Unit 6 Flashcards
(23 cards)
attitudes.
a positive or negative reactions to various persons objects, ideas or persons expressed at a level intensity.
How are attitudes measured with self-report techniques and what are the problems
- easiest way is to ask — self report
- attitude scales or multiple-item questionaries measure attitude with less shortcomings as single question measures
negatives - responses can be influenced by their wording, order, context and other extraneous factors
- reluctance to admit failures, vices, unpopular opinions and prejudices.
covert techniques
indirect collection of data observation
How are attitudes measured with covert techniques? Discuss the problems with using this technique
- indirect collection of data (observation)
Problems - behavior is manipulated as much as answering a question
- cannot distinguish positive/negative
- cannot see all levels with the naked eye
implicit attitudes
attitudes we are not aware we have.
To what extent can the specificity of attitudes predict behavior
implicit attitudes are less indicative of behavior compared to explicit attitudes.
- debatable whether they can predict behavior more research is needed
- dont always go hand in hand
- what they say is different then their actions
components of the theory of planned behavior
1) context
2) Culture
3) strength of attitude
three indicators of the strength of an attitude
1) directly related to own self interest
2) related to deep political/religious/ philosophical values
3) concerned friends family or ingroup memebers
* being surrounded by like minded people = stronger attitudes*
persuasion
process by which attitudes are changed.
- this is done by persuasion communication such as advertising
central route to persuasion.
process of critical thinking about communication and is influenced by the strength of its arguements.
peripheral route to persuasion.
process where that a person does not think carefully about a communication and is influenced instead by superficial cues
What are the factors that influence which route of processing will be used
central route:
- must attend an argument, comprehend and retain memory of it
- must mean something to the person
- learning/receiving message and accepting it
LEARNING/RECEPTION + ACCEPTANCE + ELABORATION (EVALUATION
Peripheral route
- short cut route, uses rules of thumb, reputation of speaker or company
key attributes of the source of a persuasive message
- likable
- trustworthy
- credible
- similar/relatable
- well spoken
- competent
- bright
- captivating
How does the source of a message influence the likelihood that people will be persuaded by the message
if you like or believe the source you are more likely to by into the message.
When is the source of a message less important than the content of the message
the sources is not as important as the message. factors of the message out weigh source under high levels of involvement when participants cared enough to take the central route. When the message has strong personal meaning.
sleeper effect
delayed increase in the persuasive impact of a message or noncredible source. something you read and rejected may come back to be your defense or it may pop up to influence your choices
how the presentation of information in a message, including the timing of presentation, can affect the message’s effectiveness in persuasion.
length- only a factor when presenting valid, truthful info
time- fade over time
appeals to emotion- must arouse emotions to motivate change
audience- personality and expectations
fit- must jive with audience
principles of the original cognitive dissonance theory
- discrepancy between attitudes and behaviors
- perception of personal responsibility, if someone else chooses increased dissonance
- psychological discomfort or tension of dissonance causes one to relieve it by changing attitudes or behaviors
the “new look” of cognitive dissonance, what are the steps necessary for arousal to be experienced and for dissonance to be reduced?
four steps are necessary for both the arousal and reduction of dissonance
1) attitude-discrepant behavior must produce unwanted negative consequences
2) a feeling of personal responsibility for the unpleasant outcomes of behavior
3) physiological arousal
4) make an attribution for that arousal to his or her own behavior
alternative views to cognitive dissonance as an explanation for self-persuasion
self perception theory- we dont always have knowledge of our attitudes, interpret our own behaviours, dissonance arousal is not necessary for change
Impression management theory- motive to be consistent doesn’t matter, motive to appear consistent and present ourselves publicly is what matters
Self esteem theory- dissonance is arouse only by behaviour that causes damage to self esteem, changes to reduce threats to self esteem and self concept
bogus pipeline
fake lie detector
implicit association test IAT
covert measure of attitudes derived from the speed at which people respond to pairing of concepts such as black/white, good/bad
Theory of Planned Behavior
a psychological theory that explains how people decide to do something.
It says that a person’s behavior is mainly influenced by three things:
Attitude – whether they think the behavior is good or bad.
Subjective norms – what they think other people expect them to do.
Perceived behavioral control – how easy or hard they think it is to do the behavior.
Together, these factors shape a person’s intention to act, which is the main predictor of whether they will actually do it.
