Attitudes and Attitude Change

Question 1

Attitude

Answer 1

An evaluation of a person, object, idea

Question 2

Evaluation

Answer 2

good or bad, like or dislike or neutral

Question 3

Ambivalent Attitudes

Answer 3

Both positive and negative attitudes at the same time

You do care but having mixed feelings

Question 4

Explicit Attitude

Answer 4

Consciously endorse – aware of

Question 5

Implicit Attitude

Answer 5

Involuntary, unconscious - not aware

Question 6

The Implicit Association Test

Answer 6

Categorization task

• how quickly can you put things in categories. If you’re aware you should be faster in categorizing. If you have Positive attitude towards the object is fast and negative attitude is slow
• harvard test

Question 7

Where attitudes come from: (3)

Answer 7

Classical Conditioning
Operant Conditioning
Observational Learning

Question 8

Classical Conditioning

Answer 8

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

Question 9

Operant Conditioning

Answer 9

The phenomenon whereby
behaviors we freely choose to
perform become more or less
frequent, depending on whether
they are followed by a reward
(positive reinforcement) or
punishment.
- Ex. Child plays with a child of another race and is punished.

Question 10

Observational Learning of Attitudes

Answer 10

Ex. Child observes sister be punished for playing with a child of another race.

Question 11

Mere Exposure Experiment

Answer 11

Zajonc

• Showed Chinese characters with high or low frequency for 2 seconds each
• Participants told that they represented adjective and asked to Guess the meaning of the symbols

Question 12

Mere Exposure Effect

Answer 12

“Familiarity breeds liking”

Question 13

Yale Attitude Approach

Answer 13

1. source
2. nature of communication
3. Audience
   - who said what to whom

Question 14

Two sided message vs. one sided message

Answer 14

One-side – use for non-hostile people

Two-side – use for hostile people

Question 15

Elaboration Likelihood Model of Persuasion - EOM

Answer 15

A model explaining two ways in
which persuasive communications
can cause attitude change:
centrally and peripherally,

Question 16

Central Route to

Persuasion

Answer 16

when people are motivated
and have the ability to pay
attention to the arguments in the
communication

Question 17

Peripheral Route to

Persuasion

Answer 17

The case whereby people do not
elaborate on the arguments in a
persuasive communication but are
instead swayed by peripheral cues
- when people do not pay attention
to the arguments but are instead
swayed by surface characteristics
(e.g., who gave the speech)

Question 18

The Motivation to Pay Attention to the Arguments

Answer 18

Motivation is affected by

- Personal relevance – do you personally care about the argument.

Question 19

The Ability to Pay Attentionto the Arguments

Answer 19

disability, less intelligence, distracted, if message Is hard to understand

Question 20

Fear-Arousing

Communications

Answer 20

Persuasive messages that attempt
to change people s attitudes by
arousing their fears

• Ex. showing
  pictures of diseased lungs and presenting alarming data
  about the link between smoking and lung cancer

Question 21

Attitude Inoculation

Answer 21

Give people a small dose of arguments against their position

Question 22

Subliminal advertising

Answer 22

you’re not supposed to see it but being exposed to it often you notice it