week 8 attitudes and emotions Flashcards
(48 cards)
attitude
relatively enduring sets of beliefs, feeling and intention toward an object, person event or symbol
components of attitudes
affective, cognitive and behavioral
affective component
feeling of like or dislike
cognitive component
beliefs held about object
behavioral component
behavior or intention In accordance to attitude
classical conditioning
start: UC -> UR
eg food -> salivation
conditioning: US + CS neutral (bell)
result: CS -> CR
mere exposure
when a stimulus starts as neural then the more you see it the more you like it
factors influencing how consistent attitude is to behavior
knowledge, personal relevance, attitude accessibility and behavioral intentions
how does knowledge affect consistency
higher and firsthand knowledge leads to higher consistence
personal relavance and consistency
more personality relevance is more consistent
attitude accessibility and consistence
more accessible = more consistent - easier to bring to mind and act on
behavioral intention
behavior that is intended or planned = more consistent
self-perception theory Bem 1965
people infer their own attitudes from their behavior so they observe themselves similar to how they observe others and look for attributional explanations for behavior
cognitive dissonance - festinger 1957
dissonance is an adverse state that people are motivated to reduce
disonance
unpleasant state or tension that arrises when we perceive a discrepancy between attitudes and behavior, attitude and self image and one attitude and another
method of festinger and carlsmith 1959 study
Participants were asked to complete a boring task (e.g., turning pegs on a board) for an hour.
After completing the task, participants were told that the researchers wanted them to help by telling the next participant that the task was enjoyable and engaging.
Participants were then offered one of two payments for their cooperation:
$1 (low reward condition)
$20 (high reward condition)
Post-Task Survey:
After lying to the next participant, participants were asked to rate how much they actually enjoyed the boring task
results of festinger and carlsmith 1959 study
Participants who were paid only $1 rated the task as significantly more enjoyable than those in the $20 group.
Participants who were paid $1 to lie about the boring task experienced insufficient justification because the small reward ($1) wasn’t enough to explain why they lied.
Since they couldn’t fully rationalize their behavior based on the small payment, they reduced their discomfort by convincing themselves that the task was actually enjoyable, thus aligning their attitudes with their actions.
4 steps of elaboration likelihood model
- persuasion attempt
- audience factors
- processing approach
- persuasion outcome
what happens when audience factors = high motivation and ability to think about message
central processing occurs and focus is on quality of message
what happens to persuasion outcome when central processing occurs and focus is on quality of message
lasting change that resists fading that resists counter attacks
what happens when audience factors = low motivation and ability to think about message
peripheral processing, focused on surface features eg attractiveness of persuader
what happens to persuasion outcome when peripheral processing occurs
temporary change thats susceptible to fading and counterattacks
6 basic emotions
digest, fear, joy, surprise, sadness and anger
what did Darwin 1872 say about emotion
human expressions have evolved as is not learnt, its universally expressed and recognized
