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social psychology year 2 > attitudes > Flashcards

attitudes Flashcards

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1
Q

what is an attitude?

A

association between an attitude object and evaluations of these objects

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2
Q

what are four behavioural theories of attitudes?

A

mere exposure, classical conditioning, instrumental conditioning, observational learning

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3
Q

how can we develop attitudes by mere exposure?

A

familiarity leads to contempt

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4
Q

how can classical conditioning lead to attitudes?

A

neutral stimuli is paired with positive and negative stimuli

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5
Q

how can operant conditioning lead to attitudes?

A

reinforcement system using rewards and punishments

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6
Q

how can observational learning lead to the behavioural theories of attitudes?

A

through modelling and vicarious reinforcement

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7
Q

what are three cognitive theories of attitudes?

A

information integration theory

mood as information hypothesis

heuristic/associative processing

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8
Q

how can information integration theory lead to an attitude?

A

look at the average information about an object

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9
Q

how can the mood as information hypothesis explain attitude development?

A

emotion allows us to evaluate objects- we associate moods with a situation

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10
Q

how can heuristic/associative processing explain attitudes?

A

‘rules of thumb’ are used to make judgements and form mental shortcuts in memory

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11
Q

how does self perception theory explain attitude formation?

A

we infer attitudes from our own behaviour

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12
Q

what happened when Haemmerlie and Montgomery looked at self perception theory? (1982)

A

looked at heterosexual anxiety

participant was nervous before interaction

person of the opposite sex told to interact very positively

only rated the experience as going well if the person of the opposite sex was very positive

suggests we infer a lot from our own behaviour

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13
Q

what are two main sources of attitude formation?

A

parents and the media

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14
Q

how can we measure attitudes?

A

implicitly and explicitly

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15
Q

what are the advantages of measuring attitudes explicitly?

A

measured directly

good constructive validity

predicts deliberate behaviours

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16
Q

what are the advantages of measuring attitudes implicitly?

A

difficult to fake

measured indirectly

predicts automatic problems

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17
Q

what happened in Fazio’s study of evaluative priming?

A

participants had to categorise target words as fast as they could
preceded by a positive/negative prime
positive words with positive primes were better remembered and categorised faster

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17
Q

how does evaluative priming relate to attitude formation?

A

if people are repeatedly exposed to positive/negative primes, they may subsequently develop more positive/negative attitudes towards related concepts after

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18
Q

what are the two accounts which can be used to explain the implicit association task?

A

spreading activation account
response conflict account

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19
Q

what is the spreading activation account?

A

get priming stimulus
activation of prime spreads to other stimuli
prime was related to positive things
secondary prime ‘chocolate’ was presented, but was already partially activated

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20
Q

what is the response conflict account?

A

get priming stimulus
produces response
target stimulus is incongruent with the prime
slows response rate

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21
Q

what did Greenwald, Poehlman, Uhlmann and Banaji (2009) find out in a meta analysis of predictive validity for implicit/explicit measures of attitude?

A

implicit measures averaged r=0.27 and explicit measures averaged r=0.36

so both valuable for predicting behaviour

implicit measures can be considered more affective as they correlate best with the cognitive attitude component

22
Q

what is the single attitude model?

A

joint function of deliberative and spontaneous processes

explicit and implicit are different ways of measuring the same thing

23
Q

what is the dual attitude model?

A

can hold two or more attitudes towards the same thing at the same time
the attitude endorsed depends on the situation

24
Q

what routes are the dual process theories of attitudes made up of? (elaboration likelihood model)

A

central and peripheral route

25
Q

what is the central route for attitudes?

A

when the message is followed closely, considerable cognitive effort is expanded

26
Q

what is the peripheral route for attitudes?

A

superficial processing of peripheral cues

27
Q

what are the four ways persuasive factors can influence attitudes?

A

as a cue
as an argument
by determining cognitive elaboration
by biasing processing of available information

28
Q

what are the two aspects of the heuristic systematic model?

A

systematic processing
heuristic processing

29
Q

what is systematic processing?

A

careful, deliberate scanning and processing of available information

30
Q

what is heuristic processing?

A

people use cognitive heuristics/shortcuts to make judgements

31
Q

what is the sufficiency threshold?

A

if an individual feels confident enough/enough cognitive processing for persuasion of an attitude to occur

32
Q

what is the bias hypothesis?

A

heuristic cues may bias effects of systematic processing
this is also affected by mood and emotion

33
Q

what two components is the reflective impulsive model made of?

A

reflective systems
impulsive systems

34
Q

what are reflective systems?

A

propositional relations between stimuli, tagged with truth values (true/false)

35
Q

what are impulsive systems?

A

simple associations activated according to similarity and contiguity

36
Q

how do reflective and impulsive systems act?

A

operate simultaneously
but impulsive systems has priority

37
Q

how can a communicator become more persuasive?

A

expert on the topic
attractive/popular person
person speaks faster

38
Q

when is a message more persuasive?

A

repetition
perceived as not trying to influence

39
Q

what is the inverted U hypothesis for persuasion?

A

messages with too little fear may not highlight the potential harm of an act
very distrubing images may evoke an avoidance reaction

40
Q

what is a meta analysis of fear for persuasive messages?

A

strong fear condition= perceived severity= most persuasive
fear can motivate adaptive actions and behavioural changes
strong fear conditions with low action messages= most defensive responses

41
Q

what is outcome framing?

A

focusing on gains or losses has different uses for different behaviours

42
Q

when is focusing on the gains useful?

A

for low risk behaviours

43
Q

when is focusing on the losses useful?

A

for high risk behaviours

44
Q

were high or low self esteem individuals persuaded more easily?

A

inverted U relationship
low self esteem- less attentive, more anxious
high self esteem- less susceptible to influence, more self assured

45
Q

are men or women persuaded more easily?

A

women

46
Q

who proposed cognitive dissonance theory?

A

Festinger, 1957

47
Q

what is cognitive dissonance theory?

A

how our attitudes/behaviour/self esteem are linked

48
Q

what is cognitive dissonance?

A

unpleasant state of psychological tension when inconsistency occurs

49
Q

why does dissonance motivate people?

A

want to make changes to their behaviour/internal state to restore equilbrium

50
Q

how can dissonance be reduced?

A

reduce the importance of one of the dissonant elements (attitude change)

adding a consonant element (cognitive reappraisal)

change one of the dissonant elements (behavour)

51
Q

what happened in Festinger and Carlsmith (1959) experiment for induced cognitive dissonance?

A

peg task
either received no payment, $1 or $20
higher rating of liking for the task when paid $1- assumed it must have been interesting whereas the $20 group did it for the money

52
Q

what is the most effective dissonance to promote behaviour changes?

A

hypocrisy

social psychology year 2 (4 decks)

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