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Psyc 345 > Attitudes > Flashcards

Attitudes Flashcards

1
Q

What are attitudes?

A

Positive, negative, or mixed reactions to a person, object, or idea expressed at a level of intensity. Behaviour is not always congruent to attitude. We can form attitudes on almost anything

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2
Q

What is ambivalence?

A

When we don’t know how we feel about something

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3
Q

What are some measurements of attitudes?

A

Self-report, likert scales, semantic differential scales, opinion surveys

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4
Q

What is can self-report measure and why might it be faulty?

A

People’s judgements. But is difficult because people may not know what their opinions are and may not report honestly. Can be affected by wording, confusing questions, or social desirability.

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5
Q

What are likert scales used to measure?

A

Extent of one’s agreement or disagreement

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6
Q

What do semantic differential scales do?

A

Allow respondents to rate a target on several different dimensions.

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7
Q

What are opinion surveys used for?

A

Designed to assess public opinion on an issue, event, or group

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8
Q

What is the Bogus Pipeline used for?

A

Pretend you hooked someone up to a “lie detector”. Creates more honest responses, eliminates social desirability.

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9
Q

What are physiological measures used for and do they work?

A

Implicit attitudes-don’t work great

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10
Q

What is facial electromyography?

A

Procedure for measuring muscle contractions in the face that may be sensitive to positive and negative responses.

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11
Q

What is the implicit association test?

A

Test for an attitude one isn’t aware that they have-tests speed at which one responds to pairings of concepts

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12
Q

What is the Harvard University Project Implicit?

A

Designed to measure preferences of one social group over the other

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13
Q

What are some different ways attitudes can be formed?

A

Genes, learning: Classical conditioning and operant conditioning

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14
Q

What did Abraham Tesser discover about twins and attitudes?

A

Identical twins raised apart have similar attitudes compared to siblings raised together-combination of cognition, temperament, and personality.

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15
Q

What is classical conditioning and how can it affect attitudes?

A

Stimulus that elicits an emotional response is paired with a neutral stimulus-neutral stimulus then elicits an emotional response by itself. Used a lot in advertising to make us warm up to the think being advertised (ex: Coke Christmas commercials)

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16
Q

What is operant conditioning?

A

Behaviours we freely perform more or less frequently depending on whether they are followed by reward or punishment

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17
Q

What is the Theory of Planned behaviour (Ajzeen and Fishben)

A

Attitudes are one determinant of behaviour-attitudes combine with subjective norms and perceived control to influence actions (look at the attitude in the context in which it occurs)

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18
Q

What can make our attitudes stronger? (4 things)

A

1) Knowledge
2) Personal experience (if someone close is affected, attitude increases)
3) Someone attacks it (BEST way to strengthen)
4) Attitude accessibility

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19
Q

What is the best way to change an attitude?

A

Make someone feel like the change is coming from within

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20
Q

What is pre-suasion?

A

Getting an audience sympathetic to a message before they experience it-helps with persuasion

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21
Q

What are some of the elements needed to persuade?

A

1) message of some kind
2) Source (positive and trustworthy messenger)
3) The receiver

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22
Q

What are the 2 pathways of persuasion?

A

1) Central Route: Evaluate merits of persuasive arguments very carefully and thoughtfully
2) Peripheral Route: Leads us to respond to persuasive arguments based on snap judgements. Fooled by superficial factors. Don’t want people thinking, want them feeling (ex: Celeb attached to brand)

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23
Q

What are some key features of the central route?

A

The assumption is that the recipients are attentive, active, critical, thoughtful, Persuasiveness depends on the strength of the messages content. High ability and motivation

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24
Q

What are some key features of the peripheral route?

A

People are persuaded on the basis of superficial, peripheral cues. Messages are evaluated through the use of simple minded heuristics. (ex: someone believed to be honest is also trustworthy). Low ability and motivation

25
Q

What are effective sources?

A

People seen as competent (experts grab our attention) and trustworthy.

26
Q

What types of professions have the highest ratings of trust versus the lowest?

A

Highest: Nurses (84%)
Lowest: Car salespeople (7%)

27
Q

How can you gain instant trust?

A

Mention a weakness or drawback early on-opens door for reciprocity.

28
Q

What is another important factor in getting people to want to listen to you?

A

Likeability

29
Q

What are the 2 factors that influence likeability?

A

1) Similarity between source and audience

2) Physical attractiveness of source (Bias towards attractive people

30
Q

What did Petty et al find with a study on the source versus the message?

A

-Students told a comprehensive exam would determine graduation
-Students were either told the speaker was a prof or high schooler, and that it was a well-reasoned argument or personal opinion. Also told exam would be next year or in 10 years
Findings: IF the exam was in 10 years, the strong or weak argument doesn’t matter. Depends on source
If exam was now, paid more attention to the argument.

31
Q

What length of argument works best on the peripheral route?

A

Short. The longer the message, the more valid it must be

32
Q

What length of argument works best on the central route?

A

Longer. However, a long message with a supportive argument is best.

33
Q

How does presentation order affect attitudes?

A

Primacy versus recency effects. Time is important between decisions

34
Q

How discrepant from the persons current position should a message be to have the greatest impact (Greatest amount of change)

A

Moderately. Upside down U relationship

35
Q

What are appeals to fear?

A

When ads make it seem like something bad will happen to you if you don’t comply

36
Q

How do positive emotions affect attitudes?

A

Good moods make us cognitively lazy. Works great for consumerism as people become motivated to “not spoil the mood” by thinking critically. Positive feelings activate peripheral route. Good mood AND agreeable message activates central route

37
Q

Can subliminal messages influence behaviour?

A

Only if one is already persuaded to do a certain behaviour

38
Q

How do people differ in their persuasion?

A

Extent to which they become involved and take the central route (few people are consistently easy to persuade, and few are consistently difficult)

39
Q

What is the need for cognition trait?

A

Desire to seek out complex tasks

40
Q

How would we persuade someone with the need for cognition trait?

A

Using information

41
Q

What is forewarning?

A

When we know our beliefs are going to be attacked and have time to develop counterarguments. Effects depend on personal importance of message

42
Q

What is the inoculation hypothesis?

A

To prevent persuasion it is neccessary to strengthen preexisting attitudes, beliefs, opinions

43
Q

What is psychological reactance?

A

The inherent drive to protect our freedom-persuasion attemps=an attack on freedom.

44
Q

What is the ultimate freedom?

A

Freedom of thought

45
Q

What happened to Patty Hearst?

A

Stockholm syndrome. She was kidnapped by the Symbionese Liberation Army and held hostage for weeks. When she reemerged, she took their side. Why? When she was in there she lied to them and told them their cause made sense and ended up brainwashing herself.

46
Q

How can role-playing (attitude discrepant behaviour) change our attitudes?

A

By causing us to remember arguments we came up with on our own

47
Q

How can behaviour affect an attitude?

A

I’m acting in a certain way so I must like it. (generating own argument for position fosters greater attitude change)

48
Q

What is cognitive dissonance theory (Festinger)

A

Attitudes change because we experience an unpleasant state of tension between holding 2 conflicting thoughts. Can reduce our anxiety in 3 ways: Change cognition A, change cognition B, or bring in a new cognition.

49
Q

What was Festinger and Carlsmiths experiment on cognitive dissonance theory?

A

Participants performed a dull task. Researchers then asked the participant to tell the next “participant” (confederate), that tasks fun. The participant was also given either 20$ or 1$. Then asked to respond to a questionnaire about how much they ACTUALLY enjoyed the task. Subjects who were paid 1$ said task was actually enjoyable, 20$ said less.

50
Q

Why did cognitive dissonance happen in Festinger and Carlsmiths study?

A

Because the 1$ participants were paid an insufficient justification for lying-changed their attitude about the task because they couldn’t change previous behaviour

51
Q

What is justifying effort and an example?

A

Altering our attitudes to justify suffering. Ex: Participants had to read aloud embarrassing sexual words. Found that they rated discusssions more positively than those who did not read embarrassing words.

52
Q

What happens as time, money, effort, pain, embarrassment increase in a situation?

A

We end up liking the outcome more.

53
Q

What is justifying difficult decisions?

A

Difficult decisions create dissonance. People tend to rationalize the correctness of the decision they made by exaggerating positive features of chosen alternatives and negative features of unchosen.

54
Q

What are the steps in the updated cognitive dissonance theory?

A

Behaviour—> unwanted negative consequences—> Personal responsibility—> physiologial arousal—-> attribution of arousal to behaviour—-> attitude change

55
Q

What is self-perception?

A

When self-persuasion happens through the observation of our own behaviour

56
Q

How did Daryl Bem test self-perception?

A

Described the Festinger study. Asked students what would they do? Found they answered the same way BUT did not experience arousal. Perception alone can create an attitude change

57
Q

How does impression management play into the Festinger study?

A

The motive to APPEAR consistent- in the study, people did not want the researcher to think they sold out for a dollar.

58
Q

How can self-esteem play a role in attitude changes?

A

Dissonance creates a threat to the self. Dissonance+ attitude discrepant behaviour leads to self-affirmation-an attempt to revalidate the self-concept by taking actions to reduce the dissonance.

Psyc 345 (6 decks)

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