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Social Psychology > Attitudes > Flashcards

Attitudes Flashcards

1
Q

What are the 2 measures of Attitudes?

A

Implicit measures of attitude

Predicting behaviour

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2
Q

What was Thurstone reffering to when he said:
“The effect for or against a psychological object”

A

An attitude

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3
Q

An ‘attitude’ is represented in memory by…

A

-An evaluative summary of that object

-An object label and rules for applying that label

-A knowledge structure supporting that evaluation

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4
Q

Name the Behavioural Theories of Attitudes:

A

Mere exposure

Classical conditioning

Instrumental conditioning

Observational learning

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5
Q

Behavioural Theories of Attitudes: Mere exposure

A

Familiarity breeds contempt!

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6
Q

Behavioural Theories of Attitudes: Classical conditioning

A

Neutral stimuli paired with a + or – stimulus takes on that valence.

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7
Q

Behavioural Theories of Attitudes: Instrumental conditioning

A

Attitudes shaped by a reinforcement system of reward and punishment.

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8
Q

Behavioural Theories of Attitudes: Observational learning

A

Modelling in vicarious experiences

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9
Q

Name the Cognitive theories of attitudes:

A

Information integration theory

Mood-as-information hypothesis

Heuristic / Associative processing

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10
Q

Cognitive theories of attitudes:
Information integration theory (Anderson)

A

Formed by ‘averaging’ available information on object.

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11
Q

Cognitive theories of attitudes:
Mood-as-information hypothesis

A

Emotion (mood) provides basis of evaluation of objects.

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12
Q

Cognitive theories of attitudes:
Heuristic / Associative processing

A

Decision ‘rules of thumb’ are used to make judgments and form ‘mental shortcuts’ in memory.

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13
Q

Self-perception theory:

A

Infer attitudes from own behaviour (Bem, 1960)

e.g- Study on Heterosexual anxietyshowed people with high anxiety, only rated their conversation as good when receiving positive feedback

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14
Q

Name 2 sources of attitude information

A

Parents
Strong for broad issues
(politics, religion) to
Very weak for specific attitudes (swearing regularly)

Mass Media
(links between television advertisements and children’s attitude (Atkin, 1982)

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15
Q

Banduras study links to what type of theory?

A

Behavioural Theory

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16
Q

Name types of attitude measures

Explicit = direct.
Implicit = indirect.
Explicit/implicit = conscious/unconscious.

A

Attitudescales (Likert)

Physiological measures (focus on intensity)

Unobtrusive, indirect measures (behavioural observation)

Implicit measures of attitudes

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17
Q

Name 3 Explicit measures

A

Questionnaires.

Focus groups.

Interviews.

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18
Q

Evaluate Explicit measures of measuring behaviour

So Questionnaires,
Focus groups,
Interviews:

A

Explicit measures:
Measured directly.
Good construct validity.
Prone to self-presentation bias.
Predictive of deliberate behaviours.

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19
Q

Name 3 Implicit measures

A

Implicit associations task.

Non-verbal behaviour.

Examining behavior.

Evaluative priming (preparing someone to behave in a particular way)

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20
Q

Evaluate Implicit measures of measuring behaviour

so Implicit associations task.
Non-verbal behaviour.
Examining behavior.
Evaluative priming.

A

Difficult to fake.
Measured indirectly.
Prone to reliability problems.
Predictive of automatic behaviours.

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21
Q

What is Priming?

A

Categorise target words as fast as you can
Precede by a +/- prime.

Positive words+positive prime were better remembered,
more quickly categorised.

Examine evaluations at the individual level

Results are the average of the chosen stimuli.

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22
Q

What is convergent reliability?

A

Tests of a similar nature should match each other

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23
Q

Evaluate Priming

A

LOW:
Internal consistency

Test-retest reliability

Convergent reliability
same priming tests do not match

Predictive variability

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24
Q

What is the
Spreading Activation Account?

A

Once one attitudinal target has been detected,

It starts activating relational attitudes

(eg. kittens, other cute things puppies)

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25
Q

Underlying processes of the IAT:
Spreading Activation Account?

A

Get a primed stimulus

Activation of the primed stimulus leads to other stimuli

Prime: (fluffy) related terms

Secondary prime (kitten) presented but already partially activated
- Thus we respond more quickly

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26
Q

What are the names of the 2 underlying processes of the IAT?

A

1) Spreading Activation Account

2) Response Conflict Account

27
Q

Underlying processes of the IAT:
Response Conflict Account?

A

Get a primed stimulus (fluffy)

We get a response

The next target stimulus presented is incongruent with the prime ( a stone)

-Thus we take longer to respond switching from a positive mode
to a negative mode of mental activation

28
Q

We are less likely to respond to things that are both positively correlated.
True of False?

A

False

We are more likely to respond to both positively correlated primes

And less likely to respond to primes that are incongruent (negatively correlated)

29
Q

Predicting behaviour:

Greenwald’s Meta Analysis showed?

A

The average correlation of predictive validity for:

Implicit measures average r = 0.27

Explicit measures average r = 0.36
better (but greater variability)

Showed Predictive validity is higher when primes are correlated.

Both I and E are valuable as both predict variables independent of the other

30
Q

Are Implicit measures of attitude affective?

A

Sometimes more affective than explicitly measured attitudes

Found to correlate best with Cognitive Attitude Components

31
Q

Social sensitivity moderates the predictive value of explicit measures of attitude.

What does this mean?

A

our vulnerability to things that are acceptable/unacceptable

We are less likely to protest if we dislike something with our
Explicit attitude measures

(weaker for implicit measures, they are less controlled)

32
Q

Predictive validity:

A

Same as criterion validity:

How well the test works by measuring it against its established criteria

33
Q

Implicit and Explicit correspondence increases the predictive validity of both measures.

What are the factors that can reduce correspondence?

A

Demand Characteristic’s-
will weaken the accuracy of the predictive values of the I/E

Evaluation Apprehension-
if subject thinks they will be judged on what they are doing they will change their displaying explicit attitudes
(to not get negatively evaluated)

Role-playing-
subject pretends to be something they are not to act in accordance to what they think the value of something is (Polititions)

34
Q

Factors that can reduce correspondence between I/E?

Controllability of behaviour does not impact predictive validity

A

Subjects actively choosing to ‘eat cheese’ or not, this does not affect it as much as the fear of me judging you affects the decision

35
Q

Is there a correspondence between behavioural and attitude measures?

A03: Introspective limits

A

Yes,
Behavioural measure of you liking cheese: Do you eat cheese

Attitude measure:
survey response to cheese

Complimentary to IAT (tests)

36
Q

Implicit measures of attitudes are your emotional response to things.
Are Implicit measures of Attitudes affective?

A

They are found to be more affective than explicitly measured attitudes

However, implicit =
Better correlated with cognitive attitude component
(thought processing)

37
Q

Dual process theories predict:

Explicit measures of attitude ->

Implicit measures of attitude ->

A

Conscious choice driven deliberate behaviours

Spontaneous behaviours

Both measures can coexist

38
Q

Predictive validity of Implicit association measures are good at?

A

Are good at predicting shy behaviour.

39
Q

Single Attitude Model:

A

The view of a Joint function of deliberative and spontaneous processes.

Explicit and implicit different ways of measuring attitudes

Attitudes are context-dependent

40
Q

Dual Attitude Model:

A

Can hold multiple attitudes towards the same thing at the same time.

Depending/ endorsed on the situation, motivation and cognitive capacity

41
Q

Which model is a process model for persuasion for changing attitudes?

A

Elaboration Likelihood Model

Depends on how motivated and able you are willing to determine information processing route.

42
Q

Dual Process Theories of Attitudes:
Elaboration Likelihood Model

What are the 2 information processing routes?

A

Central and Peripheral route

43
Q

Dual Process Theories of Attitudes:
Elaboration Likelihood Model

Central route:

A

Info you are motivated to think about
If you are likely to think about persuasive messages a lot… take the Central route:

When message is followed
=more cognitive effort

eg- lecture content

44
Q

Dual Process Theories of Attitudes:
Elaboration Likelihood Model

Peripheral route:

A

Info you have is effortless

If you are unlikely to think about persuasive messages… take the
Peripheral route:

Superficial processing of peripheral cues,
= less cognitive effort
attraction rather than information

Eg. attractiveness of the lecture speaker = irrelevant

45
Q

Dual Process Theories of Attitudes:

Name the 4 ways persuasive factors that can influence attitudes

A

As a cue
-cued into attending/ expecting types of info

As an argument
-we start mobilising reasons to believe things for you

Determining cognitive elaboration
-we can cue u into expecting to have to process info more in depth to interpret/ explain knowledge

Biasing processing of available information
-bias types of info you can process by manipulating the context in which things occur
eg. subjects who sit at the front are less likely to break into conversation due to sitting in a line

46
Q

A persuasive message travelling down the Central Route will lead to a change in attitude depending on?

A

The quality of the argument

47
Q

A persuasive message travelling down the Peripheral Route will lead to a change in attitude depending on?

A

The presence on persuasion cues

48
Q

Heuristic – systematic model

Systematic (central) processing

A

effortful/ cognitive/ deliberative

scanning and processing of available information

49
Q

Heuristic – systematic model

Heuristic (Peripheral) processing

A

People use ‘cognitive heuristics’ (‘shortcuts’) to make judgements:

‘longer arguments are always convincing due to seeming like there is more evidence’

‘he looks knowledgeable/ authoritative figure.’

50
Q

Heuristic (Peripheral) processing:

Sufficiency Threshold?

A

One can use Heuristics to a certain degree of confidence

But if confidence is low
Systematic processing is also used

Eg. one gets a qualification to prove that they are smart, more people listen to them

51
Q

What is the difference between Dual Process Model and Heuristic– systematic model?

A

Dual Process explains information takes ONLY 1 route: Central or Peripheral
Heuristic– systematic explains information can be a mixture of both Heuristic (P) and Systematic (C) routes

52
Q

The use of systematic processing can also depend on?

A

Mood (people in good moods use heuristics (P) not thinking).

Emotion (high-fear messages tend to be processed peripherally while low-fear more centrally).
If it produces a lot of fear, you don’t want to think about it (P)

53
Q

Name 2 differences between the Elaboration Likelihood Model and the Heuristic– systematic model:

A

ELM: inverse (opposite) relationship between c and p processing

HSM: H and S processing can occur simultaneously (same time)

54
Q

Dual Process Model Theories:

Reflective Impulsive model?
Generic
does not account for motivational factors

A

Reflective (RS) –
propositional relations between stimuli, tagged with truth values (is it true/false).

Impulsive systems (IS) –
simple associations activated according to similarity and contiguity (familiarity or not).

Processes operate simultaneously but IS has priority as RS only operates when cognitive capacity.

55
Q

What are the 3 main components for Persuasive Communication?

Used in TV adverts by making emotional appeals

A

Source or communicator:
Experts more persuasive
(Eg. Popular/ attractive people/ celebrities= +effective)
Faster speaking= +persuasive effectiveness

Message:
+ Effective if perceived as not trying to influence
(Eg. Aline with audiences beliefs at first)
Repetition increases familiarity, belief, liking

Audience:
People with low self-esteem=
+susceptible to influence

56
Q

Persuasive Communication:

When inflicting fear, do we need high or low fear messages?

A

High- fear messages promote greater willingness to stop
(Eg. smoking)

57
Q

How does the Inverted U Hypothesis relate to Fear Persuasion?

A

Inverted U hypothesis explains that messages with:
too little fear won’t highlight the potential harm of the act

too much fear may distract people from the message due to overloads in anxiety (avoidance reaction)

58
Q

What does meta-analysis of Fear Persuasion indicate?

A

Fear can motivate adaptive actions
eg. message acceptance leading to maladaptive actions or defensive avoidance

Strong fear appeals are most effective with high efficiency messages to promote change in behaviour

59
Q

In relation to Fear Persuasion, what produces the greatest behavioural change?

A

Strong fear appeals with
high efficiency messages

eg. climate change is going to kill us
BUT you can help stop it

60
Q

In relation to Fear Persuasion, what produces the greatest level of defensive responses (avoidance)?

A

Strong fear appeals with
low efficiency messages

eg. climate change is going to kill us
AND you can’t do anything about it

= Ignore message/ discredit source

61
Q

Cognitive Dissonance Theory:

Part of family of balance theory models – people try to be consistent in thought and action

A

You have 2 conflicted attitudes to the same thing
eg. behaviour/ attitude don’t match

Creating Cognitive Dissonance
– unpleasant state of psychological tension of inconsistency occurring

This inconsistency motivates change

62
Q

Name the Cognitive theories of attitudes:

A

1- Information intergration theory
2- Heuristic/ Associative processing
3- Mood as information hypothesis

63
Q

Which model explains the qualities of the Central and Peripheral routes?

A

Elaboration Likelihood Model

64
Q

Which model describes the more depth in cross-cultural experience one has the more entrepreneurial intentions you will have (diversity)?

A

Structural Equasion Model

Social Psychology (10 decks)

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