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8. Attitudes Flashcards

1
Q

What are attitudes?

A 
Evaluation of aspects of the social world, such as:
Self
Others
Objects
Political issues
Ethical issues
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2
Q

Definition of Attitude

A

Attitudes are endearing mental representations of various features of the social or physical world

  • acquired through experience
  • exert a direct influence on subsequent behavior
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3
Q

Functions of attitudes

A
  • organize and interpret social information
  • help make fast decisions via evaluation
  • object appraisal
  • express values and central beliefs
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4
Q

Three major components of attitudes

A

Cognitive component
Emotional component
Behavioral component

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5
Q

Cognitive component

A

Thought and beliefs towards object

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6
Q

Emotional component

A

Feelings towards object

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7
Q

Behavioral component

A

Predispositions to act towards object

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8
Q

How are attitudes formed?

A

Social learning
Social comparison
Direct experience
Genetic Factors

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9
Q

Classical conditioning

A

Learning by association

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10
Q

Operant conditioning

A

Learning to hold the rewarded view

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11
Q

Two Sub categories of attitude measurement

A

Self-report measures

Observational measures

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12
Q

What form do self-report measures take?

A

Single item measures

Attitude scales

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13
Q

Name two examples of attitude scales

A

Likert Scales

Osgood’s semantic differential

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14
Q

Disadvantage of self-report measures

A

Limits of Introspection

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15
Q

Observational measures

A

Implicit measures of overt behavior, non-verbal cues, physiological reactions

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16
Q

Implicit attitudes

A

Non-controllable
Fast
Unconscious
Bias behavior and decisions

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17
Q

Explicit attitudes

A

Expression is under control
Conscious
Endorsed

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18
Q

LaPiere Study (1934)

A

> Young chinese couple visits 250+ hotels, motels and restaurants
several months later, a questionnaire was sent out to employees asking whether they would serve Chinese guests

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19
Q

LaPiere (1934) Study Results

A

All businesses served the couple
ALTHOUGH
Most said in questionnaire that they would not serve chinese guests

Weak relationship between attitude and behavior

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20
Q

Name the three kinds of Moderators

A

Situational moderators
Attitude-related moderators
Person-related moderators

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21
Q

Define Moderator

A

Constraints that prevent us from expressing our attitudes

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22
Q

Situational moderators

A

Norms and prescriptions sparing ones attitudes

Multiple attitudes, goals

Time pressure - accessible attitudes

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23
Q

Attitude-related moderators

A

Direct experience
Strength (importance, amount of knowledge, accessibility)
Specificity
Attitude component

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24
Q

Person-related moderators

A

Self-awareness

Self-monitoring

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25
Why are attitudes important?
Self Interest Social Identification Value Relevance
26
Self-Interest
The extent to which the attitude affects individuals life and goals
27
Social Identification
The extent to which the attitude affects groups with which the person identifies
28
Value Relevance
The extent to which the attitude is related to personal values
29
What are the two levels of attitude specificity called? | And examples
Specific attitude e.g. black neighbor | General attitude e.g. racial discrimination
30
Specific attitudes predict...
Specific behaviors
31
General attitudes predict...
General behaviors
32
Name a Study that found a weak relationship to specific behaviors
LaPiere 1934
33
Which specificity of attitude is a better predictor for behavior?
Specific attitude
34
(Adaptation from) Davidson & Jaccard 1979
- Different groups of women were asked about their attitudes towards birth control - The more specific the question, the better it predicted their actual use of birth control “Attitude toward birth control” showed a 0.08 ATTITUDE-BEHAVIOR correlation “Attitude towards using birth control pills during the next two years” showed a correlation of 0.57 NOTE: a correlation of 0 shows no relationship between attitude and behavior
35
Explain the difference between a cognitive-based attitude and an affect-based attitude.
Cognitive-based: based on reasons | Affect-based: based on feelings, emotions
36
Name the two types of behavior that exist
Consummatory behavior | Instrumental behavior
37
Explain consummatory behavior through an example
I attend the seminar because it is relevant for the exam
38
Explain Instrumental behavior through the use of an example.
I attend the seminar because it is fun.
39
Describe the goal of a high self monitor
To be the RIGHT PERSON for the situation
40
Describe the goal of a low-self monitor.
To be ME in this situation.
41
Describe the social acuity of a high-self monitor.
- highly adept at reading the situation | - able to use this knowledge to construct a prototype of the model person for the situation
42
Describe the social acuity of a low self monitor.
- less adept at reading the situation | - behavior is based on inner attitudes, values and dispositions
43
Describe the acting ability of a high self monitor.
- superior acting ability | - allows them to modify their behavior to match the requirements of the situation
44
Describe the acting ability of low self monitors
- Limited acting ability | - play similar roles in various situations
45
Explain the limitations of the ability of attitudes to predict spontaneous behavior.
Only when the attitudes are highly accessible to people
46
Describe Fazio’s Attitude-to-behavior Process Model.
1. Event activated attitudes 2. Attitude influenced perception of attitude object 3. Definition of Event (incorporates stored knowledge of what is appropriate in the particular situation) 4. BEHAVIOR
47
Explain the kinds of attitude with regard to junk mail “Kinderdorf”
Accessible attitude: junk mail is a nuisance | Less accessible attitude: it is good to support and help children
48
Name the three components of Behavioral Intention
- Specific Attitude toward behavior - Subjective Norms - Perceived Behavioral Control
49
Explain Perceived Behavior Control
The ease with which people believe they can perform the behavior
50
Define persuasion.
Communications designed to advocate a particular side of an issue
51
Name examples of persuasion.
Political Campaigns Religious Campaigns Product Advertisement Movies with a “message”
52
Resistance to persuasion
— reactance - resisting attempts that reduce personal freedom - too obtrusive attempts often fail — forewarning - retrieve relevant information and facts from memory - prepare counter arguments — inoculation - confront with weakened arguments — selective avoidance - screening out information
53
Elaboration likelihood model
Central route processing - thinking hard about what actually matters Peripheral route processing - thinking about what doesn’t actually matter e.g. looks
54
The Yale Attitude Change Approach
The effectiveness of persuasion depends on WHO says WHAT to WHOM Who - the source of the communication What - the nature of the communication Whom - the nature of the audience
55
The sleeper effect
The phenomenon wherein the effect of persuasive communication increases with time
56
Explain the causes of the sleeper effect
The association between the message and discounting cues (e.g. low source credibility) weakens over time
57
What is another name for the Elaboration Likelihood model?
Heuristic Model of Persuasion
58
Persuasion and attitude function
Cognitively-based attitude (utilitarian) — based on reasons Affectively-based attitude (social identity) — based on feelings and emotions
59
Define fear-arousing communications
Persuasive messages that attempt to change people’s attitudes by arousing their fears E.g. dangers of smoking
60
Conditions of fear-arousing communications: they work only when...
— Moderate | — A way OUT is offered

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