Attitudes

Question 1

Attitudes

Answer 1

• three components: cognition emotion, behavior
• do not always agree
• goal: predict behavior from cognition
• factors: life relevance, subject norm, perceived control, direct experience

Question 2

Early Learning

Answer 2

• attitude formation
• explicit teaching
• modeling

Question 3

Mere Exposure

Answer 3

• attitude formation

- the more times you hear/see something, the better you ned to like it

Question 4

Operant Conditioning

Answer 4

• attitude formation
• reinforcing appropriate attitudes
• group rewards like attitudes

Question 5

Classical Conditioning

Answer 5

• attitude formation

- conditioning the response you want

Question 6

Attitude Change

Answer 6

• a huge amount of money is spent on attitude change yearly

- commercial ads, political campaigns, social movements

Question 7

Elaboration Likelihood Model

Answer 7

1. Persuasion Attempt: message
2. Audience Factors: high motivation or low motivation
3. Processing Approach: focused on message or focused on the surface
4. Persuasion Outcome: lasting change or temporary change

Question 8

Attitude Change: Cognitive Dissonance Theory

Answer 8

• Leon Festinger
• people motivated to have internal consistency among their beliefs behaviors
• ex. the more you pay for a car, the more you like it

Question 9

Where is the Dissonance?

Answer 9

• in Cognitive Dissonance Theory

- people assumed to real previous beaver and realign attitude to be more consistent

Question 10

Attitude Change: Self-Perception Theory

Answer 10

• Daryl Bern
• people do not have well formed attitudes about many situations
• if they act before consolidating an attitude, they reflect on that action to help establish the attitude
• self perception of own behavior affects attitude

Question 11

Stereotypes and Prejudice

Answer 11

• the processes that create attitudes also create stereotypes
• attitudes about a class of people
• drawing conclusions about the whole group
• limited, non-representative sample
• media influence

Question 12

Effects of Media on Stereotypes

Answer 12

• we have strong impressions of what these stereotypes are
• media may be one major source of these impressions
• constantly presents information about social world

Question 13

Portrayal of Women in the Media

Answer 13

• Under Representation: 38% of main characters in TV storylines
• Sexualization: 41% of video games have women totally or partially nude
• Women and men are represented in traditional roles across cultures
• Women tend to be represented in subordinate roles; not near the top of the hierarchy

Question 14

Motivational Theories

Answer 14

• theory of prejudice
• prejudice may help people feel secure and fulfill a need for antagonism against others
• authoritarianism
• personality type characterized by: acceptance of tradiational values, willingness to follow authority figures, inclination to act aggressively to threats from out-group
• prejudice against others part of keeping group safe
• others may also gain social identity from behavior against out-group

Question 15

Cognitive Theories

Answer 15

• theory of prejudice
• categories and concepts are how we deal with the complex nature of the world
• concepts contain some generalizations
• ex. dog treated as a dog
• stereotypes and prejudice reflect influence from categories
• ex. old people are forgetful

Question 16

Cognitive Theories of Prejudice

Answer 16

• stereotypes reflect inference from type of person or social categories
• based on unrepresentative sample
• generalization from category to single person
• violates our desire to treat people as individuals and form opinions based on individual merit
• implicit and explicit prejudice

Question 17

Implicit Association Test

Answer 17

• people respond faster when valence of items agrees
• ex. young and good is positive, old and bad is negative
• this reflects hidden prejudice, environmental association, research shows that IAT is independent of explicit attitudes
• effects can be changed by exposure to relationships

Question 18

Reducing Prejudice: Contact Hypothesis

Answer 18

• placing groups in contact will decrease prejudice

- create equal status, struck support, one on one basis, typical group members

Question 19

Reducing Prejudice: Jigsaw Techniques

Answer 19

• child work s a team toward a goal
• workers share burden
• people share danger, stressful conditions

Question 20

Interpersonal Attraction

Answer 20

• stereotyping and prejudice derive from generalizing from category to individual
• interpersonal attraction an be seen as its polar opposite
• placing great value on attributes of one person