Attitudes and Persuasion

These flashcards cover key vocabulary and concepts related to attitudes and persuasion based on the lecture notes.

Attitude

An evaluation of a person, object, or idea.

Attitude Object

The target of the attitude.

Ambivalent Attitudes

Having both positive and negative feelings about something.

Dual Attitudes

Experiencing positive and negative feelings simultaneously about an attitude object.

A-B-C's of Attitudes

The three components of attitudes: affective, cognitive, and behavioral.

Explicit Attitudes

Attitudes that we consciously endorse and can easily report.

Implicit Attitudes

Attitudes that are involuntary, uncontrollable, and sometimes unconscious.

Social Learning Theory

The theory that attitudes are learned through observing others.

Classical Conditioning

Learning through association, often used in advertising.

Operant Conditioning

Learning through reinforcement or punishment.

Self-report measures

Explicit attitudes measured by asking individuals to report their feelings or thoughts.

Implicit Association Test (IAT)

A method for measuring implicit attitudes by assessing associations.

Theory of Planned Behavior

A theory stating that behavior is best predicted by behavioral intentions.

Cognitive Dissonance Theory

The theory that suggests dissonance occurs when a person holds contradictory beliefs or behaviors.

Dissonance Reduction

The process of alleviating discomfort from cognitive dissonance.

Central Route to Persuasion

Persuasion that involves logical reasoning and strong arguments.

Peripheral Route to Persuasion

Persuasion that relies on superficial factors like attractiveness or emotional appeals.

Foot-in-the-Door Phenomenon

The tendency for people to comply with larger requests after agreeing to smaller ones.

Door-in-the-Face Technique

A persuasion technique involving making a large request followed by a smaller, more reasonable one.

Attitude Inoculation

Exposing oneself to small doses of counterarguments to strengthen one's own attitudes.