Attitudes Flashcards
attitudes
- eval of person, object, idea
- can be + or -
- comprised of A-B-C
attitude origins: affectively based attitude
based primarily on people’s emotions and feelings about attitude object
attitude origins: behaviourally based attitude
based primarily on observations of how one behaves toward attitude object
attitude origins: cognitively based attitude
based primarily on person’s beliefs about properties of an attitude object
explicit attitude
- we consciously endorse and easily report
- likely rooted in recent experiences
implicit attitude
- involuntary, uncontrollable, at times unconscious
- tend to be rooted in long term experiences
- the IAT will be back
theory of planned B
- attitude does not inherently predict B
- maintains that the best predictor of people’s deliberate B is their intention
deliberate B
- people think intently about them
- can be predicted quite well
predictors of intention
- attitudes towards specific B
- perception of social norms regarding that B
- perceived behavioural control regarding the B
- refer to schema in notes, section on attitudes
changing attitudes
- persuasion vs compliance
- persuasive communication
- Yale attitde change approach
persuasion vs compliance
persuasion
- involves change of attitude
compliance
- change of B, even for a short period of time
persuasive communication
communication advocating a particular side of an issue
Yale attitude change approach
study of conditions under which people are most likely to change their attitudes in response to persuasive messages
effective communication
- source of communication
- credibility
- perceived attractiveness (halo effect) - nature of communication (we don’t like it when we know someone is trying to change our opinion)
- intentionality
- two-sided perspective
- recency/primacy effect - nature of the audience
- distractedness/receptiveness
- cultural differences
elaboration likelihood model
- central route
- peripheral route
central route
- when people are motivated and have the ability to pay attention to the arguments in the communication
- relevant to main goal