1] Introduction Flashcards
What is an attitude
This is an evaluation of people, objects or ideas that are based on beliefs and feelings
These feelings influence our reactions, these reactions can be positive, negative or mixed and will be expressed at some level of intensity
How are attitudes biased
They can be biased towards or against a social object such as a particular group of people, this bias influence our thoughts, feelings and reactions to such things
Why are attitudes useful
They help provide an orientation towards an attitude object and allows us to further our understanding and personal opinions in further aspects
McGuire (1986) identifies three main phases of attitude research, what are they?
1: A concentration on attitude measurement and how they are related to behaviour
2: A focus on the dynamics of change in a persons attitudes
3: A focus on the cognitive and social structure and function of attitudes and attitude systems
What are the three component’s of attitudes
1: Affective components
The emotional reaction towards the attitude object, influenced be feelings and values
2: Behavioural components
How people act towards an attitude object
3: Cognitive components
Thoughts and beliefs formed towards an attitude object
What is a cognitive based attitude
This is when an attitude is primarily influenced on the beliefs directed at the properties of an attitude object
E.g: Buying a car, how many gallons does it have
Why are cognitive based attitudes useful
They allow us to compare and understand the positives and negatives of an object so we can quickly and effectively determine if we want anything to do with it
What are affectively based attitudes
These are when the attitude object is are associated more with the persons feelings and values than their opinion on the nature of an object
E.g: We might buy a car because we personally like it, and not due to the attitude objects properties like the gallons it can hold
Where does affectively based attitudes come from
They are in correlation with a persons values
These can be their basic religious or moral beliefs or from sensory reactions or conditioning
What are the three aspects of affectively based attitudes
1: They do not results from rational examination of an issuer
2: They are not governed by logic
3: They are often linked to a persons values so changing them can challenge their personal values
How do we change different types of attitudes
If it is cognitively based we can attempt to change it with rational arguments
If it is affectively based we can try to change them using methods that will appeal to it emotionally
