Soc. Psych. Ch7 Attitude

Attitude

an evaluation of people, objects or ideas that influence behaviour

cognitively based attitude

based on beliefs about objective qualities

affectively based attitude

based on emotions and values

behaviorally based attitude

based on observing one’s own behavior

operant conditioning

A neutral stimulant becomes associated with an emotional response

operant conditioning

attitudes shaped by rewards and punishments

explicit attitudes

conscious, deliberate evaluations. we know we have this attitude, its under our conscious control

implicit attitudes

automatic unconscious evaluations, based on things we’re often unaware of

implicit association test

a test that measurees implicit attitudes. measures association of concepts(black people) with bad/good words.

cognitive dissonance theory

people feel discomfort when behavior contradicts attitudes

counterattitudinal advocacy

when you do something in public that you don’t believe privately(anti cigs speech from someone who doesn’t believe they’re harmful

low external justification

counterattitudinal advocacy with ___ _______ ______ leads to attitude change, because you think: why am I doing this, I must believe in it.

persuasive communication

messages advocating one side of an issue

Yale Attitude Change Approach

asks: under what conditions are people most likely to change their attitude about a subject, based on who said it, what the argument was, and who the audience is

Elaboration Likelihood Model ELM

dual process theory that suggests there are two ways that people take in information: Central and peripheral

Central route persuasion

careful thinking, strong, causes lasting attitude change, requires higher need for cognition

peripheral route

surface cues(celebrity, emotion, images) cause temporary attitude change, doesn’t require need for cognition

fear-arousing communications

this type of communications are effective when fear is moderate and solutions are provided

confidence

higher _____ allows for individuals to be more persuaded by a certain message because they have more confidence in their thoughts: “oh this must be true”

attitude inoculation

a method of resisting persuasion: exposing people to weak counterarguments builds resistance

product placement

hiding something in plain sight as a advertisement: effective persuasion because people don’t realize they’re being persuaded

forewarning

when people are told in advance that they are going to be persuaded, and they get into a defensive mindset

reactance theory

when people feel like their freedom of choice is threatened, they feel an unpleasant motivated state, and act the opposite way of what they’re being told

attitude accessibiiliy

how quickly an attitude comes to mind when you encounter an object or subject

direct experience

having a first-hand experience with something increases the accessibility of it

theory of planned behavior

a theory that explains when and why attitude can be used to predict behavior. usually when given more time to think,

split cable market tests

ads work best when there’s emotional appeals(affective attitudes) and logical appeals(cognitive attitudes)

subliminal advertising

ads that affect audience thinking sneakily: no real-world evidence that it works

advertising stereotypes

______ reinforce cultural and gender stereotypes