Lecture 5 - Attitudes Flashcards
ambivalent attitudes
containing positive and negative cognition
implicit attitudes
automatic
unconscious
inexplicable
explicit attitudes
deliberate
reasoned
conscious
structure of attitudes
cognitive-affective-behavioural
formation of attitudes via
mere exposure
classical/operant conditioning
self-perception
Zajonc 1968
Turkish and Chinese nonsense words were experienced more positive the more they were seen
recognition drives positive attitudes
supraliminal
we know where the feeling is coming from
subliminal
we did not perceive the information but are influenced in our attitudes
Self-perception theory
people derive attitudes from their behaviour
Strack experiment
pen in mouth experiment
facial feedback loop
only works when unobserved
four functions of attitudes
instrumental
knowledge
ego-protective
value-expressive function
four ways to make attitudes more predictive for behaviour
close in time and space
self-awareness
attitude strength
accessability of attitude
theory of reasoned action
attitudes towards norm
+ subjective norm and what others think
= shapes behavioural intent
theory of planned behaviour
theory of reasoned action + behavioral control
cognitive consistency
you want to be consistent in attitudes, self-perception and convictions
cognitive dissonance
bad expirience of inconsistency between either thoughts or behaviour
four ways to reduce cognitive dissonance
trivializing
ascribe discrepancy to external factors
change in behaviour
change in attitude
outcome Festinger experiment
1 dollar condition liked the experiment afterwards
20 dollar condition did not
post decision dissonance
after an uncertain decisioin
gamblers being more certain after they made their bet
four steps for dissonance to change behavior
is inconsistent with attitudes
can not be justified
feel arousal
arousal ascribed to dissonance
I suffer so I must like it - bias
the harder to get in, the more you like the group
