terms and models - TERM 2 Flashcards
(162 cards)
what are attitudes
affective: positive or negative feelings
behavioural: tendencies to act towards an object
cognitive: beliefs and thoughts about object
methods to measure attitudes
questionnaires, attitude scales (Likert)
covert measures -
observing behaviours
affective measures = implicit association (faster to classify things based on memory)
physiological responses = pupil response, facial EMG (zygomatic major muscle = smiling, corrugated super cilia muscle = frowning)
semantic differentials
pp rate attitude object according to pairs of opposing evaluative words
implicit attitudes
no conscious attitude and cannot be controlled
explicit attitudes
people can report and expression consciously controlled
behavioural approach to how attitudes are formed
mere-exposure = tendency to develop positive feelings towards familiar objects
used in advertising (positive attitude when seen 20v5v0 times)
interpersonal attraction (women vote more attractive when seen more - 15v10v5)
evaluative conditioning = pairing new stimulus with positive stimulus = positive attitude
drug rated more highly when paired with positive images
negative attitudes towards energy-dense snacks when paired with info on health consequences
cognitive approach to how attitudes are formed
self-perception = form attitudes by observing behaviour and making inferences (attributions)
facial feeback hypothesis = facial activity can influence affective response
funnier cartoons/ less implicit bias when pen in teeth
why do we have attitudes
utilitarian/instrumental
ego-defensive
value-expressive
knowledge/ cognitive economy
utilitarian/instrumental
attitudes exist because they are useful - avoid punishment and retain awards
ego-defensive
helps protect self image
ex: students who received consistent information on them being a serious student = more positive
more negative evaluation > greater message discounting > source derogation (source is stupid)
value-expressive
help us express values that are integral to our self-concept
knowledge/ cognitive economy
attitudes act as schemas
- save cognitive effort
attitude change
modification of an individuals general evaluative perception of a stimulus or set of stimuli
persuasion
an active attempt to change a person’s attitude through information
changing behaviour to change attitudes
yale approach + ELM (dual-process model) that argues that acceptance of a message can be achieved through central or peripheral routes
prejudice
negative evaluation of a social group significantly based on the individual’s group membership
consistent with tri-partite: cognitive, affective, conative (intentions)
changing attitudes through communication - Yale
Yale approach -
persuasion characteristics =
source = who is persuading, message = what, audience = to who
SOURCE
attractive sources = persuasion
high credibility sources = persuasion
MESSAGE
fear appeals = persuasive messages to provoke fear - conflicting research
backfire when people feel they are bing controlled = reactance
AUDIENCE
- cognition - audience’s tendency to engage (argument quality = larger persuasion when audience had high cognition)
- self-monitoring - high self-monitors positively influenced by attractive packaging
- regulatory focus/fit - promotion (more responsive when stimulus tells u how u can benefit) or prevention focus (how u can avoid)
changing attitudes through communication - elaboration likelihood model
people more likely to be influenced when there’s enough time to process message
central route: thinking about the message
factors influencing = motivation, ability, quality of arguments - ATTITUDE CHANGE more likely
peripheral route: relies on external cues/ heuristics -TEMPORARY persuasion
factors influencing = source credibility, message length (length = strength)
if cues present = persuasion
discrimination
inappropriate and unfair treatment of individuals due to group membership
3 forms of discrimination
individual (impact on specific groups)
institutional (policies intended to harm specific groups)
structural (policies the appear neutral in terms of intent but have negative impact on specific groups)
intergroup bias
systematic tendency to evaluate ones own membership group more favourable than non-membership group
encompasses cognition (stereotype), attitude (prejudice) and behaviour (discrimination)
frustration-aggression
if goals frustrated, energy leaves us in imbalance
rebalance through aggression directed at scapegoats
authoritarian personality
parenting style affects children like intolerance to minorities = aggression
critique of frustration-aggression
frustration not necessary for discrimination
individual differences - ignores social context