Attitudes Flashcards
(29 cards)
What are the four distinct ways attitudes can form?
F - functional approach
A - associative learning
M - mere exposure
S - self perception
What is an attitude?
Psychological tendency expressed by evaluating a particular entity with some degree of favour or disfavour
What is associative learning?*
Classical Conditioning? (Pavlov)
Operant Conditioning? (Skinner)
What is the functional approach?
Based on psychological needs:
Utilitarian: I like psychology because I will become a psychologist
Knowledge: I like psychology because it gives me more info
Ego-Defensive: I like psychology because I can’t become a star
Value-expressive: I like psychology because illustrates my commitment to help other people
What is mere exposure?
The more you see it the more you like it
What is self perception theory?
Attributing behaviours to internal or external causes
What models on attitude are there?
A B C
Affective
Behavioural
Cognitive
Feelings about the attitude model forms the basis of which model on attitude?
The Affective Model
A predisposition to treat attitude object a certain way forms the basis of which attitude model?
The Behavioural Model
Beliefs about the attitude object forms the basis of which model?
The Cognitive Model
Beckler (1984) suggested that the 3 component model views on attitude where what?
Distinctive from each other
Moderately correlated with each other
Empirically distinct
How do you measure Direct/Explicit Attitudes?
Semantic Differential
Thurstone Scale
Likert Scale
How do you measure Indirect/Implicit Attitudes?
Implicit Association Test:
Self report measures susceptibility to self presentation by assessing association between a target concept and an attribution
Which 3 dimensions result in attitude being at its best?
When it’s strong, highly accessible and low in ambivalence
What is Theory of Reasoned Action?
Consists of 3 General constructs:
Attitudes: General orientation towards behaviour
Subjective norms: Influence of people in one’s social environment
Behavioural intention: Subjective norms towards that behaviour, which depends on attitudes and subjective norms
What is Theory of Planned Behaviour?
To predict whether a person intends to do something we need to know:
Attitude- how they feel
Subjective norms- how much they feel socially pressured
Perceived behavioural control- how much control they have
What is Cognitive Dissonance (Festinger)?
Unpleasant state of psychological tension between:
Irrelevance
Consistency
Inconsistency
What 3 key factors determine occurrence of Cognitive Dissonance?
Justification: People feel they have good reason for behaving different to attitude
Freedom of choice: If forced to do something it explains inconsistency
Investment: The more important, the stronger the dissonance effect
Behaviour determines attitude is based on what Theory?
Self Perception Theory
The Forced Compliance Paradigm says what?
The observer sees own behaviour and concludes they must have liked the exercise more than they originally thought
What are the 6 key principles of influence (Cialdini)?
Scarcity Consistency Authority Reciprocity Liking Consensus
What is scarcity?
Want more of what they can’t easily get anymore
What is consistency?
Looking for small commitments to be made
What is authority?
Follow those who are credible and with knowledge
