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Sozial > 8. Attitudes > Flashcards

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
Q

Why are attitudes important?

A

Self Interest
Social Identification
Value Relevance

26
Q

Self-Interest

A

The extent to which the attitude affects individuals life and goals

27
Q

Social Identification

A

The extent to which the attitude affects groups with which the person identifies

28
Q

Value Relevance

A

The extent to which the attitude is related to personal values

29
Q

What are the two levels of attitude specificity called?

And examples

A

Specific attitude e.g. black neighbor

General attitude e.g. racial discrimination

30
Q

Specific attitudes predict…

A

Specific behaviors

31
Q

General attitudes predict…

A

General behaviors

32
Q

Name a Study that found a weak relationship to specific behaviors

A

LaPiere 1934

33
Q

Which specificity of attitude is a better predictor for behavior?

A

Specific attitude

34
Q

(Adaptation from) Davidson & Jaccard 1979

A
  • 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
Q

Explain the difference between a cognitive-based attitude and an affect-based attitude.

A

Cognitive-based: based on reasons

Affect-based: based on feelings, emotions

36
Q

Name the two types of behavior that exist

A

Consummatory behavior

Instrumental behavior

37
Q

Explain consummatory behavior through an example

A

I attend the seminar because it is relevant for the exam

38
Q

Explain Instrumental behavior through the use of an example.

A

I attend the seminar because it is fun.

39
Q

Describe the goal of a high self monitor

A

To be the RIGHT PERSON for the situation

40
Q

Describe the goal of a low-self monitor.

A

To be ME in this situation.

41
Q

Describe the social acuity of a high-self monitor.

A
  • highly adept at reading the situation

- able to use this knowledge to construct a prototype of the model person for the situation

42
Q

Describe the social acuity of a low self monitor.

A
  • less adept at reading the situation

- behavior is based on inner attitudes, values and dispositions

43
Q

Describe the acting ability of a high self monitor.

A
  • superior acting ability

- allows them to modify their behavior to match the requirements of the situation

44
Q

Describe the acting ability of low self monitors

A
  • Limited acting ability

- play similar roles in various situations

45
Q

Explain the limitations of the ability of attitudes to predict spontaneous behavior.

A

Only when the attitudes are highly accessible to people

46
Q

Describe Fazio’s Attitude-to-behavior Process Model.

A
  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
Q

Explain the kinds of attitude with regard to junk mail “Kinderdorf”

A

Accessible attitude: junk mail is a nuisance

Less accessible attitude: it is good to support and help children

48
Q

Name the three components of Behavioral Intention

A
  • Specific Attitude toward behavior
  • Subjective Norms
  • Perceived Behavioral Control
49
Q

Explain Perceived Behavior Control

A

The ease with which people believe they can perform the behavior

50
Q

Define persuasion.

A

Communications designed to advocate a particular side of an issue

51
Q

Name examples of persuasion.

A

Political Campaigns
Religious Campaigns
Product Advertisement
Movies with a “message”

52
Q

Resistance to persuasion

A

— 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
Q

Elaboration likelihood model

A

Central route processing - thinking hard about what actually matters
Peripheral route processing - thinking about what doesn’t actually matter e.g. looks

54
Q

The Yale Attitude Change Approach

A

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
Q

The sleeper effect

A

The phenomenon wherein the effect of persuasive communication increases with time

56
Q

Explain the causes of the sleeper effect

A

The association between the message and discounting cues (e.g. low source credibility) weakens over time

57
Q

What is another name for the Elaboration Likelihood model?

A

Heuristic Model of Persuasion

58
Q

Persuasion and attitude function

A

Cognitively-based attitude (utilitarian)
— based on reasons
Affectively-based attitude (social identity)
— based on feelings and emotions

59
Q

Define fear-arousing communications

A

Persuasive messages that attempt to change people’s attitudes by arousing their fears
E.g. dangers of smoking

60
Q

Conditions of fear-arousing communications: they work only when…

A

— Moderate

— A way OUT is offered

Sozial (14 decks)

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