Chapter 6/ Attitudes-Psychology Flashcards
what are attitudes ?
a person evaluation of someone else
Attitudes come from?
-learned, social modelling, classical or operant conditioning
What attitudes have biological biases?
-taste, religion
Covert Measures (observation of someone)
-body language, facial expressions, implicit attitudes
Behaviours measure
-voting, book reading, purchases
Theory of planned behaviour
- attitudes can predict planned behaviour
- best predictor is intent
What three factors determine intent?
- your attitude about behaviour
- norms
- perceived behavioural control
Two basic Strategies of Persuasion
- persuasive messages
2. cognitive dissonance (altering behaviour to achieve attitude change)
4 goals of persuasive messages
- attention
- understanding
- acceptance
- retention
Yale attitudes change approach
-who says what to whom
Information processing approach
-focus on how the audience processes the message
Chaikens Heuristic-systematic persuasion model
People use - systematic processing (closely attend to info)
-Heuristic processing- use mental shortcuts (experts are always right)
Elaboration Likelihood Model
- via central route (closely attend to content)
2. via peripheral route (who gave info)
Route we use for processing information depends on?
- motivation
- ability to pay attention to facts
**Why is central processing so important in attitude formation?
- more likely to maintain attitude overtime
- to behave consistently with attitude
- more resistant to counter-persuasion
