Attitudes Flashcards
are self report measures implicit or explicit?
explicit
what are some explicit self report measures?
interviews focus groups attitude scales (Likert, semantic)
ppts rate the attitude objective according to pairs of opposing evaluative words on a 7 point scale (good vs. bad) what type of attitude scale?
semantic differentials
ppts rate agreement with a series of positive/negative statements from strongly agree to disagree on a 7 point scale. what type of attitude scale?
likert scale
are covert measures implicit or explicit?
implicit
what are the 2 types of covert measures?
behavioural and affective
behavioural = based on behavioural observation
what test is associated with affective measures?
Implicit Association Test (IAT)
describe the response results from the IAT
faster to clarify things that are related vs. unrelated in memory and faster response to attitude object with + vs. - words
are physiological measures implicit or explicit?
implicit
give some examples of physiological measures to test attitudes?
pupillary response facial EMG (electrodes measure facial muscle activity)
activation of zygomatic major facial muscle measures?
smiling
activation of currugator supercilli muscle measures?
frowning
what are the behavioural approaches to how attitudes are formed?
- mere exposure
- classical conditioning
- evaluative conditioning
- instrumental conditioning
tendency to develop more positive feelings towards more familiar objects (more exposure = more liking) = what behavioural approach?
mere exposure effect (Zajonc, 1968)
ppts exposed to banner ads at the top of a web article rated their reaction to banner as more ______ when they saw it ___ times vs. ___ times vs. ___ times
positive, 20, 5, 0
Fang, singh & Ahluwalia
what were the results from Moreland & beach’s interpersonal attraction mere exposure effect study?
students rated women who had attended their class as more attractive when the women had attended 15 vs. 10 vs. 5 classes
pairing a new neutral stimulus with an already positive thing = what attitude?
+ attitude
pairing a new neutral stimulus with an already negative thing = what attitude?
- attitude
what were the results from Biegler and Vargas (2016) study on evaluative conditioning?
ppts rated a fake anti flu drug as more effective, safe and beneficial when paired with + vs. - images
what were Hollands et al (2011) study on evaluative conditioning?
ppts showed more negative implicit attitudes to energy dense foods after images of this snack were paired with images of negative health consequences
what is the cognitive approach to attitudes?
self perception
we form attitudes by observing our behaviour and the circumstances in which they occur and make inferences/attributions =
self perception theory
facial activity can influence affective responses = what hypothesis?
FFH (facial feedback hypothesis)
what were the results from Strack, Martin & Stepper’s study on FFH?
ppts that evaluated cartoons while holding a pen in their teeth found them funnier than those who held pen in their lips
what were the results from Ito et al (2006) study?
ppts who held a pen in teeth when looking at photos of black males showed significantly less implicit bias on IAT than those who did the same looking at white males
Meta analysis (Hoffman et al) indicated a correlation between IAT (implicit) and explicit measures of ____
0.24
why was Hoffman et al’s correlation of 0.24 lower than expected?
due to method variance, very different ways to report attitudes
what did Karpinski & Hilton find with whether implicit and explicit measures are related?
no significant correlation between implicit and explicit attitude measures, suggests they reflect separate attitude constructs
what did Nosek & Smyth find with whether implicit and explicit measures are related?
used structural modelling to indicate that models representing explicit and implicit attitudes are related but distinct constructs best fit the data, suggests implicit and explicit measures reflect related but separate attitude constructs
what did Payne et al find in their study on explicit and implicit measures?
higher correlation between them when extraneous differences in the 2 measures were reduced, suggests measurement variance may be responsible for some of the differences in explicit and implicit measures
how should attitude formation be understood?
- what needs do attitudes serve
- different motivations underlie different attitudes
- unlikely to be a single cause for a specific attitude
what are Katz’s 4 key functions of attitudes?
- Utilitarian
- ego-defensive
- value-expressive
- knowledge/cognitive economy
attitudes exist because they are useful, want to obtain rewards (so develop positive attitudes) and avoid punishment (so develop negative attitudes to objects that bring punishment/prevent our goals) = what key function of attitude?
utilitarian
attitudes help us protect our self image from unacceptable internal and external threats = what key function of attitudes?
ego-defensive
students who received self image ______ info rated it more negatively than students who received self image _______ info
inconsistent, consistent
more negative evaluation leads to greater _______ ______ and source derogation
- message discounting (message isnt important)
2. source derogation = source of message is stupid/unreasonable)
values help us express values that are vital to our self concept, help us communicate the type of person we are = what key function of attitudes?
value expressive
attitudes act as ‘schemas’, help us organise info and give us a sense of predictability in our complex social world, act as a frame of reference for sorting information processing = what key function of attitudes?
knowledge/cognitive economy
what is the Yale approach to persuasion?
who says what to whom and with what effect, looks at source, message, audience, characteristics of communication in order to change peoples attitudes, social context = important
what is a deliberate form of attitude change?
persuasion (active attempt to change a person’s attitude)
modification of an individuals general evaluative perception of a stimulus or set of stimuli =
attitude change
how can we change attitudes?
- through communication
2. by changing behaviour
what are the source characteristics in the Yale approach to persuasion?
- attractiveness
2. credibility
what are the message characteristics in the Yale approach to persuasion?
fear appeals (but sometimes if too strong can have opposite effect of persuasion)
what are the audience characteristics in the Yale approach to persuasion?
- need for cognition
- self-monitoring (high self monitors are more reflective)
- regulatory focus (promotion or prevention focus)
the outcome of persuasion attempts depends on elaboration likelihood = what model?
elaboration likelihood model (Petty & cacioppo)
what factors aid MOTIVATION to engage in the high effort central route?
negative mood
high personal involvement
score highly on individual difference variables
need for cognition
what factors aid ABILITY to engage in the high effort central route?
if they have sufficient time to process the message, sufficient cognitive resources, not distracted
who came up with cognitive dissonance theory?
Festinger
when 2 or more of our cognitions are inconsistent we experience an unpleasant state of psychological tension =
cognitive dissonance
when may cognition dissonance happen?
when we behave in a way inconsistent with our attitudes (we change attitude to match behaviour)
when is cognitive dissonance more likely to result in attitude change?
- freedom of choice
2. engage in effort justification
what were the results in Aronson & Mills study in engaging in effort justification to result in attitude change?
females had more positive rating when in the severe embarrassing task condition, as justifying the effort these ppts went to to be part of the discussion so had a more positive attitude
