Chapter 7 Flashcards
(32 cards)
Attitudes
Attitude- Evaluations of people, objects and ideas.
3 components
Affective – emotional reactions to target
Behavioral – actions toward target
Cognitive – thoughts and beliefs about attitude object
Where Do Attitudes Come From?
Cognitively based attitudes-
Come from examination of facts about the attitude object
Affectively based attitudes- Sensory properties
Come from values
Come from conditioning
Conditioning and Affective Attitudes
Classical conditioning in advertising
Camel’s (CS)
Operant conditioning in marketing
Happy (UCCRR) ) Cartoon (UCS)
Buy Camel’s (freely chosen behavior)
Get Camel Cash (+ reinforcement)
Like Camels
Where Do Attitudes Come From?
Cognitively based attitudes-
Come from examination of facts about the attitude object
Affectively based attitudes- Come from values
Come from conditioning Behaviorally based attitudes- Come from observations of our behavior toward attitude object
Explicit Vs. Implicit Attitudes
Explicit attitudes-
Attitudes that we consciously endorse and can easily report.
Typically measured with standard questionnaires
Implicit attitudes-
Attitudes that are involuntary, uncontrollable, and at times unconscious.
—Often measured with reaction time tasks like the IAT.
Black or Good
- Jamel
- pain
- love
- Lamar 5. Justin
- friend
- peace
- sickness 9. Frank 10. Jerome 11. Adam 12. Darnell 13. pollute 14. rotten 15. loyal
- Alan
White or Bad
How are explicit and implicit attitudes related to behavior?
-Explicit attitudes are related to consciously controlled deliberate behavior.
Ex. juror decisions (Dovidio et al., 2001)
Implicit attitudes are related to less controllable forms of behavior.
Ex. non-verbal behavior
Implicit and Explicit Racial Attitudes In
An Interracial Interaction (Dovidio et al., 2002)
How friendly I perceive him toward me
How friendly I perceive myself toward him
What are some applications of implicit attitude measures?
Me or Death
- They
- Die
- Alive
- Them
- Myself
- Breathing 7. Live
- Dead
- I
- Their
- My
- Other
- Suicide 14. Deceased 15. Survive 16. Self
Not Me or Life
Attitudes & Behavior
Wicker (1969)
found that the average correlation between attitudes and behaviors was only r = .30
Patterson & Kim (1991) -
Surveys show that the majority of Americans value honesty,
Yet when anonymous, 91 % admit to lying regularly
This doesn’t mean that attitudes are completely unrelated to behavior
When do attitudes predict behavior???
When Do Attitudes Predict Behavior?
When averaging behavior together.
When there is specificity.
( attitude toward birth control, taking birth control pill) = .08
( attitude toward using birth control pill in next 2 years and taking birth control pill over next 2 years) = .57
When do attitudes predict deliberate behavior?
Theory of planned behavior - Specific
Attitudes , Subjective Norms, Perceived Behavioral Control, Behavioral Intention Behavior
Central route to persuassion:
The case in which people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, which occurs when people have both the ability and the motivation to listen carefully to a communication (mindful).
Peripheral route to persuassion:
The case in which people do not elaborate on arguments in a persuassive communication but are instead swayed by peripheral cues (mindless)
Relies on peripheral cues:
speaker attractiveness, speaker expertise, length of message
Persuasion:
How Does Social Influence Affect Attitudes?
How Does Social Influence Affect Attitudes?
Elaboration Likelihood Model specifies 2 paths:
Maximizing Persuasion:
It depends on the motivation of the audience
Motivated audiences are more swayed by the central
route.
Unmotivated audiences
are more swayed by the peripheral route.
An empirical test
Motivation is manipulated via personal relevance
Central route is manipulated via strength of arguments
Peripheral route is manipulated via expertise of the messenger
Maximizing Persuasion: Which Route is Best?
It depends on audience characteristics
Need for Cognition (NFC) - A personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities
High NFC audiences are more persuaded by the central route
Low NFC audiences are more persuaded by the peripheral route
Maximizing Persuasion: Which Route is Best?
It depends on the type of attitude object
Central route is better with utilitarian objects (ex. air-conditioners)
Peripheral route is better with image- conscious objects/social identity objects
(ex. perfume)
Air-conditioners, vacuums
Perfume, greeting cards
Maximizing Persuasion: Which Route is Best?
It depends on goals
Central route leads to longer lasting attitude change than peripheral route.
