Attitudes

Question 1

What is the definition of attitudes

Answer 1

Attitudes are evaluations of ourselves, of other people, and issues with some degree of flavor and disfavor

Question 2

Are we born with attitudes?

Answer 2

Not born with evaluations, learn how to evaluate something. Learn in social, political, cultural context

Question 3

What is your attitude toward yourself called

Answer 3

Attitude toward yourself = self esteem

Question 4

Explain the three bases: affect

Answer 4

Affect; emotions, or feelings stimulated by the object of an attitude, gut feeling, not rational, not governed by logic

Question 4

What are the 3 bases of attidues

Answer 4

A: affect
B: behavioural intention
C: cognition

Question 5

Explain the 3 bases: behavioural intention

Answer 5

B: behavioral intention; predisposition to act in a certain way, self-perception. Intention not action

Question 6

Explain the 3 bases: cognition

Answer 6

Cognition: beliefs or ideas people have about the object of an attitude, weighing the pluses and minuses for making a logical decision. Thinking of the concept

Question 7

What is the tri-component theory

Answer 7

The A,B,C components of an attitude are a single entity. Fall into 1 concept with 3 dimensions. All factors are interrelated

Question 8

What is the separate entities view of attitudes theory

Answer 8

A, B, C are each separate entities which may or may not be intercorrelated

Question 9

When is affect usually used in determining attitude

Answer 9

Used when evokes emotion (used when feelings are attached)
- Spider, lion, partner, exotic foods, music, jewelry

Question 10

When is cognitive usually used in determining attitude

Answer 10

Characteristics used to describe utility based items (used when no feelings attached)
- Vacuum, kitchen mixer, oven

Question 11

What are the 3 main determinants of attitude strength

Answer 11

1) Ambivalence
2) Accessibility
3) Subjective Experiences

Question 12

Explain the main determinants of attitude strength and how they effect persuasion: ambivalence

Answer 12

Ambivalence: having mixed feelings about something

The more ambivalent attitudes are, the easier they are to be persuaded

Question 13

Explain the main determinants of attitude strength and how they effect persuasion: accessibility

Answer 13

Accessibility: how easy it is for the attitude/evaluation of something to come to mind

The less accessible attitudes are, the easier they are to be persuaded

Question 14

What are the 2 attitude dimensions

Answer 14

1) Explicit attitudes
2) Implicit attidues

Question 14

Explain the main determinants of attitude strength and how they effect persuasion: subjective experiences

Answer 14

Subjective experiences: base attitude on own behavior

The more experience there is, the harder it is for an attitude to be persuaded

Question 15

Explain explicit attitudes

Answer 15

What you express

Ex. Expressing you are pro-migration

Question 16

Explain implicit attiudes

Answer 16

The subconiosius, biases

Ex. you may think you are an ally but if you see a same-sex couple being intimate you may feel discomfort. You are implicitly homophobic

Question 17

What are the issues with self reporting measures

Answer 17

Problems: wording of questions, ordering of items, reluctance of respondents to express some attitudes

Question 17

What are the 2 ways of measuring attidues:

Answer 17

1) Self reporting measures
2) Covert measures

Question 18

What are covert measures

Answer 18

Studying people’s behavior instead of what they exactly say

Implicit association test (IAT), measures implicit biases of attitudes people may not know they have

Question 19

What is the relationship between attitude and behaviour

Answer 19

Non constant, external dispositions can greatly influence peoples behaviours

Question 20

What is the correspondence principle?

Answer 20

Attitudes and behaviors have to be measured at the same level of specificity or generality

Specific question should measure specific behavior

General question should measure general behavior

Question 20

How do people reduce cognitive dissonance

Answer 20

• Change one of the cognitive elements
• Introducing a third element
• Seeking others opinions and information

Question 21

What is the cognitive dissonance theory

Answer 21

Inconsistency among attitudes leads to tension which motivations people in the direction of attitude change

Question 22

Explain how “r” is used in correlation studies

Answer 22

If R = 1, there is 100% correlation
If R= 0, there is no correlation