Chapter 6: Attitudes

Are Attitudes And Behaviour Linked?

(a) sometimes yes, sometimes no (b) hold an attitude but act a different way (c) difference of saying versus doing

How Attitudes Are Measured

(a) self reports - opinion polls or attitude scales that use multiple questions to assess attitudes toward a particular person, object or idea (b) covert measures - facial EMG or IAT

Attitude

is a positive, negative or mixed evaluation or reaction to a person, object, or idea, expressed at some level of intensity

Cognitive Dissonance Theory

inconsistent cognitions arouse psychological tension that people become motivated to reduce (eg. eating junk food while on a diet)

Cognitive Dissonance

when two cognitions or an attitude and a behaviour are inconsistent, people feel dissonance and are motivated to reduce dissonance

The Elements Of Persuasion

“who says what to whom, with what effect?” (a) who - the communicator (b) what - the message (c) to whom - the audience

Two Routes Of Persuasion

(a) central route - person thinks carefully about a message ex. influenced by quality and strength of message (b) peripheral route - person does not think critically about the contents of a message ex. influenced by superficial cues like picture of attractive person or humourous cartoon

Theory Of Planned Behaviour

theory that attitudes toward a specific behaviour combine with subjective norms and perceived control to influence a person’s actions

When Do Attitudes Correspond To Behaviour

(a) when attitudes concerns a specific rather than general, behaviour (b) when we think others feel we should engage in target behaviours (c) we feel we have the confidence to engage in the target behaviour