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Social Behavior > Attitudes > Flashcards

Attitudes Flashcards

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Sociology 101 flashcards
1
Q

What are attitudes?

A

organization of beliefs, feelings, behavioral tendencies towards significant objects, groups, events

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2
Q

One component attitude model

A

Affect towards object positive or negative associated with the object

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3
Q

two component attitude model

A

knowledge, beliefs- guiding evaluative response

what we think about something- if we like it or not

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4
Q

Three component attitude model

A

cognitive, affective, behavioral components

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5
Q

cognitive component

A

knowledge, beliefs- characteristic of the object, subject

I believe spiders are dangerous

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6
Q

Affective component

A

feelings/emotions towards the object

I am scared of spiders

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7
Q

Behavioral component

A

behavior towards the object

avoiding spiders - screaming

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8
Q

belief based attitude

A

reasoned attitudes- based on outcome expectations and relative importance
conscious cost- benefit analysis

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9
Q

cue driven- attitudes

A

automatic attitudes
spontaneous evaluations triggered by perception of attitude object
automatic process of learned association

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10
Q

Why do we have attitudes?

A
  • knowledge
  • instrumentality (tool to achieve goals)
  • ego defense (protecting self esteem) social sanctions
  • value expressiveness (what defines our identity
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11
Q

Purpose of attitudes

A

saving cognitive energy: no need to gain new information from scratch, how we should behave or feel towards an object

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12
Q

Cognitive consistency theory

A

maintaining internal consistency among their different beliefs
-inconsistent beliefs are aversive

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13
Q

Inconsistency

A

thoughts contradict each other

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14
Q

Balance Theory

A

unbalanced triade- tension- motivation to restore balance

Restoring balance= least effort

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15
Q

Sociocognitive model

A

evaluative component- knowledge about an object in memory + summary
1. evaluation of an object of thought
2. storing attitude object in memory
3. labelling object - when to apply labels (rules)
supportive knowledge of the evaluation

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16
Q

Evaluation

A

Partie. kinds of thoughts, beliefs/judgements about an object

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17
Q

Accessible attitudes

A

can be recalled more easily - quicker expressed

  • strong influence on behavior
  • more stable
  • more resistent to change
  • more selective in judging relevant information
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18
Q

highly accessible attitudes

A

association in memory between an object and an evaluation

  • functional/useful- how automatically it can be activated in memory
  • coming faster in mind
  • more influence. over behavior
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19
Q

when is there an likelihood of activation?

A

depends on strength of association between object and evaluation
= strong object- evaluation association = highly functional - helping in decision making

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20
Q

Automatic activation

A

only strong associations

more likely to come to mind from memory

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21
Q

What does automatic activation influence

A
  • direct experience
  • Great interest in it (strong affects on our lives)
    = attitude are more accessible + strengthening effects on our behavior
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22
Q

direct experience

A

the more you think about attitudes, the more likely it its to come up = influencing behavior
more consistent related to behavior

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23
Q

How do we form attitudes?

A

direct experience

interaction with others

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24
Q

Mere exposure effect

A

repeated exposure to an object
greater attraction to that object = influences evaluations
- most effective when we lack information about an issue

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25
Q

Classical conditioning

A

neutral stimulus - repeated exposure simultaneously with another first presented stimulus
orignial stimulus produces response
second stimulus gets associated with the response
Result: only presence of second stimulus produces previous response

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26
Q

Evaluative conditioning

A

stimulus becomes more or less liked - when consistently paired with negative or positive stimuli

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27
Q

Spreading attitude effect

A

if a person is liked/ disliked, it also can affect how you like other people connected with that second person and also people who are in touch with the friends of the second person

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28
Q

Instrumental/ operant conditioning

A

reward and punishment for behavior
+ consequence = reinforcement
- consequence= no reinforcement

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29
Q

Observational learning

A

social learning process

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30
Q

Modelling

A

tendency to follow actions, beliefs, of a role model
requirement: observation
no direct experience
can become a habit

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31
Q

Attitude formation

A

elaborative process of building connections between more elements (beliefs)
higher number of elements - higher likeliness to become an attitude (generalized concept)

32
Q

Integration theory

A

attitude learning; more information about an object has been processed

33
Q

Bem’s self perception theory

A

gaining knowledge about ourself only by making self attributions
e.g. getting our ideas and thoughts from own behavior ; what we like or dislike
I go for a walk, therefore I must like it

34
Q

Persuasive communication

A

message to intend to change an attitude /related behave of an audience
no behavior change without an attitude change

35
Q

Attitude change

A

significant modification of an individuals attitude

36
Q

Persuasion process

A

communicator - source - who
communication- message- what
audience - to whom

37
Q

Persuasion

A

Communication meant to change opinions, attitudes or behavior

38
Q

Steps in persuasion process

A
  1. attention
  2. comprehension
  3. acceptance
  4. retention
39
Q

Rational message

A

providing cognitive information about an attitude model

40
Q

Emotional appeals

A

affective information about an attitude object

41
Q

Superficial processing

A

focus on accessible/ dominant information - simple evaluation about object

42
Q

Systematic processing

A

considering validity/ importance of attitude- relevant information about object

43
Q

Persuasion heuristics

A

association of superficial cues with positive/negative emotions

44
Q

Heuristic processing

A

relying on persuasive heuristics to evaluate an attitude object quickly and without thinking to much about it

45
Q

Heuristics

A 
Expertise heuristic
Attractiveness heuristic
speech rate
familiarity heuristic
message length heuristic
46
Q

Sleeper effect

A

impact of persuasive message can increase over time.

we can get more convinced by a message even If we cannot remember the source of the message (e.g. advertisement

47
Q

Third person effect

A

people think they are less influenced than others by advertisement

48
Q

Disconfirmation bias

A

if something contradicts our beliefs we evaluate it as weak and can refuse it

49
Q

When is there a high correlation between attitude and behavior ?

A
  • Attitudes are accessible (easy to recall)
  • attitudes are stable over time
  • direct experience
  • frequently reporting attitudes
50
Q

cognitive bias

A

people think a certain behavior affects others more than themselves

51
Q

cognitive dissonance

A

feeling tension/ uncomfortable because two cognitions (thoughts, beliefs) contradict each other

52
Q

cognitive consistency theory

A

maintaining internal consistency
order/agreement among different beliefs
the greater the dissonance - the stronger the attempts to reduce it

53
Q

selective exposure hypothesis

A

avoiding potentially dissonant information
strong attitude: integration/ or arguing against contrary information
weak attitudes: better to discover the truth instead of making behavioral changes

54
Q

Effort justification

A

Experienced inconsistency
first act voluntary - effort expended - commitment to do something
1st: goal rated negative
2nd: goal rated postive

Result: increased liking for the chosen option

55
Q

Induced compliance

A

person is persuaded to act against his beliefs (contra-attitudinal way)
saying something about what you have experienced (e.g interesting task)
opposite is true (it was boring)
changing attitude / self- convincing

56
Q

post-decisional conflict

A

behaving in a counter-attitudinal way

Reduction: bringing attitude in line with the behavior

57
Q

self- affirmation theory

A

reducing impact of threat to their self-concept /beliefs
focusing on competence/ strength in other areas
e.g. threat to competence of cook - but a better football player

58
Q

information integration theory

A

attitude assessment: looking at positive and negative ratings of the attitude object

59
Q

Theory of reasoned action (ajzen/Fishbein)

A

links between attitude and behavior

asking questions whether a person intends to to something

60
Q

Theory of planned behavior

A

people believe they have control over that behavior (will)

perceived behavioral control= extend to which a person believes it is easy or difficult to perform an act

61
Q

Protection motivation Theory

A

adopting healthy behavior - cognitive balancing

  1. perceived threat of illness
  2. capacity to cope with the health program
62
Q

Systematic processing (Part B)

A

careful processing of arguments/information

  1. attending to information
  2. comprehending information
  3. reacting to information - elaboration
    - favorable / unfavorable reaction to information
  4. accepting position
63
Q

Advantage of systematic processing

A

stable and long lasting attitudes
resistent to future persuasion attempts
predictive of behavior

64
Q

Elaboration-likelihood model

A
  • carefull attendance to information (central route processing=
  • otherwise peripheral route
65
Q

Central route processing

A

reflecting on/ processing arguments (thinking deeply )

66
Q

Peripheral route processing

A

influenced through cues

heuristics

67
Q

Heuristic-systematic model (Shelley Caike)

A

systematic processing - looking at information carefully
otherwise using heuristics
motivation to think about a message deeply and thoughtful
lack of sufficient confidence- more systematic processing

68
Q

Compliance

A

we just superficially change our attitudes and behaviors because of a request by someone /group
it is only temporary and not an internal change of the attitude in general

69
Q

Conformity

A

influence of a group or norm on an individual

- more internalized change in one’s attitudes and behaviors

70
Q

Tactics for compliance

A
  1. intimidation: fear- you are dangerous
  2. exemplification: guilt - regard you as morally respectable individual
  3. supplication: pity- helpless/ needy
  4. self-promotion: respect/confidence - competent
  5. ingratiation: liking- secure compliance with a request
71
Q

Reciprocity principle

A

based on social norm
we should treat others the way we would like to be treated
- doing someone a favor - feeling forced to do the same

72
Q

Foot-in-the-door tactic

A

agreement to small request - higher chance to go with a larger request later
1st. request too small- 2nd request too large
= doesn’t work

73
Q

Door-in-the-Face tactic

A

1st large request - 2nd. small request

- will be denied - will not be denied

74
Q

Low-Ball-Tactic

A

influencer changes the rules halfway

effectiveness: making customer to agree first before revealing hidden costs
- once committed - accepting slight increase in the costs of that action
e. g. could you do me a favor

75
Q

reactance

A

(Brehm’s theory)
people try to protect their freedom
- if it is in danger, they try to get their freedom back
- result: becoming more opposed to the other position

76
Q

Forewarning

A

advanced knowledge
-someone will be the target of persuasion attempt
-resistance to persuasion
time to think about counter-arguments (defense)

77
Q

inoculation

A

making people resistance to persuasion
- providing counter argument
is used to build up stronger arguments later (comp. Vaccination - antibodies)

Social Behavior (5 decks)

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