Attitudes and persuasion Flashcards

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1
Q

Attitude

A

Evaluation of how we feel about certain things

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2
Q

Mastery function of attitudes

A

Help us organize knowledge and guides behavior

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3
Q

Connectedness function of attitudes

A

Express identity, impression management

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4
Q

Affective based attitudes

A

Emotional reaction to attitude object guides feelings

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5
Q

Behavioral based attitudes

A

How we engage with object/behave influences our feelings

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6
Q

Cognitive based attitudes

A

Using knowledge to determine our feelings (weighing pros and cons)

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7
Q

2 key aspects of attitudes

A

Direction (positive/negative/ambivalent) and intensity (how important attitude is to you)

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8
Q

Classical conditioning

A

Stimulus that elicits an emotional response is accompanied by a neutral, nonemotional stimulus and eventually, the neutral stimulus elicits the emotional response by itself

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9
Q

Familiarity heuristic

A

We like things we’re familiar with

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10
Q

Attractiveness heuristic

A

We like things associated with attractive/likeable people

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11
Q

Expertise heuristic

A

More likely to form an attitude based around what an expert says

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12
Q

Study on minimal groups paradigms

A

White people categorize people who are racially ambiguous as Black when they are angry - randomly assigned either red or blue, told who is in-group vs out-group; more likely to categorize angry faces as out-group members

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13
Q

Familiarity heuristic study

A

Presented non-Mandarin speaking Chinese participants with Chinese characters; liked the characters that were familiar even if they didn’t have specific memories about them

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14
Q

Message length heuristic

A

Longer messages are more important/persuasive (even if argument is poor)

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15
Q

Forming an attitude based on systematic processing

A

Attending to info, comprehend it, reaction, accept/reject a specific position, persistent attitudes will hold up better

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16
Q

Central route to persuasion

A

Using facts and content of argument; leads to longer lasting and resistant attitudes

17
Q

Peripheral route to persuasion

A

Based on qualities of messenger; using attractiveness, rewards, etc

18
Q

Elaboration Likelihood Model

A

Persuaded by central route when we are motivated and able to pay attention, persuaded by peripheral route when we are lacking motivation and unable to pay attention

19
Q

Study on Elaboration Likelihood Model

A

Three manipulations - strong vs weak argument (rep. central route), written by high school student vs Princeton professor (rep. peripheral route), implemented that year vs in 10 years (rep. motivation to pay attention); when personal relevance was high, argument quality mattered more vs when personal relevance was low, expertise mattered more

20
Q

Study on how mood effects persuasion

A

Had participants reflect on either happy or sad life events then had them listen to an announcement on student fees and told them to focus on either argument quality or the language used; bad mood condition was more critical of the argument regardless of whether or not they were told to focus on it

21
Q

Attitude inoculation

A

Build immunity to persuasion by coming up with counterarguments to smaller persuasion

22
Q

Study on attitude inoculation (weed/peer pressure)

A

The best predictor of teens smoking weed is whether or not they have a friend who does, previous inoculation (DARE programs, health class) helps to resist peer pressure

23
Q

Study on attitude inoculation (college student credit card debt)

A

Inoculated group had better counterarguments than control; control group was more likely to apply for a credit card later

24
Q

Psychological reactance

A

When people feel their freedom to perform a certain behavior is threatened, an unpleasant state of resistance is aroused, which they can reduce by performing the prohibited behavior

25
Q

Study on reactance (text vs graphic warnings on cigarette boxes)

A

Reactance to graphic warnings was greater than that of text warnings

26
Q

Study on reactance (scary smoking film vs instructions on how to stop smoking)

A

Participants shown the scary film and instructions on how to stop smoking were more likely to stop compared to those just shown the film or just given the instructions

27
Q

Attitude-behavior link study (refusing service to Asian customers)

A

Chinese-American couple were only rejected from one establishment; 6 months later when a questionnaire was sent asking if they would refuse service to Asian customers, 92% of the establishments said yes; way we think we would behave doesn’t always align with actual behavior

28
Q

Spontaneous behaviors

A

We think very little about, attitude accessibility matters

29
Q

Deliberative behaviors

A

We think a lot about

30
Q

Theory of Planned Behavior

A

When people have to contemplate how they’re going to behave, the best predictor of behavior is their intention; determined by attitudes toward specific behavior, subjective norms, and perceived behavioral control

31
Q

Study on Theory of Planned Behavior

A

Specific attitudes had the highest correlation with intention to use condoms for AIDS prevention, then subjective norms, then perceived control; opposite for pregnancy prevention; intention predicts behavior

32
Q

Operant conditioning

A

Behaviors we freely choose to perform become more or less frequent, depending on whether they are followed by a reward or punishment

33
Q

Explicit attitudes

A

Attitudes we consciously endorse and can easily report

34
Q

Implicit attitudes

A

Involuntary, uncontrollable, and at times unconscious

35
Q

Attitude toward specific behavior

A

The more specific the attitude, the better it can be expected to predict the behavior

36
Q

Subjective norms

A

Beliefs about how others we care about will view the behavior influence our behavior

37
Q

Perceived behavioral control

A

Intentions are influenced by the ease with which we believe we can perform the behavior

38
Q

Persuasive communication

A

Message advocating a particular side of an issue