Attitudes Flashcards
(14 cards)
Values
= higher-order concept that provides a structure for organising attitudes
- Theoretical, economic, aesthetic, social, political, religious
- Terminal (e.g. freedom/equality) or instrumental (e.g. honesty/ambition)
- When value primed, more likely to make choices consistent with value
Ideology
= widely shared systems of beliefs, usually with social/political reference, that serve explanatory function (justify status quo)
- Circumscribes (einschränken) thinking, making it difficult for holder to escape mould
- Assign different priorities to particular values
- Only pluralistic ideology can tolerate conflict of values (clash of attitudes)
- Buffer against uncertainty – so protect own ideology
Mere exposure effect
Repeated exposure to objects results in greater impression good/bad
Classical conditioning
Repeated exposure to objects results in greater impression good/bad
Spreading attitude effect
A liked or disliked person may affect the evaluation of a second person directly associated and also others merely associated with that second person
e.g. don’t like Marc – he talks to Peter – Peter less likable – peter talks to Mary – Mary less likable
Instrumental conditioning
Reward or punishment for behaviour shapes attitudes (especially in childhood)
Observational learning/modelling
Tendency of person to reproduce actions/attitudes/emotional responses exhibited by real-life/symbolic model. When attitude observed produces favourable response, adapt that attitude. That way ethnic attitudes can be installed.
Information integration theory
Cognitive algebra to construct attitudes by averaging positive and negative ratings of object.
Theory of reasoned action
= specific attitude that has normative (desirable) support predicts an intention to act, which then predicts actual behaviour
- Subjective norm: what do others think – attitude towards target behaviour
Theory of planned behaviour
= built on reasoned action. Suggests that predicting behaviour from an attitude measure is improved if people believe they have control over the behaviour.
Compliance
= superficial (oberflächlich), public and transitory change in behaviour and expressed attitudes in response to request, coercion (Zwang) or group pressure
Mindlessness: tend to agree to request without giving it a thought. Small requests more likely to be agreed to even without proper reason
Intimidation
elicit fear and make them think your dangerous in order to get compliance
Self-promotion
elicit respect by making others believe you’re competent
Integration
= get someone to like you and then obtain a request
- Integrators dilemma: the more obvious the profit by impressing is the less likely it is that the tactic will succeed
- Reciprocity (Gegenseitigkeit) principle: do someone a favour to put pressure on them to give one back (based on ‘treat others the way they treat us’)
