Chapter 6 Flashcards
attitudes
evaluation of a person, object, or idea
“attitude objects”
for an evaluation to constitute an attitude it must be
enduring
- i love sunrises vs. i love today’s sunrise
evaluations can vary in
strength
- i kinda like sunrises vs. i love sunrises
components of attitudes
cognitive
affective
behavioural
- one of them might play a bigger role than others
cognitive
what we think
- about that object and the presence it has
- the sunrise was beautiful/bright
affective
how we feel
- the emotional component
- the sunrise made me feel good
behavioural
how we act
- the sunrise made me smile
cognitively based attitude
when the cognitive component is greater than others
- what we think about that object is greater than how we feel about it
- scientics found that this is usually the most common in mundane things like printers
affectively based attitude
when the affective component is greater than others
- attitudes towards religious ides
- attitudes towards fragrances
- attitudes towards alcohol
behaviourally based attitude
when the behaviour component is greater than others
- based on the observation of our own behaviours
- if your attitudes are weak or ambiguous
- do you like seafood? if you’re unsure you might have to think about your past behaviours
types of attitudes
- postitive
- negative
- indifferent
- ambivalent
positive
high positive reaction, low negative reaction
negative
high negative reaction, low positive reaction
indifferent
low positive reaction, low negative reaction
ambivalent
high positive reaction, high negative reaction
- love/hate relationship
variation of awareness of attitudes
- explicit attitudes
- implicit attitudes
explicit attitudes
consciously aware that you are holding this attitude
implicit attitudes
aren’t aware that you hold you hold them
- gender segregation in school
implicit attitudes can be affected by
- early experience (during childhood you don’t remember you had)
- affective experiences (when emotions are involved)
- cultural biases
- cognitive consistency
cognitive consistency
if you like a certain attitude object, then you will automatically like other attitude objects that your brain sees as being similar
- ex. because you like jhutch in bridge to terabithia you like him in the hunger games
how do you measure implicit attitudes
IAT
- physiologically (increase in HR or BP when you’re in the presences of an object)
where do attitudes come from
- classical conditioning
- social learning
- social comparison
- cultural values
classical conditioning
“pavlov’s dog”
UCS > U CR
UCS + S2 > UCR
CS > CR
UCS -> U CR
- unconditional situmulus = food
- unconditioned response = drool
UCS + S2 -> UCR
S2 = second stimulus = bell
CS -> CR
Conditioned stimulus = dog starts drooling without the food but because of the bell
conditioned response = drooling
attitudes from via classical conditioning
- when something happens when we are in a certain mood, if that thing were to happen again we might return to that mood
ex. hearing a song with hearing bad news. now you can’t stand to listen to that song
social learning
- reinforcement/ punchingment
- modelling
ex. the more children are exposed to alcohol/tabacco in media the more likely they are to use it
reinforcement/punishments
of self
- we are more likely to act in ways we’ve been rewarded in the past
- we are less likely to act in wars we’re been punished in the past
“ instrumental conditioning”
modelling
- reinforcement/ punishments of others
ex. concerns over “role models” in children’s live because they are gonna imitate them, so you wanna see them engaged in rewarded behaviour
ex. if you like country music but see that others hate on those that do, you change your attitudes towards country music
social comparison
- groups we are a part of
- groups we want to be a part of
ex. what attitudes are necessary to fit in to be a part of that group - peer pressure (shouldn’t you be getting married soon)
cultural values
- abstract criteria we use to judge good/bad
ex. equality, fairness, freedom
ex. if you grow up in a culture were sam sex marriage is accepted, you are most likely to be accepting of it
ex. beatles - kremlin (people of the soviet union loved them because they represented freedom, even tho it didn’t fit in their cultural norm
norms
expectations for behaviours
why are attitudes important?
- they function as a schema
- assumption of attitude/behaviour link
schema and attitude
- what we notice
- how we interpret info
- what we remember
ex. we’re more likely to notice info that fits our attitudes towards that object or person and vv.
assumption go attitude/behaviour link
- attitudes predict behaviour only under certain conditions
ex. the way we act will affect our underline feeling and attitude
when will attitudes predict behaviour
- if acting spontaneously
ex. when someone rings your doorbell
acting spontaneously - more likely to reflect our thoughts and feelings if
attitude must be accessible
acting spontaneously - more likely NOT to reflect our thoughts and feelings if
not accessible, then aspect of the situation determine behaviour
theory of planned behaviour
if acting deliberately
ex. you participate in a protest because you agree
theory of planned behaviour - more likely to reflect our thoughts and feelings if
- specific attitudes (rather than general)
- subjective norms
- perceived behavioural control
subjective norms
how people you care about will perceive
perceived behavioural control
more likely to engage if it’s easy enough for you to do so
mere exposure effect
the phenomenon whereby objects become better liked with exposure - we like things as they become more familiar to us
name letter effect
the tendency to show a preference for letters in our name and prefer stimuli that contain those letters
operant conditioning
a type of learning in which the frequency of a behaviour is determined by reinforcement or punishment
observational learning
acquiring an attitude or behaviour due to observation of others exhibiting that attitude of behaviour
accessibility
the degree to which a concept is active in our consciousness
chronic accessibility
accessibility arising from frequent and recent exposure to a construct that has permanencies - it is accessible all the time
post- decision dissonance
cognitive dissonance that results from having to reject one appealing choice in favour of another
self-affirmation theory
the theory that we are more open to attitudinal change when we have recently been given an opportunity to affirm our core values and identity
impression management
the process by which people either consciously or unconsciously attempt to monitor how they appear to others by regulations the information conveyed about themselves in a social interaction and thus attitude change is more likely when counterattitudinal behaviour occurs in public
