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PSYC 2245 - Social > Chapter 6 - Attitude (PP + book done) > Flashcards

Chapter 6 - Attitude (PP + book done) Flashcards

1
Q

Define attitude

A

-an evaluation of something (person, object or idea)

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2
Q

What are the three components of an attitude? (3)

A

-affective
-cognitive
-behavioural

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3
Q

What is an affectively based attitude? Example? (2)

A

-an attitude that stems primarily from people’s emotions and feelings about an object, person, or issue, rather than from beliefs or factual information
-when someone loves a brand of clothing purely because it makes them feel confident, regardless of its actual quality.

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4
Q

What do affectively based attitudes have in common? (2)

A

-they are not from a rational examination of the issues and not governed by logic
-linked to peoples values

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5
Q

What is a cognitively based attitude? Example? (2)

A

-this type of attitude is grounded in beliefs, facts, and logical evaluations of an object or situation.
-Someone prefers a car brand because of its safety features and fuel efficiency, based on research and reviews.

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6
Q

What is the scale that examines and differentiates affective attitudes from cognitive attitudes?

A

-its two questionnaires, one that looks at your feelings toward something and another that describes traits/characteristics of that thing

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7
Q

What are behaviourally based attitudes? Example (2)

A

-develops from observations of one’s own behavior toward an object or situation, often after repeated actions.
-person realizes they enjoy jogging because they consistently do it and feel good afterward, even though they hadn’t thought much about it before.

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8
Q

What is an explicit attitude? Example (2)

A

-an attitude that a person is consciously aware of and can easily report. It is deliberate and controlled.
-Someone openly states they support environmental conservation because they believe it’s important to protect the planet.

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9
Q

What is an implicit attitude? Example? (2)

A

-an unconscious attitude that influences feelings and behaviors automatically, often without the person’s awareness.
-A person might claim to value equality but unconsciously associate certain stereotypes with a particular group, influencing their actions without realizing it.

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10
Q

What is the implicit association test?

A

-people categorize words or pictures on a computer

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11
Q

Research conducted by Gawronski and LeBel found what for when implicit and explicit attitudes tend to be positively correlated and not necessarily related? (2)

A

Positively correlated: when people are asked to reflect on their feelings about an object (coke vs. pepsi)
Not related: when asked to focus on cognitions about the object (listing reasons why they prefer coke vs. pepsi)

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12
Q

What levels can self-esteem be measured at?

A

-both explicit and implcit and they may not even match

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13
Q

Are implicit attitudes based more in childhood experiences and explicit attitudes based more in recent experiences?

A

-yes

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14
Q

If you know someone’s attitude, does this mean you can successfully predict their behaviour?

A

-no, sometimes peoples behaviour runs counter to one’s attitude

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15
Q

Describe LaPierre’s study on the relationship between attitudes and behavior.

A

-in the 30s, took a Chinese friend around America and were only refused from one place. Later he sent out letters asking if they would let Chinese people in and most said no

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16
Q

Give an example of when attitudes and behaviours don’t align.

A

-when someone believes that exercising regularly is important for their health (attitude) but rarely goes to the gym or works out (behavior)

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17
Q

What are spontaneous behaviors?

A

-Spontaneous behaviors are actions done with little conscious thought or planning.

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18
Q

What helps predict spontaneous behaviors? Example? (2)

A

-can be predicted when attitudes are easily accessible because people have experience with the attitude object.
-If someone has positive experiences with dogs, their attitude is more accessible, so they may spontaneously smile or approach a dog without thinking.

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19
Q

More of what will result in a more accessible attitude and thus a more spontaneous behavior that is consistent with their attitude?

A

-the more direct experience

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20
Q

What are deliberate behaviours? How easily can they be predicted? (2)

A

-actions that are consciously planned and thought out in advance
-they can be predicted well

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21
Q

What is the theory of planned behaviour? Example? (2)

A

-says that the best predictor of people’s deliberate behaviour is their intention
-If a student intends to study more for an upcoming exam (high intention), they are more likely to engage in behaviors like creating a study schedule and dedicating time to review material

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22
Q

According to the theory of planned behaviour, what are the best predictors of people’s intentions? (3)

A

-attitudes
-social norms or subjective norms
-behavioural control

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23
Q

Use the studying example to describe the three predictors under the theory of planned behaviour.

A

-If a student intends to study more for an upcoming exam (high intention), they are more likely to engage in behaviors like creating a study schedule and dedicating time to review material.
-This intention is shaped by their positive attitude toward studying (they believe it will help them do well), the influence of friends who study (subjective norms), and their confidence in their ability to manage time effectively (perceived behavioral control)

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24
Q

Describe the predictor: attitude toward the behaviour.

A

-people’s specific attitude toward the behaviour not their general attitude

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25
Q

Describe the predictor: subjective norms/ social norms.

A

-people’s beliefs about how other people they care about will view that behaviour

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26
Q

Describe the perceived behavioural control under the theory.

A

-the ease with which people believe they can perform the behaviour

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27
Q

In a research study, researchers believed collectivist cultures would be more influenced by social norms than individualistic cultures. What did they find?

A

-the influence of social norms did not vary significantly by culture

28
Q

What is persuasive communication? What can this change? (2)

A

-a communication advocating a particular side of an issue
-attitude change

29
Q

What does the effectiveness of communication depend on? (3)

A

-source of communication
-nature of communication
-nature of audience

30
Q

What does the Yale Attitude Change approach explain?

A

-how people are persuaded by focusing on three key factors described earlier

31
Q

What three key factors are within the Yale Attitude Change Approach? (3)

A

-Source: Who delivers the message (e.g., their credibility or attractiveness).
-Message: The content of the message (e.g., whether it’s logical or emotional).
-Audience: Who receives the message (e.g., their mood, attention, or intelligence).

32
Q

What is the elaboration likelihood model? What are these two ways? (2)

A

-says there are two ways in which persuasive communication can cause attitude change
-central and peripheral route

33
Q

What is the central route to persuasion? Example (2)

A

-when people are motivated and have the ability to pay attention to the arguments in the communication.
Example: You read a research paper about healthy eating, consider the evidence, and decide to eat more vegetables based on the scientific facts presented.

34
Q

What is the peripheral route to persuasion?

A

-when people do not pay attention to the arguments but are instead swayed by surface characteristics.
Example: You buy a certain brand of sneakers because a famous celebrity endorsed them, not because of the shoe’s quality.

35
Q

What determines whether people take the central versus peripheral route to persuasion?

A

-whether people have the motivation and ability to pay attention to the facts

36
Q

People who base their attitudes on a careful analysis of the arguments (central route) are more likely to what?

A

-maintain the attitude over time, behave consistently with it and be more resistant to counter persuasion

37
Q

What did they find for threatening messages and photos on cigarette boxes?

A

-more threatening messages created more arousal and feelings of disgust and more of a desire to quit

38
Q

What is fear-arousing communication?

A

-a persuasive message that attempts to change peoples attitudes by arousing fear

39
Q

Does fear actually induce people to change their attitudes?

A

-it depends on whether the fear influences peoples ability to pay attention and process the arguments in the message. If people believe that listening to the message will teach them how to reduce this fear they will be motivated to analyze the message carefully and will likely change their attitudes via the central route

40
Q

Why do some ads that arouse fear fail to change attitudes?

A

-because they do not provide specific recommendations for people to follow

41
Q

Why will fear ads that are too overwhelming also fail?

A

-people will become defensive and deny the importance of the threat and be unable to think rationally about the issue

41
Q

What can fear-based ads do to help people change their attitudes besides providing recommendations?

A

-use humor

42
Q

What level of fear is the most effective way to use fear-arousing communication?

A

-moderate level of fear

43
Q

Does advertising work?

A

-yes, sales increase

44
Q

What determines which type of ad works best? Which attitudes? (2)

A

-the basis of peoples attitudes
-cognitively based attitudes and affectively based attitudes

45
Q

For cognitively based attitudes, which ads work best?

A

-rational arguments and personal relevance is best

46
Q

For affectively based attitudes, which ad types work best?

A

-emotional ads

47
Q

What is subliminal messaging?

A

-words or pictures used to persuade that are not consciously perceived

48
Q

Is there any evidence to suggest that subliminal messages in advertising have any influence on consumers behaviour?

A

-no, ads are most powerful when we can consciously perceive them

49
Q

What would have to happen to make subliminal messaging work? (3)

A

-the illumination of the room is just right
-people are seated the right distance away
-nothing else is occurring to distract them

50
Q

What is attitude inoculation? Example (2)

A

-a way to make people resistant to persuasion by exposing them to weak arguments against their existing beliefs.This small challenge helps them build defenses, so when stronger arguments come, they can better resist changing their attitude.
Example: Imagine you’re against smoking. If someone gives you a weak argument like, “Smoking makes you look cool,” you easily counter it with facts about the health risks. Later, when faced with stronger pro-smoking arguments, you’re more prepared to reject them.

51
Q

What is an effective strategy against attitude change?

A

-forewarning people that someone is about to try to change their attitude

52
Q

What is cognitive dissonance?

A

-A feeling of discomfort caused by the realization that one’s behaviour is inconsistent with one’s attitudes or that one holds two conflicting attitudes.
(often when we feel stupid or immoral)

53
Q

What does the discomfort from cognitive dissonance motivate us to do? (3)

A

-change the attitude
-change the behavior
-change the cognition

54
Q

What is post-decision dissonance?

A

-Dissonance that is inevitably aroused after a person makes a decision.

55
Q

When presented with a moral dilemma, lets say to cheat or not to cheat, what will happen based on the decision made?

A

-cheaters grew more lenient toward cheating, while resisters developed stricter attitudes toward cheating.

56
Q

What is the justification of effort?

A

-the tendency for individuals to increase their liking for something they have worked hard to attain (group membership for example)

57
Q

What is external justification? Example? (2)

A

-a person’s explanation for dissonant behaviour that resides outside the individual
Example: If you continue the same difficult course because your boss pressured you to take it and you’re getting a promotion as a result, you use the external reward (promotion) to justify sticking with it, even if you don’t find the course worthwhile.

58
Q

What is internal justification?

A

-the reduction of dissonance by changing something about oneself
Example: You sign up for an expensive, difficult course that turns out to be less useful than expected. Instead of admitting it was a waste, you convince yourself that the course was valuable and beneficial to justify the effort and money spent

59
Q

What is counterattitudinal behavior?

A

-when we say something that runs counter to our beliefs or attitudes

60
Q

What is counter-attitudinal advocacy? What can it create? (2)

A

-when someone is asked to publicly argue in favor of something they didn’’t originally support.
-can create a feeling of hypocrisy or cognitive dissonance

61
Q

How does mild punishment lead to attitude change through insufficient justification?

A

-If a child is mildly scolded for not playing with a toy they want, they don’t have a big punishment(like being grounded) to justify their obedience. So, they reduce the dissonance by thinking, “Maybe that toy isn’t so great after all,” and lose interest in it, rather than just avoiding it because they’re scared of severe punishment.

62
Q

According to dissonance theory, what happens if we hurt someone?

A

-we come to dislike/hate that person as a way to justify our cruelty

63
Q

What is hypocrisy induction? Example? (2)

A

-technique that highlights when people act in ways that contradict their stated beliefs or values.
-If someone strongly advocates for environmental protection but regularly uses plastic products, pointing out this contradiction would create dissonance.

64
Q

What does research suggest makes hypocrisy induction more effective?

A

-when people do it who have high self-esteem

65
Q

What is self-affirmation theory? Example (2)

A

-an alternative way to cope with cognitive dissonance where the person engages in an activity they are good at to reduce the emotional impact of the dissonance
Example: you do bad on a test and to deal with this you go to a dance class

66
Q

Describe the experiment on cognitive dissonance in Japanese students.

A

-the Japanese students did not show dissonance reduction in any of the conditions even though they felt as badly as Canadian students

PSYC 2245 - Social (9 decks)

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