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Attitudes Flashcards

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1
Q

What are attitudes?

A

organization of beliefs, feelings, behavioral tendencies towards significant objects, groups, events

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2
Q

One component attitude model

A

Affect towards object positive or negative associated with the object

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3
Q

two component attitude model

A

knowledge, beliefs- guiding evaluative response

what we think about something- if we like it or not

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4
Q

Three component attitude model

A

cognitive, affective, behavioral components

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5
Q

cognitive component

A

knowledge, beliefs- characteristic of the object, subject

I believe spiders are dangerous

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6
Q

Affective component

A

feelings/emotions towards the object

I am scared of spiders

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7
Q

Behavioral component

A

behavior towards the object

avoiding spiders - screaming

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8
Q

belief based attitude

A

reasoned attitudes- based on outcome expectations and relative importance
conscious cost- benefit analysis

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9
Q

cue driven- attitudes

A

automatic attitudes
spontaneous evaluations triggered by perception of attitude object
automatic process of learned association

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10
Q

Why do we have attitudes?

A
  • knowledge
  • instrumentality (tool to achieve goals)
  • ego defense (protecting self esteem) social sanctions
  • value expressiveness (what defines our identity
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11
Q

Purpose of attitudes

A

saving cognitive energy: no need to gain new information from scratch, how we should behave or feel towards an object

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12
Q

Cognitive consistency theory

A

maintaining internal consistency among their different beliefs
-inconsistent beliefs are aversive

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13
Q

Inconsistency

A

thoughts contradict each other

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14
Q

Balance Theory

A

unbalanced triade- tension- motivation to restore balance

Restoring balance= least effort

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15
Q

Sociocognitive model

A

evaluative component- knowledge about an object in memory + summary
1. evaluation of an object of thought
2. storing attitude object in memory
3. labelling object - when to apply labels (rules)
supportive knowledge of the evaluation

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16
Q

Evaluation

A

Partie. kinds of thoughts, beliefs/judgements about an object

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17
Q

Accessible attitudes

A

can be recalled more easily - quicker expressed

  • strong influence on behavior
  • more stable
  • more resistent to change
  • more selective in judging relevant information
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18
Q

highly accessible attitudes

A

association in memory between an object and an evaluation

  • functional/useful- how automatically it can be activated in memory
  • coming faster in mind
  • more influence. over behavior
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19
Q

when is there an likelihood of activation?

A

depends on strength of association between object and evaluation
= strong object- evaluation association = highly functional - helping in decision making

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20
Q

Automatic activation

A

only strong associations

more likely to come to mind from memory

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21
Q

What does automatic activation influence

A
  • direct experience
  • Great interest in it (strong affects on our lives)
    = attitude are more accessible + strengthening effects on our behavior
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22
Q

direct experience

A

the more you think about attitudes, the more likely it its to come up = influencing behavior
more consistent related to behavior

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23
Q

How do we form attitudes?

A

direct experience

interaction with others

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24
Q

Mere exposure effect

A

repeated exposure to an object
greater attraction to that object = influences evaluations
- most effective when we lack information about an issue

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25
Classical conditioning
neutral stimulus - repeated exposure simultaneously with another first presented stimulus orignial stimulus produces response second stimulus gets associated with the response Result: only presence of second stimulus produces previous response
26
Evaluative conditioning
stimulus becomes more or less liked - when consistently paired with negative or positive stimuli
27
Spreading attitude effect
if a person is liked/ disliked, it also can affect how you like other people connected with that second person and also people who are in touch with the friends of the second person
28
Instrumental/ operant conditioning
reward and punishment for behavior + consequence = reinforcement - consequence= no reinforcement
29
Observational learning
social learning process
30
Modelling
tendency to follow actions, beliefs, of a role model requirement: observation no direct experience can become a habit
31
Attitude formation
elaborative process of building connections between more elements (beliefs) higher number of elements - higher likeliness to become an attitude (generalized concept)
32
Integration theory
attitude learning; more information about an object has been processed
33
Bem's self perception theory
gaining knowledge about ourself only by making self attributions e.g. getting our ideas and thoughts from own behavior ; what we like or dislike I go for a walk, therefore I must like it
34
Persuasive communication
message to intend to change an attitude /related behave of an audience no behavior change without an attitude change
35
Attitude change
significant modification of an individuals attitude
36
Persuasion process
communicator - source - who communication- message- what audience - to whom
37
Persuasion
Communication meant to change opinions, attitudes or behavior
38
Steps in persuasion process
1. attention 2. comprehension 3. acceptance 4. retention
39
Rational message
providing cognitive information about an attitude model
40
Emotional appeals
affective information about an attitude object
41
Superficial processing
focus on accessible/ dominant information - simple evaluation about object
42
Systematic processing
considering validity/ importance of attitude- relevant information about object
43
Persuasion heuristics
association of superficial cues with positive/negative emotions
44
Heuristic processing
relying on persuasive heuristics to evaluate an attitude object quickly and without thinking to much about it
45
Heuristics
``` Expertise heuristic Attractiveness heuristic speech rate familiarity heuristic message length heuristic ```
46
Sleeper effect
impact of persuasive message can increase over time. | we can get more convinced by a message even If we cannot remember the source of the message (e.g. advertisement
47
Third person effect
people think they are less influenced than others by advertisement
48
Disconfirmation bias
if something contradicts our beliefs we evaluate it as weak and can refuse it
49
When is there a high correlation between attitude and behavior ?
- Attitudes are accessible (easy to recall) - attitudes are stable over time - direct experience - frequently reporting attitudes
50
cognitive bias
people think a certain behavior affects others more than themselves
51
cognitive dissonance
feeling tension/ uncomfortable because two cognitions (thoughts, beliefs) contradict each other
52
cognitive consistency theory
maintaining internal consistency order/agreement among different beliefs the greater the dissonance - the stronger the attempts to reduce it
53
selective exposure hypothesis
avoiding potentially dissonant information strong attitude: integration/ or arguing against contrary information weak attitudes: better to discover the truth instead of making behavioral changes
54
Effort justification
Experienced inconsistency first act voluntary - effort expended - commitment to do something 1st: goal rated negative 2nd: goal rated postive Result: increased liking for the chosen option
55
Induced compliance
person is persuaded to act against his beliefs (contra-attitudinal way) saying something about what you have experienced (e.g interesting task) opposite is true (it was boring) changing attitude / self- convincing
56
post-decisional conflict
behaving in a counter-attitudinal way | Reduction: bringing attitude in line with the behavior
57
self- affirmation theory
reducing impact of threat to their self-concept /beliefs focusing on competence/ strength in other areas e.g. threat to competence of cook - but a better football player
58
information integration theory
attitude assessment: looking at positive and negative ratings of the attitude object
59
Theory of reasoned action (ajzen/Fishbein)
links between attitude and behavior | asking questions whether a person intends to to something
60
Theory of planned behavior
people believe they have control over that behavior (will) | perceived behavioral control= extend to which a person believes it is easy or difficult to perform an act
61
Protection motivation Theory
adopting healthy behavior - cognitive balancing 1. perceived threat of illness 2. capacity to cope with the health program
62
Systematic processing (Part B)
careful processing of arguments/information 1. attending to information 2. comprehending information 3. reacting to information - elaboration - favorable / unfavorable reaction to information 4. accepting position
63
Advantage of systematic processing
stable and long lasting attitudes resistent to future persuasion attempts predictive of behavior
64
Elaboration-likelihood model
- carefull attendance to information (central route processing= - otherwise peripheral route
65
Central route processing
reflecting on/ processing arguments (thinking deeply )
66
Peripheral route processing
influenced through cues | heuristics
67
Heuristic-systematic model (Shelley Caike)
systematic processing - looking at information carefully otherwise using heuristics motivation to think about a message deeply and thoughtful lack of sufficient confidence- more systematic processing
68
Compliance
we just superficially change our attitudes and behaviors because of a request by someone /group it is only temporary and not an internal change of the attitude in general
69
Conformity
influence of a group or norm on an individual | - more internalized change in one's attitudes and behaviors
70
Tactics for compliance
1. intimidation: fear- you are dangerous 2. exemplification: guilt - regard you as morally respectable individual 3. supplication: pity- helpless/ needy 4. self-promotion: respect/confidence - competent 5. ingratiation: liking- secure compliance with a request
71
Reciprocity principle
based on social norm we should treat others the way we would like to be treated - doing someone a favor - feeling forced to do the same
72
Foot-in-the-door tactic
agreement to small request - higher chance to go with a larger request later 1st. request too small- 2nd request too large = doesn't work
73
Door-in-the-Face tactic
1st large request - 2nd. small request | - will be denied - will not be denied
74
Low-Ball-Tactic
influencer changes the rules halfway effectiveness: making customer to agree first before revealing hidden costs - once committed - accepting slight increase in the costs of that action e. g. could you do me a favor
75
reactance
(Brehm's theory) people try to protect their freedom - if it is in danger, they try to get their freedom back - result: becoming more opposed to the other position
76
Forewarning
advanced knowledge -someone will be the target of persuasion attempt -resistance to persuasion time to think about counter-arguments (defense)
77
inoculation
making people resistance to persuasion - providing counter argument is used to build up stronger arguments later (comp. Vaccination - antibodies)

Social Behavior (5 decks)

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