Attitude Structure Flashcards
Attitude Structure
A knowledge structure stored in memory
Knowing that attitudes are a two node structure, what is on the end of each node?
Object and evaluation of an attitude object. The link between the two is the strength of the association
Intra-attitudinal Structure
Structure of a single attitude
Inter-attitudinal Structure
Involving more than one attitude (attitude system or belief system)
Accessibility
The strength of the link between object and evaluation (typically intra-attitudinal)
What does higher accessibility equal?
More automated evaluation and higher emotional reactions
Accessibility is determined by:
frequency of thinking about the object and diagnostics of information about the attitude object (emotional reactions, past behavior with attitude object, etc.)
Knowledge
The held information about the attitude object
What are a few key factors of knowledge?
Overall size/body of information relevant to a/o, subject’s subjective perception of knowledge of a/o, and content of information relative to a/o
How can people achieve evaluative effective consistency?
By aligning attitudes and emotions associated
Evaluative Cognitive Consistency
Attitude and beliefs about attributes of attitude
Evaluative Affective Consistency
Attitude and emotions associated with the object
What does consistency equal?
Stronger attitudes which are difficult to change
Ambivalence
The degree to which an a/o is simultaneously evaluated negatively or positively
There are conflicting negative and positive elements
Ambivalence can create what kind of attitude structure?
An inconsistent structure
