attitudes and behavioural change Flashcards
define attitude
An attitude is a cognitive representation that summarizes evaluation of an attitude object (e.g., belief)
what are attitude objects
the self, other people, things, actions, events, or ideas
how do we measure attitudes
- Self report
- Observing behaviour
Physiological measures
- Observing behaviour
what are the functions of attitudes
Help people navigate their environment
Reduce cognitive effort to make decisions
define affective information
feelings and emotions about the object
define behavioural information
info from past, present and future
describe cognitive information
facts and beliefs about objects
what are the two aspects of the APE model
associative and propositional learning
define associative learning
creates simple links in memory e.g. alcohol = positive emotions
define propositional learning
explains simple links in memory e.g. alcohol causes me to feel happy
when may conflict in this process occur
Associative info can be activated regardless of appropriateness of a situation
Propositional information may override gut responses if motivation to do so
what is the semantic network model
mental link between concepts
shorter the paths =stronger association in memory
how do we change attitudes according to the APE model
Target associative learned information
Aims to replace and create new links between a concept or memory
what is contingency awareness in evaluative conditioning
Some may notice odd pairings - can increase effectiveness
define cognitive dissonance
Uncomfortable state produced by awareness of inconsistencies among attitudes and behaviour
4 steps of cognitive dissonance
Individual perceives action as inconsistent with attitude
Individual perceives action as freely chosen
Individual experiences uncomfortable state of arousal
Individual attributes to arousal to the inconsistency
what is priming
- Activate information to change behaviour
Conscious or unconscious
when may information elicit high elaboration
if inconsistent with already learned information
If relevant to self-schema
what are central routes of persuasion
- Scientific evidence
Logic based arguments
how do experts persuade
may change attitudes even if arguments or statements are weak
what are peripheral routes of persuasion
- Highly emotional
Aim to change associations within memory
