Attitudes & Persuasion PT1

These flashcards cover the key concepts and definitions regarding attitudes, their formation, and the process of persuasion as discussed in the lecture.

What is an attitude?

A favorable or unfavorable evaluation of an object, idea, event, or person.

What are the four main ways attitudes are formed?

1. Classical Conditioning, 2. Operant Conditioning, 3. Observational Learning, 4. Heredity.

What does classical conditioning involve in attitude formation?

Associating a particular stimulus with a negative or positive response.

What role does operant conditioning play in shaping attitudes?

Receiving reinforcement or punishment for expressing a certain attitude.

How do individuals develop attitudes through observational learning?

By observing the experiences and reactions of others towards certain stimuli.

What is the significance of heritability in attitudes?

Attitudes can be genetically influenced, as shown in studies of twins.

What does the Dual Process Model in persuasion refer to?

It refers to two routes of persuasion: Central Route (content-focused) and Peripheral Route (superficial features-focused).

What are the characteristics of strong attitudes?

They are more stable, resistant to persuasion, and more predictive of behavior.

What factors are linked to attitude-behavior consistency?

Knowledge, personal relevance, attitude accessibility, behavioral intentions, and attitude strength.

What is the Central Route in the Dual Process Model?

A route focusing on the quality of arguments that requires careful and deliberate thinking.

What is the Peripheral Route in persuasion?

A route focusing on superficial features that is automatic and less effortful.

What effect does cognitive effort have on mood according to the research?

Effortful thought can lead to negative moods.

What is 'Need for Cognition'?

The tendency to enjoy and engage in deliberate thinking and intellectual challenges.

What is the relationship between attitude accessibility and behavior prediction?

More accessible attitudes are more predictive of behavior.

According to Olson et al. (2001), what is the median heritability of attitudes?

Median heritability of attitudes is .35.

How does personal relevance affect attitudes towards penguins?

If an individual has a strong personal connection or relevance to penguins, they are more likely to engage in positive behaviors towards them.

What is the impact of behavioral intentions on attitude-behavior consistency?

Positive behavioral intentions increase the likelihood of acting in accordance with those attitudes.