1-3 Flashcards
Behavior
Refers to overt physical actions by a person
Belief-In vs Beliefs-about
Beliefs in: believing in the existence of an objects
Beliefs- About: Believing that an object has some characteristics
Values
core beliefs that serve as a foundation for many other beliefs and attitudes
Modeling overall purpose and four steps
- Attention
- Retention
- Motor reproduction
- Motivation
PURPOSE: Form attitudes
Lapiere’s conclusion about attitudes and behaviors
Study: Traveled with Chinese cuple around the US to see if they would be accepted as guests in hotels. They were accpeted in all but 1, but when LaPiere sent a questionnaire to all the hotels 90% of them said they would not accpet Chinese as guests. Thus concluded That attitudes do not correlate with behaviors
Mesurement factors in the attitude-behavior relationship
Action performed, the target of the action, the context of the action(location or situasion of action, time and types of behavioral criteria
Direct Experience
engaging the persuasion recipients in some kind of behavior related to the topic, ex postitive attitude toward a food because you tasted it and liked it; Is a factor related to attitude formation
Vested Interest
Having a personal stake in the outcome of a situation; Is a factor related to attitude formation
Individuated Situations
Are situations that encourage individuals to focus on their internal states such as attitudes, beliefs and values
Ex: People are forced to take responsibility for their own actiosn and therefore it has a pressure to act on your atitudes, thus influencing your behaviors
Deindividuated Situations
situations that offer the individual more anonymity and focus less on internal states such as attitudes and feelings Less correspondence between attitudes and behaviors in this situation because people are apart of a group and are likely to go with the group
Scripted Situations
Know the situations and therefore do not need to think in order to behave
Attitude-behavior correlations are much weaker in this situation
Characteristics of Persuasion
Involves symbolic communication between two or more persons with the intent to change, reinforce or shape attitudes, beliefs and or behaviors of the receiver
Reasons to study persuasion
To be more successful persuaders
To become better consumers of info
To better understand what we observe and whats happening around us
Persuasion
Type of communication using a shared symbol; requires intent; 2 or more persons
Education
Has the intent of sharing information or knowledge, not necessarily changing beliefs or values
Coercion
Social influence that involves a threat or force; THIS IS NOT PERSUASION
5 Key characteristics of attitudes
- Affective
- Tied to an object
- Consistent
- Learned
- Related to behavior
attitude
A learned predispostition to respond in a consistently favorable or unfavorable manner with respect to a given object
Classical Conditioning
concept of pairing
ex Pavlogs Dogs
Operant Conditioning
Based on reinforcement and punishment; ex spanking
Unconditioned Stimulus/ Response
In pavlogs dogs example the unconditioned stitulus is the food and the unconditioned response is the salivating or drooling. These are not learned and are simply natural
Conditioned stimulus/ response
In pavlogs dogs example the bell is the conditioned stimulus because it was paired with the food. The conditioned response was the dog salivating at the sound of the bell. These are conditioned because they are learned responses
Higher-order conditioning
are how attitutdes are frequently conditioned; once a behavior is conditioned or learned it can act like an unconditioned stimulus and be paired with another stimulus
Modeling
Learning theory that explains how we learn by observing others; learn by observing
Four Steps to modeling
- Attention
- Retention-remember info
- Motor reproduction-ability to do the behavior
- Motivation-wanting to preform the behavior
5 Functions of Attitudes
- Ego Defensive-help people protect their sense of self and prevent the need to face unpleasant realities
- Value expression-allow people to express values important to them
- Knowledge- Help people understand the world around them
- Utilitarian- benefit us by allowing us to avoid negative consequences and achieve positive outcomes
- Social-adjustive- help us better fit in and relate to those around us
Beliefs
link an object to some attribute
Peripheral beliefs
tend to include issues that are less important to a person
ex fashion
Prescriptive belief
indicate that something should or should not occur
Descriptive Beliefs
describe characteristics of a object
ex the sky is blue
Evaluative beliefs
Evaluative
Values
an enduring belief that a specific mode of conduct or end-state of existence is personally and socially preferable
Thurstone scales
difficult to develop and time consuming; participants sometimes pick statements that represent both favorable and unforable attitude
Likert SCales
level of agreement; 5-1 from strongly agree to strongly disagree
Semantic Differenctail ascale
most popular; pair an attitude object with adjectives
Ethics in persuasive
focus on what should be done
Social Reach
number of people who saw a ad with social information
Social Customer Relationship Management
use of social media sources by companies in order to better connect with their customers
