Chapter 6 Flashcards
A positive, negative, or mixed reaction to a person, object, or idea.
Attitude
A multiple item questionnaire designed to measure a persons attitude toward some objects.
Attitude scales.
A phony lie detector device that is sometimes used to get respondents to give thruthful answers to sensitive questions.
Bogus pipeline.
The process by which a person thinks carefully about a communication and is influenced by the strength of its arguments.
Central route to persuasion.
Theory holding that inconsistent cognitions arouses psychologicla tension that people become motivated to reduce.
Cogntive dissonance theory.
The process of thinking about and scrutinizing the arguments contained in a persuasive communication.
Elaboration.
THe process by which we form an attitude toward a neutral stimulus because of its association with a positive or negative person, place, or thing.
Evaluative conditioning.
An electronic instrument that records facial muscle activity associated with emotions and attitudes.
Facial electrmyography (EMG)
A covert measure of unconcious attitudes derived from the speed at which people respond to pairings of concepts - such as black or white with good or bad.
Implicit association test. (IAT)
An attitude, such as prejudice, that one is not aware of having.
Implicit attitudes.
The idea that exposure to weak versions of a persuaive argument increases later resistance to that argument.
Inoculation hyptohesis.
A condition in which people refrain from engaging in a desirable activity, even when only mild punishment is threatened.
Insufficient deterrence.
A condition in which people freely perform an attitude discrepant behavior without receiving a large reward.
Insufficient justification.
A personality variable that distinguished people on the basis of how much they enjoy effortful cogntiive activities.
Need for cognition (NC)
The process by which a person does not think carefully about a communication and is influenced instead by superficial cues.
Peripheral route to persuasion.
The process by which attitudes are changed.
Persuasion.
The theory that people react against threats to their freedom by asserting themselves and perceving the threatened freedom as more attractive.
Physchological reactance.
A delayed increase in the persuasive impact of a non credible source.
Sleeper effect.
The theory that attitudes toward a specific behavior combine with subjective norms and perceived control to influence a persons actions.
Theory of planned behavior.
Define attitudes.
A positive, negative, or mixed reaction to a person, object, or idea.
How are attitudes measured with self-report techniques? Discuss the problems with using this technique.
By simply asking, and recording the information given.
Attitudes are sometimes too complex to measure with a single question.
Responses to attitude questions can be influenced by wording.
How are attitudes measured with covert techniques? Discuss the problems with using this technique.
The collection of indirect, covert measures of attitude such as facial expression, tone of voice, and body language.
The problem is that people monitor their overt behavior just as they monitor self reports. Sometimes we nod our heads before we agree; at other times, we nod to be polite.
What are implicit attitudes, and how are they measured?
Implicit attitudes are an attitude, such a prejudice, that one is not aware of having.
One way of measuring implicit attitudes would be through an implicit association test (IAT). It coverly measures unconcious attitudes derived from the speed at which people respond to pairings of concepts - such as black or white with good or bad.
Identify the components of the theory of planned behaviour. How are the components related to one another?
Theory of planned behavior: Is the theory that attitudes toward a specific behavior combine with subjective norms and perceived control to influence a persons actions.
According to the theory of planned behavior, attitudes twoard a specific behavior combine with subjective norms and perceived behavior control to influence a persons intention. These intentions, in turn, guide but do not completely determine behavior.
