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chapter 7 Flashcards

1
Q

People are not neutral observers of the world

A

– They evaluate what they encounter.

– They form attitudes

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2
Q

Attitudes

A

Evaluation of people, objects, and ideas

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3
Q

Attitudes are made up of three components:

A

Affective
Behavioral
Cognitive

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4
Q

Affective

A

Emotional reaction

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5
Q

Behavioral

A

Actions or observable behavior

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6
Q

Cognitive

A

Thoughts and beliefs

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7
Q

Identical twins share more attitudes

A

than fraternal twins

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8
Q

Indirect function of our genes

A

Temperament, personality

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9
Q

Social experiences

A

– Not all attitudes are created equally.
– Though all attitudes have affective, cognitive, and
behavioral components, any given attitude can be
based more on one type of experience than another.

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10
Q

Cognitively Based Attitudes

A

An attitude based primarily on people’s beliefs
about the properties of an attitude object
Sometimes our attitudes are based primarily on
the relevant facts

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11
Q

Affectively Based Attitudes

A

An attitude based more on people’s feelings and
values than on their beliefs about the nature of an
attitude object

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12
Q

Where do Affectively Based Attitudes come from?

A

Values
Sensory reaction
Aesthetic reaction
Conditioning

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13
Q

Values

A

– Example—religious, moral beliefs

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14
Q

Sensory reaction

A

– Example—liking the taste of something

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15
Q

Aesthetic reaction

A

– Example—admiring lines and color of a car

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16
Q

Conditioning

A

Classical Conditioning and Operant Conditioning

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17
Q

Classical Conditioning

A

A stimulus that elicits an emotional response is
paired with a neutral stimulus
Neutral stimulus takes on the emotional properties
of the first stimulus

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18
Q

Operant Conditioning

A

Freely chosen behaviors increase or decrease

when followed by reinforcement or punishment

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19
Q

Affectively based attitudes are similar for several

reasons

A

– Not a result of rational examination
– Not governed by logic
– Often linked to values

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20
Q

Behaviorally Based Attitudes

A

An attitude based on observations of how one

behaves toward an attitude object

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21
Q

Self-Perception Theory (Bem, 1972)

A

• Sometimes people do not know how they feel until
they see how they behave
– Can form our attitudes based on our observations of
our own behavior
• People infer their attitudes from their behavior only
under certain conditions:
– When initial attitude is weak or ambiguous
– When no other plausible explanation for behavior

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22
Q

Explicit Attitudes

A

Attitudes that we consciously endorse and can easily

report

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23
Q

Implicit Attitudes

A

Attitudes that are involuntary, uncontrollable, and at

times unconscious

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24
Q

Implicit attitudes test (IAT)

A

way to measure implicit attitudes

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25
Attitudes will predict spontaneous behaviors only | when
they are highly accessible to people
26
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
27
Theory of Planned Behavior
– People’s intentions are the best predictors of their deliberate behaviors – Intentions determined by their attitudes toward specific behaviors, subjective norms, and perceived behavioral control
28
Specific attitudes
Only specific attitudes can be expected to predict Planned behavior
29
Subjective norms
their beliefs about how people they care about will view | the behavior in question
30
Perceived behavioral control
Intentions are influenced by the ease with which they | believe they can perform the behavior
31
When attitudes change
it is often due to social | influence
32
People experience dissonance:
– When their image is threatened. – When they cannot explain behavior with external justifications
33
Yale Attitude Change Approach
The study of the conditions under which people are most likely to change their attitudes in response to persuasive messages “Who said what to whom” – Who: the source of the communication – What: the nature of the communication – Whom: the nature of the audience
34
Elaboration Likelihood Model
An explanation of the two ways in which persuasive | communications can cause attitude change
35
Elaboration Likelihood Model | – Central route
When people are motivated and have the ability to pay | attention to the arguments in the communication
36
Elaboration Likelihood Model | – Peripheral route
When people do not pay attention to the arguments but are | instead swayed by surface characteristics
37
Central Route to Persuasion
– Elaborate on a persuasive communication  listening carefully to and thinking about the arguments  occurs when people have both the ability and the motivation to listen carefully
38
Peripheral Route to Persuasion
– People do not elaborate on the arguments – People can be swayed by peripheral cues, such as by who delivers a persuasive message rather than by the strength of the message itself. An example is when consumers buy certain products because a celebrity tweets about them.
39
Personal relevance of the topic
– How important is the topic to a person’s well-being? – More personally relevant, pay more attention.  Central route
40
People high in the need for cognition
Form attitudes through central route
41
People low in the need for cognition
Rely on peripheral cues
42
Need for Cognition
A personality variable reflecting the extent to which people | engage in and enjoy effortful cognitive activities
43
When people are unable to pay close attention to | the arguments,
they are swayed more by peripheral cues – Status of communicator – Liking or trusting communicator
44
Someone with a weak argument can still be | persuasive if they
distract their audience
45
People who base their attitudes on a careful | analysis of the arguments will be:
– More likely to maintain this attitude – More likely to behave consistently with this attitude – More resistant to counter-persuasion
46
Fear-Arousing Communications
Persuasive messages that attempt to change | people’s attitudes by arousing their fears
47
Strong amounts of fear fail if they overwhelm | people
 Become defensive  Deny importance of threat  Cannot think rationally about issue
48
Do fear-arousing communications work?
– Moderate amounts of fear work best | – Provide information on how to reduce fear
49
Heuristic–Systematic Model of Persuasion
– An explanation of the two ways in which persuasive communications can cause attitude change:  Systematically processing the merits of the arguments  When using peripheral route
50
When using peripheral route
– Use mental shortcuts (heuristics) | – Use emotions as heuristic
51
Problem with the “How do I feel about it?” heuristic
– Can make mistakes about what is causing our mood  Misattribute feelings created by one source to another  If so, people might make a bad decision
52
Advertisers and retailers want to create good | feelings about their product
Pair product with appealing music or showing pleasant | images in hope people will attribute feelings to the product
53
Several studies have shown that it is best to “fight | fire with fire”:
– 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
54
ads stress the objective merits of a product
Price, reliability, efficiency
55
ads stress emotions and values
Sex, beauty, youthfulness
56
Body posture plays a significant role in attitude | change (Briñol & Petty, 2009, 2012)
– Cartoons rated as more funny when holding an object between one’s teeth (mimicking a smile) compared to holding it between one’s lips (mimicking a frown) – Nodding or shaking one’s head while listening to strong or weak arguments also affects attitude change
57
Split cable market tests
– Advertisers work with cable companies and stores – Show commercial to randomly selected group of people and keep track of purchases – Results of over 300 of these reveal ads effective, especially for new products
58
Public health campaigns
– Meta-analysis on ads and substance use among youths encouraging – Television and radio better than print ads
59
Attitudes that are more cognitively based:
– Personally relevant?  Yes, then use logical, fact-based arguments  No, might use peripheral route  Peripheral route leads to attitude change that is not long lasting  Goal to make product personally relevant.
60
Subliminal Messages
Words or pictures that are not consciously perceived but may nevertheless influence people’s judgments, attitudes, and behavior There is no evidence that the types of subliminal messages encountered in everyday life have any influence on people’s behavior
61
Subliminal Influence Limitations:
No evidence that subliminal message can get people to | act counter to wishes, values, or personalities
62
Gender Roles
Societal beliefs—such as those conveyed by media and other sources—regarding how men and women are expected to behave
63
Western cultures May base attitudes more on
individuality and self improvement
64
Eastern cultures May base attitudes more on
standing in social group
65
Attitude Inoculation
Making people immune to attempts to change their attitudes by initially exposing them to small doses of the arguments against their position
66
Peer pressure in adolescence
Operates on values and emotions | Not based in logical arguments
67
To make adolescents resistant to attitude change | attempts via peer pressure
Attitude inoculation that focuses on inoculating against | emotional appeals
68
Reactance Theory
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

Social Psychology (9 decks)

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