Attitudes

Question 1

Attitude

Answer 1

A relatively enduring organisation of beliefs, feelings and behavioural tendencies towards socially significant objects, groups or symbols.

Question 2

Three component attitude model

Answer 2

Consists of an affective, a behavioural and a cognitive component
–> ABC

Question 3

cognitive algebra

Answer 3

We mentally average out the values attatced to information that are collected and stored in memory about an attitude object
–> information integration theory

Question 4

Mere exposurer effect

Answer 4

repeated exposure to an object results ingreater attraction to that object and is likely to affect how we evaluate it

Question 5

Classical/evaluative conditioning

Answer 5

A stimulus will become more or less liked if it is consistently paired with stimuli that are either possitive or negative

Question 6

Instrumental conditioning

Answer 6

Behaviour that is followed be a positive consequence is reinforced and more likely to be repeated
- vice versa for negative consequences

Question 7

spreading attitude effect

Answer 7

A liked or disliked person/attitude object may affect the evaluation of a secon person directly associated with the first one

Question 8

Theory of reasoned action

Answer 8

A specific attitude that has normative support predicts an intention to act, which then predicts actual behaviour

• belief-intention-action-
• -> example chinese couple visiting restaurants in the US

Question 9

Planned behaviour

Answer 9

suggests that predicting behaviour from an attitude measure is improved if people have control over that behaviour

Question 10

Protection motivation theory (Rogers)

Answer 10

proposes that people protect themselves based on four factors: the perceived severity of a threatening event, the perceived probability of the occurrence, or vulnerability, the efficacy of the recommended preventive behavior, and the perceived self efficacy.

Question 11

moderator variables

Answer 11

Variables that qualify an otherwise simple hypothesis with a view to improving its predictive power

Question 12

values

Answer 12

A higher order concept thought to provide a structure for organizing attitudes
- general beliefs about desirable behaviour and goals with an ‘oughtness’ quality about them
wider set of attitudes

Question 13

Ideology

Answer 13

An integrated and widely shared system of belifes, usually with social or political reference, that serve an eexplanatory function

Question 14

The yale approach to communication and persuation

Answer 14

To understand why people accept a persuasive message one has to study

1. the communicator/source
2. the communication/message
3. the audience

Question 15

Sleeper effect

Answer 15

The impact of a persuasive message can increase over time when a discounting cue, such as an invalid source, can no longer e recalled.

Question 16

Ellabration likelyhood model
(Petty, Cacioppo)

–> Dual-process models of persuasion

Answer 16

Persuasion follows two routes depending on whether we expect:

1. great cognitive effort –> central route
2. little cognitive effort –> peripheral route and cues

Question 17

heuristic systematic model
(Chaiken)

–> Dual-process models of persuasion

Answer 17

two ways of processing:

1. systematic processing - when people scan and consider available arguments
2. heuristic processing - when we use shortcuts instead of careful reasoning

Question 18

Foot in the door tactic

Answer 18

If someone agrees to a small request, they will be more willing to comply later with a, larger request

Question 19

Door in the face tactic

Answer 19

If someone is asked for a large favour, that they deny, then they will agree to a smaller (initially planned) request later

Question 20

Low ball tactic

Answer 20

If a person agrees to a request they still feel committed to it after finding out that there are hidden costs

Question 21

reciprocity principle

Answer 21

If we do others a favour, the feel obliged to reciprocate

Question 22

Cognitive dissonance theory

Festinger

Answer 22

we seek harmony in our attitudes, beliefs and behaviour
–> therefore we try to reduce tension from incsonsistencies between these elements by changing one or more of the inconsistent cognitions

Question 23

selective exposure hypothesis

Answer 23

people attempt to avoid exposure to ideas that produce potentially dissonsnt infromation

Question 24

effort justification theory

Answer 24

inconsistency is experienced when a person makes a considerable effort to achieve a modest goal
–> when we volutarily do something usually rated negative then we conclude that it has to be positive because we choose to do it

Question 25

induced compliance paradigm

Answer 25

a person experiences inconsistency when it is persuaded to behave a way that is contrary to an attitude - -> leads to post decisional conflict (the dissonance experienced by behaving in an counterattitudinal way) - then attitude has to be brought in line with behaviour

Question 26

Balance theory | Heider

Answer 26

people prefer attitudes that are consisten with each other

Question 27

Rectance

Answer 27

when attemted to persuade, people try to protect their freedom to act (have an attitude) by counter arguments or shifting more overtly into the opposite direction

Question 28

Forewarning

Answer 28

Advance knowledge that one is to be the target of persuasion, often produces resistance to it

Question 29

Inoculation

Answer 29

A way of making people resistant to persuasion by providing them with a weakened counter-argument so that they can build up effective refutations to a later, stronger argument --> defence tactic

Question 30

Two kinds of attitudes

Answer 30

1. Belief based attitudes 2. Cue-driven attitudes (automatic) - -> research through implicit associations test (Dutch-german/active-lazy)

Question 31

Belief based (reasoned) attitudes process

Answer 31

Situation-->Attitude formation influenced by motivation and opportunity--> intention-->behaviour

Question 32

Cue driven (automatic) evaluations process

Answer 32

External trigger-->Attitude activation-->selective perception-->behaviour

Question 33

Example: Changing attitudes and cognitive dissonance--> mail delivery drivers

Answer 33

- -> providing the drivers with information and actually showing them (intervention) - -> made drive more environmentally friendly

Question 34

Example: Protection Motivation theory | --> smoking

Answer 34

--> if you only show the threat on the packages and not a coping mechanism you will not move poeple to stop smoking but rather push them into a defensive position where they are justifying tthemselves and looking for excuses

Question 35

Moderator Variables for Attitudes

Answer 35

- Situation - Personality - Habit - Sense of control - Direct experience - Mood - Cognitive biases - Self and Identity

Question 36

Third person effect

Answer 36

Most people think they are less influenced than others

Question 37

Framing of a message

Answer 37

The way a message is framed or slanted can have a subtle effect on the meaning on the meaning and therefore on how it is perceived 1. positive message framing --> e.g. buying it leads to gain 2. negative message framing --> e.g. not buying it leads to loss

Question 38

Tactics for enhancing compliance

Answer 38

- intimidation - exemplification (guilt) - supplication (pity) - self promotion (respect and competence) - ingratiation (sympathy with following request)

Question 39

Attitude change through self perception theory

Answer 39

if we act outside our attitude latitude we experience dissonance --> then we might change our attitudes trough a self-attributional process such as self perception

Question 40

Example: Systematic processing or heuristics (Chaiken and Maheswaran) --> studends and telephone ansering machine

Answer 40

They were supposed to rate a new telephone answering machine with the independen variables - task importance- source credibility - message type - ->for unimportant task the heuistic processing was used - -> for important task the systematic processing was used

Question 41

example: attitude change following induced compliance by Zimbardo --> marines and grashoppers

Answer 41

Marines were asked to eat grashoppers (goes against attitude) in either a nice and friendly way or in a formal and stiff way - -> the ones that were asked friendly could explain their behaviour by saying the wanted to please the nice person so the attitude didnt change - -> the ones who were asked in a formal/stiff way couldnt do that and therfore brought their attitude in line with their behaviour - they were way more likely to say that it wasnt that bad and they would do it again