Mid term 2 Flashcards
Attitude
Person’s evaluation of target in good/bad scale
ABC of attitude
Affective - feelings Cognitive - beliefs Behavioural - actions
Mixed attitudes
Attitudes in conflict across elements/within elements
Affectively based attitudes
Based on feelings/emotion - often contraversial - not based on logic or rational examination - linked to VALUES
Cognitively based attitudes
Based on beliefs about target - often on utilitarian (printer, vacuum cleaner) - in a relationship, would be pros/cons list
Behaviourally based attitudes
Based on behaviour toward target - i am fiscally responsible, therefore I must be conservative
Attitudes do not predict behaviour UNLESS
The attitude is strongly held
Attitudes are inconsistent with behaviour WHEN
Lack of control due to: external threat lack of alternatives bio needs/addiction lack of time Attitude behaviour match: measuring at same level of specificity - ie: won’t date a smoker, then fall in love with one and feel other things offset
Cognitive dissonance theory
Degree to which cognitions are linked in our minds, uncomfortable feeling when they are at odds
Consonant dissonance
Consistant/compatible cognitions (feel good) HARMONIOUS
Dissonant cognitions
Beliefs that are inconsistent or logically discrrepant (feel bad)
How to reduce dissonance
- Change of of the dissonant attitudes (belief, behaviour, feeling). Belief usually easier than behaviour.
- Add consonant cogition. Justify behaviour.
- Reduce the importance of dissonant/increase importance of consonant.
Elaboration likelihood model
Persuasion from someone else
Central route elaboration
Careful analysis of info - effectiveness is based on strength of argument. Most enduring - causes you to change an opinion, think deeply.
Peripheral Route elaboration
Non cognitive, message is attractive (visually appealing, celebrity endorsement) eg: dr oz 3 day detox
When does central route persuasion occur/work?
When person is motivated and able: - personal relevance - lack of complexity eg: smoking ad ‘stealing a womans beauty”
Fear Appeals
Persuasion technique Threat of danger/harm Works when threat is - severe consequence, susceptible personally, effective, capable to change
What is the most effective fear appeal form?
Narrative
What is the danger with a fear appeal?
Too severe, can backfire.
Dissonance arousal in different cultures
When culturally valued self view is contradicted by behaviour, there is dissonance.
Persuasion in different cultures
When attempting to persuade, messaging needs to match cultural values.
conformity
influence of others on self, behavior consistent with group norms
2 forms of conformity
informational social: seek rules
Normative consequence: afraid to break norms
What does Normed informational social look like?
I have conformed to the _____ even though I ____.
Informational social - have conformed to group even if privately I don’t believe
