Lecture 6 Flashcards
Define an attitude
A feeling that is associated in memory with a representation of an object
What are the three components to Attitude Structure?
- Cognition
- Affect
- Behaviour
(Attitude Structure)
Describe the Cognition component
The thought component
What beliefs we have
(Attitude Structure)
Describe the Affect Component
The feeling component
General positive/negative feeling towards something
(Attitude Structure)
Describe the Behaviour Component
The action component
An observable part, can predict behaviour based on attitude
(Attitude Formation)
The more frequently we encounter something how does our attitude become towards it?
More positive.
(Attitude Formation)
In the Mere Exposure effect, when is the effect stronger?
When we are unaware of previously encountering the stimulus
What is Instrumental Conditioning?
Learning in which behaviour becomes more or less probable depending on their consequences
What is Classical Conditioning
Learning through association
Describe an Implicit Attitude Measurement and how are they tested?
Attitudes aren’t directly asked about
Often tested through response time measuring association
In an Implicit Attitude Measurement test, what does speed of association reflect?
How closely associated in memory 2 things are e.g. a positive/negative word to an image
In an Associative network of emotion, what does activation determine?
How likely something is to come to mind
(Attitude Accessibility)
The strength of association increases with
- Attitude Rehearsal = how often we think about the attitude object, more we think about it creates a stronger association
- Direct sensory experience
(Attitude Strength)
Describe theory of strongest attitudes are automatically accessible
It’s believed we meet a threshold for attitude strength and eventually the affects get elicited automatically upon object presentation
(Attitude Strength)
Describe how Highly accessible attitudes predict behaviour
- Most likely predicts SPONTANEOUS behaviours
- Can get an idea about potential behaviour depending on what attitude is most accessible
(Attitude Strength)
How do Highly Accessible Attitudes influence decision making?
They make it easier
What is the MODE model?
Motivation and Opportunity as Determinants of attitude-behaviour relationship
Way to combine fast and slow paths for explaining behaviour
(MODE Model)
When Motivation and Opportunity is high what is the effect?
Attitudes will be reasoned out. People try make decisions that include other factors e..g outcome or social judgements
(MODE Model)
When either Motivation or Opportunity is low what is the effect?
People rely on their most accessible attitudes. Either they don’t care about being the best, or unable to put in effort due to cognitive pressures
In the mere exposure effect, what happens when you continue to expose the person with the stimuli?
Eventually the effect decreases
When is the mere exposure effect most effective?
When we lack information on the issue
What is evaluative conditioning?
A stimulus is more or less liked when it’s consistently paired with either a positive or a negative stimulus
Is evaluative conditioning automatic or active?
They are unsure
What is the theory of reasoned action?
An attitude is the product of beliefs about an outcome of behaviour, weighted by the evaluation of the outcome
What are the components to the Theory of Reasoned Action?
- Subjective norm = what person thinks other people believe
- Their attitude towards behaviour
- Behavioural intention = internal declaration to act
- Behaviour = the action performed
What does the Theory of Reasoned Action emphasise?
- Rationality of human behaviour
- That behaviour is under conscious control
What is a moderator?
It interacts with attitudes and increases the predictive power of association
What is the spreading attitude effect?
Someone/an object who’s liked/disliked may influence evaluation of associated objects/people
