Chapter 6 Flashcards
Attitude
Learned tendency to evaluate things a certain way
1) Affect (Emotion) 2) Behavior 3) Cognitive
How does attitude influence behavior?
1) Theory of Planned Behavior
2) Attitude to Behavior Process Model
3) Prototype Willingness Model
4) Elaboration Likelihood Model
Attitude to Behavior Process Model
An event triggers an attitude
Attitude and prior knowledge will shape our behavior
Prototype Willingness Model (PWM)
Behavior is made up of 6 things
1) Attitude
2) Past Behavior
3) Subjective Norms
4) Behavior Intentions
5) Willingness
6) Prototypes
ELM Model of Attitude –> Behavior
Is a process describing how our attitudes form and change
Theory of Planned Behavior
We look at the intentions of our actions before we behave. We look at the strength of our intentions before we carry this out.
Foot In The Door Phenomenon
Tendency to agree to small actions first and overtime are more likely to agree to bigger acts
Role-Playing
Behavior we exhibit as part of our role which over time changes our attitude.
Elaboration Likelihood Model of Persuasion
Central route to persuasion (Pay attention to message)
Peripheral route to persuasion (Not paying attention to message)
Reciprocal Determinism
Behavior, cognition and environment are intertwined and rely on each other.
Invented by Bandura (observational learning)
Internal Locus Of Control
Blame themselves for shortcomings
External Locus of Control
Blame other factors for shortcomings
Learned Helplessness
A behavior in which an organism forced to endure aversive, painful or otherwise unpleasant stimuli, becomes unable or unwilling to avoid subsequent encounters with those stimuli, even if they are escapable.
Tyranny of Choice
Too many choices can lead to decision paralysis and unhappiness
Self Control
1) Change environment
2) Operant Conditioning
3) Classical conditioning
4) Deprivation (complete removal of tempting object)
Cognitive Dissonance
Discomfort experienced when holding two or more thoughts
1) Modify (Dont smoke that much)
2) Trivialize (Evidence is weak)
3) Adding Cognition (I exercise a lot)
4) Denying cognition (smoking & cancer not linked)
Message Characteristics
Features of the message such as logic and # of key points in the message
Source Characteristics
The sources a person is using in their messages, credibility etc.
Target characteristics
Personal characteristics to a target that have an important influence on whether a message is viewed as persuasive
Central cognitive route
People are persuaded by content and logic of argument.
Only happens when motivated & not disctracted
Peripheral cognitive route
People are persuaded by superficial/secondary characteristics of speech.
Role of Hippocampus
Integrating and storing information from the short term to long term memory.
Role of Amygdala, Thalamus, PFC
Amygdala: Strong emotional memory
Thalamus: Sensory/Motor action NOT memory
PFC: Slight short term memory
Stages of memory
Encoding
Storage
Retrieval
