Attitudes small Flashcards
attitudes sind was?
- emotions, affective
- intention to act; behavioural
- thoughts; cognitive
+ relative permanent
+ limited to social, events or objects
+ generalisable
Schema and Stereotypes
Schemas are mental models of how to behave in a given situation.(Shake hands with grandfather, and be friendly, do not fist bump and say hey dude). They are overlearned and based on positively enforced behavioral routines.
Stereotypes: image of a social group and it’s members
Cognitive Consistency theory
people try to maintain internal consistency
Balance theory
peolpe prefer attitudes that are consistent
people (P) try to maintain consistency in attitudes and relationships with other persons (O) and elements of envirnoment (X)
- I like Pen, Sonny too, like eachother = balanced
- like Pen, Sonny not, like eachother = unbalanced
therefore we are likely to ignore pen in friendship
=> balanced = relationships are consistent
Social Cognitive model
Highlighting an evaluate (bewertenden) component. Knowledge of an object is represented in memory along with a summary of how to appraise (bewerten) it
object: shark
attribute: „a person’s evaluation of an object of thought“
represented in memory by …
1. Object label, rules for applying that label
Label: really big fish with sharp teeth
Rule: lives in sea, eats fish and sometimes people
2. Evaluate summary of object
Evaluated summary: is scary and best avoided while swimming
3. A knowledge structure supporting that evaluation
Knowledge structure: is a scientifically well documented threat to our physical well-being
Information Integration Theory
(Information processing for Decision-making)
a person’s attitude can be estimated (geschätzt) by averaging across positive and negative ratings of the object
Cognitive Algebra
Menschen kombinieren Attitude zu einem positiven oder negativen Gesamteindruck
Specific Attributes
General Attribute
(can attitudes predict behaviour? no, but …)
Behaviour is better predicted by measuring attitudes that are very specific to the behaviour (attitudes towards psychology exam)
Can sometimes predict behaviour, if we adopt a multi-act criterion. Specific single behaviour -> general attitude. E.g. „environmentally conscious“
Motivation to protect towards a threat/wish to avoid negative outcome
Theory of reasoned action
Theory of planned behaviour
Protection Motivation Theory
Tries to find relationship between attitudes and behaviour; is the personal attitude like the group norm, it is more likely to predict actual behaviour
Prediction of a behaviour because an attitude, improves if people believe they have control over that behaviour
Adopting a healthy behaviour needs cognitive balancing between the perceived threat of illness and one’s capacy to cope with the health regimen (fear and ability to control)
Forming attitudes
Mere-exposure effect
spreading attitude effect
Self-perception theory
Repeated exposure (Exposition) to an object -> results in greater attraction to that object
If you don’t like Person X and Person X likes Person Y, you mostly don’t like Person Y as well …
We gain knowledge of ourselves by making self-attributions; we infer (erschließen) our attitudes from our own behaviour
Persuasive communication
Contemporary communications theory
Third person effect
Protection motivation theory
Terror management theory
Communicator (who?), communication, audience
Most people think that they are less influenced than others by advertisements
Fear work better if include effective presentation of how to cope with danger
Most fundamental human motivation is to reduce the terror of death. If fear is so extreme that it makes us aware of our own dead
Elaboration-likelihood model
Attend to message carefully: central route; otherwise peripheral route
Heuristic-systematic model
attend to message carefully: systematic processing; otherwise heuristics, mental shortcuts
Reciprocity principle
Gain compliance by first doing someone a favour
Multiple request
Tactics for gaining compliance using a two-step procedure. First request functions as a set-up for the secound, real request
Foot-in-the-door tactic
First small request, dann real request -> cognitive constancy
Door in the face tactic
Brings du mich each Hamburg? NEIN!! Kannst du mich dann zum Flughafen bringen? Ja.
Low ball tactic
Person agrees to a request still feels committed after finding that there are hidden costs
Compliance due to mindfulness
Agreeing to a request without giving it a thought.
More attitude changing
Cognitive consistency theory
Selective exposure hypotheses
People try to maintain internal consistency
People avoid potentially dissonant information
Inducted compliance
Postdecisional conflict
Inconsistency is experienced when a person is persuaded to behave in a way that is contrary to an attitude
Dissonance can be reduce by bringing the attitude not line with the behaviour
More dissonance
Self affirmation theory
Self Perception Theory
people try to maintain specific self-images
Some people think, results of dissonance experiments can be explained by self perception theory
Resistance to persuasion
Reactance (Abwehrreaktion)
Forewarning
Inoculation (Impfung)
People try to protect their freedom to act. If this freedom has been limited, they will act to regain it.
Advanced knowledge
Making people resistance to persuasion. Providing them a counter-argument, then they can build up effective refutations (Wiederlegung) to a later, stronger argument
Study: On the nature of attitude behaviour relations
Hypothese: starke Einstellungen leiten Verhalten, schwache Einstellungen folgen dem Verhalten gemäß der Selbstwahrnehmung.
- Sitzung: Einstellungen und Haltungsstärke (Sicherheit, Bedeutung, Zentralität) gegenüber Greenpeace gemessen.
- Sitzung: Teilnehmer kamen zurück ins Labor und konnten Geld an Grenpace spenden
=> starke Einstellungen waren prädiktiver für die Vorhersage von Spendenverhalten als schwache Einstellungen.
=> Einstellungen von Teilnehmern mit schwacher Einstellung wurden durch ihr Spendenverhalten beeinflusst, während bei einer starken Einstellung kein solcher Effekt festgestellt wurde.
=> starke Einstellungen sind im Laufe der Zeit stabiler als schwache Einstellungen.
