PSYCH - Social cognition Flashcards
(41 cards)
ABC MODEL OF ATTITUDES
• Affective component – feelings, emotions • Behavioural component – actions, behaviours • Cognitive component – beliefs, values
ATTITUDES
Positive, negative or neutral evaluations or judgements of objects of thought
FUNCTIONS OF ATTITUDES
Adaptive
Adaptive
Adapt to our environment & reach our goals
• Maximise rewards
• Minimise penalties
FUNCTIONS OF ATTITUDES
Self-expressive
Self-expressive • Use attitudes to express who we are • Gain positive feelings about ourselves • Gives meaning to our lives • Tell others about ourselves by expressing our values, beliefs and self image
FUNCTIONS OF ATTITUDES
Ego Defensive
Ego-defensive
• Protects us from unpleasant realities
• Protects our self esteem
FUNCTIONS OF ATTITUDES
Knowledge
Knowledge
• allows us to make our world more predictable and familiar by organising our perceptions and beliefs about the social world
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Direct Experience
Direct experiences
• from direct personal experience, (traumatic or frightening experiences)
• attitudes are strongly held
• resistant to change
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Indirect Experience
Indirect experiences (mere exposure)
• less personal
• exposure to objects through hearing about it E.g. advertisement
• if initially dislike the object - may not change attitude
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Learning 1
Learning by association
• classical conditioning
• associating an object with either a positive or negative feeling
leads us to associate the object with either a positive or negative
feeling
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Learning 2
Learning by reward-punishment
• operant conditioning
• attitudes we hold are affected by the consequences we receive for their expression
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Learning 3
Observational Learning
• By imitation-modeling
• learn attitudes by those who are significant in our lives
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Source
Source
• Who conveys message
• Credibility, trustworthiness, expertise, likeability, attractiveness, expert
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Message
Message
• Evoke strong emotions especially fear, particularly through graphic imagery, sound effects, music, statistics etc
• Cannot be seen to be manipulative
• Message repetition can be a negative for persuasion
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Audience
Audience
• Older people harder to persuade than younger (more life experience)
• Alertness, time of day, low-high self esteem, length of message, pre-existing attitudes, intelligence, personality (eg high self-monitors)
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Channel
Channel
• The medium eg face-to-face versus TV, radio, internet etc
• Direct contact with people more powerful than media
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Persuasion
Persuasion
• the changing of attitudes by
presenting information about another attitude.
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Central Processing
Central route
• more likely to have permanence
• think carefully, evaluate evidence
• evidence based
FACTORS AFFECTING ATTITUDE FORMATION & CHANGE
Peripheral Processing
Peripheral route
• more susceptible to later change
• Uses peripheral cues - little thinking needed
FACTORS AFFECTING
ATTITUDE-BEHAVIOUR LINK
i.e. when attitudes predict behaviour
- Attitude strength
• Strong underlying emotion (from direct experience)
• Strong cognitive component (multiple attitudes) - Attitude accessibility
• Ease to which attitude is brought to mind
• Attitude priming - Attitude specificity
• A specific attitude if more likely to result in consistent behaviour
FACTORS AFFECTING BEHAVIOUR-ATTITUDE LINK
i.e. when behaviours predict attitudes
- Festinger’s Cognitive Dissonance Theory
• People prefer their attitudes and behaviour to be consistent
• Inconsistency leads to psychological tension or discomfort (cognitive dissonance) - Bem’s Self Perception Theory
• People infer their attitudes from their behaviour
• Gain an understanding of our attitudes by observing how we behave and drawing inferences about our attitudes from this observation
IMPRESSION FORMATION
- What others do to create an impression for you
- Formulating tentative conceptions about others’ emotions, motivations and personalities by gathering and interpreting situational and behavioural cues
FACTORS AFFECTING IMPRESSION FORMATION
- Impressions can be formed in person, through phone conversations or through images
- Evaluations are drawn from limited, external information
- Impressions are partly based on stereotypes (schema) held by perceiver
- Evaluations based on limited knowledge
IMPRESSION FORMATION
- Verbal Communication
- What is said and in what context
* Whether someone swears, uses slang or is polite can affect the impression they present
IMPRESSION FORMATION
- Non Verbal Communication
Visible cues • Distance • Gestures • Postures – open or closed • Eye contact • Facial expressions • Physical appearance