College 6 Flashcards
(47 cards)
System 1
- Automatic
- Effortless
- Fast
- Heuristic
- Unconscious
- Uncontrolled
System 2
- Effortful
- Conscious
- Controlled
- Reflective
- Slow
- Systematic
What does your attitude influence?
Attitude => intention => behaviour
Can you predict behaviour on attitudes?
No, most of the time you cannot.
E.g., smoking, eating too much
Are attitudes and behaviour related?
It is considerably more likely that attitudes will be unrelated or only slightly related to overt behaviors than that attitudes will be closely related to actions.
Principle of compatibility (Ajzen and Fishbein (1977)
Measures of attitudes will only be related to measures of behaviour if both constructs are assessed at the same level of generality.
- General attitudes predict general behaviour.
- Specific attitudes predict specific behaviors.
E.g.,
Attitudes toward safe sex does not predict condom use well.
Attitudes toward condom use does predict condom use well.
Theory of Planned Behavior
It is an extension of the Theory of Reasoned Action.
Behavior can be predicted by:
- Attitude
- Subjective norms
- Perceived behavioral control
What is the best predictor of behavior according to the TPB?
People’s intentions to show a specific behavior.
Which parts of the TPB have a high correlation with behavioral intention?
(Attitude toward behavior + Subjective norm + Perceived behavioral control) have a high correlation with behavioral intention.
R = .63
Extending the standard TPB model
Identity similarity
- The extent to which performing a behaviour would be consistent with people’s self concept and thus serve their self-expression goals.
- E.g., Do you see yourself belonging to the group of smokers.
Anticipated regret.
- We all experience our emotions, but we also anticipate our emotions.
- Regret is the emotion that is focused on the most.
Experiment by Zeelenberg & Pieters (2004) on anticipated regret and the postal code/state lottery
They did a survey among 200 players of the State Lottery and 200 players Postal code lottery.
They measured: Attitude toward the lottery, subjective norm, anticipated regret.
Would you participate when explicitly asked by letter or over the telephone?
They added anticipated regret in the model.
- Attitude was a significant predictor for the intention.
- Subjective norms were not a good predictor.
- Anticipated regret was a significant predictor for the postal lottery but not for the state lottery.
Implementation intentions
I intend to do X in situation Y.
This is one of the most successful strategies to increase the likelihood that individuals act according to their intentions.
Where? When? How?
Behavioral intention
I intend to do X.
Experiment by Sheeran & Orbell (2000) on attendance rate cervical smear test
Indicate intention making appointment (69% attendance).
Indicate when, where and how to make an appointment (92% attendance).
Why do implementation intentions work?
They remember the intentions better.
It creates (or strenghtens) the association between situational cues and the required behavior.
74% of Sheeran and Orbell (2000)’s participants made their appointment on the date specified in their implementation intention.
Experiment by Aarts et al. (1999) on implementation intentions
They asked the participants to go from the lab to the cafeteria to do a task there. Later, they learned that on the way to the cafeteria they had to collect a coupon at the secretary office, which is halfway to the cafeteria.
Participants weren’t shown a map, but all the participants were told that the secretary office was on the left side, in a small corridor halfway the central hall from the lab to the cafeteria. Directly after the first swing doors and near a red fire-hose.
Half of the participants were requested to plan the steps that are required to collect the coupon (related to goal).
The other half of the participants were requested to plan the steps that are required to spend the coupon (unrelated to goal).
They then did a seemingly unrelated lexical decision task (90 words: 45 existing, 45 nonsense).
- 5 target words: ‘left’, ‘corridor’, ‘swing-door’, ‘red’, and ‘fire-hose.
If you made the related implementation intentions these words were more active in the brain.
Planning vs. no planning => collecting coupon.
This was mediated by the response times (accessibility).
Plan to resist
- Identify situations where risk of yielding to temptation is high.
- Think of an effective coping response.
- Cognitively rehearse linking the coping response to the situation.
NB. Remember the coping response at the right time AND it should be effective in resisting the temptation.
Target the main drivers of behavior
Attitude
- Increase perceived benefits; decrease perceived costs.
- E.g., listing a couple of benefits.
Subjective norms
- Provide desirable social norms.
- E.g., everyone is using this product …
Perceived behavioral control
- Increase perceived control.
- E.g., use our products because they are very easy to use.
Study with DUWO on helping students not lend to much money
4 conditions:
- Standard text
- Standard text + benefits (attitude)
- Standard text + norm (social norms)
- Standard text + ease (perceived control)
They found that standard text < benefits < norm < ease
Fight anticipated regret
Influence attitude, social norms and perceived control.
Automatic processes
Processes that occur without intention, effort, or awareness and do not interfere with other concurrent cognitive processes.
Automated behavioral tendencies
We are tuned to do a lot of things automatically. Even perceiving things automatically effects behavior.
What is the function of perception?
Perception is for doing.
Automated behavioral tendencies. Research example: Tucker & Ellis (1998)
The most important word here: tendencies.
They said that if you see an object, certain behavioral tendencies are automatically activated.
Participants in the study would see an object and the decision they had to make was whether the object was straight up (SU) or upside down (UD).
The objects always had grips, these were either presented on the left or the right.
People have an automatic tendency to grab the hand grip.
People were faster to respond when the grip was on the same hand as the one they chose SU or UD with. They also made less mistakes with congruent situations.
