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Lecture 2 - Attitudes Flashcards

1
Q

What is Thurnstone 1931 definition of an attitude

A

Affect for or against a psychological object

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2
Q

Outline Allport 1935 definition of an attitude

A

Mental and neural state readiness, organised through experience, exerting directive or dynamic influence upon individuals response to all objects and situations with which it is related

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3
Q

Outline Fazio 1989 definition of an attitude

A

Associations between attitude objects and evaluations of these objects

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4
Q

Outline Pratkanis and Greenwalds 1989 emphasis on categorisation

A
  1. Object label and rules applying label
  2. Evaluative summary object
  3. Knowledge structure supporting evaluation
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5
Q

Outline Unitary Model of component theories of attitude

A

Affective evaluation

Thurnstone 1931`

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6
Q

Outline Dual Model of component theories of attitude

A

Mental readiness

Guide evaluative responses - Allport 1935

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7
Q

Outline Tripartite Model of component theories of attitude

A

Attitude Object

Cognitive, Affective, Behavioural

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8
Q

What are the bases of Attitude, Behavioural, Cognitive

A

Attitude - emotion based
Behavioural - intention based
Cognitive - belief based

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9
Q

What are the behavioural theories of attitude formation

A

Mere exposure
Classical conditioning
Instrumental conditioning
Observational Learning

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10
Q

What is the mere exposure behavioural theory of attitude formation

A

Familiarity increases liking

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11
Q

What is the classical conditioning behavioural theory of attitude formation

A

Neutral stimuli paired salient response results in attitude

Encounter positive setting, gain positive association

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12
Q

What is the instrumental conditioning behavioural theory of attitude formation

A

Attitudes shaped by reinforcement system of reward and punishment

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13
Q

What is the observational learning of behavioural theory of attitude formation

A

Modelling in vicarious experiences, particularly extreme views

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14
Q

What are the cognitive theories of attitude formation

A

Information integration theory
Mood as information hypothesis
Heuristic/Associative Processing
Emphasis internal representation and interpretation

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15
Q

What is the Information integration theory of cognitive theories of attitude formation

A

Formed by averaging available information on an object

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16
Q

What is the Mood as information hypothesis of cognitive theories of attitude formation

A

Emotion (mood) provides basis of evaluation of objects

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17
Q

What is the Heuristic/Associative

Processing of cognitive theories of attitude formation

A

Decision ‘rules of thumb’ are used make judgement and form mental shortcuts memory

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18
Q

Outline Attitude formation of Self Perception Theory

A

Infer attitudes from own behaviour - Bem 1960

Behave without thinking, only on reflection infer attitudes

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19
Q

Outline Haemmerlie and Montgomery 1982-4 study on Self Perception Theory and Heterosexual anxiety

A

People who are anxious around opposite sex increase problem by becoming more anxious
Created situation 2 individuals constantly good interactions, reducing anxious behaviour
On reflection less anxious, increased confidence

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20
Q

Outline Kurt Vonnegut - Mother Night on Self Perception Theory

A

We are what we pretend to be, so we must be careful about what we pretend to be

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21
Q

How are Parents sources of attitude formation

A

Infer attitudes from those closest to you

Strength associate ranges from strong for broad issues to very weak for specific attitudes

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22
Q

How are the Mass Media sources of attitude formation

A

Particularly TV an important influence on children

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23
Q

Outline Mass Media experiment by Atkin 1980

A

Links between TV advertisements and childrens attitudes and perceptions sugary foods/drinks

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24
Q

How can we measure attitudes

A
  1. Attitude Scales - Likert, Semantic differential
  2. Physiological Measures
  3. Unobtrusive measures of behaviour
  4. Implicit measures of attitudes - Attitude priming, Implicit association test
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25
Outline a Likert Scale
Extent people agree/disagree statement Average index of cognitive attitudes Could be scale 1 - 7
26
Whats an issue of Likert Scales
Acquiescent Response Set - tendency agree
27
How do we overcome Acquiescent response issues
Mix positively and negatively phrased items to counteract the problem
28
Who investigated the Semantic Differential Scale
Osgood, Suci and Tannenbaum 1957
29
Outline the Semantic Differential Scale
Given adjectives asked which relates to how they feel about a particular stimulus.
30
Outline a criticism of the Semantic Differential Scale
Reductionist, over-simplistic
31
Outline Physiological Measures
Skin resistance, heart rate, pupil dilation Polygraph Lass able alter responses Measures intensity - not measure direction 9positive or negative) Influence other things - salient/novel stimuli Development social neuroscience methods
32
Outline Implicit Measures
Based activation accessible categories in memory Activation one object automatically activate another Less easy ppts influence their responses Not always reliable Help predict behaviour
33
Outline Fazio's Automatic Activation Model
Represent activation object in your head, that will activate automatic evaluation of that object Automatic, cant prevent evaluation occurring
34
Outline Implicit Association Test of Greenworld
Produces big effect sizes, reliable, convergent reliability Asking ppts categorise 2 things at once. First object interest and evaluation Response key associated with particular exemplar But pairings switched. Categories perform best seen stronger association = representative attitudes
35
Outline LaPiere 1934 attitude-behaviour relationship
Hoteliers and restauranters attitudes towards Asians 1930s USA. Visited 66 hotels, restaurants, only got turned away once. 6 months later questionnaire sked if accept Chinese customers 92% said no. Contradiction attitude and behaviour
36
Evaluation of LaPiere 1934 study
People responding to questionnaire may not be same people Very different saying something and actually doing something 6month time gap
37
Outline Wickers 1969 meta analysis on attitudes and behaviour
Attitudes weakly correlated with behaviour across 45 studies .15
38
Methodological reasons for attitude-behaviour relationship
Unreliability and low validity attitude/behaviour measures Data only good as your measure Prone influence other factors Time between attitude and behavioural measure Modality - conditions need be correct
39
Outline other variables
Attitudes influence behaviour through intentions. Lack compatibility/correspondence between attitude and behaviour - generality attitude measure Target, action, context, time Strong indirect attitude-behaviour relationships e.g. through intentions
40
Who created the Expectancy Value Model of Attitudes
Fishbein 1967
41
Outline Fishbein 1967 Expectancy Value Model of Attitudes
Attitudes alone not predict behaviour Interaction beliefs, values, attitudes, intentions important Each belief multiplied by each value to produce attitude score
42
Outline Fishbein 1967 Expectancy Value Model of Attitudes definition of Belief
Behaviour result in certain outcome | e.g. studying hard gain me good grades
43
Outline Fishbein 1967 Expectancy Value Model of Attitudes definition of Values
Outcome highly valued | e.g. getting good grades is important to me
44
Outline who created the Theory of Reasoned Action
Ajzen and Fishbein 1980
45
Outline The Theory of Reasoned Action by Ajzen and Fishbein 1980
Attitudes, Subjective norms, intentions, behaviour
46
What creates and feeds into attitudes in The Theory of Reasoned Action by Ajzen and Fishbein 1980
Behavioural beliefs X value of Belief
47
What creates and feeds into Subjective Norms | in The Theory of Reasoned Action by Ajzen and Fishbein 1980
Normative beliefs X Motivation
48
Who created the Theory of Planned Behaviour
Ajzen 1989
49
What are the key constructs of The Theory of Planned Behaviour Ajzen 1989
Perceived Control Subjective Norms Attitudes Intentions
50
What feeds into Perceived Control in The Theory of Planned Behaviour Ajzen 1989
Control beliefs X Perceived Power
51
Who created Perceived Behavioural Control
Madden, Ellen and Ajzen 2012
52
Outline Perceived Behavioural Control by Madden, Ellen and Ajzen 2012
Extent which seen difficult or easy to do something Independent pathway predict behaviour Perception influence intentions, also outside influences Explain more variance
53
What does Fazios 1990 MODE stand for
Motivation and Opportunity as Determinates of processing model
54
Outline Fazios 1990 MODE Model
Attitudes guide behaviour spontaneously | When have cognitive capacity, motivation, opportunity think carefully explicit attitudes guide behaviour
55
Outline Fazios 1990 MODE view on explicit attitudes
Explicit measures -> think carefully -> more predictive -> deliberate behaviour
56
Outline Fazios 1990 MODE view on implicit attitudes
Implicit measures -> indirect, predictive -> Automatic behaviour, difficult control
57
Outline Persuasive Communication
Yale Approach precursor and highly influential in persuasive communication
58
Outline Hovland et al features of persuasive communication
Source or communicator Message (content) Audience Who says what to whom and with what effect?
59
Outline the source or communicator
Experts more persuasive and credible Popular and attractive communicators most effective Speaking more quickly more effective than slow speakers Conveys expertise
60
Outline source | credibility according to Bochner and Insko 1996
All aspects, features, contexts interact one another Source credibility interacts nature message Asked how much sleep really need. Exposed communication 2 sources opinion: 1 low credibility and 1 high credibility Final opinion changes more as discrepancy changed. Believe to certain extent
61
Outlie The Message
Persuasion more effective if message not thought trying influence Repetition increases familiarity, belief, liking Enhanced arguments match audiences current attitude functions
62
What does Janis and Feshbach 1953 argue about whether fear works on persuasion
Early research Low fear optimal Dental hygiene
63
What does Leventhal et al 1967 argue about whether fear works on persuasion
High fear message promoted greater willingness stop smoking
64
Outline McGuire 1969 argue about whether fear works on persuasion
Inverted-U Shape Hypothesis Too little fear may not highlight potential harm Very fearful distract people message itself or may evoke an avoidance reaction
65
Outline Witte and Allen 2000 meta analysis of fear appeals
Strong fear appeals produce high levels perceived severity and susceptibility, more persuasive, particularly when feel need take action Too high = defensive action Strong fear appeals high efficacy greatest Strong fear low efficacy greatest defence
66
Outline messaged about fear from communicating about climate change in Spence et al 2010
Messages provoked fear More memorable Increased perceived severity Focus positives increased positive attitudes
67
Outline Outcome Framing
Health Psych focusing gains or losses differentially useful for different behaviour Gains - useful perceived low risk. Preventative behaviours Losses - high risk. Detection behaviours
68
Outline the medium of the message by Eagly and Chaiken 1983
Different medium useful different messages Difficult messages best persuasive when written - go back and review Easy info best visual
69
Outline the audience - self-esteem
People low self-esteem more susceptible persuasion and attitude change
70
Outline McGuire 1968 Inverted-U relationship with the audience and self esteem
Low self-esteem - less attentive, more anxious | High self-esteem - less susceptible influence, more self-assured
71
Outline the audience effects of gender
Women more easily persuaded Socialisation cooperative roles May be due to predominance male researchers - focus male topics
72
Outline Carli 1990 effects of the audience effects of gender
Men in particular resist influence by women Women more persuasive in traditional 'female' domains Tempered when women also display warmth and communality
73
Who created the elaboration likelihood model
Petty and Cacioppo 1986
74
Outline the Elaboration Likelihood Model by Petty and Cacioppo 1986
Two routes persuasion Central route = high level message followed closely, cognitive effort expended Peripheral route = Low level, superficial processing peripheral cues, attraction rather than info
75
Who created the Heuristic Systematic Model
Chaiken 1987
76
Outline the Heuristic Systematic Model by Chaiken 1987
Systematic processing - careful, deliberate, processing available info Heuristic processing - short cuts. Longer arguments convincing. Statistics don't lie Cant trust a lawyer Looks knowledgeable
77
Outline Petty and Wegener 1998 Sufficient Threshold`
Long as heuristics produce attitude confident with Always start with stats Problems and conflicting signals move systematic processing
78
What can halt systematic processing
Mood - good moods tend use heuristics Emotion - high fear messages tend be processed peripherally, low fear more central
79
Outline the Cognitive Dissonance Theory
Inconsistency upsetting creates cog dissonance = unpleasant state/feeling Behaviour driving change Inconsistency motivate change = restore balance
80
Who created the Cognitive Dissonance Theory
Festinger 1954
81
What is the 1st Premise of Cognitive Dissonance
Person behaves or presented with info that is counter attitudinal an internal conflict arises
82
What is the 2nd premise of Cognitive Dissonance
Dissonance motivates people make alterations to their behavioural or internal states to restore equilibrium
83
What is the 3rd premise of Cognitive Dissonance
Dissonance be attenuated (reduced) using 3 means: Reducing importance one dissonant elements (attitude change) Adding a consonant element (cognitive re-appraisal) Changing one dissonant elements (behaviour)
84
Who investigates Induced Cognitive Dissonance
Festinger and Carlsmith 1959
85
Outline Festinger and Carlsmith 1959 study on Induced Cognitive Dissonance
Asked ppts spend hour boring tasks generate strong negative attitudes. Asked talk next ppt tell them task was interesting
86
Outline Festinger and Carlsmith 1959 study RESULTS on induced Cognitive Dissonance
Paid $20 extra justification tell ppt boringness | Paid $1 left inconsistency, resolve they justify task and tell next ppt task was interesting
87
Who investigated Effort Justification
Aronson and Mills 1959
88
Outline Aronson and Mills 1959 study on Effort Justification
Discussion group on psychology sex. Mild and High embarrassment group for reading assessment Then discussion group - talk sexual behaviours in animals
89
Outline Aronson and Mills 1959 study on Effort Justification RESULTS
Rate discussion group and how interesting/boring and same for ppts Mild embarrassment - honest boringness High embarrassment - rated discussion and ppts more interesting

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