ATTITUDE & PERSON PERCEPTION Flashcards
(26 cards)
What is the definition of attitude?
The way in which a person views and evaluates something or someone, a predisposition or tendency to respond positively or negatively.
What are the three dimensions traditionally structured along which attitudes are formed?
- Cognitive (perceptions and beliefs)
- Affective (likes and dislikes, feelings)
- Behavioral (actions or expressed intentions)
What is classical conditioning in the context of attitude formation?
A basic form of learning where one neutral stimulus acquires the capacity to evoke reactions through repeated pairing with another stimulus.
What is the direct route in attitude formation?
Positive stimuli are repeatedly paired with the product to transfer the affect felt toward the stimuli to the brand.
What is the Law of Effect according to Thorndike?
If a behavior operates in the environment, it might produce consequences that increase the likelihood of that behavior.
What is operant conditioning?
A learning process where the learner’s actions produce changes in the environment that increase the likelihood of a behavior.
What is a Skinner Box?
An operant chamber used to study behavior where pressing a lever determines the delivery of food.
What is positive reinforcement?
Application of a desirable stimulus to increase the likelihood of a behavior.
What is negative reinforcement?
Removal or postponement of an undesirable stimulus to increase the likelihood of a behavior.
What is cognitive consistency?
The tendency for people to seek consistency among their attitudes.
What does Balance Theory address?
The need to maintain consistency among our feelings and beliefs about what goes together.
What are the three evaluations in Balance Theory?
- The first person’s evaluation of the other person
- The first person’s evaluation of the attitude object
- The other person’s evaluation of the attitude object
What does Balance Theory suggest about changes?
Changes are made towards a balanced system with a tendency to minimize the number of changes required.
What is cognitive dissonance theory?
A theory proposing that inconsistency among attitudes or between attitudes and behavior leads to an unpleasant state called cognitive dissonance.
What is dissonance?
An aversive motivational state resulting from behavior inconsistent with one’s attitudes.
What is counterattitudinal behavior?
Engaging in behavior that is inconsistent with one’s own attitude.
What is person perception?
The process of forming impressions about others and understanding others.
What is a basic rule of person perception regarding goals?
Our own goals are important while we are perceiving.
How quickly do we form impressions of others?
We form impressions quickly, based on minimal information.
What does self-presentation involve?
Deliberate efforts to act in ways that create a particular impression of the self.
What is self-promotion?
Conveying positive information about oneself to others.
What is ingratiation?
Flattering or doing favors for a person to get that person to like you.
What is modesty in the context of self-presentation?
Claiming credit for success by attributing it to others.
What is ineffective self-presentation?
Dropping big names or making excuses that create discrepancies between what is said and how one behaves.
