Attitudes Flashcards
Attitudes
global evaluations of stimulus object that are based on threes sources of info: affective responses, behavioural and cognitive info.
Three component model
affect behaviour and cognition effect attitude
three component relation study
Breckler- real snake indicted if kind/cruel (cognition), anxious/happy (affect) and handle (Behaviour)
moderate correlation showing still independent but impact attitude
Components vary in importance study (based on political attitudes)
Affect-cognitive ambivalence
one + while other -
affective plays larger role when misaligned but similar role when align
Components vary in importance predator study
Stronger effect to cognitive beliefs compared to affective an behaviour
Individual differences
HA HC- Dual-consistents
HA LC- Feelers
LA HC - Thinkers
LA LC- Dual-inconsistents
Function structure model
which component has stronger effect based on motivation
Function of attitudes (smith et al)
Object-appraisal - evaluate
Social-adjustment- guide acceptable behaviours
Externalisation - protect self esteem
function of attitudes (Katz)
Knowledge and utilitarian functions (object appraisal)
ego-defensive function (self -esteem)
Value-expressive function - express guiding principals
Why attitudes are formed
need for affect (approach or avoid situ
need for cognitive simplicity (seek out and enjoy cognitive activity)
Evidence for why attitude formed
unfamiliar rely on affective
familiar rely on cognition
preferred thinking style plays strong influence
Self report scales
semantic differential - word scales with opposite meanings
Likert scale - list of statements indicate how far agree
Thurstone scale- rank statements
Strengths of self-report
Economical
easy to administer
reliable and valid
Limitations of self-report
Demand characteristics
impression management
Implicit measures of attitudes study
exist outside of conscious awareness and control
examine automatic associations between attitude objects and evaluative attributes
Implicit associations test
one side Asian other side white
then one side positive and negative
both together then flip
see which one quicker at
First attitude and behaviour study
LaPierre travelled across us with Chinese couple
wrote to establishments months later and asked if accept Asian couple
only 1 said yes even though on journey only 1 establishment actually didn’t let them in
Some examples/evidence of attitude do predict behaviour
recycling, healthy eating and smoking
high predictors of multiple acts of behaviour just not single types
Theory of planned behaviour
Behaviour based on attitude, subjective norms and perceived behaviour control
What can theory of planned behaviour predict
Academic achievement and vaccination uptake
Persuasion
Formation or change of attitudes through info processing in response to a message about the attitude object
Low cognitive effort attitude change
Classical conditioning
Razran- slogan and free lunch vs unpleasant smells. Couldn’t recall where paired each slogan with but had more positive attitudes towards free lunch slogans
High cognitive effort persuasion
Message learning approach
Depends on: Message source, recipient, message and channel (how communicated)
Internal mediating process - attention to comprehension to rehearsal to yielding
What can be used to change attitudes
interventions with small effect size
Dual processing models of persuasion
Happens through both effortful and effortless
two key models
elaboration likelihood
heuristic-systematic
Elaboration likelihood model
message to audience factors to processing method to attitude change
Central route - high motivation and ability so focus on quality and thus strength of argument causes change
Peripheral route- Low motivation and ability so focus on attractiveness and so dependant on presence of persuasiveness cues
Heuristic-systematic model
Heuristic- effortless
Systematic-effortful
balance between effort minimisation and confidence in judgement
small confidence gap (between actual and desired) means heuristic
three motivational forces - accuracy, defence and impression motivation
Four principles in persuasion
Extraneous info can influence persuasion
Motivation and ability effect impact
Congruence between message and recipients knowledge and goals enables
can occur without awareness
Resistant to attitude change
ABC model
don’t like won’t do it don’t believe
Resitting persuasion
Strategies- Contesting, empowerment, biased processing and avoidance
Main reasons- freedom threats, concerns of deception and reluctance to change
context of values
- interacts with social norms (authoritarian and humanitarian values effect by social norms towards immigrants)
Context of goals
when considering behaviour goals attitudes remind us about what we like/dislike of execution and outcome
Context of language
language used to describe can impact attitudes. e.g. police described as guardians or warriors
Context of emotions
particular impact in political attitudes
Context of development
attitudes change throughout life e.g. music preference for more upbeat music inn adolescence compared to mellower as get older
age-related positivity effect- goal shift towards positive info
Historical context
generations exposed broad socioeconomical changes which influence attitudes
Culture context
Attitudes based on own thoughts vs what authority figures expect/social norms
Implicit association test meta analysis
r=.274 for prediction of behavioural, judgement and physiological measures. better predictability with sensitive topics such as race. Then self report
higher correlation between IAT and self-report the greater the predicative validity of each
