Chapter 6 Textbook Flashcards
attitudes
evaluations of people, objects or ideas.
an attitude is made up of three components
1) affective component: consisting of EMOTIONALreactions toward the object
2) cognitive component: THOUGHTS AND BELIEFS about the attitude object
3) behavioral component: consists of ACTIONS or observable behavior toward the attitude object.
affectively based attitude. example?
an attitude based more on emotions and feelings than on an objective appraisal of pros and cons.
ex/ falling in love with someone despite knowing that the person has a history of being untrustworthy.
where do affectively based attitudes come from?
peoples values, religious and moral beliefs. Can also come from sensory or aestethic reactions (ex liking something for the way it looks, even though its totally impractical).
three commonalities of affectively based attitudes
1) they DO NOT RESULT from rational exmaination of the issues
2) they are not goverened by logic
3) they are often linked to people’s values, so that trying to change them challenges those values.
cognitively based attitude and example
an attitude based primarily on a person’s beliefs about the properties of an attude (basically a pro and cons list)
ex/ buying a house: does it have airconditioning? is it in a good neighborhood? rather than just being like “its a cute color and ive always wanted to buy a house (affective)
behaviorally based attitudes may involve the __ ___ theory and example
an attitude based primarily on observations of how one behaves towards an object.
may involve the self-perception theory: people may now know how they feel until they see how they behave
ex/ “do you enjoy exercising?” “well, I guess I like it because I always seem to be going for a run or heading over to the gym” –> she has a behaviorally based attitude.
explicit vs implicit attitude
explicit: attitudes that we conciously endorse and can easily report
implicit: attitudes that are involuntary, uncontrollable and at times unconcious
test that measures implicit attitudes
implicit association test; people categorize words or pictures on a computer.
implicit and explicit attitudes are positively correlated when people are asked to ___ on an object, but are not necessarily related when they are asked to focus on ___ about the object.
implicit and explicit attitudes are positively correlated when people are asked to REFLECT on an object, (ex/ how do you feeli about coke vs pepsi)
but are not necessarily related when they are asked to focus on COGNITIONS about the object. (list reasons why they prefer coke vs pepsi)
implicit attitudes are rooted in ____ experiences where as explicit attitudes are rooted in ____ experiences.
implicit attitudes are rooted in CHILDHOOD experiences where as explicit attitudes are rooted in RECENT experiences.
a theory of planned behavior
theory that the best predictors of a person’s planned, deliberate behaviors are the persons attitudes towards SPECIFIC BEHAVIORS, NORMS, AND PERCEIVED BEHAVIORAL CONTROL
the theory of planned behavior holds that only ___ ATTITUDES towards the behavior in question can be expected to predict that behavior.
SPECIFIC ATTITUDES. ex/ a specific question: “what is your attitude toward USING birth control pills” will be more likely to predict the chances of a woman using birth control than a more general question like “what is your attitude towards birthcontrol”
A PERSONS ____ NORMS (their beliefs about how the people THEY CARE ABOUT WILL view the behavior in question) also affects the ability to predict a person’s behavior.
a person’s SUBJECTIVE NORMS.
ex. katie hates heavy metal, so we know she probs won’t go to a metal concert. BUT: now we know that katies bff loves metal and wants her to come. Now we might change our prediction as to whether or not katie will go to the concert.
peoples intentions are influenced by ___ ___ control (the ease with which people believe they can perform the behavior)
peoples intentions are influenced by PERCEIVED BEHAVIORAL control (the ease with which people believe they can perform the behavior)
if people think its difficult to perform the behavior, they will not form a strong intention to do so. if people think it is easy to perform the behavior, they are more likely to form a strong intention to do so.
if people think its difficult to perform the behavior, they will:
not form a strong intention to do so.
explain how you can use the theory of behavior to predict whether a cycle of intensive training would be completed
if you use this theory, you should predict that training would be completed by people who:
1) had a positive specific attitude towards intense training
2) believed that their family wanted them to do it (subjective norms)
3) believed that they were more capable of doing it (perceived behavioral control)
___ attitudes would be a stronger predictor of behavioral intentions in individualistic cultures
PERSONAL
But: there wasn’t much difference between individual culture and collective cultures in terms of how social norm attitudes affected behavior, indiciating that even in individualist countries, we are still influenced by how we think the important people in our lives view our behavior.
subjective norms and the prevolence of condom use
our beliefs about how our sexual partner feels about condom use is an example of a subjective norm:
if women anticipate a negative reaction from our partner about condom use, we are less likely to use condoms.
how does perceived behavioral control affect condom use
people who find it more difficult to perform behaviors such as buying condoms or bringing up the topic of condom use to their partners are less likely to use condoms.
what behavioral FACTORS might affect peoples intentions to use condoms?
1) mood:
women with low self esteem in bad moods were less likely to ask their partners to use a condom; they most likely feared further rejection (perceived social norm) from their partner if they asked
2) intoxication is correlated with lower condom use.
persuasive communicaion
communication advocating a particular side of an issue.
what are the conditions in which people will change their attitudes in response to persuasive communication
(Yale Attitude Change Approach)
1) source of communication (how expert or attractive the speaker is
2) communication itself (quality of the arguments
3) nature of the audience (which kinds of appeals work with hostile vs friendly audiences)
T/F: people are more persuaded by messages that do not seem to be designed to influence them
true
When do two sided messages work bette?
if you are sure to refute the arguments on the other side.
It is generally best to present a one-sided communcation that presents only your favoring opinion if you are trying to persuade someone
when is it best to give your persuasive communication speech? Before or after someone elses?
if speeches are given back to back and there WILL BE A DELAY before people have to make their minds, it is best to go FIRST. (LIKELY TO BE A PRIMACY EFFECT)
if there is no delay to which people will make up their minds, its best to go LAST (RECENCY EFFECT)
elaboration liklihood model
suggests that thre are two ways in whcih persuasive communications can cause attitude change: central or peripheral
central route to persuation
when people are motivated to pay attention to the facts in a communication and so will be most persuaded by LOGICALLY COMPELLING FACTS .
peripheral route to persuation
when people are motivated to pay attention, not because of the arguments or facts, but beacuse of the surface characteristics of the presenter.
if people are truly interested in the topic and thus motivated to pay close attention to the arguments with no distractions, then they will take the ___ ___ of persuasion
central route to persuasion
is people are bored and tired, they will tend to take the ___ ___ of persuasion
peripheral route.
language and central vs peripheral routs
people are more likely to pay attention and use the central route of persuasion if the language is CLEAR AND COMPREHENSIBle
THEY RELIED ON THE PERIPHERAL ROUTE WHEN ARGUMENTS WERE COMPLICATED AND JARGON-LADEN
when people have positive perceptions of a brand, they are more likely to take the ___ route and are not infleunced by the pros and cons of a product.
when people have positive perceptions of a brand, they are more likely to take the PERIPHERAL route and are not infleunced by the pros and cons of a product.
EX/ if you know a tv is made in japan vs peru, you might choose the japanese brand because of your association with japan to quality electronic goods, even if the peru tv has good listed qualities.
which route of persuasional communication induces attitude maintenance
central routes to persuasion. people who base their attitudes on a careful analysis of the arguments are more likely to maintain this attitude over time.
fear arousing communicaition
a persuasive message that attempts to change attitudes by arousing their fears.
when does fear arousal communication work?
only works if you scare them but then provide a solution to reduce the fear
ex/ showing smokers a lung cancer video, and then giving them a pamphlet on how to stop smoking resulted in a higher rate of smoking cessation.
if you scare someone but don’t provide any mendations, people are more likely to just not do anything.
when does fear arousal communication fail?
1) when no mendation is followed after scaring
2) when the scaring is so strong it’s offensive. they’ll just become defensive and deny the importance of the threat.
when trying to persuade someone, it is best to fight “fire with fire.” What does this mean?
use the same tactic that their attitude is based on.
ex/ if they have a cognitively based attitude, persuafe them using rational arguments rather than religious
ex/ if someone has an affectively based argument, try to change it using emotion.
people will react more favourable to the ads that matched the type of attitude they had.
how do individual differences affect advertising and attitude
people who are high in need for cognition (people who like to spend time actively thinking about things) are more likely to be persuaded by cognitively based messages. They don’t respond that well to emotional advertising
T/F: advertisements that strees individualisty and self improvement work better in western cultures
true. there is a difference in the advertising techniques seen here compared to korea. they like to exploit the values of interdependence, while we exploit the values of self sufficiency (ex/ this object will allow you to express yourself better)
subliminal messages
words or pictures that are not consciously perceived but that supposedly influence people’s judgements, attitudes and behaviors.
T/F: there is no evidence that the types of subliminal messages used in everyday life have any influence on people’s behavior
true. but it has been recreated in the lab. eitherway, ads are generally just more powerful when we can CONSCIOUSLY perceive them
