Chapter 6 Flashcards
(47 cards)
What is an attitude? What are it’s components?
->An evaluation of objects of thoughts - a person, object (EX. consumer products like old dutch vs ms. Vickies , institutions (EX. universities), or social issues (climate change)
→ Can be positive or negative.
→ Comprised of three components (usually combined, but could be just one):
- Affective
- Cognitive
- Behavioral
What is an affectively based attitude?
->Based on emotions and feelings about an attitude object.
->Not logical or based on rational analysis.
->Linked to values.
EX. “I love coffee because it makes me happy and energized.”
What is a cognitively based attitude?
->Based on beliefs about an object’s properties.
->Involves analyzing the person, object, or issue.
EX. “I like coffee because it increases my attention span and makes me more alert.”
What is a behaviorally based attitude?
->Based on observations of how one behaves toward an object.
->Daryl Bem’s (1972) self-perception theory:
under certain circumstance people don’t know how they feel until they see how they behave
→look at our own behavior to analyze how much we like something
EX. “I must like coffee because I drink it every morning.”
How do we form attitudes?
- Information
->form attitudes through information we receive from our social environment
-> Parents pass on their attitudes to their children
-> Peers - Classical conditioning
->learning where neutral stimulus is repeatedly paired with a stimulus that elicits a specific response, and eventually the neutral stimulus elicits that response on its own (associated learning)
-> Mere exposure: The more we are exposed to something the more we like it - Operant conditioning
->Behavior that is rewarded increases, and behavior that is punished decreases
->Can influence attitude formation and expression - Observational learning/Modeling
->Occurs when we form attitudes by watching how others act towards a given object, and in turn adopt those views ourselves
-> Most effective when we are observing someone who is similar to us
-> We often model what we observe in the media (EX. commercials)
What is the difference between explicit and implicit attitudes?
Explicit Attitudes:
->Conscious, easily reported.
->Rooted in recent experiences.
Implicit Attitudes:
->Involuntary, automatic, unconscious.
->Rooted in childhood experiences.
-> Implicit association test (IAT)
-> Can end up with tragic consequences
EX. Cops shoot people with dark skin, reaching to glove box to get license and cop was scared and shot him to death
How do attitudes help predict behavior?
->Attitudes help predict future behavior, but not always accurately.
EX. Someone supports climate change policies but still drives their own car.
When do attitudes predict behavior?
->Knowing someone’s attitude does not necessarily mean you can successfully predict their behavior
-> In fact, sometimes behavior runs counter to one’s attitude (e.g., LaPiere study)
What did LaPiere’s study show about attitudes and behavior?
->Demonstrated an inconsistency between people’s attitudes and behavior
->Anti-Chinese sentiments in the US, restaurants wouldn’t serve people who were of Chinese origin
→3 young Chinese couples and LaPiere (white man) went to restaurants and almost all the restaurants served them except one, could have done this for money, they are just a customer?
→LaPiere sent the restaurants letters asking if they would serve people of Chinese origin and they said no
→was it the attitude of the manager? Government? Staff? We don’t know
What affects spontaneous behavior/makes it more predictable?
Spontaneous behaviors (quick, unplanned actions) are more predictable when:
-> People have experience with the attitude object, thereby increasing its accessibility
->This often affects their behavior: Attitude accessibility refers to the strength of the association between an object and an evaluation of it
✅ Attitude accessibility is high → Strong attitude-behavior link.
❌ Attitude accessibility is low → May not act according to beliefs.
EX. If you dislike fast food but don’t think about it often, you might still eat it in a hurry.
What is the Theory of Planned Behavior?
->Explains deliberate behaviors (thought-out decisions).
-> Best predictor of deliberate behavior = behavioral intention.
What are the three components of the Theory of Planned Behavior/The best predictors of people’s intentions ?
- Attitude towards the behavior:
a. People’s specific attitude towards the behavior, not their general attitude
EX. Liking exercise doesn’t mean you’ll go to the gym daily - Subjective norms:
a. People’s beliefs about how other people they care about view the behavior in question
EX. If friends disapprove of smoking, you’re less likely to smoke. - Perceived Behavioral control:
a. The ease with which people believe they can perform the behavior
EX. If you think quitting sugar is impossible, you won’t try.
→they all lead to behavioral intention which influences actual behavior
EX. You intend to start exercising if you like it, your friends support it, and you feel capable.
How Do Attitudes Change?
Attitudes can change through persuasive communication and strategic messaging.
What is persuasive communication?
A communication (e.g., speech or TV ad) advocating a particular side of an issue.
What is the Yale Attitude Change Approach?
The study of the conditions under which people are most likely to change their attitudes in response to persuasive messages.
The effectiveness of the communication depends on:
*“Who Says What to Whom”
–> The Source of the Communication (who)
– >The Nature of the Communication (says what)
–> The Nature of the Audience (to whom)
Describe how the source of communication or the “who” is involved in persuasive communication
->credible speakers (those with obvious expertise) persuade people more then speakers lacking in credibility
->Attractive speakers (physically or personality wise) persuade people more then unattractive speakers do
->motivated to learn = listen to credible source, not motivated = listen to handsome source
Describe how the nature of communication or the “what” is involved in persuasive communication
->People more persuaded by messages that do not seem to be designed to influence them
->Generally better to present a two sided communication (present argument for and against your position) than a one sided communication
->For order effects, if speeches given back to back and there will be a delay before people make up their minds, there is a primacy effect: first speech more persuasive. If there is a delay between the speeches and people will make up their minds right after the second one, there’s likely to be a recency effect: better to give speech last
Describe how the nature of the audience or the “to whom” is involved in persuasive communication
->a distracted audience during persuasive communication will often be persuaded more then one that isn’t distracted
->Cultural differences exist for what types of ads work best, “Western” audiences prefer personal preferences (“I like it cause it makes me feel good”). Other cultures that prioritize contextually appropriate behavior more effective by emphasizing the message (“I like it because others I am connected to like it”)
What is the Elaboration Likelihood Model (ELM)?
There are two ways in which persuasive communications can cause attitude change:
- The central route
->occurs when people are motivated and have the ability to pay attention to the arguments in the communication. - The peripheral route
->occurs when people do not pay attention to the arguments but are instead swayed by surface characteristics.
Describe fear and attitude change
→ Fear-arousing communication is a persuasive message that attempts to change people’s attitudes by arousing their fears.
– A moderate level of fear followed by recommendations to enable change is the most effective way to use fear-arousing communication
– Including humor in your messaging is a useful strategy as well
Describe ads and attitude change
→ Most people think that advertising works on everyone but themselves.
→ Contrary to such beliefs, advertising works; when a product is advertised, sales tend to increase.
What type of ads work best for cognitively based attitudes?
Rational arguments work best
→ People react more favorably to ads that match their attitude type.
What type of ads work best for affective based attitudes?
Emotional appeals work best
→ People react more favorably to ads that match their attitude type.
