Attitudes + Beliefs Flashcards
(12 cards)
Beliefs
Opinions + cognitions
Self concept and prejudice
Attitudes
Opinions + cognitions
Self concept and prejudice
Measuring attitudes
Sussman (1988) asked ppl what their opinion was about assistance to poor ppl
They were/ were not told that positive answer would imply tax raise
When no tax raise mentioned: high % support assisting poor
When told about tax raise - lower %
Evaluation of core beliefs = best method because it gives more detailed info
Attitude - Behaviour relationship
Importance of personality
Self-monitoring
- tendency to change behaviour in repsonce to self-presentation concerns of situation
Self-monitoring:
High self-monitors= pragamatuc, flexible, adaptive /// more concerned with appeared that reality
Low self monitors= principles and forthright /// stubborn, insensitive, unwilling to compromise
Theory of planned behaviour (Ajzen 1991)
Attitude towards behaviour/ subjective norm/ percieved behavioural control—> intention —> behaviour
Dual-process model of persuasion (Petty 1986)
Central route to persuasion
-influenced by content of message
Peripheral route to persuasion
- influenced by package
Effectiveness of both types of persuasion:
- depends on source, message and audience
Source: aspects that make it effective
-1. high in credibility
- to be credible must be competent + trustworthy
- experts seen as more competent than non-experts
- trustworthiness deeds on stereotypes
- high in likeability
- rule is beware of those who have something to gain from their message’
- factors inflicting likeability= high in similarity + high in physical attractivness
- similarity > studnets more persuaded if they thoigh peaked came from their own uni
- attractive sources got more people to sign petition
Length of a message:
1. If audience lazy/ not listening> longer the message, more valid it must be
- If audience motivated to listen> depends on strength of arguments
Primacy effect: info presented 1st has most impact —- 1st impressions = important
Recent effect: info presented last has most impact — memeory fades over time + people often recall last argument before making decision
Relative effects on primacy + recency depends on time
Message discrepancy:
- cautious approach works best
- don’t punch too much so audience will not reject message outright
Fearful appeals
Fearful messages only work:
- when ppl think they can change their behaviour
- when message gives clear instructions what to do
- for fear messages to be effective they need to be gruesome
Positive emotion
People liked TV advert more when imbedded with upbeat program
People make quick desisons with not much thought when in good mood —-> positive emotions = peripheral route of persuasion
Subtle persuasion (Miller, 1975):
- chin litter behavior in classroom
- one group of kids told that they’re neat and tidy + poster “we are litter conscious classroom” on wall
- second group of kids told they should not litter and ‘don’t litter’ poster on wall
- same litter in bin pre test
- litter on conscious put litter in bin more during and week after test
- litter conscious classroom = internal attribution manipulation ; improve self-esteem + less recognised as persuasion
Audience
Same messages can have diferent impact on diferent audiences
For low self-monitoring (SM) audience - central message works best
For high self-monitoring audience - peripheral socially desirable image message works best
If audience does like thinking, use central message, if they don’t use peripheral message
If they’re motivates use central message, if not use peripheral message
Central persuasion only works if:
- product can be solids through message content
- audience is clever enough to+ enjoys thinking
- audience is motivated
- stronger and lasts longer
Cognitive dissonance
= holding inconsistent cognitions results in psychological tension that ppl are motivated to reduce
One way to reduce it= changing attitude
Effects of behaviour on attitudes (Festinger 1959):
- ppl count I tend boring task
- after completion they were asked to tell next person that it was fun (lie) if they did they would get £1 or £20
- all lied to next participant and said it was fun
- more positive attitude when for £1 lie
Cognitive dissonance
Step 1: negative consequence
2. Peornall responsible
3. Physiological arousal
4. Thought that arousal is caused by own behaviour
5. Attitude change
-spent lots of money , but wast worth effort
According to dissonance theory, start to like something over time
- had to made hard decision
You like decision more over time
Alternative theory
Arousal (step 3) is unnecessary explanation:
- ppl need to change attitude to repair a age to self
