Chapter 6: Attitudes Flashcards
Define Attitude
an evaluation of a person, object or idea
What are attitudes used for?
- help us categorize, understand, & make sense of the world
- give expression to our values
Where do Attitudes come from (3 types/origin)?
1) Affectively Based Attitudes
2) Behavior Based Attitudes
3) Cognitively Based Attitudes
What are Affectively Based Attitudes?
evaluative feelings that aren’t governed by logic & linked to ppls values
What are Behaviour Based Attitudes?
how ppl actually show their beliefs & evaluative feelings
What are Cognitively Based Attitudes?
thoughts & beliefs about our attitudes
Which theory is associated with Behavior Based Attitudes & why?
Self-Perception theory – when ppl don’t know how they feel until they see how they behave
What are the 2 types of Attitudes?
1) Explicit & 2) Implicit
What is the difference between Explicit & Implicit Attitudes?
Explicit - attitudes we consciously endorse & can easily report
Implicit - involuntary, uncontrollable
What 3 types of Conditioning is associated with which type of Attitude?
all relate to Implicit Attitudes
- Classical Condition
- Operant Conditioning
- Observational Learning
What was Richard LaPiere’s Study?
went to restaurants to see if they would refuse service to his friend –> attitudes don’t always predict behavior
What is the Theory of Planned Behavior?
states that the best predictors of a person’s planned behavior are the person’s attitudes toward specific behaviors, subjective norms, & perceived behavioral control
When are our attitudes a good predictor of our behavior?
- when we have specific attitudes
- when we have subjective norms
- when we have perceived behavioural control
What are specific attitudes?
the more specific attitude we have towards smth, the more likely it is to show up in our behavior
What are subjective norms?
ppl’s beliefs about how other ppl they care about will view the behavior
What is perceived behavioral control?
how much control we think we have over the behavior
What are the 3 ways can attitudes change?
- persuasive communication (Yale attitude change approach)
- fear
- advertising
What is persuasive communication?
communication that advocates a particular side of an issue
What is the Yale Attitude Change Approach?
the study of conditions under which ppl are most likely to change their attitudes in response to persuasive messages
Who created/introduced the Yale Attitude Change Approach?
Carl Hovland
What 3 factors dictate the effectiveness of the Yale Attitude Approach?
- the source of communication (from who)
- the nature of the communication (what/the message)
- the nature of the audience (to whom/receiver)
What is the Source of Communication?
who/where the communication is coming from; credible & attractive speakers persuade ppl more
What is meant by “Nature of Communication”?
(what)
ppl are less likely to be persuaded by messages that seem specific to them; don’t like it when we are forewarned
What is meant by the “Nature of the Audience”?
- distracted audiences are more likely to be persuaded
- ppl of low intelligence are more easily persuaded
- ppl 18 - 25 are more susceptible to persuasion
