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PSGY1007 social psychology > Attitudes and Attitude Change > Flashcards

Attitudes and Attitude Change Flashcards

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1
Q

define attitude

A

a general feeling or evaluation (positive or negative) about some person, object or issue

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2
Q

what is the three component model proposed by Rosenberg & Hovland (1960) that explains what attitudes consist of?

A

ACB components

A - affective
C - cognitive
B - behavioural

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3
Q

explain the affective component (Rosenberg & Hovland, 1960)

A

attitude consists of expressions of feelings towards an attitude object

e.g.: thought of eating meat makes me FEEL sick

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4
Q

explain the cognitive component (Rosenberg & Hovland, 1960)

A

attitude consists of beliefs about an attitude object

e.g.: I BELIEVE it is unhealthy and wrong to eat meat

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5
Q

explain the behavioural component (Rosenberg & Hovland, 1960)

A

attitude consists of overt/verbal statements concerning behaviour

e.g.: I will only eat vegetarian

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6
Q

what two dimensions can attitudes be?

A

1/ simple dimension
2/ complex dimensions

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7
Q

what happens to attitudes when they are complex and evaluated consistently?

A
  • become stronger
  • more extreme (positive or negative)
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8
Q

what happens to attitudes if they are complex and evaluated inconsistently?

A
  • become weaker as they become more complex
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9
Q

what are the function of attitudes?
(Katz, 1960)

A

1/ knowledge function
2/ utilitarian function
3/ ego-defensive
4/ value expressive

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10
Q

explain knowledge function

A
  • attitudes used as a way of understanding world we live in
  • having different attitudes/feelings can provide sense of meaning and cohesion
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11
Q

explain utilitarian function

A
  • attitude used to help achieve positive outcome and avoid negative ones
  • in particular group there may be particular attitudes towards particular things
  • having that particular attitude toward thing can mean no punishment/rejection from group
  • positive way to act in group
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12
Q

explain ego-defensive

A
  • attitude used to protect one’s self-esteem from the world
  • if you are able to explain world in way it makes sense to you, feel good in your group –> this impacts self-esteem
  • if you believe good things and have positive attitude it will make you feel good
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13
Q

explain value expressive

A
  • attitude used to express one’s core values and self-concept
  • used to voice particular values
  • can be a view into our world
  • enables us to understand the world
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14
Q

where do attitudes come from?
Identify some explanations

A
  • mere exposure effect
  • attitudes learnt from others (social learning):
    classical conditioning, instrumental behaviour
  • self-perception theory
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15
Q

explain the mere exposure effect
(Robert Zajonc, 1968)

A

idea that repeated exposure to stimuli = having more favourable attitudes toward that stimuli (Zajonc, 2001)

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16
Q

outline a study into the mere exposure effect
(Harrison and Zajonc, 1970)

A
  • exposed ppts to novel words repeatedly (25 times)
  • found exposure to that novel word = related to increased perception that they felt more favourable towards that particular word
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17
Q

explain attitudes learnt from others (social learning): classical conditioning

A
  • idea that repeat association between objects that are not related can elicit a positive attitude due to the positive association of one of the objects
  • e.g.: Pavlov’s dogs developed positive attitude towards the bell after it being associated with food
  • related to attitude, a positive association of one thing that when associated with something else elicits a positive attitude towards that thing (e.g.: celebrity endorsements)
18
Q

explain attitudes learnt from others (social learning): instrumental conditioning

A
  • idea that if behaviour is followed by a positive consequence, behaviour is more likely to be repeated
  • behaviour that is followed by negative consequence is less likely to be repeated
19
Q

outline study into explain attitudes learnt from others (social learning): instrumental conditioning
(Insko, 1965)

A
  • ppts were rung up and asked their attitude towards particular topic
  • whatever ppts said, experimenter either gave positive or negative feedback
  • found that ppts reported more favourable attitudes towards topic if they had received positive feedback
20
Q

explain self-perception theory

A
  • idea that we infer attitudes from our own behaviours
  • how we behave, we believe is who we are
  • e.g.: I read at least one novel a week –> therefore I must enjoy reading novels
21
Q

identify some ways that attitudes are measured/revealed?

A
  • self - report and experimental paradigms
  • physiological measures
  • measures of overt behaviour
22
Q

what are some examples of self-report and experimental paradigms?

A
  • attitude scales
  • implicit association task
    (looks at unconscious attitudes and biases)
23
Q

what are some examples of physiological measures?

A
  • skin resistance
  • heart rate
  • pupil dilation

how these react to particular stimuli

24
Q

what are some examples of measuring overt behaviour?

A
  • frequency of behaviour
  • trends and preferences over various objects
  • non-verbal behaviour
25
Q

why is it important to study attitudes?

A
  • attitudes predict behaviour
  • understanding core of self-concept
26
Q

outline LaPiere (1934) famous study on racial prejudice

A
  • involved Chinese couple visited over 250 restaurants, coffee shops, hotels
  • they received service 95% of the time without hesitation
  • each place of hospitality received a letter asking if they would accept members of Chinese race
  • 92% responded that they would not
  • shows mismatch between the intention and the behaviour (maybe attitude doesn’t always predict behaviour)
27
Q

identify things that impact how well attitudes predict behaviour

A
  1. how strong the attitude is
  2. whether attitude is formed through direct exposure
  3. how attitude is measured
28
Q

explain ‘how strong the attitude is’ impacts how well attitude predicts behaviour

A
  • if attitude is complex and consistent = strongest type of attitude –> this would predict behaviour
  • if attitude is complex and inconsistent = moderate type of attitude
29
Q

explain how ‘whether attitude is formed through direct exposure’ impacts how well attitude predicts behaviour

A
  • shown that direct experience of something leads to a strong attitude (which will ultimately predict behaviour)
30
Q

explain how ‘how attitude is measured’ impacts how well attitude predicts behaviour

A
  • how specific the questions about topic are
  • how we ask the question can predict behaviour
  • if we are very specific, may get stronger connection between attitude and behaviour
31
Q

what is the theory of planned behaviour?

A
  • theory proposes people make decisions as a result of rational thought processes
  • behaviour is influenced by intention
  • intention = good indicator of behaviour
  • intention is influenced by 3 things:
  • attitude toward behaviour (+ or -)
  • subjective norm (social expectation around object)
  • perceived behavioural norm (internal - how you feel in yourself when in control, or external - whether you feel others are controlling your life)
  • perceived control has direct effect on behaviour
  • components can interact and control your behaviour
32
Q

what is cognitive dissonance?
(Festinger, 1957)

A

where we have unpleasant state or tension when we have 2 or more conditions/thoughts that do not fit together

33
Q

how do we reduce the dissonance from cognitive dissonance?

A
  • counter-attitudinal behaviour
    changing one of the components
    feel the discomfort/dissonance
  • strive to reduce dissonance
    reduce the dissonance by changing inconsistent cognition
34
Q

Outline Festinger (1957) study into cognitive dissonance?

A
  • had ppts complete series of counting task with dice
  • task = very boring
  • told ppts to lie and tell next ppt that task = very fun
  • three groups of conditions
  • one group got no money to lie
  • one group got $1 to lie
  • one group got $20 to lie
  • then asked what they truly thought of experiment
35
Q

what are the findings of Festinger (1957) study into cognitive dissonance?

A
  • those given $20 said they felt ok with lying
  • being paid $20 provides reason for lying and doing task so no dissonance is experienced
  • those given no money said that task was boring
  • those given $1 experiences dissonance and said the task was truly enjoyable
  • $1 is not incentive enough to lie
  • group experience dissonance so when they lied and said they enjoyed it, they started to believe it themselves
  • attitude towards task = changed
36
Q

how is dissonance reduced?

A

strategy 1 = reduce importance
e.g.: i know lots of people who smoke and they haven’t got lung cancer

strategy 2 = add element
e.g.: i need to smoke or the stress i’ll suffer will be unhealthy

strategy 3 = change one element
e.g.: i’ll stop smoking

37
Q

identify two dual-process models of persuasion

A

1/ Elaboration Likelihood Model (ELM)

2/ Heuristic-systematic Model

38
Q

explain the elaboration likelihood model of persuasion

(Petty & Cacioppo, 1986)

A

proposes there are two routes of thought processes

1 - central route
- follow message closely
- very analytical
- try to read what person is saying in that argument
- required high effort
- leads to enduring change

2 - peripheral route
- where the argument itself is not listened to
- more so the cues around the article
- such as attraction
- requires very low effort
- leads to temporary changes

39
Q

explain the heuristic-systematic model of persuasion

(Chaiken, 1980)

A

proposes two pathways of processing

1 - systematic processing
- follows message of argument carefully
- scans for available arguments

2 - heuristic processing
- looks for mental shortcuts
- i.e.: stats don’t lie

40
Q

identify a difference between the ELM and HSM models of persuasion processing

A
  • ELM argues pathways are independent; you either look in depth of focus more on attraction
  • HSM argues pathways can happen together
41
Q

Identify real life ways where persuasion is used to change attitudes

A
  • political campaigns
  • advertising/sales
  • encouraging socially valuable behaviours
  • volunteering
    organ donation

PSGY1007 social psychology (10 decks)

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