Chapter 7 Flashcards
Attitudes
Evaluations of people, objects, and ideas
Explicit attidudes
Attitudes that we consciously endorse and can easily report
Implicit Attitudes
Attitudes that are involuntary, uncontrollable, and at time unconscious
Types of attitude antecedents
1.An affective component, consisting of your emotional reactions toward the attitude object.
2.A cognitive component, consisting of your thoughts and beliefs about the attitude object.
3. A behavioral component, consisting of your actions or observable behavior toward the attitude object.
cognitively based attitude
an attitude based on primarily people’s beliefs about properties of an attitude object
the thought, perception or ideas of the person toward the object of the attitude
Affectively based attitude
An attitude based on people’s feelings and values on the nature of an attitude object
Classical Conditioning
A stimulus that elicits an emotional response is accompanied by a neutral stimulus that does not until eventually the neutral stimulus elicits the emotional response by itself
a phenomenon whereby a stimulus that elicits an emotional responses is repeatedly paired with a neutral stimulus that does not until the neutral stimulus takes on emotional properties of the first stimulus
Operant Conditioning
behaviors we freely perform become more or less frequent, depending on whether they are followed by a reward (positive reinforcement) or punishment
The phenomenon whereby behaviors that people freely choose to perform
increase or decrease in frequency, depending on whether they are followed by positive reinforcement or punishment
Behaviorally Based Attitude
An attitude based on observations of how one behaves toward an attitude object.
People infer their attitudes from their behavior only under certain conditions.
1. Their initial attitude has to be weak or ambiguous.
2. People infer their attitudes from their behavior only when there are no other plausible explanations for their behavior.
Persuasive Communication
Communication advocating a particular side of an issue
Changing Different Types of Attitudes
- If an attitude is cognitively based, try to change it with rational arguments.
- If it is affectively based, try to change it with emotional appeals.
Counterattitudinal advocacy,
a process by which people are induced to state publicly an opinion or attitude that runs counter to their own private attitudes, creating dissonance
Yale Attitude Change Approach
The study of the conditions under which people are most likely to change their attitudes in response to persuasive messages, focusing on “who said what to whom”—the source of the communication, the nature of the
communication, and the nature of the audience.
Elaboration Likelihood Model
An explanation of the two ways in which
persuasive communications can cause attitude
change:
* Centrally, when people are motivated and have the ability to pay attention to the arguments in the communication.
* Peripherally, when people do not pay attention to the arguments but are instead swayed by surface characteristics.
Central Route to Persuasion
The case whereby people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, as occurs when people have both the ability and the motivation to listen carefully to a communication.
Peripheral Route to Persuasion
The case whereby people do not elaborate on the arguments in a persuasive communication but are instead swayed by peripheral cues.
Need for Cognition
A personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities
Fear-Arousing Communications
Persuasive messages that attempt to change people’s attitudes by arousing their fears
Heuristic–Systematic Model of Persuasion
An explanation of the two ways in which persuasive communications can cause attitude change
Attitude Inoculation
Making people immune to attempts to change their attitudes by initially exposing them to small doses of the arguments against their position
Reactance Theory
The idea that when people feel their freedom to perform a certain behavior is threatened, an unpleasant state of reactance is aroused, which they can reduce by performing the threatened behavior
Attitude Accessibility
The strength of the association between an attitude object and a person’s evaluation of that object, measured by the speed with which people can report how they feel about the object.
Theory of Planned Behavior
The idea that the best predictors of a person’s planned, deliberate
behaviors are the person’s attitudes toward specific behaviors, subjective norms, and perceived behavioral control.
Specific behaviors
The theory of planned behavior holds that only specific attitudes toward the behavior in question can be expected to predict that behavior
Subjective norms
We also need to measure people’s subjective norms—their beliefs about how people they care about will view the behavior in question.
Perceived behavioral control
Intentions are influenced by the ease with which they believe they can perform the behavior
Subliminal Messages
Words or pictures that are not consciously perceived but may nevertheless influence people’s judgments, attitudes, and behaviors
