2] Attitudes and Measurements Flashcards
What are behaviour based attitudes
An attitude based on observations of how one behaves toward an attitude object
What is Bem’s (1972) self perception theory
Sometimes people don’t know how they feel towards an attitude, until they see how they behave around it
What conditions allow people to infer attitudes from their behaviour
1] The initial attitude has to be weak or ambiguous
2] There is no other plausible explanations for their behaviour
[1] What are the functions of attitudes
1] Knowledge: (Attitudes provide meaning or knowledge for life)
This allows us to predict what would happen
2] Adaptive: (Enable us to gain rewards and avoid punishment)
Socially acceptable attitudes result in approval and acceptance from a social group
[2] What are the functions of attitudes
3] Self/Value expressive: (Can express who we are/what we believe in)
They form our identity, expressing our feelings
4] Ego-defensive: (They protect our self esteem and justify actions)
Behavioural attitudes are formed how?
Through direct experience with attitude object, providing information about them so we can form an opinion
[Formation] Mere exposure effect
When repeated exposure to an object affects our evaluation of it, more so with lack of information
[Formation] Classical conditioning
Repeated association can lead a neutral stimulus to elicit a reaction that was previously affect by another stimulus
[Formation] Evaluative conditioning
An object being paired with stimuli (positive or negative) can effect our liking towards it
[Formation] Operant conditioning
The type of consequences from a behaviour determines if it is repeated
[Bandura, 1973] What is observational learning
A social learning process that involves a process of modelling
Observational learnings sources of learning are
1] Family and parents
2] Peer groups
3] Social norms
4] Media/Internet
What is the cognitive approach to attitude formation
When we build connections between more and more cognitive elements
What are explicit attitudes
Ones we consciously endorse and can self report, influenced by socially desirable responding or self presentation bias
What are implicit attitudes
Evaluations that involve less awareness, control and intention.
They’re associations between objects and evaluating responses.
[Implicit attitudes] Relational frame theory
They are Brief Immediate Relational Responses (BIRRs) that have lower relational complexity and derivation
[Explicit attitudes] Relational frame theory
They are Extended, Elaborated Relational Responses (EERRs), with high levels of complexity and derivation
