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Social Psychology PSYC 325 > Attitudes > Flashcards

Attitudes Flashcards

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1
Q

attitudes

A
  • eval of person, object, idea
  • can be + or -
  • comprised of A-B-C
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2
Q

attitude origins: affectively based attitude

A

based primarily on people’s emotions and feelings about attitude object

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3
Q

attitude origins: behaviourally based attitude

A

based primarily on observations of how one behaves toward attitude object

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4
Q

attitude origins: cognitively based attitude

A

based primarily on person’s beliefs about properties of an attitude object

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5
Q

explicit attitude

A
  • we consciously endorse and easily report
  • likely rooted in recent experiences
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6
Q

implicit attitude

A
  • involuntary, uncontrollable, at times unconscious
  • tend to be rooted in long term experiences
  • the IAT will be back
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7
Q

theory of planned B

A
  • attitude does not inherently predict B
  • maintains that the best predictor of people’s deliberate B is their intention
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8
Q

deliberate B

A
  • people think intently about them
  • can be predicted quite well
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9
Q

predictors of intention

A
  • 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
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10
Q

changing attitudes

A
  • persuasion vs compliance
  • persuasive communication
  • Yale attitde change approach
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11
Q

persuasion vs compliance

A

persuasion
- involves change of attitude
compliance
- change of B, even for a short period of time

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12
Q

persuasive communication

A

communication advocating a particular side of an issue

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13
Q

Yale attitude change approach

A

study of conditions under which people are most likely to change their attitudes in response to persuasive messages

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14
Q

effective communication

A
  1. source of communication
    - credibility
    - perceived attractiveness (halo effect)
  2. 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
  3. nature of the audience
    - distractedness/receptiveness
    - cultural differences
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15
Q

elaboration likelihood model

A
  • central route
  • peripheral route
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16
Q

central route

A
  • when people are motivated and have the ability to pay attention to the arguments in the communication
  • relevant to main goal
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17
Q

peripheral route

A
  • when people do not pay attention to the arguments but are instead swayed by characteristics
  • not relevant to main goal
18
Q

fear-arousing communication

A
  • persuasive message that attempts to change attitudes by arousing their fears
  • moderate level of fear and recommendations to enable change is MOST effective way to use fear-arousing communication
19
Q

does advertising work?

A
  • most think that advertising works on everybody but themselves
  • it works; when a product is advertised, sales increase
  • people react more favourably to ads that match their attitude type
20
Q

which ads work best?

A

for cognitively based attitudes
- rational arguments and personal relevance = BEST
for effectively based attitudes
- emotion = BEST
importance of cognitively/affectively based varies

21
Q

cultural differences: individualistic cultures

A
  • tend to favour advertising that stresses independence
  • “It’s easy when you have the right shoes”
22
Q

cultural differences: collectivist cultures

A
  • tend to favour advertising that stresses interdependence
  • “The right shoes for your family”
23
Q

subliminal messages

A
  • words/pictures used to persuade that are not consciously perceived
  • no evidence that these have effect on consumer’s B
  • research shows that advertisements = more powerful when we consciously perceive them
24
Q

attitude inoculation

A
  • process of making people immune to attempts to change their attitudes
  • done by exposing them to small doses of the arguments against their position
  • allows people to develop their own counterarguments and thus strengthen their attitude
25
Q

product placement

A
  • persuasion method
  • advertisers place their product into the script of a movie/shows
  • forewarning people that someone is about to try to change that attitude = good strategy against attitude change
26
Q

cognitive dissonance

A
  • feelings of discomfort caused by realization that one’s B = inconsistent with one’s attitudes
  • holds 2 conflicting attitudes
  • most often occurs whenever we do something that makes us feel unintelligent/immoral
27
Q

getting rid of cognitive dissonance

A
  • change the attitude
  • change the B
  • change the cognition
  • explain inconsistency
  • reduce importance of inconsistency
  • powerpoint, slide 35
28
Q

post-decision dissonance

A

chooser’s remorse
- dissonance inevitably aroused after a person makes a decision
typically reduced by enhancing attractiveness of chosen alternative and devaluating the rejected alternatives
- the more permanent and less revocable the mission, greater the need to reduce dissonance

29
Q

behaving immorally

A
  • when presented w/ moral dilemma, decision made will evoke dissonance and result in more extreme attitudes
  • i.e. cheating on a test
    1. cheaters grow more lenient towards cheating
    2. resisters develop stricter attitudes toward cheating
30
Q

justification of effort

A
  • tendency for individuals to increase liking for something they have worked hard to attain
31
Q

counter attitudinal B

A
  • sometimes we have an opinion countering to our private belief/attitude
  • look toward external sources to justify
  • if none found, we must look inward
32
Q

external justification

A
  • person’s reason/explanation for dissonant B that resides outside the individual
  • i.e. to receive a large reward
33
Q

internal justification

A
  • reduction of dissonance by changing something about onself
  • i.e. one’s attitudes or B
34
Q

Festinger and Carlsmith

A
  • participants were paid 20$ or 1$ to lie to a fellow student
  • those who had insufficient external justification changed their attitudes to make themselves feel like they were telling the truth
35
Q

using counter-attitudinal advocacy to tackle social problems

A
  • in several studies, participants generated counter-attitudinal arguments for a social causes they did originally not support
  • hypocrisy created resulted in changes in positive behavioural changes
36
Q

insufficient punishment

A
  • dissonance aroused when individuals lack sufficient external justification for having resisted a desired activity/object
  • usually resulting in the individuals devaluing the forbidden activity or object
37
Q

the aftermath of bad deeds

A
  • when we hurt someone, we come to dislike or hate that person as a way to justify our cruelty
  • i.e. dehumanizing victims of war
38
Q

hypocrisy paradigm

A
  • sometimes people are not aware that they are behaving in a manner that is inconsistent with their stated minds
  • bring this attention through hypocrisy induction
  • dissonance aroused and this can lead to attitude and B change
39
Q

self-affirmation theory

A
  • find relief through self-affirmation when typical strategies to reduce dissonance
  • affirming their competence on some dimension unrelated to the threat
40
Q

culture and self-affirmation

A
  • type of culture (ind vs col) can impact
  • independent self-affirmation less need for dissonance reduction among Euro-Canadians
  • interdependent self-affirmation have decreased the need for dissonance reduction among East Asians

Social Psychology PSYC 325 (11 decks)

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