Psyc241 Social Psychology Ch 7. Attitude And Attitude Change

Front 1

attitudes

Back 1

evaluation of people, objects, and ideas

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cognitively based attitude

Back 2

attitude based on beliefs

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affectively based attitude

Back 3

attitude based on feelings

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classical conditioning

Back 4

- a stimulus that elicits an emotional response is repeatedly paired with a neutral stimulus that does not, until the neutral stimulus takes on the emotional properties of the first stimulus

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operant conditioning

Back 5

The phenomenon whereby behaviors that people freely choose to perform increase or decrease in frequency, depending on whether they are followed by positive REWARD or PUNISHMENT

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behaviorally based attitude

Back 6

An attitude based on observations of how one BEHAVES toward an attitude object

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explicit attitudes

Back 7

Attitudes that we CONSCIOUSLY endorse and can easily report

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implicit attitudes

Back 8

Attitudes that are INVOLUNTARY, uncontrollable, and at times unconscious

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persuasive communication

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Communication (e.g., a speech or television ad) advocating a particular side of an issue

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yale attitude change approach

Back 10

- people are most likely to change their attitudes in response to persuasive messages, focusing on "who said what to whom"—the source of the communication, the nature of the communication, and the nature of the audience

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elaboration likelihood model

Back 11

An explanation of the two ways in which persuasive communications can cause attitude change:
- CENTRALLY, when people are motivated and have the ability to pay attention to the ARGUMENTS in the communication
- PERIPHERALLY, when people do not pay attention to the arguments but are instead swayed by SURFACE characteristics (e.g., who gave the speech)

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central route to persuasion

Back 12

The case whereby people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, as occurs when people have both the ABILITY and MOTIVATION to listen carefully to a communication

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peripheral route to persuasion

Back 13

The case whereby people do not elaborate on the arguments in a persuasive communication but are instead SWAYED BY PERIPHERAL CUES

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need for cognition

Back 14

A personality variable reflecting the EXTENT to which PEOPLE ENGAGE & ENJOY EFFORTFUL cognitive activities

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fear-arousing communications

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PERSUASIVE MESSAGES that attempt to CHANGE people's attitudes by AROUSING THEIR FEARS

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heuristic-systematic model of persuasion

Back 16

An explanation of the two ways in which persuasive communications can cause attitude change:
1) SYSTEMATICALLY PROCESSING the MERITS of the arguments
2) using MENTAL SHORTCUTS (HEURISTICS), such as "Experts are always right"

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attitude inoculation

Back 17

Making people IMMUNE to attempts to CHANGE their attitudes by INITIALLY EXPOSING them to SMALL DOSES of the arguments against their position

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reactance theory

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The idea that when PEOPLE FEEL THEIR FREEDOM to perform a certain behavior is THREATENED, an unpleasant state of REACTANCE is aroused, which they can REDUCE BY PERFORMING THE THREATENED BEHAVIOR

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attitude accessibility

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The strength of the association between an attitude object and a person's evaluation of that object, measured by the SPEED with which PEOPLE CAN REPORT how they feel about the object

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theory of planned behavior

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The idea that the BEST PREDICTORS of a person's planned, deliberate behaviors are the PERSON'S ATTITUDES TOWARD SPECIFIC behaviors, subjective norms, and perceived behavioral control

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subliminal messages

Back 21

Words or pictures that are NOT CONSCIOUSLY PERCEIVED but may nevertheless INFLUENCE people's judgments, attitudes, and behaviors