Attitudes and Attitude Change

These flashcards cover key concepts related to attitudes and attitude change, including definitions of different types of attitudes, the Theory of Planned Behavior, persuasive communication methods, and cognitive dissonance.

Attitude

An evaluation of a person, object, or idea that can be positive or negative.

Affective component

The emotional aspect of an attitude that refers to feelings associated with the attitude object.

Cognitive component

The beliefs or thoughts that constitute the knowledge one has about an attitude object.

Behavioral component

The way in which an attitude influences how we act toward an attitude object.

Explicit attitudes

Attitudes that we can consciously endorse and easily report.

Implicit attitudes

Involuntary, uncontrollable, and at times unconscious attitudes.

The Theory of Planned Behavior

A theory stating that intention is the best predictor of planned behavior, influenced by attitudes, subjective norms, and perceived behavioral control.

Subjective norms

People’s beliefs about how those they care about will view the behavior in question.

Perceived behavioral control

The ease with which people believe they can perform the behavior.

Persuasive communication

A type of communication advocating a particular side of an issue to change attitudes.

Heuristic processing

A low-effort way of thinking that relies on mental shortcuts to make decisions.

Systematic processing

A high-effort thinking process that involves careful consideration of evidence and arguments.

Elaboration Likelihood Model

A model that explains how attitudes are formed and changed through two routes: central and peripheral.

Fear-arousing communication

Messages that attempt to change attitudes by eliciting fear, often requiring a moderate level of fear and a way to alleviate it.

Cognitive dissonance

The discomfort felt when a person holds conflicting attitudes or behaviors that are inconsistent with their beliefs.

Justification of effort

The tendency to like something more if one has put in a significant amount of effort to obtain it.

Counter-attitudinal advocacy

The process of stating an opinion that contradicts one’s personal beliefs or attitudes in order to create internal justification.