attitudes Flashcards

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1
Q

attitude

A

a cognitive representation that summarizes evaluation of an attitude object

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2
Q

attitude objects

A

the self, other people, things, actions, events or ideas

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3
Q

attitudes have

A

direction

intensity

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4
Q

measuring attitudes

A
self-report on attitude scales
observation of behaviour
physiological measures, e.g. EMG
reaction time measures
the implicit association test
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5
Q

function of attitudes

A

help people master the environment (object appraisal/knowledge function, instrumental/ utilitarian function
help people connect to others: social identity/ value expressive function, impression management function

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6
Q

attitude formation

A

people build up information about an attitude object, including:
cognitive information: facts and beliefs
affective information: feelings and emotions about the object
behavioural information: information about past, present or future interactions w/ subject

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7
Q

persuasion

A

the process of forming, strengthening, or changing attitudes by communication

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8
Q

rational messages

A

provide cognitive information about an attitude object

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9
Q

emotional appraisals

A

associate affective information with the attitude object

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10
Q

superficial route to persuasion

A

focusing on accessible or salient information to make simple evaluative inferences about the attitude object

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11
Q

systematic route to persuasion

A

considering the validity and importance of attitude-relevant information about the attitude object

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12
Q

persuasion heuristic

A

an association of superficial cues with positive or negative evaluations

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13
Q

heuristic processing

A

relying on persuasion heuristics to evaluate an attitude object quickly and without much thought

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14
Q

persuasion heuristics

A
evaluative conditioning
familiarity heuristic
attractiveness heuristic
expertise heuristic
massage-length heuristic
moods as heuristic cues
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15
Q

the mere exposure effect (Zajonc, 1968)

A

People prefer things to which they have been exposed more frequently

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16
Q

attractiveness heuristic

A

attractive sources are better liked, more persuasive

17
Q

expertise heuristic

A

competence

trustworthiness

18
Q

Massage-length heuristic

A

the more arguments in favor of an attitude object, the better the attitude object must be

19
Q

self-monitoring

A

the extent to which people care about self-expression vs. self-presentation

20
Q

Me and Mine motivation

A

Petty et al. (1981). Strong or weak arguments. Given by expert or nonexpert source.

21
Q

Fear

A

can motivate processing. Too much fear can undermine ability to process messages

22
Q

Defenses against persuasion

A

ignore opposing information
assimilation and contrast
biased processing
inoculation

23
Q

Assimilation

A

information that is somewhat supportive of an established attitude is viewed as strongly supporting the attitude

24
Q

biased processing

A

people accept supportive information at face value, criticize and reject opposing arguments.

25
Q

Lord, Ross, and Lepper (1979)

A

Students supported or opposed capital punishment. Read studies supporting or opposing it. Rated persuasiveness of the studies.

26
Q

Inoculation

A

if people know their attitudes are going to be challenged, they can gather information that will help refute the challenge

27
Q

subliminal stimuli

A

stimuli that we don’t perceive consciously

28
Q

self-perception theory

A

notice own behaviors favors or opposes some object, then draw conclusion about your attitude

29
Q

Foot-in-the-door technique

A

inducing someone to perform a small act favoring some object in order to make attitudes toward the object more favorable

30
Q

cognitive dissonance

A

uncomfortable state produced by awareness of inconsistencies among beliefs, attitudes, and actions.

31
Q

Four requirements for dissonance

A
  1. Individual perceives action as inconsistent with attitude
  2. Individual perceives the action as freely chosen.
  3. Individual experiences uncomfortable state of arousal.
  4. Individuals attributes arousal to the inconsistency
32
Q

reducing dissonance

A
  1. justifying attitude-discrepant behaviour
  2. justifying effort
  3. justifying decisions.
33
Q

The processing payoff

A

the processing involved in reducing dissonance creates strong, stable attitudes

34
Q

Alternatives to attitude change

A
  1. trivialize behaviour
  2. bolster beliefs consistent with behaviour.
  3. minimize personal responsibility.
  4. attribute arousal to other causes
    - alcohol consumption for dissonance avoidance.
    self-affirmation.
35
Q

dissonance reduction

A

involves more extensive processing, and occurs when attitude is meaningful or inconsistency is extreme

36
Q

Theory of reasoned action (fishbein & ajzen, 1975)

A
  • Attitudes cause intentions
  • intentions in turn drive actual behaviour
  • more specific intentions more likely to have influence
37
Q

implicit attitudes

A

less controllable, more automatic forms of behaviour

38
Q

explicit attitudes

A

more controllable, deliberative forms of behaviour