally based. C) affectively based. D) based on a logical examination of qualifications for office. E) classically conditioned. Answer: C Type: MC Page Ref: 138-139 Skill: Applied Difficulty: Moderate 8) Miguel recaptures the freedom of his youth when he test-drives the new Volkswagen “bug.” He feels 25 years younger and remembers cruising the beaches of California in his old 1970 bug when he was in college. He decides to purchase that new VW model. Miguel’s positive attitude toward the car is primarily driven by A) an affective component. B) a behavioural component. C) operant conditioning. D) a cognitive component.
E) classical conditioning. Answer: A Type: MC Page Ref: 138-139 Skill: Applied Difficulty: Easy 9) In all likelihood, attitudes toward _______ are affectively based and stem from _______. A) instant coffee; instrumental conditioning B) the death penalty; people’s values C) abortion; a logical examination of the facts D) toilet paper; a logical examination of the facts E) cleaning products; people’s values Answer: B Type: MC Page Ref: 138-139 Skill: Recall Difficulty: Easy 10) Why are affectively based attitudes so resistant to logical persuasive attempts to change them? A) Affectively based attitudes are rooted in counterfactual thinking. B) Affectively based attitudes are acquired by automatic processes. C) Affectively based attitudes are the result of the same illogical source. D) Affectively based attitudes are often linked to values, which are difficult to change. E) Affectively based attitudes are governed by knowledge of the issues. Answer: D Type: MC Page Ref: 138-139 Skill: Recall Difficulty: Easy 11) Although affectively based attitudes can be derived from a number of different sources, they are alike in that they tend to be A) based on rational arguments. B) based on rational examination of relevant information. C) linked to deeply held values. D) unrelated to past experience. E) logically organized. Answer: C Type: MC Page Ref: 138-139 Skill: Recall Difficulty: Easy 12) Cognitively based attitude is to _______ as _______ attitude is to emotion . A) evaluation; value-based B) appraising an object; affectively based C) evaluation; behaviourally based D) social values; affectively based E) values; affectively based
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Answer: B Type: MC Page Ref: 138-139 Skill: Recall Difficulty: Easy 13) Rachel recently tried sushi for the first time. Now, she finds herself eating it regularly. Since she eats it all the time, she decides that sushi must be her favourite meal. Rachel’s attitude toward sushi is a(n) _______ attitude. A) cognitively based B) decision-based C) value-based D) behaviourally based E) affectively based Answer: D Type: MC Page Ref: 138-140 Skill: Applied Difficulty: Easy 14) Which of the following statements is TRUE? A) “I’d like to get rid of this car because it’s always in the shop” represents an affectively based attitude. B) “I hate all politicians because they represent pure evil” represents a cognitively based attitude. C) “I guess I like junk food, because I’m always eating it” represents a behaviourally based attitude. D) “I like country music because I always have it on in my car” represents an affectively based attitude. E) “I like my toaster because you can toast four pieces of bread at one time” reflects a behaviourally based attitude. Answer: C Type: MC Page Ref: 138-140 Skill: Applied Difficulty: Easy 15) Lisa is studying attitudes towards former Prime Minister Brian Mulroney. She finds that in general most people have very negative attitudes about Mulroney and she wants to understand why people hold these attitudes and what can be done about them. If she wants to know your true attitude towards Mulroney and she can only ask you one question, which question should she ask? A) Do you think Brian Mulroney is good-looking? B) Do most of your friends like or dislike Brian Mulroney? C) Did Brian Mulroney’s policies agree or disagree with your values? D) Do you like or dislike Brian Mulroney? E) How would you feel if Brian Mulroney dated your sister? Answer: C Type: MC Page Ref: 138-139 Skill: Applied Difficulty: Difficult 16) Fear-arousing persuasive messages are targeted to the _______ basis of attitudes. A) cognitive
B) peripheral C) central D) affective E) causal Answer: D Type: MC Page Ref: 138-139; 149-151 Skill: Recall Difficulty: Difficult 17) _______ attitudes are based primarily on people’s beliefs about properties of attitude objects. A) Cognitively based B) Emotionally based C) Evaluatively based D) Affectively based E) Intention-based Answer: A Type: MC Page Ref: 139 Skill: Recall Difficulty: Easy 18) The function of cognitively based attitudes is A) choosing behaviour. B) decision-making. C) object appraisal. D) the use of logic. E) emotion-focused. Answer: C Type: MC Page Ref: 139 Skill: Recall Difficulty: Moderate 19) Kenneth believes that Funny-O’s cereal is good because it has no sugar, it contains all of the recommended vitamins and minerals, and it has no artificial flavors. Kenneth's attitude toward Funny-O’s is a(n) A) affectively based attitude. B) cognitively based attitude. C) emotionally based attitude. D) undifferentiated attitude. E) behaviourally based attitude. Answer: B Type: MC Page Ref: 139 Skill: Applied Difficulty: Easy 20) At the new-car dealership, Josh asks the saleswoman a number of questions: “How good is the gas mileage on this model? What does Consumer Reports say about this make and model? Does this car hold its resale value?” The _______ component of Josh’s attitude toward the car was most likely to inform his questions. A) dissonant
B) affective C) cognitive D) behavioural E) emotional Answer: C Type: MC Page Ref: 139 Skill: Applied Difficulty: Easy 21) Daryl Bem’s self-perception theory suggests that we form attitudes about an object based more on our _______ toward that object than our _______ toward that object. A) behaviour; thoughts and feelings B) personal thoughts; public display C) beliefs; past experience D) thoughts and feelings; behaviour E) social group’s behaviour; own behaviour Answer: A Type: MC Page Ref: 139-140 Skill: Recall Difficulty: Easy 22) Which of the following is most closely related to the notion of behaviourally based attitudes? A) self-perception theory B) cognitive dissonance theory C) the elaboration likelihood model D) the Yale Attitude Change approach E) self-persuasion theory Answer: A Type: MC Page Ref: 139-140 Skill: Recall Difficulty: Easy 23) Self-perception processes are most likely to yield a behaviourally based attitude when A) initial behaviours are coerced. B) initial attitudes are ambiguous. C) there are multiple explanations for a behaviour. D) initial attitudes are strong. E) there is not a choice in behaviour. Answer: B Type: MC Page Ref: 139-140 Skill: Recall Difficulty: Easy 24) Explicit attitudes are _________, while implicit attitudes are __________. A) public statements; private beliefs. B) in conscious awareness; involuntary and sometimes unconscious. C) affectively based; usually cognitively based. D) involuntary; voluntary. E) behaviourally based; affectively based.
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Answer: B Type: MC Page Ref: 140-141 Skill: Recall Difficulty: Easy 25) Which of the following best illustrates an implicit attitude? A) when Tracy checks off her opinion on a survey questionnaire B) when Randi experiences a flash of discomfort around her lesbian friends C) when Sarah sees Schindler’s List and concludes that it is anti-Semitic D) when Jodi, who is white, marries Percy, who is black E) when Taylor thinks about which movie is her favourite Answer: B Type: MC Page Ref: 140-141 Skill: Applied Difficulty: Moderate 26) Explicit attitudes influence our behaviour when ________, while implicit attitudes influence our behaviour when ________. A) we are monitoring our behaviour; we are not monitoring our behaviour. B) we are not monitoring our behaviour; we are monitoring our behaviour. C) we make public statements; we consider our private beliefs. D) our behaviour is nonverbal; our behaviour is verbal. E) we feel positive; we feel negative. Answer: A Type: MC Page Ref: 140-141 Skill: Recall Difficulty: Moderate 27) People tend to be less aware of their _________ attitudes, which are more likely to influence behaviours they are not monitoring. A) explicit B) cognitively based C) implicit D) self-perceived E) behaviourally based Answer: C Type: MC Page Ref: 140-141 Skill: Recall Difficulty: Easy 28) Research has found that explicit attitudes are rooted in ________ whereas implicit attitudes are rooted in ________. A) emotions; sensations. B) childhood experience; current events. C) positive experience; negative experience. D) negative experience; positive experience. E) recent experience; childhood experience. Answer: E Type: MC Page Ref: 140-141 Skill: Recall Difficulty: Easy
29) Complete the following analogy: explicit attitude is to implicit attitude as A) behaviourally based attitude is to cognitively based attitude. B) controlled behaviour is to unconscious behaviour. C) affect is to evaluation. D) self-perception theory is to the IAT. E) affectively based attitude is to behaviourally based attitude. Answer: B Type: MC Page Ref: 140-141 Skill: Recall Difficulty: Easy 30) Complete the following analogy about attitudes: implicit is to ________ as explicit is to ________. A) childhood; recent. B) current; future. C) controlled; cognitive. D) automatic; non-conscious. E) voluntary; involuntary. Answer: A Type: MC Page Ref: 140-141 Skill: Recall Difficulty: Easy 31) When are people’s explicit and implicit attitudes positively correlated according to research by Gawronski & LeBel (2008)? A) When they are asked to focus on cognition about the attitude. B) When they are asked to list reasons they prefer and attitude object. C) When they are asked to reflect on their feelings about an attitude object. D) When they are asked to think about their childhood. E) When they are asked to think about recent experiences. Answer: C Type: MC Page Ref: 141 Skill: Recall Difficulty: Easy 32) It can be difficult to assess implicit attitudes. Nonetheless, a number of techniques exist, including A) the Implicit Association Test (IAT). B) surveys. C) structured interviews. D) observation of controllable behaviours. E) questionnaires. Answer: A Type: MC Page Ref: 141 Skill: Recall Difficulty: Easy 33) In the 1930s, when anti-Asian prejudice was commonplace in the United States, Richard LaPiere (1934) had no trouble finding pleasant accommodations for himself
and his Chinese traveling companions. Surprised, LaPiere later sent letters to the establishments they visited, asking whether Chinese visitors would be welcome. More than 90% of those who responded replied that they definitely would not accommodate Chinese. This study is noteworthy because it suggested that A) contact with people against whom we are prejudiced can actually reduce prejudice. B) the link between attitudes and behaviours is often tenuous. C) reports of prejudice in the United States were largely incorrect. D) hypocrisy is more common than many of us would like to think. E) rational persuasive appeals reduce prejudice. Answer: B Type: MC Page Ref: 141-142 Skill: Recall Difficulty: Easy 34) In the 1930s, when anti-Asian prejudice was commonplace in the United States, Richard LaPiere (1934) had no trouble finding pleasant accommodations for himself and his Chinese traveling companions. Surprised, LaPiere later sent letters to the establishments they visited, asking whether Chinese visitors would be welcome. More than 90% of those who responded replied that they definitely would not accommodate Chinese. Although LaPiere’s study suggests that there is a weak link between attitudes and behaviour, his results should be interpreted with caution. Why? A) LaPiere’s sample of proprietors was not randomly selected. B) LaPiere exerted too much control over extraneous variables. C) More systematic research later revealed that there is generally a strong relation between attitudes and behaviour. D) Proprietors’ attitudes might have changed between LaPiere’s visit and the time he sent the letters. E) Prejudice has generally declined in the United States since the 1930s. Answer: D Type: MC Page Ref: 141-142 Skill: Recall Difficulty: Moderate 35) According to the theory of planned behaviour (Ajzen & Fishbein, 1980), the best predictor of riding a roller coaster would be A) one’s intention to ride the roller coaster. B) one’s fear of heights. C) the number of other people waiting in line. D) one’s attitude toward amusement parks. E) what one has heard about the ride from people who have already been on it. Answer: A Type: MC Page Ref: 142-144 Skill: Applied Difficulty: Moderate 36) The _______ holds that the best predictors of deliberate behaviours are the person’s attitudes toward those specific behaviours, subjective norms, and perceived behavioural control.
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A) heuristic-systematic model B) self-presentation model C) Yale persuasion approach D) elaboration likelihood model E) theory of planned behaviour Answer: E Type: MC Page Ref: 142-144 Skill: Recall Difficulty: Easy 37) Your best friend Nina may or may not visit New York this weekend. According to Icek Ajzen and Martin Fishbein’s (1980) theory of planned behaviour, what information would be most useful in helping you predict whether Nina will actually travel to New York? A) Nina’s past travel behaviour B) Nina’s intention to visit New York C) Nina’s intention to get away this weekend D) Nina’s attitude about traveling E) Nina’s attitude toward New York Answer: B Type: MC Page Ref: 142-144 Skill: Applied Difficulty: Moderate 38) According to Icek Ajzen and Martin Fishbein’s (1980) theory of planned behaviour, the best predictor of people’s behaviour is A) their assumption about how others will evaluate their behaviour. B) their intention to behave in a certain way. C) whether the behaviour is spontaneous or planned. D) the social situation. E) whether the behaviour has been performed in the past. Answer: B Type: MC Page Ref: 142-144 Skill: Recall Difficulty: Easy 39) According to the text, attitudes only indirectly predict behaviours. That is, attitudes predict _______, which in turn predict behaviours. A) accessibility B) emotion C) perceived control D) subjective norms E) intentions Answer: E Type: MC Page Ref: 142-144 Skill: Recall Difficulty: Moderate 40) According to Icek Ajzen and Martin Fishbein’s (1980) theory of reasoned action, the best predictors of behavioural intentions are
A) past behaviour and cognitive beliefs. B) emotional evaluations and cognitive beliefs. C) attitudes towards behavioural norms, beliefs about the behaviour, and perceived behavioural control. D) attitudes towards the behaviour, subjective norms, and perceived behavioural control. E) attitudes towards the situation, subjective perceptions, and perceived behavioural norms. Answer: D Type: MC Page Ref: 142-144 Skill: Recall Difficulty: Moderate 41) Andrew Davidson and James Jaccard (1979) studied the relation between women’s attitudes and their use of the birth control pill. These researchers found that the best predictor of whether women were using the birth control pill two years after reporting their attitudes was their A) belief about their partners’ attitudes towards the pill. B) attitudes towards adoption. C) attitudes towards abortion. D) attitude towards using birth control pills during the two-year period. E) attitude towards unwanted pregnancy. Answer: D Type: MC Page Ref: 142-143 Skill: Recall Difficulty: Easy 42) Richard LaPiere (1934) found a discrepancy between proprietors’ reported attitudes towards accommodating Chinese and their willingness to provide services to a Chinese couple who accompanied him on his travels. According to the Theory of Planned Behaviour, the discrepancy between proprietors’ attitudes and actual behaviours might have been reduced had LaPiere written and asked them, A) “Would you serve dinner to a Chinese couple accompanied by an American professor?” B) “Would you say that you have a positive attitude toward Asian visitors to the United States?” C) “How many Asian employees work at your establishment?” D) “On a 1-to-5 scale, how do you feel about Chinese visitors to the United States?” E) “Would you let members of the Chinese race eat at your restaurant?” Answer: A Type: MC Page Ref: 142-143 Skill: Applied Difficulty: Easy 43) Based on the theory of planned behaviour, who is most likely to follow through on the intention to buy new tires? A) Bob, whose friends think it is important for his safety B) Richie, whose parents put safety first and who will lend him the money
C) Gill, who has just received a raise and has been advised to buy them by a coworker D) Nora, who holds a positive attitude toward Goodyear E) Michelle, who is confident that she can afford them Answer: B Type: MC Page Ref: 142-144 Skill: Applied Difficulty: Moderate 44) You will be more likely to apply to law school if the people you care most about think that you should. This is an example of A) the influence of subjective experience on attitude strength. B) the influence of subjective norms on behavioural intentions. C) the influence of perceived control on attitude strength. D) the influence of attitude specificity on intentions. E) the influence of perceived control on behaviour. Answer: B Type: MC Page Ref: 142-144 Skill: Applied Difficulty: Easy 45) Even though Mario dislikes roller coasters, he may decide to take a ride because his best friend really wants him to ride the new Tidal Wave. This example shows the importance of _______ on our behavioural decisions. A) the situation B) the reciprocity norm C) altruism D) subjective norms E) persuasive communication Answer: D Type: MC Page Ref: 143 Skill: Applied Difficulty: Easy 46) The concept of subjective norms refers to people’s A) evaluations of the reasonableness of their attitudes. B) evaluations of the attitudes of others. C) intentions to use their attitudes to guide their behaviours. D) perceptions of the rules or expectations that guide social behaviour. E) beliefs about what important others will think of their behaviour. Answer: E Type: MC Page Ref: 143 Skill: Recall Difficulty: Easy 47) The concept of _______ refers to people’s beliefs about how those they care about will view a behaviour in question. A) judgmental norms B) social convention C) normative evaluations
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D) reciprocity norms E) subjective norms Answer: E Type: MC Page Ref: 143 Skill: Recall Difficulty: Easy 48) Before Jane schedules an appointment to undergo plastic surgery, she asks herself, “What will my husband Ted think about me getting a breast enlargement?” This example reflects the power of _______ to influence intentions and behaviours. A) subjective norms B) deliberations C) specific attitudes D) hindsight analysis E) perspective-taking Answer: A Type: MC Page Ref: 143 Skill: Applied Difficulty: Easy 49) The concept of _______ refers to the ease with which people believe that they can perform a behaviour in question. A) illusions of invulnerability B) illusory correlations C) subjective norms D) behavioural intentions E) perceived behavioural control Answer: E Type: MC Page Ref: 143-144 Skill: Recall Difficulty: Easy 50) Eva’s friends and her husband think that it’s important that she get a mammogram at her next annual check-up. Eva believes that it will be relatively easy for her to make time in her schedule for that extra procedure. Thus, Eva has every intention of getting a mammogram as part of her annual check-up. This example best reflects the power of _______ and _______ respectively, to influence behavioural intentions and subsequent behaviours. A) subjective norms; affectively based attitudes B) subjective norms; perceived behavioural control C) specific attitudes; deliberative attitudes D) deliberative attitudes; subjective norms E) specific attitudes; perceived behavioural control Answer: B Type: MC Page Ref: 143-144 Skill: Applied Difficulty: Easy 51) Norman and colleagues (2010) used the theory of planned behaviour to predict subjects’ behavioural intentions towards those with mental illness. They examined
two components of the theory only. Their results provided support for the theory of planned behaviour when they found that ________ predicted subjects’ behavioural intentions. A) both specific attitudes and emotional responses B) both subjective norms and emotional responses C) both specific attitudes and subjective norms D) both subjective norms and expectations E) both expectations and emotional responses Answer: C Type: MC Page Ref: 144 Skill: Recall Difficulty: Easy 52) Hosking and colleagues (2009) examined cultural differences in predictors of behavioural intentions to quit smoking. The factor that was more predictive of Westerners’ intentions than Southeast Asians’ intentions was A) personal attitudes towards smoking. B) social norms about smoking. C) perceived control. D) internal affect. E) cultural attitudes towards self-improvement. Answer: A Type: MC Page Ref: 144 Skill: Recall Difficulty: Easy 53) Many young people have a positive attitude towards condom use, yet fail to use them. A theory that can help sort out the factors that influence this discrepancy between attitudes and behaviour is called the A) elaboration likelihood model. B) attitude strength model. C) theory of planned behaviour. D) Yale attitude change approach. E) peripheral route persuasion model. Answer: C Type: MC Page Ref: 144-146 Skill: Recall Difficulty: Easy 54) Sometimes people don’t use condoms because they are too embarrassed to buy them at the drug store. According to the text, this is an example of the influence of A) perceived behavioural control. B) behavioural intentions. C) attitude accessibility. D) subjective norms. E) situational constraints. Answer: A Type: MC Page Ref: 145 Skill: Recall Difficulty: Easy
55) One night Emily meets Don in a bar and they decide to go back to his place and have sex. Emily has a condom in her purse and wants to ask Don to use it, but is afraid that if she does he will think she is promiscuous (easy). According to the text, this is an example of the influence of A) subjective experience. B) subjective norms. C) perceived behavioural control. D) intentions. E) social stigma. Answer: B Type: MC Page Ref: 145 Skill: Applied Difficulty: Easy 56) The Yale Attitude Change approach focused on a number of factors that influence the success of a persuasive message. Which of the following best exemplifies source variables as one of those factors? A) one-sided versus two-sided messages B) high versus low quality argument C) visual versus auditory messages D) expert versus novice speakers E) long versus short appeals Answer: D Type: MC Page Ref: 146-147 Skill: Recall Difficulty: Easy 57) According to the Yale Attitude Change approach, _______ speakers are more persuasive than their opposites. A) extroverted B) friendly C) attractive D) novice E) young Answer: C Type: MC Page Ref: 146-147 Skill: Recall Difficulty: Easy 58) Persuasion from the perspective of “who says what to whom” is best associated with the A) self-perception model. B) Yale attitude change approach. C) elaboration likelihood model. D) heuristic-systematic model of persuasion. E) use of the central route to persuasion.
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Answer: B Type: MC Page Ref: 146-147 Skill: Recall Difficulty: Easy 59 ) According to the Yale Attitude Change Approach, people who are __________ and _____________ are particularly open to being influenced by persuasive communication. A) low in intelligence; have high self-esteem B) high in intelligence; have moderate self-esteem C) high in intelligence; have low self-esteem D) low in intelligence; have low self-esteem E) low in intelligence; have moderate self-esteem Answer: E Type: MC Page Ref: 147 Skill: Recall Difficulty: Easy 60) Yoshi lives in a city that does not have a recreation centre. City council is about to have a meeting to consider building one in the city. Yoshi feels very strongly that the city should build a recreation centre and has decided to speak at the meeting. When he arrives, he finds that only one other person has signed up to speak, and that this person will be arguing against building the recreation centre. Yoshi and the other debater must decide the order of speakers. Based on what you know about the Yale Attitude Change Approach, what option would be best for Yoshi to persuade the city council to vote for the recreation centre? A) The speeches will be given back to back with no break, but there will be a delay before the council makes a decision. Yoshi asks to go first. B) The speeches will be given back to back with no break, but there will be a delay before the council makes a decision. Yoshi asks to go second. C) There will be a break between the two speeches, and the council will decide right after the second speech. Yoshi asks to go first. D) There will be a break between the two speeches, and there will be a delay before the council makes a decision. Yoshi asks to go first. E) The order of speakers doesn’t matter. The only important thing is that Yoshi presents a stronger argument than the other speaker. Answer: A Type: MC Page Ref: 147 Skill: Applied Difficulty: Moderate 61) Who is the most likely to change his or her mind after hearing persuasive communication? A) Lupe, who is 36, has low self-esteem, and heard an argument from an attractive expert. B) George, who is 22, high in intelligence, and heard an argument that presented both sides of the debate positively. C) Susan, who is 27, has high self-esteem, and heard a speaker present a two-sided argument, but then refuted the arguments on the other side.
D) Alex, who is 24, is low in intelligence, and heard an argument from an attractive expert. E) Tyrone, who is 15, is high in intelligence, and heard an argument from an attractive person who does not know very much about the topic. Answer: D Type: MC Page Ref: 147 Skill: Applied Difficulty: Moderate 62) When people listen carefully to a persuasive communication and think about the arguments, they are using the _______ route to persuasion. A) direct B) heuristic C) peripheral D) indirect E) central Answer: E Type: MC Page Ref: 148-149 Skill: Recall Difficulty: Easy 63) When people don’t attend carefully to the substance of a persuasive communication, but instead pay attention to irrelevant cues, they are using the _______ route to persuasion. A) central B) indirect C) peripheral D) direct E) systematic Answer: C Type: MC Page Ref: 148-149 Skill: Recall Difficulty: Easy 64) The central route to persuasion is to _______ as the peripheral route is to _______. A) heuristic processing; systematic processing B) logical arguments; surface characteristics C) attractiveness of the speaker; argument quality D) attitude change; no attitude change E) ability; motivation Answer: B Type: MC Page Ref: 148-149 Skill: Recall Difficulty: Easy 65) According to the elaboration likelihood model of persuasion, people who _______ are most likely to take the _______ route to persuasion. A) are not interested in the issue; central B) are motivated to pay attention; central C) do not pay close attention; central
D) are motivated to pay attention; peripheral E) do not care about the issue; central Answer: B Type: MC Page Ref: 148-149 Skill: Recall Difficulty: Easy 66) When people have both the motivation and ability to attend to a persuasive communication, they are more likely to use the _______ route to persuasion. A) relevant B) direct C) central D) heuristic E) peripheral Answer: C Type: MC Page Ref: 148 Skill: Recall Difficulty: Easy 67) Who is more likely to use the central route to persuasion when attending to a communication about health insurance reform? A) Raúl, who has little interest in public policy issues B) Tammy, who is doing her homework as she watches Meet The Press C) Rachel, who has never had any health problems D) James, who is undergoing extensive treatments after his auto accident E) Justé, who can only just hear the communication because of noise in the room Answer: D Type: MC Page Ref: 148-149 Skill: Recall Difficulty: Easy 68) According to the elaboration likelihood model of persuasion, you are more likely to be influenced by the central route when you are A) impressed with the speaker’s credentials and manner. B) not invested in the topic at hand. C) not interested in the topic at hand. D) willing and able to give your full attention to the message. E) preoccupied with other matters. Answer: D Type: MC Page Ref: 148 Skill: Recall Difficulty: Moderate 69) Imagine that you are listening to a political candidate. Which of the following scenarios would result in the most attitude change in the direction of the candidate’s position? A) The arguments are strong, but you don’t regard the candidate as expert in the area, which is also not particularly relevant to you. B) You care deeply about the issue and the speaker is very attractive, but he presents a superficial argument.
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C) The topic is not very important to you and you are captivated by the candidate’s dazzling smile. D) You find the candidate unattractive and the arguments are weak, but the topic is highly relevant to you. E) The arguments are low in quality, but there are a lot of them, and the issue is one about which you care deeply. Answer: C Type: MC Page Ref: 148-149 Skill: Applied Difficulty: Moderate 70) A cigarette company wants to create a positive image by launching a campaign to decrease smoking among the young. This kind of tactic, termed ‘hypocritical’ by your text, will be most effective if the audience for the campaign is A) smoking. B) among the older generation C) processing the information systematically D) familiar with that particular cigarette company E) under cognitive load. Answer: E Type: MC Page Ref: 148 Skill: Applied Difficulty: Easy 71) People who base their attitudes on careful analysis of the arguments rather than the characteristics of the person delivering the argument are A) more likely to maintain the attitude over time, but less likely to behave consistently with this attitude. B) more like to maintain the attitude over time and more likely to behave consistently with this attitude. C) no more likely to maintain the attitude over time or behave consistently with this attitude. D) likely to change their minds over time. E) sensitive to counter-persuasion. Answer: B Type: MC Page Ref: 148-149 Skill: Recall Difficulty: Easy 72) “Don’t bother me with the so-called facts,” asserts your Uncle Joe. “If it’s good enough for Stephen Harper, it’s good enough for me.” Which of the following statements about your Uncle Joe is most likely true ? A) He will use central route processing when listening to Harper speak. B) He will process Harper’s messages systematically. C) He will note inconsistencies in Harper’s arguments. D) He will continue to hold enduring attitudes toward Harper policies and behave consistently with those attitudes. E) He will pay less attention to what Harper says and more attention to how he says it.
Answer: E Type: MC Page Ref: 148-149 Skill: Applied Difficulty: Moderate 73) As a persuasive communicator, your goal is to influence the opinions of your audience. You are most likely to benefit from an audience that is slightly distracted when A) you are not an acknowledged expert on the topic. B) your arguments are strong. C) your arguments are rather weak. D) your audience holds a weak attitude toward the issue. E) you have a cold. Answer: C Type: MC Page Ref: 148-149 Skill: Recall Difficulty: Moderate 74) Who is most likely to remember the prominent writer of an editorial advocating the abolishment of mandatory minimum sentencing for drug offenses, but to forget the arguments in that editorial? A) Bob, who is a lawyer representing drug offenders B) Jane, who is in jail for a drug charge C) Orrin, who has jetlag from his quick trip back and forth from Vancouver D) Harvey, who smokes marijuana E) Linda, who organizes drug education in schools Answer: C Type: MC Page Ref: 148-149 Skill: Applied Difficulty: Moderate 75) You have agreed to make a speech in front of the Student Union building to convince students of the necessity of tuition increases. You haven’t had a lot of time to rehearse your arguments, and you know if you had another two days you could construct and deliver a more logical, well-reasoned persuasive message. In order to increase the odds that the audience will be persuaded by your less-than-ideal speech, you should _______ to ensure that the audience processes your message _______. A) convince them that the issue is relevant to them; peripherally. B) persuade your friends to move through the crowd, heckling to distract them; centrally. C) convince them of what they stand to gain if tuition increases are enacted; heuristically. D) speak on the side of the building where noisy construction is underway; peripherally. E) be sure to speak clearly and make sure that they can focus on you; centrally. Answer: D Type: MC Page Ref: 148-149 Skill: Applied Difficulty: Moderate
76) Public service ads often try to raise fear in an audience to induce people to change unhealthy behaviours. If fear appeals are used, it is crucial to provide the audience with _______ to increase the likelihood of behaviour change. A) mortality and morbidity statistics B) real world examples C) specific recommendations for how to reduce the unhealthy behaviour D) specific, detailed information about the consequences of continuing the unhealthy behaviour E) as much fear-evoking information as possible Answer: C Type: MC Page Ref: 149-151 Skill: Applied Difficulty: Easy 77) Fear-arousing communications are most likely to result in attitude change when A) they are sufficiently strong to induce perceptions of threat. B) people think that attending to a message will reduce the fear. C) people process fear appeals peripherally. D) the messages are found to be shocking. E) people are in a good mood and the message takes them by surprise. Answer: B Type: MC Page Ref: 149-151 Skill: Recall Difficulty: Easy 78) For those who are most threatened by a fear-arousing message, the addition of ________ can be effective in creating attitude change and preventing an audience from turning their attention away. A) real-life examples B) frightening and graphic images C) soothing music D) humour E) attractive and colourful images Answer: D Type: MC Page Ref: 149-151 Skill: Recall Difficulty: Easy 79) You’ve just learned that your younger brother has begun having sex. You are concerned about his health and the health of his partner. Because abstinence doesn’t seem reasonable to expect, you have decided to have a serious talk with him. What is the best thing to do? A) Instill enough fear into him to get his attention and then explain where to get condoms and how to use them. B) Describe in vivid detail the ravages of AIDS and other sexually transmitted diseases to scare him into safe sex practices. C) Instill enough fear in him to get his attention and then give him a condom. D) Talk to him about the odds that he will contract the disease and discuss national statistics about AIDS.
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E) Buy him a book about responsible sex at the local bookstore and mark the appropriate pages with a condom. Answer: A Type: MC Page Ref: 149-151 Skill: Applied Difficulty: Moderate 80) “I like sex, but not enough to die for it,” says a young woman in an ad designed to persuade people to use condoms if they are sexually active. Why might this approach be ineffective? A) If people are in a bad mood when they see the ad, they won't pay attention. B) If people are sexually active, the ad will be low in personal relevance. C) If people are too frightened, they won't think rationally about the issue. D) If people are not sexually active, they will think the ad does not directly apply to them. E) If people are not sexually active, the ad will put them in a bad mood. Answer: C Type: MC Page Ref: 149-151 Skill: Applied Difficulty: Easy 81) Howard Leventhal and his colleagues (1967) showed one group of smokers a film depicting the ravages of lung cancer, gave another group of smokers a pamphlet with instructions on how to quit smoking, and exposed a third group to both the film and the pamphlets. People in the last group reduced their smoking significantly more than people in the other two groups because A) they were relatively light smokers. B) fear was aroused and they were provided with a means to reduce that fear. C) prior to the study they reported more failed attempts to quit. D) they were given more information on the health risks of smoking. E) the combination increased their confidence in their ability to quit. Answer: B Type: MC Page Ref: 150 Skill: Recall Difficulty: Easy 82) Howard Leventhal and his colleagues (Leventhal, Watts, & Pagano, 1967) showed some smokers a graphic film about lung cancer and gave them a pamphlet with instructions on how to quit. Other smokers received either the pamphlet alone or watched only the film. After three months, those smokers who received only the pamphlet with instructions were smoking significantly more than those who both saw the film and received the pamphlet. Why? A) Fear, like other negative moods, encourages people to pay attention to the message. B) Fear cannot produce attitude change. C) Information alone is not sufficient if people are not motivated to use it. D) The pamphlet did not induce enough fear. E) A message must be relevant to people if they are to pay attention to it.
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Answer: C Type: MC Page Ref: 150 Skill: Recall Difficulty: Easy 83) Which of the following represents the utilitarian aspect of an attitude object, such as a consumer product? A) the image portrayed in a perfume ad B) who the spokesperson is for a home grill C) the humor contained in a greeting card D) the flattering appearance of a pair of jeans E) the gas mileage of a car Answer: E Type: MC Page Ref: 151 Skill: Applied Difficulty: Easy 84) According to research by Sharon Shavitt (1990), consumers’ attitudes toward social identity products are _______ based because they are informed by _______. A) cognitively; logical appraisals of the product. B) affectively; values and the self-concept. C) behaviourally; past product purchases. D) cognitively; social identity concerns. E) behviourally; values. Answer: B Type: MC Page Ref: 151 Skill: Recall Difficulty: Easy 85) Advertisers will be most successful in influencing our attitudes and behaviours if they A) can ensure that consumers will pay attention to their ads. B) present logical arguments in support of their products. C) tailor their strategies to the basis of consumers’ attitudes. D) distract consumers to encourage central processing. E) utilize subliminal messages. Answer: C Type: MC Page Ref: 151-152 Skill: Recall Difficulty: Easy 86) According to research by Sang-pil Han and Sharon Shavitt (1994), are there cultural differences in the kinds of attitudes people hold about the same consumer product? A) Yes. Ads that focus on individuality and self-improvement work better in Western cultures than in Asian cultures. B) Yes. Ads that focus on emotions and values work better in Asian cultures than in the United States. C) No. There are no significant cultural differences. D) Yes. People in Asian cultures are less consumer-oriented than people in the United States. E) Yes. People in Asian cultures are more receptive to ads for utilitarian products.
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Answer: A Type: MC Page Ref: 152 Skill: Recall Difficulty: Easy 87) Which of the following ad slogans for an automobile would be more effective in Tokyo than in Toronto? A) The Penguin: Be Unique B) The Mystic: Comfort for Your Family C) The Cobra: They’ll Eat Your Dust D) The Lyric: Drive to a Different Tune E) The Astor: A Sign That You've Made It Answer: B Type: MC Page Ref: 152-153 Skill: Applied Difficulty: Easy 88) Sang-pil Han and Sharon Shavitt showed Americans and Koreans advertisements that stressed either independence or interdependence. They found that _______ were persuaded most by ads that stressed _______. A) Koreans; logical arguments. B) Americans; interdependence. C) Americans; independence. D) Americans; emotional appeals. E) Koreans; independence. Answer: C Type: MC Page Ref: 152 Skill: Recall Difficulty: Easy 89) A recent meta-analysis of the effectiveness of anti-substance-abuse campaigns found that A) the most effective medium for displaying ads was print (newspapers and magazines). B) the most effective medium for displaying ads was broadcast (radio and television). C) the most effective medium for displaying ads was electronic (Internet and wireless). D) the most effective medium for displaying ads was street settings (billboards and automobiles). E) none of the media were effective in changing attitudes. Answer: B Type: MC Page Ref: 153 Skill: Recall Difficulty: Easy 90) _______ refers to words or pictures that are not consciously perceived, but that allegedly influence judgments, attitudes, and behaviours. A) Subconscious perception B) Paranormal stimuli C) Subliminal messages
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D) Subnormal priming E) Subcortical messages Answer: C Type: MC Page Ref: 153 Skill: Recall Difficulty: Easy 91) Why should we be skeptical about advertisers’ claims that subliminal advertisements work? A) People often see or hear so-called subliminal messages that aren't there. B) Subliminal advertisements only work on a small segment of the population. C) Advertisers seldom, if ever, use controlled studies to support their claims. D) Advertisers rely more on people’s self-reports than on their actual purchasing patterns. E) Many auditory and visual stimuli are not subliminal at all and can be consciously perceived. Answer: C Type: MC Page Ref: 154 Skill: Recall Difficulty: Easy 92) Anthony Greenwald and his colleagues (1991) provided participants with audiotapes that contained subliminal messages to improve memory or to raise self-esteem. After participants had listened to the tapes, the researchers assessed their memory or self- esteem. Greenwald and his colleagues found that subliminal messages A) did nothing more than relax participants, improving their performance on memory tasks. B) increased memory, and this increase in memory lead to increases in self- esteem. C) did nothing to enhance memory or increase self-esteem. D) increased self-esteem, but did not improve memory. E) worked to enhance memory or self-esteem only when participants thought they worked. Answer: C Type: MC Page Ref: 154 Skill: Recall Difficulty: Easy 93) _______ is the process of making people resistant or immune to attempts to change their attitudes by exposing them to small doses of arguments against their position. A) Counter-attitudinal priming B) Subliminal priming C) Attitude inoculation D) Psychological reactance E) Preemptive exposure Answer: C Type: MC Page Ref: 155 Skill: Recall Difficulty: Easy
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94) Attitude inoculation is the process of making people immune to persuasion attempts by A) exposing them to arguments against their position. B) encouraging them to feel positive about the position that they hold. C) exposing them to arguments in support of their position. D) encouraging them to pay attention to the quality of the persuasion attempts. E) encouraging them to keep an open mind. Answer: A Type: MC Page Ref: 155-156 Skill: Recall Difficulty: Easy 95) Politicians often preface their remarks with such statements as “I know that my opponent will try to tell you that I'm weak on crime.” This strategy is an example of A) use of the peripheral route to persuasion. B) use of the central route to persuasion. C) attitude inoculation. D) low self-esteem. E) fear-based persuasion. Answer: C Type: MC Page Ref: 155-156 Skill: Applied Difficulty: Moderate 96) Attitude inoculation is a way to A) increase resistance to attitude change. B) make fear-arousing messages more persuasive. C) ensure audience attention. D) bring attitudes into line with values. E) induce people to use heuristic processing. Answer: A Type: MC Page Ref: 155-156 Skill: Recall Difficulty: Easy 97) You want to have a talk with your younger sister about the dangers of drugs. You begin the discussion by saying, “Now, your friends are probably going to tell you that only people with problems to begin with get into trouble with drugs and that you’re a chicken if you don’t get high with them, but .... ” You have just used _______ to persuade her to avoid experimenting with drugs. A) a fear-based appeal B) attitude accessibility C) a peripheral route argument D) a one-sided argument E) attitude inoculation Answer: E Type: MC Page Ref: 155-156 Skill: Applied Difficulty: Moderate
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98) A public service ad on television shows a young boy resisting the attempts of someone off camera to persuade him to accept drugs. The boy resists each and every enticement (e.g., “It’ll make you fly!” or “Come on, this one’s free!”). The camera then pans back and the boy’s father hugs him and says, “Good job, son!” This ad illustrates the use of _______ to increase resistance to attitude change. A) psychological reactance B) two-sided arguments C) one-sided arguments D) attitude inoculation E) fear appeals Answer: D Type: MC Page Ref: 155-156 Skill: Applied Difficulty: Moderate 99) Why does product placement appear to be effective in increasing sales of a product? A) The product becomes associated with something “cool.” B) When a product is shown in a movie, the excitement from the movie is attributed to the product. C) People’s defences are down because they do not realize that someone is trying to influence them. D) People wish to construct a social identity that matches what they see in movies and on TV. E) Because people do not find product placement objectionable and are open to being influenced through media. Answer: C Type: MC Page Ref: 156-157 Skill: Recall Difficulty: Easy 100) One way to reduce the effectiveness of product placement as a method of persuasion is A) to ensure that the products are already popular. B) to show so many products that people will be too overwhelmed to change their attitudes. C) to ensure that products are only placed in the periphery of the scene so they are less noticeable. D) to warn people that an attempt at persuasion is coming. E) to ensure that the products are part of the central action of the scene so that people are aware that this is an attempt to persuade them. Answer: D Type: MC Page Ref: 156-157 Skill: Recall Difficulty: Easy 101) Hai has been taking expensive beta-carotene supplements for years, because he believes they will reduce his risk of cancer. Hai has just learned that a well-controlled study published in the prestigious New England Journal of Medicine showed that beta-carotene supplements do not reduce cancer risk. Hai is probably experiencing
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A) the rationalization trap. B) cognitive dissonance. C) self-discrepancy. D) self-delusion. E) self-affirmation. Answer: B Type: MC Page Ref: 157-159 Skill: Applied Difficulty: Easy 102) Susan carefully rinses her mouth with an unpleasant-tasting mouthwash every day. One day, Susan reads an article reporting credible dental research that suggests that mouthwash is completely ineffective and that mouthwash may even be related to tooth decay. The discomfort that Susan experiences in response to this article is called A) self-deception. B) insufficient justification. C) self-justification. D) cognitive dissonance. E) self-discrepancy. Answer: D Type: MC Page Ref: 157-159 Skill: Applied Difficulty: Easy 103) Steven has a diet high in saturated fats and cholesterol. Assume that he has read that new scientific evidence confirms that a diet high in fat and cholesterol leads to heart disease and colon cancer. If Steven were to reduce cognitive dissonance by adding new cognitions in support of his behaviour, he would think, A) “I think I will add salad to my diet.” B) “I eat what my grandpa ate, and he lived to be 87!” C) “Gee, I think next week I’ll stick to fish and chicken.” D) “I bet they didn’t use a true experiment and a random sample.” E) “Like everyone else, scientists are slaves to what’s fashionable.” Answer: B Type: MC Page Ref: 157-159 Skill: Applied Difficulty: Moderate 104) Individuals can reduce cognitive dissonance by A) ignoring negative cognitions. B) pretending they did not perform a particular behaviour. C) adding new cognitions that are consistent with their behaviour. D) decreasing their arousal. E) reducing their total number of cognitions. Answer: C Type: MC Page Ref: 157-159 Skill: Recall Difficulty: Easy
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105) “Live fast and die young, that’s what I always say,” Rosie pronounces, as she stuffs down three more Ding-Dong snack cakes and opens another pint of high-fat ice cream. Rosie knows that her diet is unhealthy and harmful, of course. To reduce her dissonance, Rosie is A) adding a cognition that is consonant with her problem behaviour. B) changing a problem cognition to make it more consonant with her behaviour. C) engaging in binge eating to distract her from the knowledge her diet is unhealthy. D) engaging in self-affirmation to combat cognitive dissonance. E) changing her behaviour to bring it in line with her cognitions. Answer: A Type: MC Page Ref: 157-159 Skill: Applied Difficulty: Moderate 106) You’ve recently learned that eating avocados, which you love, is bad for your health. To reduce the dissonance you experience after reading this news, you would most likely A) reread the arti cle more carefully. B) consume a larger quantity of avocados. C) question the validity of the research and the integrity of the scientists. D) look for more articles on avocados. E) tell all of your friends about the findings. Answer: C Type: MC Page Ref: 157-159 Skill: Applied Difficulty: Easy 107) According to the authors, every time we make a decision, we experience some amount of dissonance. Why? A) The rejected alternative is seldom completely positive. B) After people invest effort, they are motivated to second-guess themselves. C) People seldom seek out objective information before decision-making. D) People often make the wrong decision. E) The chosen alternative is seldom completely positive. Answer: E Type: MC Page Ref: 159-160 Skill: Recall Difficulty: Easy 108) _______ refers to the dissonance aroused after we have chosen between two or more alternatives. A) Decisional anxiety B) Justification of effort C) Post-decision dissonance D) Decisional regret E) Insufficient justification
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Answer: C Type: MC Page Ref: 159 Skill: Recall Difficulty: Easy 109) Chloe debated for a long time about whether to take a psychology or a sociology course, both of which looked interesting. She finally chose the psychology course. Now, because she is experiencing _______, she raves about the psychology course to her friends. A) a justification of effort B) a threat to self-evaluation maintenance C) a threat to self-esteem D) post-decision dissonance E) insufficient justification Answer: D Type: MC Page Ref: 159-160 Skill: Applied Difficulty: Easy 110) Ying just purchased a rather expensive wrist watch. She had debated for weeks about the merits of two different styles before making her final decision. It’s now likely that Ying will A) wish that she purchased the other watch. B) emphasize all of the positive aspects of the chosen watch. C) continue to check the newspaper to monitor sales for the watch she opted not to buy. D) return the chosen watch and exchange it for the other watch. E) continue looking at other styles of watches in case she can find one she likes better. Answer: B Type: MC Page Ref: 159-160 Skill: Applied Difficulty: Easy 111) Jack Brehm (1956) asked women to rate the desirability of a number of appliances and then allowed them to choose one of those appliances as a gift. Twenty minutes later, all women re-rated the same appliances, including the one they chose. Women tended to rate the alternatives they rejected lower than they had originally, and to rate their chosen appliance more positively. These results suggest that people A) experience more dissonance when their decisions implicate their self-concepts as rational and reasonable. B) reduce dissonance by overestimating differences between chosen and unchosen alternatives. C) are more likely to experience cognitive dissonance when decisions are irrevocable. D) are irrational in their evaluations. E) seldom collect enough information before making decisions. Answer: B Type: MC Page Ref: 159-160 Skill: Recall Difficulty: Easy
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112) Jack Brehm (1956) asked women to rate the desirability of a number of appliances and then allowed them to choose one of those appliances as a gift. Twenty minutes later, all women re-rated the same appliances, including the one they chose. According to his findings, which of the following (fictitious) participants would rate the toaster lower than she had originally? A) Beth, who was originally unsure which appliance to choose, but eventually chose the toaster B) Maude, who rated the toaster lowest at the outset C) Edith, who loves toast and jelly, and chose the toaster D) June, who chose the waffle iron instead E) Donna, who felt pressured to select the iron Answer: D Type: MC Page Ref: 159-160 Skill: Applied Difficulty: Easy 113) Maria is on a limited budget and can only afford to download one album from iTunes. She really likes two in particular: one by Beyonce and one by Kanye West. When she listens to the Beyonce album she bought, she cannot imagine why she ever considered downloading Kanye West. This is because A) Beyonce music reminds Maria of her childhood B) she really enjoys the Beyonce album C) Maria has to justify buying an album, given her limited budget D) Maria was motivated to reduce her post-decision dissonance E) Maria wasn’t sure about iTunes’ return policy Answer: D Type: MC Page Ref: 159-160 Skill: Applied Difficulty: Easy 114) Why do people often experience post decision dissonance? A) Almost every alternative has both an upside and a downside, and this makes people feel uncomfortable. B) People fear that indecision will be evaluated negatively by others. C) People tend to find most decisions difficult. D) People are motivated to believe in a just world. E) It’s easier to value an option we’ve chosen than to disparage an option we've rejected. Answer: A Type: MC Page Ref: 159-161 Skill: Recall Difficulty: Easy 115) Anita spent two months trying to decide whether to buy a PC or a Mac) She finally decided on a Mac. Now Anita most likely A) tries to convince all her friends to buy PCs. B) asks her friends how they feel about PCs. C) wishes she'd bought the PC.
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D) is certain she made the right decision. E) still thinks PCs and Macs are equally good computers. Answer: D Type: MC Page Ref: 159-160 Skill: Recall Difficulty: Easy 116) In general, the more _______ a decision between alternatives, the _______ the post- decision dissonance. A) difficult; less B) permanent; greater C) freer; less D) revocable; greater E) trivial; greater Answer: B Type: MC Page Ref: 160 Skill: Recall Difficulty: Easy 117) All things being equal, it would generate the most dissonance to decide which of two A) computers to buy. B) apartments to rent. C) people to marry. D) classes to take. E) desserts to order. Answer: C Type: MC Page Ref: 160 Skill: Applied Difficulty: Moderate 118) Why would a race track of all places be an excellent place to conduct research on post-decision dissonance? A) The odds are against inexperienced bettors, but experienced bettors are more likely to win money than to lose it. B) It's a place where the consequences of both permanent and impermanent decisions can be systematically studied. C) Trainers, owners, and jockeys have invested a lot of time and effort to breed and train a winner. D) A lot of people go to watch the races, but not everyone believes that betting is moral. E) It is a large random sample of people. Answer: B Type: MC Page Ref: 160 Skill: Recall Difficulty: Easy 119) Researchers (Knox & Inkster, 1968) visited a race track and interviewed people betting on the horses, both before and after they had placed their bets. They found that _______ were more confident in their betting decisions because _______.
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A) people who were waiting to place large bets; they reported more experience. B) people who were waiting to place small bets; they stood to lose less. C) people who had already placed their bets; their bets changed the odds. D) people who had placed small $2 bets; they stood to lose less. E) people who had already placed their bets; they couldn’t change their minds. Answer: E Type: MC Page Ref: 160 Skill: Recall Difficulty: Easy 120) People who had already placed their $2 bets were more confident than people who were waiting in line to place their bets (Knox & Inkster, 1968). These findings suggest that decisions that are _______ generate more cognitive dissonance than decisions that are not. A) final B) trivial C) coerced D) difficult E) important Answer: A Type: MC Page Ref: 160 Skill: Recall Difficulty: Easy 121) After filing your ballot for an election, you are more convinced than you were before filing the ballot that you voted for the best candidate. This example illustrates the idea that when decisions are _______ individuals engage in a greater amount of dissonance reduction. A) unchangeable B) ambiguous C) imminent D) difficult E) simple Answer: A Type: MC Page Ref: 160 Skill: Applied Difficulty: Easy 122) Jill is a devout Catholic who believes that the use of birth control is wrong. However, Jill becomes involved in a relationship and together she and her partner decide to practice birth control. Jill will probably A) now hold a more negative attitude toward birth control. B) denounce the Pope and leave the Catholic church. C) feel motivated to leave the relationship. D) now hold a more positive attitude toward birth control. E) exhibit no change in her attitude toward birth control. Answer: D Type: MC Page Ref: 160-161 Skill: Applied Difficulty: Moderate
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123) According to results of dissonance studies, who is more likely to believe that lying is truly a heinous, unconscionable, and unforgivable act? A) Mark, who was tempted to lie, but told the truth instead B) Julius, who knew he should tell the truth, but lied instead C) Francis, who lies on occasion, but feels he can justify it D) Dan, who has always told the truth E) Bill, who lies quite often Answer: A Type: MC Page Ref: 160-161 Skill: Applied Difficulty: Moderate 124) Based on information from the authors of your text about cognitive dissonance and immoral behaviour, which of the following people would be most likely to be lenient in judging those who have an extramarital affair? A) Sarah, who is not married B) Jessie, who cheated on her husband long ago, but didn’t get caught C) Laura, who is faithful to her husband D) Candy, who is engaged to be married but has had many boyfriends E) Elinor, who is highly religious Answer: B Type: MC Page Ref: 160-161 Skill: Applied Difficulty: Easy 125) Judson Mills (1958) had elementary school children compete for attractive prizes. The children could cheat to win the prizes, but they didn’t know that the experimenter would be assured of detecting the cheaters. Some children cheated, and others did not. The next day, A) those who didn’t cheat earlier became more lenient in their attitudes about cheating. B) when they were offered a large inducement to cheat, most students cheated. C) those who had cheated earlier became more lenient in their attitudes about cheating. D) none of the students endorsed cheating as acceptable. E) almost all of the students felt that cheating was acceptable in this situation. Answer: C Type: MC Page Ref: 161 Skill: Recall Difficulty: Easy 126) Research in which participants’ brains were scanned with MRIs while doing a dissonance-producing task showed that when people encounter dissonance the _________ areas of the brain decrease in activity, and when dissonance is resolved the __________ areas of the brain “light up.” A) emotion; reasoning B) reasoning; memory C) memory; emotion
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D) reasoning; emotion E) memory; reasoning Answer: D Type: MC Page Ref: 161-162 Skill: Recall Difficulty: Easy 127) Based on MRI research on people who experienced and later resolved cognitive dissonance, what would you expect to happen to Mary, who just reduced her dissonant feelings about visiting the tanning salon by telling herself that she isn’t genetically predisposed to skin cancer, so it won’t affect her? A) She will next experience nervousness. B) She will experience pleasant feelings. C) She will be able to think critically about other things. D) She will be unable to encode new memories for up to ten minutes. E) She will experience cognitive overload. Answer: B Type: MC Page Ref: 161-162 Skill: Applied Difficulty: Easy 128) _______ refers to the tendency for people to increase their liking for something they have worked hard to attain. A) Post-decision dissonance B) Post-effort justification C) Insufficient justification D) Justification of effort E) Minimal justification Answer: D Type: MC Page Ref: 162 Skill: Recall Difficulty: Easy 129) Elliot Aronson and Judson Mills (1959) performed an experiment in which college women were invited to join a discussion group about sex. In order to join the group, participants had to undergo either a severe initiation, a mild initiation, or no initiation. Which of the following best describes this study's findings? Women who underwent _______ initiation enjoyed the discussion the _______. A) a severe; most. B) a mild; most. C) more than one; least. D) no; most. E) a severe; least. Answer: A Type: MC Page Ref: 162-163 Skill: Recall Difficulty: Easy 130) You have worked extremely hard to attain a goal, but soon realize that the goal is not as exciting as you expected. You will probably
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A) exaggerate the positive qualities of the goal in order to justify your effort. B) carefully analyze the reasons why you worked so hard to attain the goal. C) exaggerate the negative qualities of the goal in order to attain sympathy. D) warn others that the goal is not a very attractive one. E) deny that you ever believed that the goal was exciting. Answer: A Type: MC Page Ref: 162-163 Skill: Recall Difficulty: Easy 131) You have just undergone a three-week initiation process to become a member of a fraternity. During the initiation, you were made to do such things as shave your head, run naked through the cafeteria, and sing obnoxious fraternity songs during your classes. You now consider the fraternity the best thing that’s ever happened to you and are convinced that your fraternity brothers are friends for life. Your attitude toward your fraternity is probably influenced by A) justification of effort. B) post-decision dissonance. C) the overjustification effect. D) insufficient punishment. E) flawed cognitions. Answer: A Type: MC Page Ref: 162-163 Skill: Applied Difficulty: Easy 132) Who is most likely to enjoy a boring and lackluster rock-n-roll concert performed by washed-up 50-something “has beens”? A) Rod, who used to work as a soundman for the band B) Paul, who won the tickets in a radio trivia quiz C) Keith, who got the tickets for his birthday from his Aunt Bertha D) Mick, who waited in line all night for tickets E) John, who has never seen the band perform live before Answer: D Type: MC Page Ref: 162-163 Skill: Applied Difficulty: Easy 133) Janis has just volunteered to undergo treatment for drug addiction. After she leaves the clinic, she is _______ to stay off drugs because her recovery at the clinic was _______. A) not likely; a very difficult ordeal. B) likely; a very difficult ordeal. C) not likely; voluntary. D) likely; a very easy experience. E) not likely; part of a mandatory sentencing program. Answer: B Type: MC Page Ref: 162-163 Skill: Applied Difficulty: Easy
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134) In the aftermath of dissonant behaviour, people often cite something outside themselves as a reason or explanation for engaging in that behaviour. This kind of explanation is known as A) the overjustification effect. B) post-decision regret. C) external justification. D) post-decision justification E) internal justification. Answer: C Type: MC Page Ref: 163 Skill: Recall Difficulty: Easy 135) Your friend Jamie shows you the gift she bought for her mother’s birthday. It’s an atrociously ugly fake marble statue of an angel, with the saccharine words “My Mother’s An Angel” sloppily lettered on the bottom. Jamie asks you what you think, and because her feelings are easily hurt, to spare her, you say, “It’s wonderful! Maybe I’ll get one for my mom!” In this case, you _______ experience dissonance because there is _______ justification for your action. A) will not; sufficient internal B) will; sufficient external C) will; not D) will not; sufficient external E) will; sufficient internal Answer: D Type: MC Page Ref: 163 Skill: Applied Difficulty: Easy 136) When our behaviours are inconsistent with our values or beliefs, we are not likely to experience cognitive dissonance if A) the values are important to us. B) we engaged in the behaviour voluntarily. C) the beliefs are integral to our self-concepts. D) we can point to external justifications for our behaviour. E) no one observed the inconsistent behaviour. Answer: D Type: MC Page Ref: 163 Skill: Recall Difficulty: Easy 137) In the aftermath of dissonant behaviour, people often change something about themselves as a means of reducing cognitive dissonance. This is known as A) external justification. B) behaviour modification. C) internal justification. D) postdecision regret. E) the overjustification effect.
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Answer: C Type: MC Page Ref: 163 Skill: Recall Difficulty: Easy 138) According to the tenets of dissonance theory, when we cannot find sufficient external justification for acts such as saying something we don’t truly believe, we will most likely A) seek out dissonance. B) increase the number of dishonest deeds we do. C) deny what we said. D) stop thinking about what we said. E) seek internal justifications. Answer: E Type: MC Page Ref: 163 Skill: Recall Difficulty: Easy 139) Which of the following social psychology concepts is most closely related to the expression, “Saying is believing”? A) counter-attitudinal advocacy B) post-decision regret C) anchoring and adjusting D) justification of effort E) illusion of choice Answer: A Type: MC Page Ref: 163-164 Skill: Recall Difficulty: Easy 140) Which of the following people is using an internal justification to reduce dissonance? A) Justin, who identifies a large reward as the cause of his behaviour B) Christiane, who changes her attitude to bring it in line with an undesirable behaviour C) Denise, who reconciles herself to the discomfort that dissonance produces D) Michelle, who points to the fact that she was coerced into an undesirable behaviour E) Blaine, who views his boss as the cause of his behaviour Answer: B Type: MC Page Ref: 163 Skill: Applied Difficulty: Easy 141) When people state publicly an opinion that is at odds with their own private attitudes, they sometimes shift their private opinion to be more in line with the opinion they stated publically. This is called A) justification of effort. B) seeking external justifications. C) counter-attitudinal advocacy.
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D) seeking situational justifications. E) dissonance reduction. Answer: C Type: MC Page Ref: 163-164 Skill: Recall Difficulty: Easy 142) Two weeks after making a public statement at odds with his previous positions, which politician is most likely to report that he sticks by his most recent (contradictory) statement? A) a candidate who was far behind in the polls and had to shift tactics B) a candidate who couldn’t quite figure out why he contradicted himself C) a candidate who was “cornered” by demonstrators D) a candidate who had to fall in line with the views of his political party E) a candidate who spoke at a $1,000 a plate fund-raiser Answer: B Type: MC Page Ref: 163-164 Skill: Recall Difficulty: Easy 143) People are unlikely to change their attitude after saying something they don’t truly believe if there is _______ for the lie. A) insufficient justification B) a small cash reward C) insufficient rationalization D) internal justification E) external justification Answer: E Type: MC Page Ref: 163 Skill: Recall Difficulty: Easy 144) Leon Festinger and J. Merrill Carlsmith (1959) paid participants either $1 or $20 to tell another person that a boring, tedious task was really fun and interesting. The results of their experiment demonstrated that A) most people will not lie regardless of the reward. B) minimal external justification can lead to attitude change. C) people often refuse to say in public what they privately believe. D) attitude-discrepant acts will only change internal attitudes when there is little or no external justification. E) when people experience dissonance, they work to justify their effort. Answer: D Type: MC Page Ref: 163-164 Skill: Recall Difficulty: Easy 145) Leon Festinger and J. Merrill Carlsmith (1959) paid participants either $1 or $20 to tell someone else that a tedious, boring task was really interesting. Participants paid _______ modified their original attitudes because they had _______ for lying. A) $20; minimal external justification
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B) $20; little internal justification C) $20; an abundance of external justification D) $1; little external justification E) $1; little internal justification Answer: D Type: MC Page Ref: 163-164 Skill: Recall Difficulty: Easy 146) Vera is offered $50 to write an essay about the downsides of affirmative action, whereas Carol is offered only $2 to write a similar essay. After writing the essays and receiving their payments, both women are asked to report their attitudes toward affirmative action. Assuming that their attitudes were similarly positive at the outset, which of the following results would you expect? A) both women would be somewhat less opposed to affirmative action B) both women would be strongly opposed to affirmative action C) Carol would be less favourable than Vera toward affirmative action D) Carol and Vera would be equally favourable toward affirmative action E) Vera would be less favourable than Carol toward affirmative action Answer: C Type: MC Page Ref: 163-164 Skill: Applied Difficulty: Easy 147) Recall that in experiments conducted by Mike Leippe and Donna Eisenstadt (1994, 1998), white college students agreed to write essays in favor of doubling funds for minority student scholarships, even though that policy would reduce funds available for majority students. What happened? A) Participants who were initially prejudiced did not change their attitudes, but non-prejudiced participants did. B) Participants convinced themselves that they supported the policy of expanding aid to minority students. C) Participants changed their attitudes about the policy, but not about minority students. D) Participants who were prejudiced refused to write the essays. E) Participants showed increased prejudice towards minority students. Answer: B Type: MC Page Ref: 164 Skill: Recall Difficulty: Easy 148) In experiments conducted by Leippe and Eisenstadt (1994, 1998), when white participants experienced dissonance after writing essays in favor of doubling scholarship funds for minority students, how did many of them relieve the dissonance? A) by showing support of racist organizations B) by showing lower prejudicial attitudes C) by later telling the experimenter they didn’t really believe in what they’d written
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D) by seeking to befriend and date minorities E) by denying that they had ever written the essays Answer: B Type: MC Page Ref: 164 Skill: Recall Difficulty; Easy 149) Assume that in experiments conducted by Elliot Aronson and his colleagues (1991, 1994), Sally was randomly assigned to write and deliver a pro-condom speech to be shown to high school students. She also listed all the times she found it awkward or impossible to use condoms in her sexual encounters. After completing these tasks, Sally reduced her dissonance by reporting a greater willingness to use condoms in her future sexual activities. Why? A) She felt a threat to her self-esteem and it was the only way to engage in self- verification. B) She changed her attitude to convince the experimenters to destroy her videotape. C) She was embarrassed by the tasks and wanted to please the experimenters. D) She had more information about the risks of unprotected sex. E) She felt like a hypocrite and changed her attitudes to reduce the dissonance. Answer: E Type: MC Page Ref: 164-165 Skill: Recall Difficulty: Easy 150) Elliot Aronson and his colleagues (1991, 1994) asked college students either to compose a persuasive message advocating the use of condoms, or to compose and deliver their message in front of a video camera. In addition, half of the participants in each group were made mindful of the times that they didn’t use condoms. After completing these tasks, participants were allowed to purchase condoms at a low price. What is the significance of their findings from this experiment? A) They demonstrated that although dissonance can bring about attitude change, behaviours are not affected. B) They demonstrated that in some conditions, fear and anxiety can actually encourage condom use. C) They demonstrated that dissonance may not have a strong impact on attitude change, but behaviours may still be affected. D) They demonstrated that before people will use condoms, they must experience dissonance. E) They demonstrated that dissonance created by feelings of hypocrisy can change both attitudes and behaviours. Answer: E Type: MC Page Ref: 164-165 Skill: Recall Difficulty: Easy 151) According to the authors of your text, the arousal of dissonance by having individuals make statements that run against their behaviours and then reminding them of this inconsistency is
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A) cognitive assonance. B) effort justification. C) rationalization. D) hypocrisy induction. E) internal justification. Answer: D Type: MC Page Ref: 164 Skill: Recall Difficulty: Easy 152) In a study by Peterson, Haynes, and Olson (2008), smokers with __________ were particularly likely to respond to hypocrisy induction by actually quitting smoking. A) fewer years of smoking B) fewer health problems C) low self-esteem D) greater dislike of cigarettes E) high self-esteem Answer: E Type: MC Page Ref: 165 Skill: Recall Difficulty: Easy 153) According to your authors, threats of severe punishment ultimately teach people A) to avoid getting caught. B) to distrust authority. C) that crime doesn't pay. D) to obey the rules. E) that severe punishment is the best way to modify behaviour. Answer: A Type: MC Page Ref: 165-166 Skill: Recall Difficulty: Moderate 154) According to dissonance theorists, what is the problem with severe punishment to control behaviours? A) Severe punishment models inappropriate behaviour that is then learned. B) Severe punishment serves as an external justification for behaviour change. C) Severe punishment is difficult to administer. D) Severe punishment undermines intrinsic motivation. E) Severe punishment leads to frustration. Answer: B Type: MC Page Ref: 165-166 Skill: Recall Difficulty: Easy 155) According to the principle of insufficient punishment, which of the following parental techniques should be most effective in changing a child’s behaviour permanently (i.e., even behaviour that occurs in the absence of the parent)? A) threat of severe punishment B) threat of mild punishment
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C) occasional mild punishment D) ignoring the child’s troublesome behaviour E) severe punishment Answer: B Type: MC Page Ref: 165-166 Skill: Recall Difficulty: Easy 156) According to dissonance theorists, the practice of threatening mild punishment works because it arouses _______ cognitive dissonance and therefore causes _______. A) little; a change in attitude toward the forbidden act B) much; a change in attitude toward the forbidden act C) no; little if any frustration D) no; avoidance of the punishment E) much; avoidance of the punishment Answer: B Type: MC Page Ref: 165-166 Skill: Recall Difficulty: Easy 157) Elliot Aronson and J. Merrill Carlsmith (1963) designed experiments to measure cognitive dissonance in preschoolers. The researchers presented the children with an attractive toy and then threatened them with either mild punishment or severe punishment if they played with the toy. Their results suggest that A) preschoolers are too young to experience cognitive dissonance. B) the children in the severe punishment condition found the toy less attractive than the children in the mild punishment condition. C) the children did not differ in their attraction to the forbidden toy. D) cognitive dissonance theory is useless to shape children’s attitudes and behaviours. E) the children in the mild punishment condition found the toy less attractive than the children in the severe punishment condition. Answer: E Type: MC Page Ref: 166 Skill: Recall Difficulty: Easy 158) Participants in an experiment conducted by Keith Davis and E.E. Jones (1960) were induced to provide hurtful feedback to another person (actually a confederate, of course). After providing such mean assessments of his performance, participants then evaluated him privately. After providing an unsolicited criticism, these participants' evaluations of the confederate were _______ because the _______. A) more negative; victim did not stand up for himself after the insults. B) more positive; participants regretted having hurt an innocent victim. C) more positive; participants wanted to assuage their guilty feelings. D) more positive; victim did not stand up for himself after the insults. E) more negative; participants convinced themselves that the victim deserved it.
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Answer: E Type: MC Page Ref: 166 Skill: Recall Difficulty: Easy 159) According to cognitive dissonance theory, soldiers may reduce their guilt about killing innocent civilians during wartime by A) killing more enemy soldiers. B) dehumanizing their victims. C) going into therapy. D) telling themselves that the war is almost over. E) introspecting on what they have done. Answer: B Type: MC Page Ref: 166-167 Skill: Recall Difficulty: Easy 160) The potential for dissonance reduction to produce a succession of self-justifications that ultimately result in a chain of stupid or immoral actions is called a(n) A) guilty trap. B) rationalization trap. C) self-affirmation theory. D) counter-attitudinal advocacy. E) uncertainty conundrum. Answer: B Type: MC Page Ref: 168 Skill: Recall Difficulty: Easy 161) Self-affirmation theory posits that A) people will reduce the impact of a dissonance-arousing threat by focusing on their competence on a dimension unrelated to the threat. B) people will reduce the impact of a dissonance-arousing threat by engaging in self-justifications. C) people will reduce the impact of a dissonance-arousing threat by focusing on their competence pertaining to the threat. D) people will reduce the impact of a dissonance-arousing threat by ignoring the threat. E) people will reduce the impact of a dissonance-arousing threat by carefully considering their options. Answer: A Type: MC Page Ref: 168 Skill: Recall Difficulty: Easy 162) In general, what is an attitude? Provide an example of an attitude toward some person or thing and identify the affective, cognitive, and behavioural components of that attitude. Answer: An attitude is viewed by most social psychologists as an enduring positive or negative evaluation of a person, object, or idea. [Note: Any example will do so long
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as the example involves an enduring positive or negative evaluation. An affective component must address emotional reactions or feelings such as fear, excitement, pleasure, distrust; a cognitive component must address beliefs about or knowledge we hold about the target of the attitude; a behavioural component must address how an actor behaves in response to the target of the attitude.] Type: ES Page Ref: 137-140 Skill: Recall Difficulty: Easy 163) An attitude can exist at two levels: implicit and explicit. Define an attitude at each level and explain the distinctions between the two. Answer: Explicit attitudes are conscious and can easily be reported. Implicit attitudes are involuntary, uncontrollable, and even unconscious. These types of attitudes are different in that one is easily detectable and the other is not. Both can influence behaviour, but usually implicit attitudes influence behaviours people do not try to control, such as showing nervousness around an outgroup member . Type: ES Page Ref: 140-141 Skill: Recall Difficulty: Easy 164) Describe Ajzen and Fishbein’s theory of planned behaviour as it relates to the power of attitudes to predict deliberative behaviours. Answer: The theory of planned behaviour posits that intentions are the best predictors of behaviours. Behavioural intentions are, in turn, influenced by three additional factors: our attitudes toward the specific behaviour in question, our perceptions of how other people we care about will view the behaviour in question (subjective norms), and our perception of how well we can control the behaviour in question (perceived behaviour control). We are more likely to intend to act on our attitudes— and thus to behave in line with those attitudes—when we hold a positive attitude toward the specific behaviour in question (as opposed to the general attitude domain), when we believe that people important to us will view the behaviour positively, and when we believe the behaviour is something that we can successfully control. Type: ES Page Ref: 142-144 Skill: Recall Difficulty: Moderate 165) Describe when people are more likely to use the central route to persuasion and when they are more likely to use the peripheral route. Also describe what will make an appeal more persuasive if one is using each route. Answer: People are more likely to use the central route (to attend to, think about, and elaborate on messages’ contents) when they have the ability and motivation to attend. They are also more likely to use the central route when they are not distracted or tired, and when the issue is important to them. People are more likely to use the peripheral route (to pay more attention to peripheral cues) when they lack the ability or motivation to attend to the message.
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They are also more likely to use the peripheral route when the message is hard to comprehend, when they are tired or distracted, or when the issue is not important to them. When people use the central route, argument quality is especially important; when people use the peripheral route, irrelevant factors as communicator attractiveness, message length, or communicator status become more important. Type: ES Page Ref: 148-149 Skill: Recall Difficulty: Moderate 166) Do fear-arousing messages work? A social psychologist would probably say, “It depends.” Describe what it depends on. Answer: It depends on how much fear is aroused. If fear is strong enough to motivate people to attend (e.g., films about lung cancer shown to smokers), people will attend and process message contents centrally, so strong arguments will work well. If, however, too much fear is induced, people will grow defensive and will not attend or process the arguments, so few, if any, messages of any kind will work. It also depends on whether the message contains useful information. Fear-arousing messages can work well when they are accompanied by information that explains to the audience what to do to avoid a fear-arousing outcome (e.g., providing information on how to quit smoking). Also humour can offset the fear and prevent recipients avoiding the message, thus, making it more acceptable. Type: ES Page Ref: 149-151 Skill: Recall Difficulty: Moderate 167) You work for an advertising agency that has just assumed an account to market the latest technology (e.g., a new tablet or smartphone). Your goal, of course, is to design a television and print campaign to persuade your audience to hold positive attitudes toward the product. How would you tailor your advertisements to fit people’s attitude-types? Answer: First, you have to consider the basis of people’s attitudes toward such products. Are their attitudes based primarily on emotions or on cognitions? With the latest technology there is probably some of both bases for people’s attitudes. If their attitudes are based primarily on emotions, you would want to design an ad that makes them feel good about the product; you might use upbeat music or interesting images, or appeal to their feelings or values. If their attitudes are based primarily on cognitions, then you would be wise to focus more on the contents of the message itself. You might provide “logical” information about the ways in your product is better than other products (e.g., less expensive, higher quality, etc.). In this case you might want to combine both utilitarian information and appeal to the audiences emotions with the ‘cool’ factor in your product. [The exact content can vary, but answers should consider both affectively and cognitively based advertisements.] Type: ES Page Ref: 151-152 Skill: Applied Difficulty: Difficult
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168) According to the authors of your text, culture can play a role in the design and effectiveness of advertisements. Explain research showing that culture can play both of these roles in persuasion. Answer: Culture can influence what types of ads work most effectively. Specifically, research has shown that in interdependent cultures, ads that emphasize that a product will benefit one’s social group and/or family tend to be more successful, but in cultures that emphasize independence, ads that emphasize independence and goal attainment tend to be more successful. Further, analysis of existing advertising in Western and East Asian cultures tends to emphasize values that appeal to each culture: individuality and self-improvement in Western cultures and family and concerns for others in East Asian cultures. Type: ES Page Ref: 152-153 Skill: Recall Difficulty: Easy 169) What is cognitive dissonance theory posit? Be sure to address what dissonance is, how and when it arises, and what people do to reduce it. Answer: Cognitive dissonance is the feeling of discomfort we experience when our behaviour is inconsistent with our attitudes, or when we hold two conflicting attitudes. To reduce dissonance, we can change our cognitions to justify our behaviours or bring our two cognitions into line with one another, or we can add new cognitions that are consonant with our behaviours or other cognitions. Type: ES Page Ref: 157-159 Skill: Recall Difficulty: Easy 170) Why would a dissonance theorist joke that no decisions feel like good ones, so we have to convince ourselves that they are? Answer: There are seldom any decisions in which the chosen alternative is completely positive and the rejected alternative is completely negative. There are typically downsides to the chosen alternative and upsides to the rejected alternative. Choosing something with downsides and rejecting something with upsides generates post- decision dissonance . We work to reduce this dissonance by convincing ourselves that the chosen alternative is better than it was before we made the decision and that the rejected alternative is worse than it was before we made the decision. These distortions are more common when decisions are permanent. Type: ES Page Ref: 159-160 Skill: Recall Difficulty: Easy 171) Dissonance theorists might assert that just as we suffer for the things we like, we also convince ourselves that we like the things for which we suffer. Use concepts related to the justification of effort to explain this statement. Answer: It is threatening to our self-concepts as reasonable people to work hard in pursuit of a worthless goal. To invest effort for nothing arouses dissonance and we reduce our
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dissonance by convincing ourselves that our goal was worthwhile. We have no external justification for our effort, so we construct an internal justification by convincing ourselves that our effort was worth it. Thus, although sometimes we invest a considerable amount of effort in pursuit of things that are important to us, other times we convince ourselves after the fact that things for which we have suffered are important, in the interest of reducing dissonance through self- justification. Type: ES Page Ref: 162-163 Skill: Recall Difficulty: Moderate 172) Your friend teaches preschool, and there is one little boy in her class who is giving her problems. He constantly misbehaves, throwing toys, threatening other children, and sometimes even physically attacking them. So far, her stern punishment has stopped his destructive behaviour when she's there, but when she leaves the room or when a substitute fills in, he’s back to his old ways. You suggest that she use dissonance to change his behaviour permanently. What would you tell her? Answer: When she punishes him sternly, she may change his behaviour in positive ways, but he doesn’t have sufficient internal justification for behaving well. That’s why he tends to act up when she’s not there to administer punishment. If she really wants to change his behaviour over the long haul, she should remove the external justification for behaving appropriately and encourage him to develop an internal justification for his positive behaviour. Thus, mild threat of punishment is likely to work, so long as the threat is just sufficient enough to stop his problematic behaviour, but not so strong that he has an external justification for behaving appropriately. In the absence of sufficient external justification, he will convince himself through internal justifications that he likes or wants to behave in positive, prosocial ways. Type: ES Page Ref: 163;165-166 Skill: Applied Difficulty: Easy
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