Attitude Flashcards
3 components- Affective Example of This class rocks
Affective: no rationality, logic, but on values and feelings
“I’m in a good mood today when i came to class”
or I love this car cuz it draws me.
3 components- Cognitive Example of THis class rocks
Cognitive: classifying pros and cons about it.
“I will get a good GPA for my future”
X group of people are X! (stereotypes)
3 components- Behavioral
Behavioral: Attitude coming from observations of how we behave to an obj like self perception theory (when ambiguous)
“study for exams, do assignments, ect.”
Exists on 2 levels
Explicit: what you can easily grab and endorse;conscious
“I abhor racism”
Implicit: uncontrollable and unconscious evaluations
-> comes from childhood experiences.
“Actually due to the environmental factors, they actually treat minority groups diff.”
IAT
Measures Implicit attitude
The Theory of planned behaviour
When Attitudes predict behavior
a. specific behaviour
-> to the point, not vague.
Lapiere should have mentioned the couple’s standing (rich, well dressed,ect.)
b. Subjective norms
-> people they love’s expectations
Gina hates the rock but her bf does, when bf asks her to go, her behavior may not be due to her own attitude, but of her friend’s
c. Perceived behavior control
- > the ease of the performance
Yale attitude change approach
“who said what to whom”
Who: credible, trustworthy, attractive
What: designed not to appear persuasive
whom: distracted or not, age,intelligence.
Elaboration likelihood model (stemmed from yale attitude change approach)
states
-> Central route (Systematic) is taken when the person is alert for logic and it matters to us.
(more resistant to counter persuasion with logic)
i.e Green oil
Peripheral route (Heuristics) is taken when the person is cog loaded or physically not suitable to pay attention, focusing only on superficial cues.
(length, credibility, attractiveness)
i.e superbowl Jessica Simpson
Heuristic systematic model of persuasion
Central route to persuasion: merits of the argument
peripheral route to persuasion: experts are always right!
Fear and Attitude change
- moderate fear or else will cause reactance theory: freedom is challenged->dump
- humor
- detailed recommendation
Ads
Emotions are aroused for perfumes and greeting cards
Fact-driven statements for coffee, A/C
EA: Shoes for your family
NA: The right shoes for yourself.
Subliminal Ad
Not suitable for reality. Because it has to be immediately right after the prime.
Pics/words without conscious awareness could influence our judgements, attitudes and behavior? no.
Study: Don’t drink b4 the experiment + given cookies to make pars more thirsty
G1 Thirst related prime
G2 neutral prime
+ allowed to drink, G1 replenished more milk.
Resisting persuasive Messages
Attitude inoculation: having to role play the situation to be better suited to defend one’s rights and not be easily persuaded by others.
Being ALert!
Cognitive Dissonance
When our attitudes are shifted due to our behaviours
Because when our behavior conflicts our attitudes, we feel a discomfort, causing our attitudes to bring in line to match our behaviors to become guilt free.
a. Change our behaviors
b. Change our attitudes
c. add special exception that the teeth brightening is bad for my teeth, but it’s good for my health because it will make me happier.
Cognitive Dissonance only works in (2 facts)
a. When our core self is involved.
b. when done by freewill
(with external justification; no guilt when coerced due to having reasons that fired the action).
The studies that support when the CD works in 2 facts (done with freedom)
Peg test
G1 Received $1
G2 Received $20
to lie to the next par that it is a very fun task.
G1 when lied had no external justification and done so with a free will that they feel the most discomforted lying, making them to change their true attitudes that they will reparticipate again.
The weirdest study
G1 Nice confed
G2 Mean confed
G1 felt even enjoyed eating the cockroaches due to not having an external justification to rule out their uneasiness.
Application of CD
Counter-additudinal advocacy: makes internal justification so CD can be reduced by changing the attitude of themselves.
We want to provide the littlest external justification for others, not making them feeling like they were made to do something.
so when punishing your child, or wanting someone to do sth for you, make sure you
-> use the smallest/unnoticeable form when addressing them to get their attitude in line with their behavior.
The studies that support when the CD works in 2 facts (includes our core selves).
with Post decision dissonance
Heine’s CD study
Rate your fav CD and choose one in between your 5th and 6th choice. Then rerate your pref
= post decision dissonance (Evaluating what they chose as more favourable)
G1 Canadians
G2 Japanese
only G1 had post decision dissonance as picking for themselves meant their whole importance as it was their coreself.
Horshiro-Browne’s Menu study
Pick one from 10 menu for your family and rerate your preference
G1 Canadians
G2 Japanese
Only G2 felt post decision dissonance because it meant it was in conflict with their core self with they family.
= Core self definition depends on how it’s self relevant.
Stronger CD is formed under
Permanence of the situation
(bettors: dissonance is so strong that they are 100%+ sure that their horse will win
final sale: bought it when knew that it was final sale so this increases one’s likings).
Justification of effort
:when it took more painful processes to get to the goal, one’s preference increases.
i.e fraternity hazing, gang member recruitment.
Self Affirmation theory
Tendency to decrease CD by focusing on their competence of unrelated threat
i.e i am not going to hit her today because i aced that exam, and so smart people aren’t bullies.
It can be a buffer to keep the high S.E.
Stronger CD leads to
Rationalization Trap
justifying punitive events rather than apologize leads to more negative thoughts towards the target
i.e racist jokes causes discomfort that they have set those mean statements, causing the speaker to become more rasicst towards them “because they deserve the jokes because they are so inferior.”
