attitudes Flashcards
what are attitudes
positive, negative or mixed reactions to a person, object or idea.
3 components of attitudes
affective: emotional reaction
cognitive: thoughts and beliefs
behavioural: actions and observable behaviour
affectively based attitude
based on emotions/feelings rather than objective appraisal
cognitively based attitude
based on beliefs about properties of an attitude object.
classify as +/-
behaviourally based attitude
observation of how they behave toward an attitude object = self-perception theory.
explicit attitudes
implicit attitudes
ex: consciously endorse, easily report
im: involuntary, uncontrollable, unconscious evals.
if low positive and low negative reaction to attidue object?
indifference
high positive and high negative attitude?
dual attitudes = ambivalence. .
how are attitudes measured
direct - self-report measures.
indirect, covert:
self-report measures.
what is attitude scale
multi-item questionnaire -designed to measure attitude towards object
self report measures
- susceptible to influence by?
wording
context (& order)
honesty
most common self report measure
likert scale.
- list of statements. indicate position on scale how strongly they agree or disagree.
- has to be agree to disagree*
semantic differential scaled
based on connotative meanings words have for ppl.
- light/dark = where does attitude lie on the scale.
- measure of credibility/ethos where attitude toward object falls on these words.
visually oriented self-report
how we feel toward attitude object using visual representations of feeling.
- susceptible to issues, sometimes ppl want to make a good impression.
self-report + bogus pipelin
use bogus pipeline when you want better answers.
- say that it’s a lie detector test. will know if its not a truthful answer. they’ll answer more truthfully & accurately.
response scale (5-10, 10-20)
response answers can change reactions. if there is an intended judgement to the question then the answerer will go with what they think is normal, not what they know is right.
true/false
- researchers can tell if there’s a +/- attitude by measuring physiological arousal.
false.
- can collect covert info, that may inform researcher that there’s an attitude toward object, but not +/-. that may be done with facial movement, tone of voice.
covert measures -
physiological measures
facial electromyograph
IAT
physiological - intensity of attitude may be shown, but not whether +/-
Face EMG - tracks muscles.
-cheek contract = happy, agreeable
forehead = sad, distress, disagree. * cannot be seen from otuside perspective
IAT- implicit associations, can’t self report because implicit. * controversial - does tend to predict subtle nonbehavioural actions compared to self report & covert.
link between attitudes and behaviour
- hotel study - chinese
chinese went around asked if they could stay at hotel/restaurant. later, called and asked if the person would accomodate chinese = 90% said they wouldn’t. only 1/250 would.
links between attitudes and behaviour
- context.
- - level of correspondence
– close correlation btw attitude and behaviour. both need to be v specific to align.
BC use
links btw attitude & behaviour
- context
- - theory of planned behaviour
attitude + perceived control + subjective norms * deliberate decision making* = behaviour
theory of planned behaviour
- impact of attitude limited by 4 things
general attitudes - gneral not as strong as specific
subjective norms - what others think we should do.
perception of control - lack control/confidence in ability = not likley to perform behaviour
intentions– maybe dont follow thru w intention to behave.
links between attitudes and behaviour
2. strength
stronger attitude = help w great confidence, hard to change.
- strongest attitude, directly affects own outcomes & self-interests.
- related to deeply help, philosophical, political religions values.
- of concern to close friends , family, ingroup. highly social point.
- surrounded by linke-minded more stronger, resistant to change.
- more informed attitude = stronger link to behaviour
- more personal experience, stable/stronger experience
two routes of persuasion
- elaboration likelihood model
central route - naive scientist.
– think carefully about message. effortful route. influenced by argument strength and quality. motivation & ability needed to take central route.
peripheral route - cognitive miser.
– dont think carefully, simple-minded. influenced by superficial cues.
3 factors determine route of persuasion
- source
- message
- audience
two elements of the source
1 credible = competent, trustworthiness
2. likeability - similarity to members of audience; physical attractiveness.
interaction between source and message - relevance* expertise*
personal relevance = high involvement = central route. pay attention to source & information.
low relevancy = peripheral route, low involvement.
low involvement - attitude based on speaker credibility
high involvement - cares about content of message, expertise not thought of as much
what is sleeper effect
over time, the level of persuasion and attitudes change = dlayed persuasive impact.
- credible source becomes less persuasive, non-credible source becomes more persuasive
level of persuasion and attitudes changes over time
sleeper effect
delayed persuasive impact.
why does sleeper effect work?
discredit non-expert because of title. but, remember the message and forget the source.
if remind of sources, attitudes for each decrease. if not reminded, attitude for nonexpert increase, expert decrease.
factor to determine route of persuasion : message
6 determinants of persuasion.
- informational strategies
- message discrepancy
- fear appeals
- positive emotions
- subliminal
how length of message influences route
long length: peripheral route . heuristic that longer = stronger
central route: looks for better message. long is good if it’s supporting. adding redundant, weak arguments does not incease strength.
order & presentation of argument - how it influences routs
- primacy effect
- recency effect
- both logical.
if listen to both messages, then a weak later ask attitude = primacy effect.
if listen to one, took a week off and listened 2 second = recency effect.
one message right after the other - no strong evidence for primacy of recency, but strength of argument is better.
message discrepancy
extreme message.
discrepancy from audience.
- moderate discrepancy better than extreme discrepancy.
fear appeals
arouse incentive to change for people who resist.
- fear effective when
- arguments are strong = image > stats base-rate fallacy
- solution included
positive emotions
peripheral route - cognitively distracted, let guard down, want to stay happy.
subliminal message
- message shown out of conscious awareness.
- persuasion has long-term effects.
- priming has short-term effects
* need to be motivated to be persuaded*
factor to determine route: audience
- persuasion determined by “match” between message and audience.
- factors: need for cognition, forewarning & resistance
need for cognition
extent to which they enjoy and participate in effortful cognitive activities.
- persuaded by quality of arguments.
low need for cognition: peripheral route.
inoculation hypothesis
exposure to weak versions of a persuasive argument increases later resistance that argument
being forewarned elicits motivational reaction.
react negatively to threats against their right to make their own choices
psychological resistance
cognitive dissonance theory
inconsistent cognitions (need to be aware of them, commit to behaviour while knowing consequences) arouse psychological tension that people become motivated to reduce
dissonance normally leads to
change in attitude.
dissonance classic study
- do boring task for 30 mins. asked to do another for 30 mins.
1. told theyll pay you $20 to lie and tell the next guy it was awesome.
2. told theyll pay you $1 if you lie & tell next it was awesome.
3. no lie.
1. external justification ofr behaviour. rated task poorly
2. not sufficient external justification - dissonance = changed attitude. rated task as better.
3. rated task poorly.
justifying attitude-discrepant behaviour
not sufficient external justification. have to change own attitude to align with behaviour.
insufficient deterrence: punishment
mild punishment = greater attitude change than more severe.
justifying effort - like what we suffer for.
sexual embarrassment test.
- more suffer = more enjoy.
justify difficult decisions
justify decision by liking what we picked more & disliking what we didnt pick more
exaggerate + features of chosen and - features of unchosen
spreading the alternative.
4 steps in cooper & fazio’s new look at cognitive dissonance
step 1: unwanted negative consequnce
step 2: personal responsibility
step 3: physiological arousal
step 4: attribution of arousal to behaviour.
3 alternative routes to self-persuasion
- self perception theory
- impression management theory
- self-affirmation theory
what is self perception theory
self-persuasion through observation of own behaviour
- calm rational process.
impressino management theory
what matters is not motive to be consistent but rather appear consistent
- private attitude doesnt change.
self affirmatio theory;
dissonant situation create a threat to self. not motivated to be consistent but, more consistent = less threat to self and self concept.
- repair sense of self rather than dissonance in cogntiions
