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PSY2110: Social Psychology > Week 6: Attitudes > Flashcards

Week 6: Attitudes Flashcards

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1
Q

What are attitudes?

A

-evaluations of people, objects, or ideas
- help determine what we do
- can be positive, negative, or ambivilant

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2
Q

What 3 components are attitudes made up of?

A
  1. affective
  2. cognitive
  3. behavioural
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3
Q

What is the affective component of attitudes?

A

emotions and feelings

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4
Q

What is the cognitive component of attitudes?

A

beliefs, thoughts, and perceptions

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5
Q

What is the behavioural component of attitudes?

A

actions and behaviours

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6
Q

Someone has a positive attitude towards travel, what might the 3 components be?

A
  1. happy, joy positive emotions
  2. think and believe that you are expanding your horizons by travelling
  3. action is that you are seeking out opportunities to travel
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7
Q

What is an affectively based attitude?

A

An attitude based primarily on people’s emotions and feelings about the attitude object

ex: : falling in love with someone even though we know they are untrustworthy

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8
Q

Often don’t discuss at dinner parties is topics of politics, sex, and religion because they are affectively based attitudes . true or false

A

true

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9
Q

We group affectively based attitudes into one family because of 3 things. What are the 3 reasons?

A

(1) do not result from a rational examination of the issues

(2) not governed by logic

(3) often linked to people’s values (religious/moral beliefs), so that efforts to change them challenge those values –> hard to change

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10
Q

What are cognitively based attitudes?

A
  • An attitude based primarily on a person’s beliefs about the properties of an attitude object.
  • We weigh the pros and cons of the object

ex: trying to decide which vacuum to buy
- there is no emotional tie to this object its more of the cognitions and thoughts about which vacuum is the better one (cost less or more, buy online or get in store, better ratings or not)

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11
Q

What is a behaviourally-based attitude?

A

An attitude based primarily on observations of how one behaves toward an attitude object

  • attitude is tied to behaviour –> I must like to swim because I go swimming a lot
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12
Q

What 2 levels can attitudes exist in?

A
  1. explicit
  2. implicit
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13
Q

What are explicit attitudes?

A
  • attitudes we consciously endorse and can easily report
    -Rooted in recent experiences

Ex: attitude towards gender equality and equal opportunities

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14
Q

What are implicit attitudes?

A
  • involuntary, uncontrollable, and at times unconscious evaluations
  • Rooted in childhood experiences

Ex: associates certain occupations with different genders

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15
Q

Do we discuss self-esteem at the explicit or implicit level?

A

BOTH!!
- explicit = whether you report feeling positive or negative about yourself on a standard self-esteem scale

  • implicit = whether you feel good or bad about yourself at an unconscious level
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16
Q

implicit and explicit self esteem are correlated. true or false

A

false!
- Even if you feel bad about yourself at an explicit level, you might actually feel good about yourself at an implicit level
ex: someone may excel in their job, receive praise from peers, and take on leadership roles despite expressing self-doubt about their abilities

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17
Q

Are our attitudes good predictors of our behaviours?

A

NO

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18
Q

Attitudes can predict behaviour under certain specific conditions. What is the one key factor for this?

A

whether the behaviour we are trying to predict is spontaneous or planned

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19
Q

What is attitude accessibility?

A
  • The strength of the association between an object and an evaluation of it
  • measured by the speed with which people can report how they feel about the object or issue.

High = your attitude comes to mind whenever you think about or see the attitude object

Low = your attitude comes to mind more slowly

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20
Q

Attitudes will predict spontaneous behaviours only when they are highly accessible to people. true or false

A

true

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21
Q

What is the main difference between highly accessible attitudes and less accessible attitudes?

A
  • all based on linkages between concept and how we evaluate it
    -closely linked = HIGHLY accessible
  • less linked = LESS accessible
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22
Q

What influences the closeness of our linkages between concepts and how we evaluate them?

A

our DIRECT experience
ex: if we did crossword puzzles everyday vs if we did not

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23
Q

What theory helps predict deliberative behaviour?

A

Theory of planned behaviour

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24
Q

What is the theory of planned behaviour?

A
  • all based around a person’s INTENTION
  • when people have time to contemplate how they are going to behave, the best predictor of their behaviour is their INTENTION
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25
Q

What 3 things determines our intentions?

A
  1. attitude towards the specific behaviour
  2. subjective norms
  3. perceived behavioural control
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26
Q

The more specific the attitude toward the behaviour in question, the better that attitude can be expected to predict the behaviour. true or false

A

true

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27
Q

What are “subjective norms” in determining our intentions?

A
  • People’s beliefs about how others they care about will view the behaviour in question

ex: you would not normally study but all your friends think it is important to so you study due to subjective norms

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28
Q

What are “perceived behavioural controls” in our intentions?

A
  • the ease with which people believe they can perform the behaviour
  • if you feel like you can do something, you have more of an intention of doing it
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29
Q

Culture may play a role in the importance placed on the components of the theory of planned behaviour.
true or false

A

true

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30
Q

How do we change people’s attitudes?

A

persuasive communication

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31
Q

What is persuasive communication?

A
  • communication advocating a particular side of an issue, such as a speech or television advertisement
  • trying to CONVINCE them
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32
Q

What was the “Yale Attitude Change Approach”? What 3 things did they look at?

A
  • studied the conditions under which people are most likely to be influenced by persuasive communications
  • looked at “who says what to whom”
  • 3 things:
    1. source of communication
    2. communication itself
    3. nature of the audience
33
Q

What was the problem with the Yale Attitude Change approach?

A

was not clear which aspects were more important than others

34
Q

What is the “elaboration likelihood model” for persuasion?

A

specifies when people will be influenced by what the speech says / the logic of the arguments or superficial characterisitcs

35
Q

What are the 2 routes to persuasion?

A
  1. Central
  2. peripheral
36
Q

What is the central route to persuasion?

A
  • what the speech says
  • logic of the arguement
  • involves critical thinking
  • creates long lasting attitude change
37
Q

When people are motivated to pay attention to the facts in a communication, the more logically compelling those facts are, the more persuasion occurs. true or false

A

true

38
Q

What is the peripheral route of persuasion?

A
  • involves superficial characteristics
  • creates TEMPORARY attitude change
    ex: how attractive the person is who is making the argument
39
Q

When people are not motivated to pay attention to the facts (bored, tired, not able to concentrate), they notice only the surface characteristics of the message. true or false

A

true

40
Q

Besides persuasion, what is one way to get people’s attention?

A

FEAR!

41
Q

What is fear-arousing communication?

A

persuasive messaging that attempts to change people’s attitudes by arousing their fears.
ex: Canadian gvrnmnt and images on cigarette packages

42
Q

What 3 things make fear-arousing communication succeed?

A
  1. arouses fear
  2. provides a specific recommendation for people to follow (ex: giving them a pamphlet on smoking AFTER watching a film on smoking)
  3. not overwhelming
43
Q

Besides persuasion and fear, what is one other way to increase attitude change?

A

HUMOUR!!

44
Q

What is advertising?

A

concerted effort to change the way that consumers think about and act toward a certain product.

45
Q

We are not all susceptible to the effects of advertisements. true or false

A

false–> we are

46
Q

If advertisers are trying to change an affectively based attitude, what should they do?

A

fight emotions with emotions (change it with another emotion)

47
Q

If advertisers are trying to change a cognitively based attitude, what should they do?

A

change with rational arguments (facts and figures)
ex: buying which tampons are the best based on comparing it to other brands and talking about it’s features

48
Q

What are subliminal messages?

A

words or pictures that are not consciously perceived but that supposedly influence people’s judgments, attitudes, and behaviours

Ex: “hungry? Eat Popcorn” –> to increase sales at concession stand in movie theatres –> did not really work to change their behaviour unconsciously

49
Q

There is no evidence that the types of subliminal messages encountered in everyday life have regular influence on people’s behaviour.
true or false

A

true

ex: reading 3 –subliminal self-help tapes designed to improve memory/self-esteem did not have an effect. But, participants perceived that they improved on these things

50
Q

Where can people be influenced by subliminal messages?

A
  • under carefully controlled laboratory conditions
  • if people are self motivated to accpet the persuasive message (ex: have to be thirsty to buy a soda)
51
Q

How do we fight against persuasive messages?

A

more you think about the arguments against your attitude before someone attacks it, the better you can ward off attempts to change your mind

called “attitude innoculation”

52
Q

What is attitude inoculation?

A
  • process of making people immune to attempts to change their attitudes by exposing them to small doses of the arguments against their position
  • effective in resisting attacks on our attitudes
53
Q

We often try to avoid ads. however what is it called when we do not always realize that someone is trying to influence their attitudes and behaviour?

A

Product placement
- ex: hotline bling music video had an iphone in it –> we migth of thought we were not influenced to buy an iphone but after that video sales went up ALOT

54
Q

What population is very vulnerable to product placement?

A

children

55
Q

How do we fight product placement?

A

Warn people before the attempted attitude change –> when they are forewarned, they are more likely to avoid attitude change

56
Q

What is Cognitive Dissonance?

A

feeling of discomfort caused by the realization that one’s behaviour is inconsistent with one’s attitudes or that one holds two conflicting attitudes

  • always produces DISCOMFORT
  • motivated to take steps to REDUCE the discomfort
57
Q

What are 3 ways we reduce dissonance?

A
  1. change our ATTITUDES
  2. change our BEHAVIOUR
  3. add a NEW cognition
58
Q

What are the 3 types of new cognition that can be added to reduce dissonance?

A
  1. denial (it didn’t happen)
  2. distortion (reshape reality)
  3. justification (it was justified)
59
Q

Do we experience dissonance everytime we make a decision? if so, why

A

YES
- Because, the chosen alternative is not entirely positive, and the rejected alternative is not entirely negative.
ex: choosing who to date –> both have pros but you need to choose one. You are not going to feel great choosing one because both did have pros but you had to leave that other choice behind

60
Q

What is “post-decision dissonance”?

A

dissonance that is aroused after making a decision

61
Q

How can we reduce “post-decision dissonance”?

A

enhancing the attractiveness of the chosen option and devaluing the rejected option

62
Q

Can the permanence of a decision reduce the dissonance of the decision?

A

YES –> you will have a greater need to reduce dissonance once you make a final and irrevocable decision

63
Q

What occurs when dissonance reduction is present after a moral decision?

A
  • can cause people to behave either more or less ethically in the future
  • overall, changes their moral values

see example on slide 20

64
Q

What is the “justification of effort”?

A
  • the tendency for individuals to increase their liking for something they have worked hard to attain
  • If a person believes they have agreed to go through an effortful, difficult, or an unpleasant experience to attain some goal or object, that goal or object becomes more attractive
65
Q

What was the study’s IV and DV for Aronson and Mills study on the effects of initiation effort on participant’s perceptions of a group discussion?

A

IV: difficulty of initiation (hard, mild, no initiation)

DV: ration of the discussion group

66
Q

What were the results from the Aronson and Mills study on the effects of initiation effort on participant’s perceptions of a group discussion?

A
  • The more effort we put into gaining group membership, the more we like the group we have just joined
  • We need to justify our effort to avoid dissonance
67
Q

What is the difference between external and internal justification?

A

External = a person’s reason or explanation for dissonant behaviour that resides outside the individual (e.g., to receive a large reward or avoid punishment)

internal = the reduction of dissonance by changing something about oneself (e.g., one’s attitude or behaviour)

68
Q

What is counterattitudinal justification?

A

-acting in a way that runs counter to a person’s private belief or attitude

  • saying is believing ,happens when we do something with minimal external justification
69
Q

Many people think that harsh punishments would best deter illegal/bad behaviour. true or false and provide an example

A

true
ex: texting and driving = we have very harsh penalties in Ontario if caught doing it

70
Q

dissonance theory predicts harsh punishment steps up people’s effort to avoid getting caught. Why?

A

because of “insufficient punishment”

71
Q

What is insufficient punishment?

A
  • dissonance aroused when people lack external justification for having resisted a desired activity or object
  • usually resulting in them devaluing the forbidden activity or object

Ex: “I like texting and driving but I’m not doing it”

72
Q

What is one other theory that can help us escape dissonance?

A

“self-affirmation theory”

73
Q

What is the “self-affirmation theory”?

A
  • instead of thinking about the thing that’s bad causing dissonance, you will focus on something completely different that is good that will escape the dissonance situation

ex: smoking is bad for you but your behaviour is smoking (this equals dissonance), so instead they say “well maybe I smoke, but I am a really great friend”

74
Q

When do individualistic cultures feel dissonance and do they feel more or less of it?

A
  • when they act based on what we think and feel (attitudes and behaviours are inconsistent)
  • feel more dissonance
75
Q

When do collectivist cultures feel dissonance and do they feel more or less of it?

A
  • act in a way that is tailored to the demands of the group
  • feel LESS dissonance
76
Q

When can self-affirmation protect people from engaging in dissonance reduction?

A

only when it affirms a culturally valued trait

77
Q

What type of culture is for independent self-affirmation (ex: writing about a value that uniquely describes you)?

A

individualistic cultures

78
Q

What type of culture is for interdependent self-affirmation (ex: writing about why a certain value is held by you and your family members)?

A

collectivist cultures

PSY2110: Social Psychology (13 decks)

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