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Social Psychology > Lecture 07 Attitudes and Attitude Change > Flashcards

Lecture 07 Attitudes and Attitude Change Flashcards

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1
Q

Attitudes

A

Evaluation of people, objects, and ideas

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2
Q

Genetic Origins of Attitudes

A
  1. Identical twins share more attitudes than fraternal twins
    - E.g., similar attitudes about jazz music
  2. Indirect function of our genes
    - Temperament, personality
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3
Q

Attitudes Components

A
  1. Affective: Emotional reaction
  2. Behavioral: Actions or observable behavior
  3. Cognitive: Thoughts and beliefs
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4
Q

Cognitively Based Attitudes

A
  1. Beliefs about the properties of an attitude object
  2. Relevant facts
    - How many miles to the gallon does it get?
    - Does it have side-impact air bags?
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5
Q

Affectively Based Attitudes

A
  1. Values: Religious, moral beliefs
  2. Sensory reaction: Liking the taste of something
  3. Aesthetic reaction: Admiring lines and color of a car
  4. Conditioning
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6
Q

Behaviorally Based Attitudes

A

Observations of how one behaves toward an attitude object

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7
Q

Self-Perception Theory

A

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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8
Q

Dual Attitude System

A
  1. Explicit Attitudes
  2. Implicit Attitudes
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9
Q

Explicit Attitudes

A

Consciously endorse and can easily report
- Based on adult experiences
- Changed easily

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10
Q

Implicit Attitudes

A

Involuntary, uncontrollable, and at times
unconscious
- Based on childhood experiences
- Changed slowly
- “Trusting my gut”

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11
Q

Are attitudes good predictors of behaviors?

A

Some evidence that attitudes are not good predictors of behavior
- e.g. Chinese tourists study

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12
Q

Can attitudes predicting spontaneous behaviors

A

Attitudes will predict spontaneous behaviors only when they are highly accessible to people
- have no time to think

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13
Q

Attitude Accessibility

A

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

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14
Q

What makes attitudes accessible?

A

Degree of experience people have behaving with the attitude object
- Hands-on experiences
- Second-handed experiences

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15
Q

Theory of Planned Behavior

A
  • Intentions predict behaviors
  • Intentions determined by their
    1. Attitudes toward specific behaviors
    2. Subjective norms
    3. Perceived behavioral control
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16
Q

Subjective norms

A

Beliefs about how people they care about will VIEW the behavior in question

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17
Q

Perceived behavioral control

A

Intentions are influenced by the ease with which they BELIEVE they can PERFORM the behavior

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18
Q

Social Influence on Attitude Change

A
  • Role playing, e.g., Stanford Prison Experiment
  • Saying Becomes Believing
  • Cognitive dissonance
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19
Q

Why does humans’ behaviors change attitudes?

A
  1. Self-presentation
  2. Cognitive dissonance
  3. Self-perception theory
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20
Q

Self-presentation Theory

A

For strategic reasons, we express attitudes that make us appear CONSISTENT

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21
Q

Cognitive Dissonance Theory

A

To reduce discomfort, we JUSTIFY our actions to ourselves

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22
Q

Self-perception theory

A
  • Actions are self-revealing
  • when UNCERTAIN about our feelings or beliefs, we look to our behavior, much as anyone else would
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23
Q

Facial Feedback Effect

A

Facial expressions trigger corresponding feelings such as fear, anger, or happiness

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24
Q

The Yale Attitude Change Approach

A
  1. Senders
  2. Messages
  3. Receivers
25
Q

Senders

A
  • Credibility
  • Attractiveness
  • Sleeper effect
26
Q

Sleeper Effect

A

Remember a message longer than they do information about the message source

27
Q

Messages

A
  • Natural
  • Two-sided communication
  • Primacy effect with no delay
  • Recency effect after delay
28
Q

Receivers

A
  • Distracted
  • Lower intelligence
  • Moderate self-esteem
  • Impressionable ages of 18-25
  • “Western” audiences: personal preferences
  • “Contextually appropriate behavior” culture: interconnectedness
29
Q

The Elaboration Likelihood Model

A

Specifies when people will be influenced by
1. what the speech says
2. when they will be influenced by more superficial characteristics

30
Q

Central Route

A

When people are MOTIVATED and have the ability to pay attention to the arguments in the communication

31
Q

Peripheral Route

A

When people do not pay attention to the arguments but are instead SWAYED by surface characteristics

32
Q

The Motivation to Pay Attention to the Arguments

A
  • Personal relevance of the topic
  • How important is the topic to a person’s well-being?
33
Q

Need for Cognition

A

A personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities

34
Q

People High in the Need for Cognition

A

Form attitudes through central route

35
Q

People Low in the Need for Cognition

A

Rely on peripheral cues

36
Q

2 Variables that Influence Attitude Change

A
  1. Strength of the arguments
  2. Peripheral cue
  3. Personal Relevance
37
Q

High Personal Relevance on Attitude Change

A

Strength of the arguments affects
Peripheral cue doesn’t affect

38
Q

Low Personal Relevance on Attitude Change

A

Strength of the arguments affects a little
Peripheral cue affect a lot

39
Q

When people are unable to pay close attention to the arguments, they…

A

…are swayed more by peripheral cues
- Status of communicator
- Liking or trusting communicator
- Being distracted

40
Q

Long-lasting Attitude Change

A

Careful analysis ->
– Maintain this attitude
– Behave consistently with this attitude
– Resistant to counter-persuasion

41
Q

Emotion and Attitude Change

A

Fear

42
Q

Fear-Arousing Communications

A

– MODERATE amounts of fear work best
– Provide information on how to REDUCE fear

43
Q

Why do strong amounts of fear fail?

A
  • Overwhelm people.
  • Become defensive
  • Deny importance of threat
  • Cannot think rationally about issue
44
Q

Heuristic–Systematic Model of Persuasion

A
  1. Systematically processing the merits of the arguments
  2. Using mental shortcuts or heuristics
45
Q

Emotion as a Heuristic

A

Use emotions and moods as heuristics to determine attitudes
– “How do I feel about it?”
▪ If we feel good
– must have a positive attitude about object
▪ If we feel bad
– thumbs down!

46
Q

What is the used when people are in a good mood?

A

Heuristic
- Like the apparent expertise of a source

47
Q

What is the system used when people are in a bad mood?

A

Systematic
- Pay more attention to message quality

48
Q

Types of message or advertisement will be effective when…

A

…matching with types of product
- Utilitarian products
- Social identity products

49
Q

How does body posture affect attitude?

A

Head shaking or nodding influence an attitude

50
Q

Subliminal Messages

A

Words or pictures that are not consciously perceived
but may nevertheless influence judgments, attitudes, and behaviors

51
Q

Advertising & Culture

A
  • The Americans were persuaded most by the ads stressing independence
  • The Koreans were persuaded by the ads stressing interdependence
52
Q

Resisting Persuasive Messages

A
  1. Attitude Inoculation
  2. Being Alert to Product Placement
53
Q

Attitude Inoculation

A

Making people IMMUNE to attempts to change their attitudes by initially EXPOSING them to small doses of the arguments against their position

54
Q

Being Alert to Product Placement

A

When people are forewarned, they analyze what they see and hear more carefully and as a result are likely to avoid attitude change

55
Q

Peer pressure

A

Operates on values and emotions (not cognitive-based)
– Liking and acceptance by peer group

56
Q

How to make adolescents resistant to attitude change attempts via peer pressure

A
  • Attitude inoculation
  • Role-play
  • Developing the ability to think independently and resist conforming
57
Q

Reactance Theory

A
  • People feel their freedom to perform a certain behavior is THREATENED
  • The stronger prohibitions are, the more likely they will backfire
  • Increase in interest in the prohibited activity
58
Q

Boomerang Effect

A

Adopting the opposite attitude or behavior

Social Psychology (10 decks)

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