social psychology midterm 2

what kind of attitudes we can have

can be positive or negative

where do attitudes come from

cognitive appraisal, affective reactions

what is cognitive appraisal

looking at what are the characteristics, what is it like, do i like them?

what system does cognitive appraisal trigger

system 2

what are affective reactions

automatic associations based on feelings and experiences.

what system do affective reactions trigger

system 1

motivation for negative attitudes

avoidance motivation

motivation for positive attitudes

approach motivation

what is an attitude

global evaluation of an object of thought

what is global evaluation

broad, overarching judgment or attitude toward something

what are some attitudes backed up by

evidence!

what are many attitudes based on

feelings that emerge from automatic associations

can affective and cognitive be connected

yes

what the kinds of emotional attitudes

symbolic political attitudes and evaluate conditioning

what are symbolic political attitudes based on

identity based automatic associations

is there reasoning behind symbolic political attitudes

not reasoned or based on analysis

when do you inquire symbolic political attitudes

early in life

how much do you resonate with symbolic political attitudes

very strongly

what is evaluative conditioning

looking at learned associations

when is evaluative conditioning in play

when we encounter something new

what are we doing in evaluative conditioning

we are deciding whether we like things or not

effect on emotions from advertisement

very powerful! more than informational arguments

what associations will make us like things more

anything positive!!

what is the mere exposure effect

you like something more if youre around it more

what does fluency increase

liking something! → the more familiar, the better you process

example of xenophobia and mere exposure

people have more positive attitudes towards immigrants if they have more exposure to them

what are the self report measures

interview and survey questions

what are self report measures good for

capturing conscious and cognitive aspects

what are self report measures less effective at

capturing rapid and automatic feelings

what is a limitation to self report measure

introspection and it has self serving bias

what does it mean that people are highly reactive

we are susceptible to social desirability

what is the purpose of using indirect measures

to captures automatic evaluations

what do indirect measures go beyond

introspection and evade self-deception

what do indirect measures address

social desirability

example of indirect measures

physiological reactions like microexpressions and muscle reactivity

key idea from lapiere study in cali → chinese immigrants working on trains

there was a difference between on how people felt about chinese immigants and how they actually treated them

what is epiphenomena

byproduct along primary process

theoritical accounts of behavior consistency

epiphenomena, power of situation, reliance on reactive measures, habits

what is the spontaneous attitude behavior model

attitude guides action only if activated

steps in spontaneous attitude behavior model

attitude activation → selective perception → attitude-biased action

what influences accessibility

chronicity & recency

what shapes our construal of reality

activated attitudes

how long is the process of spontaneous attitude-behavior model

very rapidly!!

are we aware that spontaneous attitude-behavior model

no!!

what is festinger’s cognitive dissonance theory

people feel psychological discomfort when they hold conflicting beliefs, values, behaviors

what does festingers theory state about inconsistency

it is aversive

what does dissonance motivate efforts

restore consistency

what is the problem. in the effort justification paradigm

you put a lot of effort into something that ends up not being worthwhile

what is the solution in the effort justification paradigm

you convince yourself that it was worthwhile and totally worth the effort

key ideas on study of hazing of collegiate women

half were hazed to join, half were not. the not hazed women said it was bad but the ones that were hazed tried to make up for it

problem of post-decision dissonance paradigm

you have to choose between two equally desirable options; by choosing one,you have to give up other desirable option

solution of post decision dissonance paradigm

you try to convince yourself that you picked the best option; much better than the alternative

example of post decision dissonance paradigm → business students

people who chose their company shifted their attitude to make their choice seem better

what is the question about dissonance across cultures

is the need for consistency universal or does it reflect individualistic cultural orientation

key facts of dissonance across cultures → people picking cds

the euro canadians had higher dissonance when picking a cd for themself vs asians had higher dissonance when picking for their friend

what do expectations of personal consistency do

produce dissonance effects in individualistic cultures

what does responsibilism produce in collectivistic cultures

a need to convince yourself that you made the best choice for a friend

problem in moral dissonance

most people view themselves as moral individuals yet most people do all things (even bad ones)

what should engagement in unethical behavior produce in ethical people

dissonance!! if they see themselves as ethical people

what did experimental studies of cheating, lying, etc show

that people engaged in the activities without questioning moral status

what are the solutions for moral dissonance

justification and moral disengagement

justification meaning → solution for moral dissonance

compelling when we apply them to ourselves but not others → “everybody does it”

moral disengagement → solution for moral dissonance

dehumanizing victims

what is the key form of social influence

persuasion!

how many routes for persuasion

2

what is important when trying to persuade an audience

tailoring it to the audience

where can you find persuasion

everywhere

reasoned persuasion uses which system

2 → central route of persuasion

what does reasoned persuasion entail

thoughtful analysis of informational arguments

what is the cognitive response of reasoned persuasion focused on

what is going on in their mind → do you agree or disagree

pro argument/supportive elaboration of reasoned persuasion

you think its true so you are successfully being persuaded

counterargument of cognitive response

scrutinizing it, it just does not make sense → not persuaded

what do you need for a successful reasoned persuasion

strong arguments and good reasons

route for bypassing reason

peripheral route

what is the focus of bypassing reason

how you look at things

do bypassing reason ads have cognitive elaboration

nope!!! it has basically none lol

what do people want to do when choosing a bypassing reasoning ad

create a positive attitude/feelings

what can positive feelings do for messages

promote the uquestioning acceptance of the messages!

key takeaway of the meta analysis on humor in ads

adding humor can increase persuasion BUT ONLY TO A CERTAIN POINT. if its too hilarious, it can be too distracting

what is the purpose of an outrage ad

it wants to grab your attention and make you feel bad about something

why do we pay attention to outrage ads

because we care about morals

why do outrage ads go viral

because people tend to talk about it and it is more likely to go viral

what do most public health and political messaging use

fear invoking ads

key takeaway of meta analysis on fear appeals

fear appeals typically have large effects in changing attitudes, intentions, and behavior

when are fear appeals more impactful

messages about efficacy, high susceptibility, and when targeted to women

what route does a distracted audience take

need to be optimized peripherally (good visuals, sound effects, etc)

what route does a central audience take

need good evidence to be persuaded

what does a motivated audience care about

if it matters + is it going to affect their lives → high personal involvement

mental capacity of audience

are they distracted and can they see it several times

what does the central route require

effort and mental resources

what were the manipulated variables when studying young italian adults

argument quality (central route), credibility of communicator (peripheral route) and personal relevance

key takeaway of study with young italian adults and public transportation

low motivation audience responded based on the expertise of communicator while high motivation audience responded more to strength of argument

what happens if you chage someones mind with the peripheral route

it does not last long → more durable if theres pros and cons

what is audience segmentation

tailoring persuasive appeals to particular audiences

how can advertisements apply to different cultures

looking at cultural values, individualism vs collectivism

key takeaway of ads for usa vs china (cameras)

american college students did not need context to enjoy the product while chinese college students preferred social context

what is extraversion

sensitivity to social attention and rewards

what is agreeableness

sensitivity to harmony and communal goals

what is conscientiousness

sensitivity to achievement and efficiency

what is neuroticism

sensitivity to achievement and efficiency