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47 Cards in this Set
- Front
- Back
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what are the four different types of attitudes (figure 6.1) and describe how they come to be |
-positive attitude, negative attitude, ambivalent, indifferent
-there can be more than one at once doe (e.g. conscious and unconscious racial attitudes)
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How do people tend to form attitudes |
-often are automatic -people differ in the extent to which they tend to react to things in strong positive and negative terms |
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What are ways that attitudes are measured? |
-self-report -covert measures -IAT |
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What are cons of self-report attitude tests |
-answers can be manipulated by question wording, order, context, etc. -sometimes people lie (bogus pipeline comes in handy here) -doesn't report implicit attitudes |
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how are covert measures of attitude measured |
-observable behavior such as facial expressions, tone of voice, body language -facial electromygraph -neuroscience: electroencephalograph measures brain waves |
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how telling is certain physiological arousal reactions to a person's attitude of something |
-very telling of intensity, not very telling of positive or negative |
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As measured by the facial electromygraph, what facial muscle movements indicate agreement/disagreemen |
-agreement: increase activity in cheek muscles -disagreement: increase in forehead/brow muscles |
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Are attitudes inherited? If so, in what way(s)? |
-research would suggest yes -speculation that temperament, phys,cog,sensory skills, personality all play a role in attitudes |
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Are attitudes learned? If so, in what way(s)? |
-most cherished attitudes often result of nurture -formed thru basic processes of learning |
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Describe the link between attitudes and behavior |
-don't always go hand in hand -in general: attitudes predict future behavior |
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-How do attitudes influence behavior according to the theory of planned behavior |
-behavior influenced less by general attitudes than by attitudes to a specific behavior -behavior influenced by subjective norms -attitudes give rise to behavior only when we perceive the behavior to be within our control -people often don't follow through on their intentions
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how does context affect the display of an attitude |
-level of correspondence (similarity) between attitudes/behavior |
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what are 3 reasons that some attitudes are stronger than others |
1. direct affect to own self-interest 2. relation to deeply held philosophical, political, religious values 3. concern to their close friends, family, social ingroups |
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what effect do peer attitudes have on your own attitude |
-surrounding yourself with like-minded individuals makes it more likely to strengthen your own attitude |
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how does the way in which attitudes are acquired reflect the strength of the attitude |
-if information is that of direct personal experience, it is more likely to produce stable attitudes and is more predictive of behavior |
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How might persuasion against a certain attitude affect the attitude itself? |
-likely to strengthen it in ironic fashion |
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What are the two 'routes to persuasion?' |
-central route -peripheral route |
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How are people persuaded by their own body movements? |
-attitude embodiment effects: if you've been coaxed into nodding, you'll be more agreeable (e.g.) |
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What is the route selection (peripheral/central) based on? |
-whether the recipients of the message have the ability and motivation to take the central route or whether they will rely on peripheral cues instead |
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What are the two keys in making some communicators more effective than others? |
-credibility, likeability |
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What are the two attributes someone/something must have to be seen as credible? |
-competence (speaker's ability) -trustworthiness (subjective: based on stereotypes often... nurses most trustworthy outchere) |
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What are some kinds of people who are deemed to be trustworthy... untrustworthy? |
-trustworthy: arguing against normal/mainstream thought; speakers who are not purposely trying to change our lives
-untrustworthy: people who have something to gain from successful persuasion |
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what are two factors that most greatly influence likeability |
-similarity -physical attractiveness |
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The impression given to viewers is based on a combination of what you say and who you are. What factors influence which of these two things is more influential? |
-recipient level of involvement (personal relevance to life, you pay closer attention to source, think critically (figure 6.6)
-time may also heal wound of bad reputation (sleeper effect)
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what does the discounting cue hypothesis demonstrate? |
-people immediately discount the arguments made by non-credible communicators, but over time they dissociate what was said from who said it |
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As the length of a persuasive message increases, what becomes more important about this message? |
-that it focuses more on information rather than heuristics as length of a message usually results in a central route to persuasion |
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How does the order of presentation of information affect the message? |
-primacy effect: information presented first has more impact::: first impressions are important -recency effect: information predicted last has more effect::: memory fades, people remember the last thing
-most important factor: time--- if person makes decision right after sees both sides, will pick second argument... if waits say a week, will be more greatly impacted by first impression |
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For optimal persuasion, how discrepant should a message be from the audience's existing position? |
1. take an extreme position in hope that the more change you advocate, the more you get 2. exercise caution and not push for too much change so the audience will not reject the message outright (more effective)--people tend to refute messages they don't agree with |
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What are important factors of fear appeal persuasion? |
-impact depends on strength of arguments -whether message contains clear/reassuring coping advice |
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how does positive emotion help induce a change in attitude |
-positive emotional state is ripe for persuasion -make decisions more quickly, with less thought -activate peripheral route to persuasion |
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why does positive emotion cause people to take the peripheral route to persuasion. Is there an exception? |
-positive emotions are distracting -people in a good mood assume that all is well -ppl want to savor their good mood rather than think critically about things
-yes. if people receive a positive, uplifting message, they are likely to take the central route |
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How effective is subliminal persusaion |
-for a subliminal message to influence behavior, it has to 'strike while the iron is hot'
-e.g.: if you're thirsty, 'drink coke' subliminal message might persuade you to drink coke |
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What are 5 factors in effective persuasion? |
-informational strategies -message discrepancy -fear appeals -positive emotions -subliminal messages |
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What types of people are more easily persuaded? |
-not much consistency in certain people being easier -each of us can be persuaded more in some settings than others |
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How do differences in the need for cognition affect vulnerability of persuasion |
-high in need for cognition people more effectively persuaded by central route -low in NC ppl more effectively persuaded by peripheral route |
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How does level of self-monitoring effect susceptibility to persuasion? |
-high self-monitors more likely to be persuaded by messages that promise desirable social images (fashion magazine e.g.) |
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What is the difference between being promotion oriented and prevention oriented? How does this effect effective persuasion? |
-promotion oriented: drawn to the pursuit of success, achievement, and their ideals -prevention oriented: protective of what they have, fearful of failure, vigilant about avoiding loss
-pro: will respond to a message like we will ADVANCE children's education -prev: will respond to a msg like we will PREVENT children from failing |
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In protecting one's attitudes and beliefs, having time to think about an attacking position makes it more likely for you to stand by your own position. Why? |
-forewarning: allows counterarguments to develop (inoculation hyp); sparks motivational reaction (psychological reactance)
-negative attitude change: contradict position advocated to protect own freedom of thought |
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How are attitudes influenced by role playing? |
-actual behavior can influence attitudes |
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What are 5 ways to reduce cognitive dissonance? |
-change your attitude -change your perception of the behavior -add consonant cognitions -minimize the importance of the conflict -reduce perceived choice |
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How does dissonance effect choices that you deem to be good ones? |
-reinforces positive feelings about them. e.g. if you bet on a horse you'll be more confident after you make the bet |
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what are possible perceptual consequences of cognitive dissonance? |
-motivation to reduce dissonance can alter our visual representations of environment
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four steps are necessary for the arousal and reduction of dissonance. What are they? |
1. behavior must produce unwanted negative consequences 2. feeling of personal responsibility for the unpleasant outcomes of behavior (choice, negative results were foreseeable) 3. physiological arousal: 4. must make an attribution for that arousal |
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how does self-perception theory challenge cognitive dissonance theory |
-we don't always have first-hand knowledge of our own attitudes -we infer how we feel by observing ourselves and the circumstances of our own behavior -nothing to do with need to reduce tension/justify our actions |
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which theory is right? cognitive dissonance or self-perception theory |
-both are in different situations -when ppl behave in ways that are very different from their attitudes, they experience cognitive dissonance -behavior not as discrepant produces self-perception theory ideals |
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what is impression management theory |
says that what matters is not a motive to be consistent but a motive to APPEAR consistent |
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What are alternatives to cognitive dissonance theory? |
-impression management theory -self-esteem theories -self-perception theory |
