Attitudes Flashcards
ABC Model
An attitude has 3 components: Affective (our feelings), Behavioural (Our actions) and Cognitive (our thoughts)
Dissonance
When our behaviours and attitudes don’t match each other.
Consistency
When the ABC model match each other
Strength and direction of attitude
How strong and predictable an attitude is. Can be measured in observational studies, self reports, open vs closed questions, likely scales.
Observational studies
Observe what someone else does, infer or assume, underlying attitude which may be associated with the observed behaviour
Naturalistic
Person doesn’t know they are being observed, they are in their own environment (observational studies are usually naturalistic)
Non-naturalistic
Person knows they are being observed and are in an unfamiliar environment
Self-report methods
Are written or spoken answers to questions and statements presented to the researcher e.g. Free response (qualitive), and fixed response (closed Qs)
Questionnaire
A written set of questions which are used as part of a survey, usually involves asking and answering questions in writing
Interview
Involves researcher asking questions with the aim of obtaining self-report info on a topic of research interest, face to face, interactive, qualitative or quantitive.
Rating scales
Scales provide a series of fixed response questions or statements about different aspects of an attitude. Used to measure direction, and/or strength , is quantitive data
Likert scales
Focuses on measuring the direction of an attitude, usually 20 questions, respondents indicate how much they agree or disagree on a 5 point scale, half statements are worded positively and the other half negatively, the responses are scored and equal the attitude score
Strength of an attitude
Attitudes can be strong or weak/less intense, a strong attitude is usually thought about, well known and easily accessible, also tends to be personally relevant and contain a strong underlying emotional component
Direction of an attitude
Whether you are for or against an attitude
Accessibility
Is a strong attitude that easily comes to mind, been thought about, well known, and stored in memory ready for use
Social Context
The attitude that leads to actual behaviour may be dependant on the social context or specific situation in which a person finds themselves in. They act according to what is expected rather than how they feel
Perceived control
Is the belief an individual has that they are free to perform, when they act on their attitude because they can do something about it and there is nothing really stopping them from doing it
Stigma
A negative label associated with disapproval or rejection by others who aren’t labelled in that way e.g. People in wheelchairs are often stereotyped as being very dependant on others and living limited lifestyles
Stereotype
A collection of beliefs about the people who belong to a certain group, regardless of individual differences among members of that group (“all are the same”) e.g. A family always has mum and dad (doesn’t consider gay couples). Is essentially negative, ignores individuality and makes broad assumptions
Prejudice
Is a “pre-judgement” (deciding before getting to know the details, or hearing the other side) holding a negative attitude towards the members of a group, based solely on their membership of that group. A belief. Is best described as an attitude.
Discrimination
Positive or negative behaviour that is directed towards a social group and its members. Is best described as behaviour. Positive e.g. Mothers can access maternity leave for 16 weeks. Negative e.g. Whites only, no blacks
Old-fashioned prejudice
Obvious beliefs, total overt discrimination, uneducated, e.g. The belief that the ideal woman belongs in the kitchen
Modern prejudice
Subtle or hidden, often hidden by initially good intentions and usually lack of awareness, e.g. Rich people going over and helping poor people and advertising it
What are Blumers 4 characteristics on prejudice?
Majority and minority group. Majority group believes:
1. Superiority 2. Minority “don’t belong” 3. That they are the most powerful of the two groups 4. Majority fearful of minority
