Attitudes and Attitude Change Flashcards
ATTITUDES
An option about others, objects,and ideas that influences our behavior.
COGNITIVELY BASED ATTITUDE “WHAT I KNOW”
An attitude based primarily on people’s beliefs about the properties of an attitude object.
AFFECTIVELY BASED ATTITUDE “HOW I FEEL”
An attitude based more on people’s feelings and values than on their beliefs about the nature of an attitude object.
CLASSICAL CONDITIONING
The phenomenon whereby a stimulus that elicits an emotional response (e.g your grandmother is repeatedly paired with a neutral stimulus that does not (e.g., the smell of mothballs, until the neutral stimulus takes on the emotional properties of the first stimulus.
Stimulus 1 (mothballs)———>Stimulus 2 (visits to grandmother)———->(pleasurable feelings)
AFTER REPEATED PAIRINGS OF STIMULI 1 & 2
Stimulus 1 (mothballs)———->Pleasurable Feelings
OPERANT CONDITIONING (PUNISHMENT, REINFORCED REWARDED)
The phenomenon whereby a behaviors we freely choose to perform become more or less frequent, depending on whether they are followed by a reward (positive reinforcement) or punishment.
Behavior toward attitude object (e.g., playing with a child of another race)
Positive reinforcement or punishment (Positive reinforcement= parents approval; punishment=parent’s disapproval)
Positive or negative attitudes toward the attitude object
BEHAVIOR BASED ATTITUDE “WHAT I’M DOING”
Know how we feel about specific things. An attitude based on observations of how one behaves toward an object.
GENETICS STUDY
IDENTICAL VERSUS FRATERNAL TWIN STUDIES MARTIN ET. AL 1986
Studies found genes affect fraternal twins even in differ environments they maybe similar in how the way they act.
POWER OF PERSUASION AD’S
Virginia Slims in the 1960’s ad encourages women to smoke.
The story of Andrew Fisher bid to put company names on his forehead for 30 days.
PERSUASION
The changing or formation of an attitude through information. To align what I want you to believe
Central Route to Persuasion
Presenting an argument that seriously evaluates the evidence ex. voting for a candidate based on their stances on topics that you consider very important.
The case in which people elaborate on a persuasive communication, listening carefully to and thinking the arguments, which occurs when people have both the ability and the motivation to listen carefully to a communication.
High= central routes (a high trait or motive constantly thinking)
Peripheral Route to Persuasion
presenting route of persuasion presenting an argument based on unimportant factors (i.e. appearance) buying something because of the pretty pictures on the box.
The case in which people do not elaborate on the arguments in a persuasive communication but are instead swayed by peripheral cues
Low=peripheral routes those who don’t really think
ELABORATION LIKELIHOOD MODEL
A model attempting to predict the effectiveness of central and peripheral routes to persuasion College exit testing requirement study (petty, cacioppo, & goldman 1981) of interest (testing know) quality of the argument, unimportant (10 years from now) who presented the information professor or high school student
FEAR-AROUSING COMMUNICATION
Persuasive message that attempts to change people’s attitudes by arousing their fears it forms a quick attitude and act fear can result to a solution.
AROUSE POSITIVE EMOTIONS
Usually only effective when attempting a peripheral route to persuasion Instilling confidence in the argument being heard Brinol & Petty’s headphone experiment (2003) Read a passage to people to feel a certain way. Trying to persuade them and listen to music while reading the passage 1/2 read the other 1/2 read and listened danced to it they displayed more confidence.
PERSUASION STRATEGIES
- Foot in the door- start with modest requests and request a little more with each subsequent yes. Small request to more (sales)
- Door in the face technique- start with an outrageous request and then ask for something more reasonable after being originally rejected larger request then small request explains and operates on guilt.
- LOWBALLING Bait and Switch Technique-Start with a great deal and then change the terms after commitment
- Thats not all technique-Make an offer, then improve it before a response is given
