Chapter 7 SP Flashcards
attitude
a cognitive representation of an individuals evaluation of a person/group/thing/action/idea.
people can hold attributes about literally anything
attribute = evaluation!
persuasion
the process of forming, changing or strenghtening attitudes via communication
attitudes possible directions
positive, negative or neutral
how to measure attitudes
self-report: attitude schale (measuring intensity and direction)
mensen geven meer lagere nummers op een schaal van 0-10 dan van -5 tot 5:
dus mensen willen liever geen negatieve nummers gebruiken
implicit attitudes vs explicit attitudes
implicit: automatic evaluations about an object
implicit attitudes vs explicit attitudes
implicit: automatic evaluations about an object
explicit: the evaluation they overtly express
eentje is niet perse beter!
attitudes are useful because they help
master the environment
express connections with others
attitudes are assembled due to 3 factors:
- beliefs about attitude object
- feelings and emotions towards object
- information about past and current actions towards objects (vooral negative and heavy weighted info)
how do we master the environment via attitudes (2 functions)
- knowledge function: organizing and summarizing experiences with an attitude object
- instrumental function: helps us approach positive objects and avoid negative objects
and how do attitudes help us connect with others (2 functions)
- social identity function: helps us confirm to groups and show what we stand for
- impression management function: we try to support the thoughts that we think our environment also supports
we can form multiple attitudes about one object!!
oke
3 aspects of a mental representation
- cognitive info
- affective info
- behavioural info (past, present or future interactions w/ an object)
attitudes worden het meest veroorzaakt door …. (cognitive/affective/behavioural)
cognitive -> vooral door hearsay, niet door eigen experiences
affective info can also play a large role:
- attitudes come first, then cognitive
- attitudes can overrule cognitive info
- natural preferrence for pleasure over pain
- people differ naturally in temperament
information about behaviour can dominate when…
that behaviour is habitual
attitude forms via 3 mechanisms
- concistency: mensen gaan uit van wat ze al weten (want anders: cognitive dissonance)
- negative weighs more
- accessible info is more used
ambivalent attitude
als je een beetje met beide kanten eens bent -> neutraal (dus niet altijd uitgaan van consistency)
the stronger the association/attitude…
- the faster it comes
- the more it will substitute other information
- the less easily the attitude is changed
2 forms of persuasion
- rational messages (cognitive)
- emotional appeals
how do people deal with information about attitudes? 2 ways of processing
superficial processing: rely on accessible or salient info (meestal positief) -> simpel
systematic processing: meer complex
persuasion heuristic
when you see a cue that reminds you of an attitude (bv advertentie in een magazine)
peripheral route to persuasion
forming an attitude based on persuasion heuristics
classical condiioning
emotional appeals can influence our attitude about neutral objects
how do i feel about it heuristic
when people rely on their current emotions to evaluate their attitude about an object
mere exposure effect
people tend to prefer things they have seen a lot
-> even (and stronger) when people are unaware of that they have seen it a lot
familiar = more persuasive, people view familiar statements as coming from a more reliable source
attractiveness heuristics
we like things better if they are combined with positive things
expertise heuristic
people believe things on the basis of who said it, not what they said -> judged on competence and trustworthiness (niet wat ze echt zeggen, niet de content)
daarom vertrouwen ze mensen meer als ze 2 kanten van het verhaal laten zien -> makes them seem well informed and trusted
attributional processing
afvragen: why do they advocate for this? people may become suspicious
message-length heuristic
- the longer the message, the more trusted
- during superficial processing: anything that sounds like an argument will be taken as one
elaboration =
systematic processing -> dieper op ingaan, reacties krijgen
central route to persuasion
= systematic processing
dus hoe heten de 2 routes voor systematic and superficial processing
- systematic: central route to persuasion
- superficial processing: peripheral route to persuasion
boomerang effect
when communicators try to persuade us in one direction, but because of bad arguments we tend to go into the other direction
als beiden heuristic cues en message content er zijn:
decision alsnog based on message content meesal
when message content is not so strong, even systematic processing can be influenced by..
heuristic cues
na systematic processing zijn attitudes lastig om te veranderen
oke
welke twee dingen zijn nodig voor systematic processing
- cognitive capacity (niet te moeilijk, maar ook kunnen concentreren)
- motivation
3 vormen van motivatie en hoe laten ze dit zien in systematic processing
- mastery: the importance of being accurate, dus dan systematic processing
- connectedness: je wil het met mensen kunnen delen
- valuing me and mine: self-relevance (when info is applicable to us, we want to know all about it)
3 reasons people do not have the mental resources to systematic process things
- info too technical
- info too much
- info has multiple dimensions on which the alternatives differ
alcohol myopia
alcohol reduces systematic processing
je gaat meer af op superficial cues -> dus dan geen safe sex (of juist wel als je AIDS KILLS op hand krijgt gestampt in een club)
high need for cognition
mensen die graag systematic processing doen (papa) -> puzzels etc
difference between high-self monitors and low-self monitors
high self monitors: geven veel om wat anderen om ze denken (me) -> zullen impression management function relevanter vinden
low self monitors: geven meer om hun eigen expressie als persoon (dion) -> zullen social identity function relevanter vinden
prevention focused vs promotion focused
prevention focused -> avoiding losses.
promotion focused -> gaining winnings
good mood kan leiden tot…
superficial processing (want alles gaat goed, geen systematic processing nodig)
fear kan leiden tot..
Negative emotions like sadness, anger, or fear, on the other hand, convey
that something is wrong, and that the situation requires additional processing.
the affect as information model…
positief = superficial processing
negatief = systematic processing / additional processing
assimilation and contrast
info that corresponds with an attitude is attended to (assimilation) and info that is different from attitude is ignored (contrast)
William McGuire (1964) suggereerde dat de meest effectieve manier is om weerstand te bieden aan overreding is om te oefenen met argumenteren tegen een overtuigend beroep ->
mensen die voor en tegen argumenten kregen, konden later beiden de condooms beter weerstaan maar ook de binge drinking. dus oefenen met argumenteren tegen mensen helpt niet alleen voor het gene waar je tegen argumenteerd, maar ook de andere neutrale cues. = INOCULATION
people agree more with people whos foto’s they have seen unconsciously, door…
subliminal persuasion
subliminal processen lastige punten
- fotos beter dan messages
- niet altijd: je moet maar net op het juiste punt en het juiste moment kijken
- subliminal messages: wss nniet echt omdat mensen alleen in sequence geluiden kunnen horen.
