Social Cognition Flashcards
1
Q
What is an attitude?
A
A learnt, evaluative statement directed to a person, object, idea, etc. in our environment.
2
Q
The three attitudes
A
- positive
- negative
- ambivalent
3
Q
What model explains the structure of attitudes?
A
- the tri-part model (ABC model)
4
Q
What are the components that make up an attitude?
A
- affective component (feeling)
- behavioural component (actions)
- cognitive component (beliefs)
5
Q
What are the functions of attitudes?
A
- utilitarian
- self expressive
- ego-defensive
- knowledge
6
Q
What is the utilitarian function?
A
- allows person to maximise rewards and minimise punishments by guiding behaviour towards desired goals and away from undesired ones
7
Q
What is the self expressive function?
A
- allows attitude to give meaning to our lives by allowing us to tell others about ourselves
8
Q
What is the ego-defensive function?
A
- relates to self, but protects self esteem by shielding us from harsh realities of our own lives
- helps us to feel better about ourselves
9
Q
What is the knowledge function?
A
- deals with how we process information from our social world
- helps us make sense of the world
10
Q
What are the factors that affect attitude formation?
A
- mere exposure (by word, ad, etc… you need to hear about it
- direct experience (actual experience)
- learning (by classical conditioning, operant conditioning, observational learning, etc.)
11
Q
What are the factors that affect attitude change?
A
- source
- message
- audience
12
Q
What is the model that explains factors of attitude change?
A
Yale Communication Model
13
Q
What are the two routes to persuasion?
A
- central
- peripheral
14
Q
What model explains the route to persuasion?
A
Elaboration Likelihood Model
15
Q
Describe the central route of persuasion.
A
- high elaboration (people think carefully about content)
- takes longer to influence
- harder to change
