Solutions to Assessment activities and Case studies
Issues for discussion and practice
Question 1.
Answer
The individual as active agent: The individual facilitates his/her own attitude change
through changing his/her cognitions, and through self-perception.
The individual as recipient: A credible communicator can influence attitudes,
provided the organisation of the communication is carefully considered. A one-sided
message might change the attitude of a neutral recipient, while a two-sided message
should be used when the recipient‟s attitudes differ from those of the communicator.
Messages that provoke fear and guilt can also be effective in changing attitudes,
provided they are used appropriately.
The situation: If a group is divided, it is better to approach individuals rather than the
whole group. A minority can be persuaded by addressing the group as a whole.
Question 2.
Answer:
When people hold central attitudes, we can predict with more accuracy how attitudes
will influence behaviour than when these attitudes are peripheral. Attitudes consist of
three components, a cognitive, emotional and behavioural component. The more
emotional a person is about an issue, the more it will reflect in his/her behaviour.
People use attitudes to defend their self and express their self, which is reflected in
their behaviour.
Question 3.
Answer:
Credibility of the communicator: Attitudes change when the communicator is
considered to be trustworthy, competent, credible, authoritative, likeable, similar to
the recipients, physically attractive, and has power and prestige. Stavos is trusted by
his employees because he is supportive and participative, because he was
previously a higher-level employee (competent), because he scored best in the
stress test (past credibility and prestige), because he has authority (appointed as
department head) and because he is likeable (employees feel appreciated). He
controls awards (recognition), and, as he did best in the stress test, he is probably
physically in a good condition too.
Job satisfaction: Stavos has made the employees‟ jobs more meaningful by allowing
them to be creative, and he provides recognition. He is a supportive manager.
Job involvement: The employees identify with their jobs and perceive performance
as relevant to their self-worth. Stavos gives them an opportunity to express
themselves in the work situation. This results in high morale and higher
performance.
Question 4.
Answer:
Fanie‟s dominant value orientation is that of an aesthetic person. It is important to
Issues for discussion and practice
Question 1.
Answer
The individual as active agent: The individual facilitates his/her own attitude change
through changing his/her cognitions, and through self-perception.
The individual as recipient: A credible communicator can influence attitudes,
provided the organisation of the communication is carefully considered. A one-sided
message might change the attitude of a neutral recipient, while a two-sided message
should be used when the recipient‟s attitudes differ from those of the communicator.
Messages that provoke fear and guilt can also be effective in changing attitudes,
provided they are used appropriately.
The situation: If a group is divided, it is better to approach individuals rather than the
whole group. A minority can be persuaded by addressing the group as a whole.
Question 2.
Answer:
When people hold central attitudes, we can predict with more accuracy how attitudes
will influence behaviour than when these attitudes are peripheral. Attitudes consist of
three components, a cognitive, emotional and behavioural component. The more
emotional a person is about an issue, the more it will reflect in his/her behaviour.
People use attitudes to defend their self and express their self, which is reflected in
their behaviour.
Question 3.
Answer:
Credibility of the communicator: Attitudes change when the communicator is
considered to be trustworthy, competent, credible, authoritative, likeable, similar to
the recipients, physically attractive, and has power and prestige. Stavos is trusted by
his employees because he is supportive and participative, because he was
previously a higher-level employee (competent), because he scored best in the
stress test (past credibility and prestige), because he has authority (appointed as
department head) and because he is likeable (employees feel appreciated). He
controls awards (recognition), and, as he did best in the stress test, he is probably
physically in a good condition too.
Job satisfaction: Stavos has made the employees‟ jobs more meaningful by allowing
them to be creative, and he provides recognition. He is a supportive manager.
Job involvement: The employees identify with their jobs and perceive performance
as relevant to their self-worth. Stavos gives them an opportunity to express
themselves in the work situation. This results in high morale and higher
performance.
Question 4.
Answer:
Fanie‟s dominant value orientation is that of an aesthetic person. It is important to
