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attitudes Flashcards

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1
Q

what is attitude?

A

an association in memory between an object and an evaluation, about people, objects, events and abstract ideas

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2
Q

attitudes comes from mainly 2 areas. what are they?

A
  1. genetic basis
  2. social experiences
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3
Q

genes and social experiences shape __________ and __________ which affect our attitudes directly.

A

temperament; personality

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4
Q

what 3 components make up attitude?

A
  1. affective (evaluations based on physiological responses, emotions and associations)
  2. behavioural (evaluations based on outcomes of behaviours)
  3. cognitive (evaluations based on rationality, logic, facts, pros and cons)
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5
Q

which one of the 3 components that make up attitudes, affective, behavioural or cognitive, makes evaluations based on physiological responses, emotions and associations?

A

affective

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6
Q

define affectively-based attitude.

A

attitude based on emotions and physiological reactions, not on past behaviours or object assessments of pros and cons.

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7
Q

where do affectively based attitudes come from? (4 sources)

A
  1. values
  2. physiological reactions (taste or touch something you either like or don’t like)
  3. aesthetic reasons
  4. classical and operant conditioning
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8
Q

define behaviourally-based attitude.

A

attitude based on observations of how one behaves toward an object in the past.

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9
Q

which one of the 3 components that make up attitude, affective, behavioural or cognitive, revisits self-perception and cognitive dissonance? how so?

A

behavioural.

  • we resort to behaviourally-based attitudes by looking to our past actions when we are unclear about our attitudes and need to justify them.
  • we are unclear about out attitudes when:
  1. attitudes are weak/ambiguous (eg. if strong attitude towards exercising already exists, there is no need to look to past behaviour)
  2. attitudes are remotely relevant to us
  3. there is no extrinsic justification for behaviour (if i’m exercising for a medical reason, there’s no need to look back to past actions for justification)
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10
Q

attitudes that are based on rationality, logical analysis of facts and weighing of pros and cons is called ____________-based attitude.

A

cognitively

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11
Q

are most decisions and evaluations in our life based on rationality?

A

no. gut feeling.

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12
Q

explicit vs implicit attitudes

A

explicit attitude: attitudes that we consciously endorse, and can easily think and talk about.

implicit attitude: attitudes that are involuntary, uncontrollable and sometimes beyond our conscious awareness.

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13
Q

what is the example of explicit vs implicit attitudes given in the lecture?

A
  1. explicit
  • sam thinks racism is wrong.
  • racial equality exists in the form of explicit attitude because it is his conscious evaluation of other races and it explains how he chooses to act.
  • consistent with his explicit attitude, he steps up to defend a person from racism at the park.
  1. implicit
  • sam thinks racism is wrong, but he grew up wiht negative stereotypes about minority groups.
  • racial inequality exists in the form of implicit attitude because racist ideas might have affected sam in ways he is unaware of and he could have picked up mental associations between minorities and badness unintentionally as he grew up.
  • consistent with his implicit attitude, sam intuitively assumes a masked burglar belongs to a minority group without any evidence.
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14
Q

which attitude, implicit or explicit, can be measured directly?

A

explicit

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15
Q

explicit attitudes can be measured directly, but they are prone to many problems. name 2.

for implicit attitudes measurements, are these problems also present? why?

A
  1. unwilling to report because of embarrassment, privacy, social desirability.
  2. unable to do so because the attitude of interest could be weak, ambigous and thus prone to poor self-inspection.

measuring implicit attitudes do not have the same problems because they are mental structures in our mind that we are not even aware of.

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16
Q

what is the most common indirect measure of implicit attitudes?

A

Implicit Association Test (IAT)

17
Q

what is the main thing about Implicit Association Test (IAT)?

A

strength of association between 2 mental representations reflected by reaction time.

  • how quickly or slowly you link 2 concepts together (eg. if rxn is faster in pairing fruits with negative words vs good words, implicit attitude towards fruits is negative)
18
Q

what are 2 pros of the Implicit Association Test (IAT)?

A
  1. relies on rxn time - hard to fake
  2. purpose of task not obvious to typical participants
19
Q

what is a con of the Implicit Association Test (IAT)?

A

what you really like vs cultural norms

eg. faster association of japanese food with happy face may not necessarily mean i like japanese food more, maybe it is just more common in my culture compared to italian food.

20
Q

give 3 reasons why people change their attitudes.

A
  1. in response to self-examination (coping with dissonance)
  2. inspection of apast behaviours (self-perception)
  3. direct social influence
21
Q

A persuasion method is the Yale attitude change approach and it can be summarised in 1 line. what is that line?

A

who says what to whom

22
Q

what are the 3 main factors of the Yale attitude change approach?

A
  1. source of communication (speaker who looks appealing, credible, confident and convey message in slow and deep voice)
  2. message itself (quality of argument, presentation of both sides of issue, length and vividness of message)
  3. nature of audience (intelligence, age, self-esteem, distraction)
23
Q

what is the problem with the Yale model?

A

numerous variables/factors all over the place
(eg. attractiveness of conveyor, quality of argument, age of recipient, etc.)

24
Q

what was done to counter the problem with the Yale model?

A

process-driven theory to account for the numerous variables/factors with the least complexity.

Elaboration Likelihood Model (ELM) - an explanation that persuasive communications can cause attitude change via 2 ways, depending on motivation and ability of the message recipient.

25
Q

the elaboration likelihood model can make specific predictions on _____ and _____ persuasion occurs.

in principle, our attitudes are most affect by:

A

when; how

in principle, our attitudes are most affect by:
1. what the message is about (quality, rationale of argument)
2. superficial features of the communication process (who is persuading, and how long is the persuasion)

26
Q

The ELM is about the way people process persuasive information and there are 2 paths of persuasion. what are the 2 paths?

A
  1. central path
  2. peripheral path
27
Q

According to the ELM, when do people process persuasive info via the central path?

A

when they are motivated and/or able to pay attention to the quality of arguments in the persuasion message

28
Q

According to the ELM, when do people process persuasive info via the peripheral path?

A

when they lack the motivation or ability to pay attention to the arguments, they instead look at the superficial features of the persuasion message that may have nothing to do with the actual argument.

29
Q

According to the ELM, what is the key factor that predicts which pathway people use to process persuasion messages?

A

motivation

30
Q

when the issue is ______ to us, we will be more motivated to focus on the argument and disregard the superficial features of the argument.

A

relevant

31
Q

motivation alone is insufficient to kickstart the central route to process persuasion. accoridng to ELM, what else is vital for our central pathway to activate?

A

ability (mental power and resources)

32
Q

what are the DV and 2 IVs of the photocopier study by Langer, 1978?

A

DV: agreement to let someone cut queue

IV1: quality of reasons (no, dumb or good reason)
IV2: size of favor (big or small stack of paper)

33
Q

some favours require people to bend the rules.

so, asking people to bend the rules for you requires _________, thus asking for a favor can be an example of changing someone’s ________________.

A

persuasion; attitude

34
Q

what are the results of the photocopier study (langer, 1978)?

A
  1. when rqt is small, people don’t bother to think. you’re more likely to comply as long as there is a reason, no matter dumb or good.
  2. when rqt is big, people care and examine reason more carefully, so reason matters.
35
Q

what are the key takeaways of the photocopier study (langer, 1978)?

A
  1. having reasons for favors is always better than not having one.
  2. if favor is small, may get away with dumb reasons.
36
Q

people who base their attitudes on a careful analysis of arguments will be:

  1. more likely to __________ this attitude overtime
  2. more likely to behave ___________ with this attitude
  3. more ____________ to counter-persuasion
A
  1. maintain
  2. consistently
  3. resistant
37
Q

which appraoch is likely to elicit long-lasting attitude change? central or peripheral?

A

CENTRAL becauase they have carefully analysed the arguments
- more likely to maintain attitude overtime
- more likely to behave consistently with attitude
- more resistant to counter-persuasion

38
Q

define attitude inoculation.

A

attitude inoculation occurs when people are resistant to change because they have been exposed to weak arguments that are against their position.

  • motivates us to think about why weak arguments are weak and this strengthens our original attitude

social psychology (9 decks)

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