lecture 3 attitudes

Question 1

what is an attitude

Answer 1

evaluations of a person/object/idea formed automatically upon perception - van vary in strength and may be positive or negative
eval everything we encounter - attitudes constantly changing

Question 2

the component model of attitudes

ABC model

Answer 2

affective response
behavioural response
cognition
based on principle of consistency - usually expect a persons behaviour to be consistent with their internally held attitudes

Question 3

purpose of forming an attitude

Answer 3

knowledge
instrumental function
value expression
ego defence

Question 4

knowledge purpose of forming an attitude

Answer 4

allow us to know of and navigate the world

organise knowledge into good/bad

Question 5

instrumental function purpose of forming an attitude

Answer 5

allows to recognize when our behavior as a consequence of an attitude will lead to a pos or neg consequence

Question 6

value expression purpose of forming an attitude

Answer 6

give us unique views on a variety of topics which become a fundamental part of how we view ourselves - express who we are and what we believe in

Question 7

classical conditioning formation of an attitude

Answer 7

learnt to associate stimulus with certain feelings/behavioral responses - lead to pos or neg attitude based on response

Question 8

operant conditioning formation of an attitude

Answer 8

positive or negative reinforcement due to a specific behavior in response to person/concept - determines the attitude formed towards person/concept
could result in prejudice - ie punishment for talking to other race

Question 9

direct info/experience formation of an attitude

Answer 9

attitude formed based on information we receive about person/concept ie dietary recommendations

Question 10

social learning formation of an attitude

Answer 10

attitudes form based on influence of those around us ie parents/friends

Question 11

“saying is believing” formation of an attitude

Answer 11

link between saying things lots and soon believing the idea put forward
increase likelihood of forming attitude if said often

Question 12

higgins and rhodes “saying is believing” study

Answer 12

ambiguous description of person then asked to focus on good about person or bad about person

recall of description bias based on prev exp

Question 13

mere exposure effect formation of an attitude

zajonc 1968

Answer 13

tendency to view things more positively following repeated exposure to the attitude object - even when not consciously aware of having been exposed

Question 14

moreland and beach exposure effect

Answer 14

4 woman in classroom over no of weeks - 100% attendance, 50% attendance etc
classmates rating of liking increase if better attendence

Question 15

likert scale measure of attitude

Answer 15

scale of numbers agree to disagree

quick to administer and cheap

Question 16

likert scale problems

Answer 16

less reliable - not accurate reflection of attitude and severity of rank differs per person

Question 17

implicit measures of attitudes

Answer 17

measure physiological response to stimuli that implies an attitude
ie facial electromyograph measure face muscle activity

Question 18

indirect measures of attitudes

Answer 18

association measure - i.e. implicit assoc test (IAT) - express attitudes based on speed of response to pair stimuli with pos/neg words
uncovers hidden attitudes

Question 19

la piere 1934 asian and USA study of attiudes

Answer 19

prejudice towards chinese in USA
survery”will you accept chinese guests?”
92% no 1% yes
BUT in real life only one refuse to serve
- dissociation between what say and do

Question 20

davidson and jaccarol attitudes of birth control

Answer 20

measure correlation between attitudes and use of birth control pills
strength of a persons attitude towards birth control increases as questions become more personalised

Question 21

theory of planned behaviour (ajzen 1991)

Answer 21

influence of attitudes and personality influenced by circumstance
likelihood of a behaviour being performed is dependent on the persons attitude, subjective norms (what others around think/do), and perceived behavioral control (ability to act on/change) - leads to an intent that determines performance of the behaviour

Question 22

mode model (fazio 1990)

Answer 22

judgement and beh stem from:
spontaneous activation of relevant attitude from memory
effortful, deliberative consieration of available info
motivation and opportunity are necessary for deliberative behaviours and if insufficient then guided by accessability of attitude

Question 23

shuette and fazio death penalty

Answer 23

pps rate two studies either death penalty good or death penalty bad (at lowering crime)
does attitude influence when highly accessible but not motivated?
cond 1 - survery with many q of penalty (high access)
cond 2- one q about death penalty (low access)

EITHER TOLD JUDGED BY SPECIALIST IN FIELD OR NOT (motivation)

high motivation and access = more likely to change attitude - low motivation = not motivated to change and influenced by own attitude

Question 24

component model of attitudes

affective

Answer 24

feelings/emotions about an attitude obect

Question 25

component model of attitudes

behavioural

Answer 25

past/present/fture anticipated beaviours associated with an attitude object

Question 26

bern 1992 behavioural component of attitudes

Answer 26

people tend to infer attitudes from their behaviour

ie look back at what did/plan to do which determined if like/dislike attitude object

Question 27

component model of attitudes

cognitive

Answer 27

beliefs, thoughs and attributes people have towards the attitude object
ie outgroup stereotype impact outgroup attitudes and behaviour

Question 28

ego defense purpose of forming an attitude

Answer 28

enable to project out internally held conflicts onto others ie homophobia

Question 29

petty and wegener 1998 ego defence purpose of forming an attitude

Answer 29

a person is protected from accepting undersirable or threatening true about him or herself

Question 30

stuart shimp and engle 1987

classical conditioning attitudes

Answer 30

can consumer attitudes be conditioned via ad stimuli
+ can attitudes be strengthened by progressively more conditioning trials

pair fiction brand with picutres thought to elicit positive emotion
- 1 pairing show attiude change

Question 31

degner and dalege 2013 SLT forming of attitudes

Answer 31

“the apple doesnt fall far from the tree”
met analysis of 131 studies looking at corr between parent-child attiudes to outgorups
sig relationship throughout childhood and adolscence

Question 32

echterhoff and groi 2005 saying is believing attitude formation

Answer 32

audience tuning - change way present infor based on the attitues of the audience
leads to bias in commnication of own memories/attitudes about said info
BUT not when projected to outgroup members

Question 33

problem with IAT

Answer 33

cannot be said that speed to response to certain stimuli reflects internalised attitude
may simply be a reflection of cultural knowledge or what is learnt within society`

Question 34

azjen 1991/ pager and quillan 2005

problem with lapiere - expression of attitudes

Answer 34

refusal of service is an active form of discrimination and therefore likely to have significant social costs ie causing an uncomfortable situation or fuelling an argument

Question 35

USA recial prejudice now

crosby bromley and saxe 1980

Answer 35

recent survey results show a lowered prejudice in USA of white against black
BUT strong anti black prejudice still present through implicit measures

Question 36

USA racial prejudice now

ward zanna and cooper 1974

Answer 36

white male interview black or white student (confederate)

sat further away from black than white confederate and more likely to make speech errors and terminate interview earlier

Question 37

prob with theory of planned behaviour

opportunity

Answer 37

argues already acquired the resources and opportunity to perform desired behaviour
ignores actual control/ability to behave regardless of intent

Question 38

prob with theory of planned behaviour
external factors
abraham and sheeran 2003

Answer 38

doesnt account for the influence of affect or past experience
a+s - anticipated regret is another factor that may influence intent - can think exercising is good and easy but also moderated by the percieved outcome of the behaviour

Question 39

prob with theory of planned behaviour

linearity

Answer 39

assumes decision making is a linear process and doesnt consider change over time
doesnt adress impact of time frame between intent and actual performance of beh

Question 40

sanbonmatsu and fazio mode model 1990

Answer 40

pps presented with pos and neg attributes of two department stores:
smiths - good for everything but cameras
browns- worse overall but good for cameras
where go to buy camera?
contrained opp and motivation = smiths as activate overall attitude
opp and motivation = browns

Question 41

schuette and fazio 1995 mode model attitude accessability

Answer 41

more accessable = more likely to influence
repeated vs single att expression + high vs low fear of invalidity (whether or not must reason beh to others)
repeated and low fear = judgement attitudinally congruent
sing exp = no relation between attitude and judgement
fear of invalidity when repeated expression override attitude accessability - no relation beetween attitude and judgement

Question 42

variability in attitudes

Answer 42

activating one attitude may have knock on effect to activate other related attitudes
schematic connections between attitudes may be deterministic of behaviour

Question 43

galdi arcuri and gawranski 2008

variability in atttiudes

Answer 43

decision depends on weightings when making unintentional mental assoc
mental assoc activated unconciously so implicitly make decision even when not aware
pps attitudes towards military contructin plans via self report
automatic assoc sig predict change in conscious beliefs for undecided - can predict future choices