Ch 6 Flashcards
Attitude scale
A multiple-item questionnaire designed to measure a persons attitude toward some object
Bogus pipeline
A phony lie-detector device that is down times used to get respondents to give truthful answers to sensitive questions
Facial electromygraph
An electronic instrument they records facial muscle activity associated with emotions and attitudes
Implicit attitudes
An attitude, such as prejudice, that one is not aware or having
Implicit association test
A covert measure of unconscious attitudes derived from the speed at which people respond to pairings of concepts such as black or white with good or bad
Evaluative conditioning
Process by which we form an attitude toward a neutral stimulus because of its association with a positive or negative person, place, or thing
Theory of planned behavior
The theory that attitudes toward a specific behavior combine with subjective norms and perceived control to influence a persons actions
Attitude
A positive, negative, or mixed reaction to a person, object, or idea.
Persuasion
Process by which attitudes are changed
Central rout to persuasion
Process by which a person think carefully about a communication and is influenced by the strength of its arguments
Peripheral route to persuasion
Process by which a person does not think carefully about a communication and is influenced by the strength of its arguments
Peripheral route to persuasion
Process by which a person does not think carefully about a communication and is influenced instead by superficial cues
Elaboration
Process of thinking about and scrutinizing the arguments contained in a persuasive communication
Sleeper effect
Delayed increase in the persuasive impact of a noncredible source
Need for cognition
A personality variable that distinguishes people on the basis of how much they enjoy effortful cognitive activities
Inoculation hypothesis
Idea that exposure to weak versions of a persuasive argument increased later resistance to that argument
Psychological reactance
The theory that people react against threats to their freedom by asserting themselves and perceiving the threatened freedom as more attractive
Cognitive dissonance theory
The theory holding that inconsistent cognition arouses psychological tension that people become motivated to reduce
Insufficient justification
A condition in which people freely perform an attitude-discrepant behavior without receiving a large reward
Insufficient deterrence
Condition in which people refrain from engaging in s desirable activity, and even when only mild punishment is threatened
Where do attitudes come from
Learning, experience, and genetic factors
How do we learn attitudes
Social learning theory, classical conditioning, operant conditioning (positive negative reinforcement)
When is attitudes a better predictor for behavior
More specific to behavior, stronger, I have more information about the thing I have an attitude about, attitude is highly accessible, attitude has cognitive and emotional components
When is an emotional component a better predictor
When object is present
