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Social psych > Lecture 4 - Attitudes > Flashcards

Lecture 4 - Attitudes Flashcards

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1
Q

Attitude

A
  • mental and neural state of readiness
  • organized through experience
  • exerting influence on one’s responses to related objects and situations
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2
Q

4 interconnected components of attitudes

A

CABB

(1) Cognitions
(2) Affective Responses
(3) Behavioral Intentions
(4) Behaviors

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3
Q

Tripartite Model of Attitudes

A

ABC

(1) Affective Processes
(2) Behavioral Processes
(3) Cognitive Process
- NOT all required to have an attitude

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4
Q

Values

A
  • Closely related to attitudes
  • Standards for what is desirable for one’s actions
  • Broad and abstract, whereas attitudes are directed toward people, objects, ands situations
  • Attitude = expression of value
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5
Q

How Are Attitudes Formed?

A
  1. Mere exposure
  2. Self-percention theory
  3. Direct personal experience
  4. Classical/operant conditioning
  5. Observational learning
  6. Genetic?
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6
Q

Mere exposure (attitude formation)

A
  • Mere exposure to an object results in positive attitudes toward that object
  • Stimuli you’re exposed to must initially be neutral or held in positive regard (cannot start out with negative regard)
  • If start with negative regard, will have increasing negative feelings/increased disliking
  • Exposure must occur randomly and over time
  • Applications: Advertising
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7
Q

Self-perception theory

A
  • When attitudes are weak or ambiguous (do not have a strong attitude one way or the other)
  • People observe their own behavior to determine their attitudes
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8
Q

Direct personal experience

A
  • Tend to be strongly held/less vulnerable to persuasion and affect behavior
  • Strong affective component
  • More likely to discount contrary evidence that goes against attitude
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9
Q

Classical conditioning

A

Stimulus evokes a response it did not previously evoke to form an attitude

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10
Q

Operant conditioning

A

bx = strengthened or weakened by punishment or reward

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11
Q

Observational learning

A

Attitude formation via observing other people

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12
Q

Homogenous group

A

attitude change less likely

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13
Q

Heterogeneous group

A

attitude change more likely

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14
Q

Attitude-Behavior compatibility

A
  • General attitudes tend to NOT predict specific behaviors

- To predict a specific behavior, you must ask about a specific attitude

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15
Q

Theory of Reasoned Action

A
  • People think about their actions or behaviors

- Attitudes and norms influence our intentions and intentions influence our behavior

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16
Q

Theory of Planned Behavior

A
  • We take into account whether we’re capable of performing a particular behavior, which informs our behavior intentions
  • If a behavior seems our of our capabilities, you’re not going to form the behavioral intention
  • good at predicting deliberative behaviors
17
Q

Nonrational actor

A

View that humans are not always rational in their behavior and their behavior can be inconsistent with their attitude

18
Q

Mindless bx

A

Overlearned and routinized behaviors rigid, preconceived patterns without thought

19
Q

Rational vs. Nonrational Actors: A Resolution

A
  • When attitude not important, behavior may be unpredictable and uncoupled from attitudes
  • Attitudes we hold with conviction less susceptible to uncoupling with behavior
20
Q

Types of attitudes

A
  1. Explicit

2. Implicit

21
Q

Explicit attitude

A
  • A self-reported favorable or unfavorable evaluation of an attitude object
  • Measured with explicit/direct attitude measures
  • Operates at the conscious level
22
Q

Implicit attitude

A
  • Attitudes that affect behavior on an automatic level
  • Nondeliberative; below the level of awareness
  • Automatic processing
  • A favorable or unfavorable evaluation residing outside of awareness an conscious control
  • Measures with implicit/indirect attitude measures
23
Q

Explicit Attitude Measures

A
  1. Semantic Differential
  2. Feeling Thermometer
  3. Likert scale
24
Q

Semantic differential

A
  • Please evaluate “XXX” on the following dimensions

E.g.,: Ugly -3 -2 -1 0 +1 +2 +3 Beautiful

25
Q

Feeling thermometer

A
  • Rate your general level of warmth or coolness toward “XXX” by indicating the temperature on the feeling thermometer where you would place “XXX”
  • More effective measure of explicit attitudes
26
Q

Likert-type rating scale

A

Indicate your agreement or disagreement on a scale of 1-7

27
Q

Problems w explicit attitude measures

A
  1. Self-Presentation Concerns
    - Especially with self-esteem and prejudice
  2. Self-Report Biases
    - Acquiescence Bias – Say “yes” to everything
  3. Can we report all attitudes?
    - Problems with introspection
    Eg why do you like your favorite color
28
Q

Implicit attitude measures

A 
A measure of attitudes that is impervious to conscious control
o	Implicit Association Test (IAT)
o	Automatic Activation Measure
o	Response Latency Measure
o	Expectancy Bias
o	Explanatory Bias
29
Q

How the IAT Works - 5 stages

A

(1) Training Trial – Categorizing pleasant words vs unpleasant words (Learning Trial)
(2) Presented with Categories of Interest (Learning Trial)
(3) Combine categories (Critical Trial)
(4) Relearning of Categories of Interest – Categories on opposite side of screen
(5) Combine Categories of Interest – Opposite paired categories on same side (e.g., Pleasant + Insect on left vs. Unpleasant + Flower on right)

30
Q

Karpinski’s Model of Attitudes

A
  • Environmental association formulate our attitudes and beliefs
  • Our evaluative beliefs comprise our explicit attitudes
  • Environmental associations are tapped by the association measure
31
Q

Evaluative beliefs are

A

controlled behavior

- explicit attitudes

32
Q

Environmental associations are

A

automatic beliefs

- implicit

33
Q

Nisbett and Wilson

A
  • People have little introspective access, so can’t report accurately
  • When explaining behavior, we don’t base on memory of event, but on a priori theories about causal relations between S and R
  • When subjective causal theories are correct doesn’t reflect introspected awareness, but incidental use of correct causal theory
34
Q

Evidence for Lack of Awareness

A
  • People are unaware of response

- People are unaware of a change (i.e., attitude change)

35
Q

Evidence for Reliance on Causal Theories

A
  • Observers just as accurate as actors in explaining actions
  • People make judgments about how plausible it is that a stimulus would have influenced the response based on the representative heuristic
    o Based on available data to you
36
Q

Why do we misunderstand the causes of our behavior?

A
  • Many judgments, thoughts, behavior, and emotions produced by adaptive unconscious
  • People cannot access adaptive unconscious
  • People confabulate reasons for their behaviors (because they cannot access their adaptive unconscious)

Social psych (11 decks)

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