Exam 2 - Chapter 5 Flashcards
what is classical conditioning in terms of attitude formation?
we come to like or dislike new things because they are associated w things we already like or dislike, can even be subconsciously
what is operant conditioning in terms of attitude formation?
learning to do or say certain things as a function of being punished or rewarded
what is observational learning in terms of attitude formation?
we learn what is rewarded and what is punished through watching others
what are is biological factors in terms of attitude formation?
biological underpinnings we posses because they are inherited
_____ attitudes resist change, accurately predict behavior, are more stable, more likely to remain unchanged throughout time, better able to withstand persuasive attacks
strong attitudes
true or false: different areas in our brain are activated when reacting to a topic on which we feel certain of compared to topics we are less certain of
true
what are the 2 main reasons that are behind why strong attitudes resist change
commitment and embeddedness
when a person is _____ they are more certain their views are correct and they will review relevant information in a biased way, feel stronger about information that supports while dismiss information that opposes
committed - commitment
when a concept is ______ into a person it is part of their self concept, their values, and their social identity which it makes it really hard for them to change on opinion on said concept
embedded - embededness
how does knowledge impact behavior consistency
the more knowledge a person has on a topic the more relevant the topic is and the more likely attitudes and actions are going to be consistent
how does personal relevance impact behavior consistency
when a topic is relevant to an individual, their attitudes towards said topic will be a very good predictor of their behavior
how does attitude and accessibility impact behavior consistency
highly accessible attitudes are likely to stimulate actions that are going to be consistent
______ ________ are more likely to predict behavior that attitudes
behavioral tendencies
true or false: attitudes influence action by first influencing a person’s behavioral intentions
true
theory of ____ ____ says that the best predictor is ones behavioral intention is influences by: attitude, subjective norms, and perceived behavioral control
theory of planned behavior
what are subjective norms
whether or not important individuals around us would approve or disapprove
____ _____ control is how difficult it is to perform the behavior in question
perceived behavioral control
_____ favorable or unfavorable evaluations of things
attitudes
_____ thoughts about things/concepts
beliefs
______ to change in private attitude or beliefs as a result of receiving a message
persuasion
____ ____ is a measurement style that does not change a subject’s responses while recording them
nonreactive measurement
_____ _____ test is a technique for bypassing (going around) people’s desire to hide their true feelings ex-> assessing people’s reaction time
implicit association test
____ ____ model that states that the most direct cause of persuasion is the ‘self-talk’ of the persuasion target
cognitive réponse model
what are 3 things that facilitate to less number of counterarguments
if an expert is holding argument, less time = less counterarguments, a distraction=less counterarguments
_____ procedure is a technique used to increase individuals’ resistance to a strong argument by first giving them a weak easily defeated version of it
inoculation procedure
____ ____ models of persuasion is the model that states that there are 2 ways attitude change occurs - with or without thought
dual process models of persuasion
____ ____ model holds the idea that persuasive communication typically has two routes towards attitude change - central route and the peripheral route
elaboration likelihood model
_____ route is when people are persuaded by focusing on the quality of the argument of a message
central route
____ route is when people are persuaded when focusing on factors other than the quality of the arguments in the message
peripheral route
what two things are needed in order to take the central route when being persuaded
motivation and ability
if an a person does not have motivation and ability what route will they take when persuaded?
peripheral route
what two factors will determine whether or not an individual will be motivated to process a message centrally
- personal relevance of topic
- need for cognition
____ for _____ is the tendency to enjoy and engage in deliberate thought
need for cognition
what are the 3 major persuasion goals?
- hold a more accurate view of the world
- be consistent within themselves
- gain social approval and acceptance
what are the 3 shortcuts to accuracy ?
- credible communicators
- how others respond
- ready ideas
_____ refers to a communicator’s knowledge and experience
expertise
_____ refers to a communicators honesty and lack of bias
trustworthiness
true or false: advertisers who mention both pros and cons are more likely to gain audience’s trust over those advertisers who only mention the pros
true
true or false: when happy we are not easily motivated
false - when happy we are easily motivated
true or false: we are more motivated to be accurate when something is personally important to us
true
_____ ____ is when we are set on something, we then tend to see everything according to it
Done Deal
true or false: information that contradicts our values do no come off as valid as information that supports our values
true
_____ principle is the idea that people will change their attitude, beliefs, perception, and actions to make them consistent w each other
consistency principle
_____ theory - Heider’s theory that people prefer harmony and consistency in their views of the world
balance theory
______ _____ is the unpleasant state of psychological arousal resulting from inconsistency within one’s imported attitudes, beliefs, or behaviors
cognitive dissonance
_____ ____ - behavior that is inconsistent w existing behavior
countertitutional action
_____ _____ ____ the conflict one feels about a decision that could possibly be wrong
post decisional dissonance
_____ method - an approach for shifting a person’s position on a topic by posing questions that reveal hidden contradictions between it and the person’s position or related topics
Socratic method
true or false: in our western culture propaganda focuses on ‘enhancing the self’ because culturally we value the self over the group
true
_____ motivation is motivation to achieve approval by making a good impression on others
impression motivation
____ self monitors are most sensitive to what others think of them & also most adaptable to any situation
high self monitors
_____ seem to be more readily influenced than ____
women; men
