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Social Psychology > S2 Topic 1 - Attitudes > Flashcards

S2 Topic 1 - Attitudes Flashcards

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1
Q

.What are possible definitions for attitudes? (3)

A
  • a directive and organized state of readiness
  • an outcome of a combination of information
  • an automatic judgement
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2
Q

How do researches view attitudes? (4)

A

psychological construct
not directly observable
precedes behaviour
guides our choices for action

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3
Q

Explain the 3-component attitude model

A

Affective - emotional connection to the attitude object

Behavioural - action tendencies about the attitude object

Cognitive - beliefs/ideas about the attitude object

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4
Q

In what ways do attitudes save cognitive energy? (3)

A

reduce info overload
simplify decision making
minimize indecision

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5
Q

What are the 3 direct measures for attitudes?

A

Likert scales
Semantic differential techniques
Ranking

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6
Q

What are 4 indirect attitude measurements?

A

Physiological measures (heart rate)

More honest answers if person doesn’t know their attitude are being assessed

Electrical activity in the brain

Facial expressions

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7
Q

What are unobtrusive measures?
What are its benefits? (2)

A

observational approaches that don’t intrude on the processes being studied

Benefits:
- people don’t act unnatural
- can be used in triangulation

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8
Q

What is the Implicit Association Test (IAT)?

How does it work? (3)

A

a measure of socially undesirable, underlying attitudes

  1. participants are presented with pairs of related concepts (e.g., flowers and pleasant, insects and unpleasant)
  2. the response time for participants to sort the concepts into pairs is measured
  3. assessing how closely participants link the concepts reveals implicit biases
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9
Q

What is the IAT mostly used for?

A

to explore biases related to race, gender, age, religion, etc.

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10
Q

How are attitudes formed?

A

from our own experiences, the influences of others, and our emotional reactions

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11
Q

What factors contribute to attitude formation? (8)

A

Direct experiences
Classical conditioning
Spreading attitude effect
Operant conditioning
Modelling (observational learning)
Cognitive development
Media
Genetic factors

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11
Q

What is the mere exposure effect? (2)

A

repeated exposure to an object results in greater attraction to it

we develop a preference for that object simply because it is familiar, even though we lack info about it

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12
Q

What is the spreading attitude effect?

A

a liked/disliked person may affect the evaluation of others associated to them

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13
Q

How does social comparison contribute to attitude formation?

A

when we compare our view to others, it either reinforces our own belief/attitude toward something or causes our belief/attitude to change

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14
Q

Describe the relationship between attitudes and behaviour (2)

A

correlation is often weak

not all behaviours can be predicted accurately from verbally expressed attitudes

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15
Q

What does attitude-behaviour consistency depend on? (3)

A
  • Attitude accessibility
  • Whether attitude is expressed privately/publicly
  • How strongly someone identifies with the group in which the attitude is normative
16
Q

Define attitude accessibility

A

how strong the connection between the object and memory of representation and evaluation of the object

17
Q

Compare and contrast the Theory of Reasoned Action and the Theory of Planned Behaviour? (2)

A

TRA - doesn’t consider behavioural control
TPB - considers behavioural control

Both - intention of a behaviour depends on attitude towards object and subjective norms

18
Q

What does attitude towards a behaviour depend on? (2)

A

beliefs about consequences of that behaviour

evaluation of possible outcomes

19
Q

What does subjective norm depend on? (2)

A

belief about what other people think a person should do

the strength of a person’s motivation to comply with society’s expectations

20
Q

What is perceived behavioural control?

A

a person’s belief based on experiences/obstacles in their own capabilities to perform a behaviour

21
Q

Explain the Protection Motivation Theory (5)

A

motivation towards protection results from the desire to avoid potential negative outcomes

hence intentions and behaviours are influenced by:
- increase in perceived severity of threat
- vulnerability of individual to threat
- perceived effectiveness of protective action
- self efficacy

22
Q

What are 3 aspects of attitudes?

A
  • Origins (direct/indirect)
  • Strength (consistency, importance, certainty)
  • Specificity (specific/general)
23
Q

How do high self-monitors make a decision as opposed to low self-monitors?

Which type has a stronger link between attitudes and behaviour?

A

High SM - analyze situation with reference to public self

Low SM - analyze situation with reference to private self - stronger link

24
Q

Name the 4 stages of attitude change

A
  1. Attention
  2. Comprehension
  3. Acceptance/Rejection
  4. Retention (attitude change - happens only if acceptance occurs)
25
Q

What factors affect whether the sender/source of information is paid attention/ignored? (6)

A

Expertise on topic
Credibility
Physical attractiveness
Similarity to self
Argues against own best interest
Race

26
Q

What factors affect whether the message being delivered is paid attention/ignored? (6)

A
  • Organization (starting with positive/negative)
  • Repetition
  • Type (fear/humor)
  • Perceived manipulation
  • Appeal (facts/feelings)
  • Delivery (forcefulness, rapid/slow)
27
Q

What factors affect how the audience receive the message being delivered? (6)

A
  • Gender
  • Personality
  • Current beliefs
  • Intelligence
  • Mood
  • Age
28
Q

What context factors affect the message being delivered? (3)

A
  • Distractions
  • Presence of other people
  • Atmosphere (relaxing/tense)
29
Q

What factors affect the channel through which the message is being delivered? (3)

A
  • Amount of info
  • Medium
  • Type and genre of info
30
Q

Name the theories of Attitude Change (5)

A
  • Reception-Yielding Model
  • Elaboration Likelihood Model
  • Cognitive Dissonance Theory
  • Balance Theory
  • Learning theories (classical & operant conditioning, and observational learning)
31
Q

Explain the Reception-Yielding Model

A

Communication is the process by which a communicator transmits stimuli to modify the attitudes and behaviours of the audience

32
Q

Explain the Elaboration Likelihood Model (2)

A

there are 2 ways people can be persuaded:

  • central route - carefully weighing pros and cons of a choice - hence the attitude change depends on the info
  • peripheral route - rushed considering of features more unrelated to decision at hand - hence the attitude change depends on cues
33
Q

Explain the Cognitive Dissonance Theory

Give an example

A

Cognitive dissonance - conflicting attitudes/beliefs/behaviours produce feelings of mental discomfort - leading to an alteration of one of the attitudes to restore balance

E.g., smokers know that smoking causes cancer but they do it anyway - cognitive dissonance - ATTITUDE CHANGE - people stop smoking - congruence

34
Q

Explain the Balance Theory

Give an example

A

unbalanced structures are associated with an uncomfortable feeling - hence people strive for balanced structures and avoid unbalanced ones

E.g., balanced structure - your friend also likes your favourite band

imbalanced structure - your friend dislikes your favourite band

Social Psychology (8 decks)

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