attitudes Flashcards

1
Q

attitude

A

an enduring evaluation of a person, object, or idea expressed at some level of intensity. Can be positive, negative, or mixed. Can be strong or weak, explicit or implicit.

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2
Q

explicit attitude

A

conscious attitude

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3
Q

implicit attitude

A

unconscious attitude

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4
Q

cognitive based attitude

A

an attitude rooted in objective thinking

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5
Q

affectively based attitude

A

an attitude rooted in emotion and values versus objective thinking

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6
Q

behaviorally based attitude

A

an attitude towards observations of certain behaviors (i.e. “I really don’t like that I spend all my money going out.”)

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7
Q

self report

A

how attitudes are usually measured, advantages: (1) resistant to faking if the participant doesn’t know what the study is about, (2) participants tell you how they feel (direct), (3) inexpensive. Disadvantages: (1) participants may be faking (social-desirabilty effects), (2) may not always be aware of what their attitudes are.

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8
Q

Attitude-behavior link

A

attitudes aren’t necessarily correlated with behavior. They predict behavior best when they’re specific and strong, however, they still compete with other influences on behavior.

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9
Q

Persuasion by communication

A

two routes: (1) central, (2) peripheral route

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10
Q

Central route

A

the message prevails, audience thinks carefully about a message, and is influenced by the strength and quality of the message

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11
Q

Peripheral route

A

“bells and whistles,” doesn’t think critically of the message, audience is influenced more by superficial cues/factors that are irrelevant to their attitude towards the message.

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12
Q

Persuasion

A

process by which attitudes are changed

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13
Q

Message source (messenger)

A

Believable sources must be credible and likable

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14
Q

Message source (credibility)

A

to be seen as credible, the source must have two different characteristics: (1) perceived expertise, (2) trustworthiness.

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15
Q

Perceived expertise (credibility)

A

appearing knowledgeable/speaking confidently

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16
Q

Trustworthiness (credibility)

A

making eye contact or showing sincerity by arguing against self interest

17
Q

Message source (likability)

A

two factors influence a source’s likability: (1) similarity, and (2) physical attractiveness.

18
Q

Similarity (likability)

A

how similar the source is towards the messenger

19
Q

Physical attractiveness (likability)

A

degree of physical attractiveness can make the audience more receptive to the communicator’s message (central route), or it can trigger positive associations (peripheral route). Can be purely physical.

20
Q

The message

A

vary between strong (quality) to weak (low quality), the length of the message affects the strength of the message in the following ways: via the central route, the message length is a two edged sword, via the peripheral route, the longer the message the more valid it must be.

21
Q

Order of presentation (Miller and Camel,1959)

A

both messages are delivered in succession followed by a week long delay leads to the primacy effect, a week long delay between the two message leads to recency effect, and no delay doesn’t lead to any order effect.

22
Q

Primacy effect

A

the first message is most likely to be remembered.

23
Q

Recency effect

A

most recently presented items will be most likely to be remembered best.

24
Q

Need for cognition (the audience)

A

high need for cognition if taking the central route, low need if taking the peripheral route

25
Q

Motivation/ability (the audience)

A

high needed for central route, low needed for peripheral route.

26
Q

Elaboration-likelihood model

A

message (persuasion attempt) –> audience factors –> processing approach –> persuasion outcome

27
Q

Central route (elaboration-likelihood model)

A

message –> high motivation/ability to think about message (audience factors) –> deep processing, focused on the quality of the message’s arguments (processing approach) –> lasting change that resists fading and counterattacks (persuasion outcome)

28
Q

Peripheral route (elaboration-likelihood model)

A

message –> low motivation/ability to think about the message (audience factors) –> superficial processing, focus on surface features [communicator’s attractiveness] (processing approach) –> temporary change/susceptible to further change (persuasion outcome)

29
Q

Cultural considerations in relation to persuasion

A

Individualist –> more persuaded when appealing to individuality ex. “Clean with a softness that you will love.” Collectivist –> more persuaded when appealing to a group/collective, ex. “Clean with a softness that your family will love.”

30
Q

Petty et al. (1981)

A

Set up: DV –> agreement with argument, IV 1 –> relevance, IV 2 –> argument strength, IV 3 –> message source. Results: When the issue was highly relevant, audience were swayed more by quality of message and less by expertise of speaker (central route). When the issue was less relevant, people were more swayed by the expertise of the speaker and less so than the message (peripheral route).

31
Q

Resisting attitude change

A

done through attitude inoculation and/or psychological reactance

32
Q

Attitude inoculation

A

technique used to make people immune to attempts to change their attitude. Done by first exposing them to small arguments against their position. Exposes person to a weak logical argument that is contrary to their preexisting attitude, which triggers the creation of counter-arguments against said weak logical argument in response.

33
Q

Psychological reactance

A

aversive affective reaction in response to threats on one’s (perceived) freedom and autonomy

34
Q

Reactance

A

occurs when person feels that someone or something is taking away their choices or limiting the range of alternatives.