lecture 4: attitudes and social influence Flashcards
what is an attitude?
an opinion or a belief
How can we measure an attitude?
implicit association test, reaction time, physiological measures
when we evaluate things what 3 types of information do we retain?
affective info, behavioural info, cognitive info.
what gives attitudes more salience?
context
what is the associative propositional evaluation model?
how and why attitudes formulate.
the APE model suggests we learn through what two routes?
associative and prepositional
associative learning
Pavlov- learn associations e.g. classical conditioning.
associative learning creates links.
prepositional route
links between things- explanatory links- explain links between our memories.
what is a semantic network model?
their are mental links between concepts
in the SN model the shorter a pathway means what?
the stronger the association
what is habbian law?
neurons that fire together, wire together which explains classical conditioning.
prepositional learning is the creation of what?
causal relations between associations.
associations are what into memory?
hard wired into memory and hard to change
define evaluative conditioning
the replacing or creating of new links.
what is contingency awareness?
pick up the relationship between 2 concepts - the effectiveness increases due to us needing to elaborate on the link between 2 stimuli.
what is the elaboration likelihood model?
it is based on leaboration, which is critical evaluation of arguements and we reject based on inconsistencies and self schema.
how does debono and hamish support the elaboration likelihood model
presented particpants with a calender advert. Presented them with both strong (sexist attitudes) and weak arguments (bring in revenue) and also added in the facotr of an expert so either heard the explanation from a Dr. or a normal individual. Forund that experts may change attitude even if arguement is weak.
why does an expert hold more influence?
the elaboration likelihood model has two routes peripheral (emotion) and central (logic). Experts lower elaborative needs and create trust.
who provided evidence for evaluative conditioning?
holland et al- aversive images associated with calorie dense snacks. This had significant effects on food choice behaviour, less likely to choose enrgy dense snacks.
what is cognitive dissonance
conflict between attitudes and behaviour resolve discomfort by resolving conflict. motivated to reduce uncomfortableness. Leon Festinger.
daryl bem presented what theory to attitude change
not about cognitive dissonance but self percpetion thoery.
who proposed priming as a explanation for attitude formation?
loersch and payne 2011- rely on whatever comes to mind easiest for a decision because we as humans are cogntive msiers.
