Unit 4: Behaviors and attitudes Flashcards
what is the definition of attitudes?
Peoples evaluations of almost any aspect of the world
- they may very due to self-interest, influencing intensity, some may be stable and resistant to change or vice versa, and some vary with certainty
What are implicit and explicit attitudes?
Explicit- They are conscious and re-portable, easy to measure
-> What I say
Implicit- Less controllable and potentially not consciously accessible
, more difficult to measure
-> What I show
They may not be coherent
What is the Implicit Association Test?
computer based assessment to measure implicit attitudes
use reaction time -> easier pairing-> stronger association
Advantages of Implicit Association test
- further proof for theory of “dual processing”, controlled vs authomatic
- shows the influence attitudes have
- implicit =better predictive value than explicit attitudes
Disadvantages of Implicit Association Tests?
- cant be used to compare individuals
- explicit attitudes interfere, like guilt and compassion
- general knowledge still interferes (stereotype)
- susceptible to faking when aware of attitudes
what is social learning and what are the three types?
- acquiring views by social interaction or by observing their behavior
1) Classical conditioning
2) Instrumental conditioning
3) Observational learning
What is classical conditioning and which ways can they affect our attitudes?
A neutral stimulus is associated with a natural response
Direct route; positive S paired with object, product is placed with attractive outcomes(positive stimuli)
Indirect route; get a famous endorser to produce pairing between the public figure and the product(repetition)
What is subliminal conditioning?
-sub of classical conditioning
- attitudes can be changed thru mere exposure, subconsciously
What is the illusion of truth effect?
- sub of classical conditioning
- repetition= sense of familiarity-> more positive attitudes
- merely hearing the repeated message has an effect, no matter the strength of it,
- can be avoided or overcome
Attitude formation using instrumental conditioning
- Social media-> reinforcement thru likes and dislikes, belonging in groups, and peer validation
- especially relevant in teen years
- change opinions and how we express them to fit in and receive positive reinforcement
Attitude formation with observational learning
social comparison
reference groups
Albert Banduras theory
- behavior, personal factor, environmental factor
What is the role of social context in attitude-behaviour connection?
Directly affects it, but we can be aware of our conscious choice not to act on our “true” attitude(social consequences)
Attitude- good predictor whether you would do something
How does consistency affects attitudes and behaviour in social context?
- determines if they will be related(A&B)
certainty and stability in your attitude will increases the likelihood of acting on it
What is pluralistic ignorance and who is mos affected by it?
we mistakenly believe others have a diff opinion from us and express attitudes in direction of perceived norm
-ppl that strongly identify with student group
what is the strength of attitudes?
Extremity: how strong the emotional reaction is
Certainty: sense of knowing your own attitude and the correct position to hold
Personal Experience: w/ attitude object(the more the stronger usually)
-> Accessibility: how easily the attitude comes to mind in various situations
