Attitudes

Attitudes

Relative enduring sets of beliefs, feelings, and intentions towards an object, person, event, or symbol.

Affective component

Feelings of like/dislike towards an object.

Cognitive component

Beliefs held about the object.

Behavioural component

(Intention of) behavior in accordance with attitude.

Classical Conditioning

Attitude formation based on repeated pairing of an unconditioned stimulus (US) with a conditioned stimulus (CS).

Mere Exposure

Attitude formation based on the increased liking of a stimulus with repeated exposure.

Observational learning

Attitude formation through observing others.

Operant conditioning

Attitude formation through reinforcements or rewards.

Effort justification

Attitude formation where more effort can lead to more liking.

Attitude-behaviour consistency

Factors that influence the likelihood of consistency between attitudes and behavior.

Self-perception theory

Theory that people infer their own attitudes from their behavior.

Cognitive dissonance

Unpleasant state that arises from a discrepancy between attitudes and behaviors.

Elaboration Likelihood Model

Model that explains how persuasion works based on motivation and ability to process the message.

Central processing

Focused on the quality of the message arguments.

Peripheral processing

Focused on surface features such as the communicator's attractiveness.

Temporary change

Persuasion outcome that is susceptible to fading and counterattacks.