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79 Cards in this Set
- Front
- Back
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What is an Attitude?
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A favorable or unfavorable reaction towards someone or something. Most attitudes are not neutral.
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ABC’s of attitudes
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Affect (Feelings, more subjective, gut level response, emotional)
-Behavior (What are you physical doing?) -Cognition (Thoughts) |
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Explain how attitudes can be based more on one type of experience than another.
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i.e. Abortion taps more into the A component than anything else (Political Items) . Vacuum cleaner would tap more in the the C component (Practical Items)
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Explain how one goes through the ABC's of attitude.
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When buying a new car...
A- Excitement, Resentment because you can’t afford it B- Purchasing or not, Shopping around, Test Drive C- Gas Mileage, Resale Value, Safety Ratings |
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What are Implicit Attitudes?
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Unconscious associations.
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Wheat are Explicit Attitudes?
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Consciously accessible, Controllable and easy to report
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What is Classical Conditioning?
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Based on associations. Neutral stimulus evokes reactions through repeated parings with another stimulus.
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What was a the Unconditioned Stimulus, Unconditioned Response, and Neutral Stimulus in Pavlov's Dog Experiment?
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Steak= Unconditioned Stimulus
Drool= Unconditioned Response Bell= Neutral Stimulus |
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How does Classical Conditioning relate to Social Psych?
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Ex. oung child feels neutral towards out group. Child then sees parents have a bad attitude and eventually the child picks it up. This is why young children have same attitudes as parents.
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What is Instrumental Conditioning?
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Positive outcomes are strengthened and negative outcomes are weakened. Operant.
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Major difference between Classic Conditioning and Instrumental Conditioning?
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Instrumental relies on rewards and punishment, classical does not.
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What is Observational Learning?
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Learning by example
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What is Social Comparison?
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Comparing ourselves with others to determine if our view of “reality” is correct.
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Ex. of Social Comparison?
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Ex. Sometimes people change their attitudes based on what peers attitudes.
Little boys may wear skirts at home, but it takes one time out in public for them not do do that again. |
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Genetic Factors effect attitudes how?
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Genetics may play small role. Comparison b/w identical and non-identical twins: Attitudes of identical twins correlate more highly than non-identical twins. What they argue may be genetic attitudes may be more resistant to change.
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What determines attitude strength?
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1. How accessible it is in memory (How quickly it comes to mind)
2. How resistant it is to change. |
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What is a bogus pipeline?
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Procedure to trick people into revealing their true attitudes. They may hook them up to a fake machine that can detect if they are lying)
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What is Principle of aggregation?
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(effects of an attitude on behavior become more apparent when we look at average behavior rather than isolated acts). This means if I know your attitude I won’t know isolated acts.
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What is Theory of planned Behavior?
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Rational and Goal Orientated
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What is “Saying-is-Believing” ?
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When we say something it becomes truer to us too, once you say something it becomes truer to you.
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What is "Foot-In-The-Door"?
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People who agree with a small request comply (later) with a larger request
My Ex. Ask someone for one buck and agree ask for five bucks and more than likely will agree |
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What is "Low-Ball" technique?
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People who agree with an initial request will continue to comply when the offer is raised
Ex. CD Player in Car My Example: DVD Burner in Computer |
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What is Self-perception theory (Bem)?
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When we are unsure of our attitudes we infer them by looking at our behavior. Going through the motions can lead to the emotions.
Strack 1998- “Cartoon Study”. People saw the same cartoon comic strips and write how funny the strip was. In one group they took a pencil and put it between your teeth (Muscles make smile) People who put it in between their teeth thought it was significantly more funny than those who put it between their lips. |
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What is Cognitive dissonance theory?
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*Inconsistencies exist among a person’s cognitions or b/w cognitions and actions.
*Dissonance is unpleasant and motivate a person to reduce it. Motivated to get rid of discrepancies. *Dissonance can be reduced (Consistency restored) though a change of attitudes or though a change of behavior |
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What is Justification of Effort?
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Someone who works hard to achieve/attain a goal, the goal will be more attractive than to the individual who achieves the same goal with little or no effort.
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What is Insufficient justification effect?
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In the absence of external justification we seek internal justification (i.e. we change our attitude).
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Over-justification effect:
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Offering rewards to performing a pleasant activity decreases the attractiveness of the activity. Turns play into work.
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Dissonance after decision
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After making a decision (especially an important one) people will “upgrade” the chosen alternative and “downgrade” the rejected alternative
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Persuasion:
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A message induces change in beliefs, attitudes or behaviors.
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Two Paths to Persuasion
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Argues that there are two paths to persuasion. One is en effort full path and one is a non-effort full bath. End result is the same.
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Central Route-
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People carefully and effortfully evaluate all the information in the message. Result of this is an attitude that is well thought out and bolstered by supporting evidence. If this is taking it is not likely to change your attitude.
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Peripheral Route-
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Attitude change results from simple cues or peripheral cues.
Ex. Attractive model tells you to buy. Not the message itself persuaded you but model did. Consistent with the “cognitive miser” approach. If this is taken, there may be an attitude change but it is temporary and susceptible to further change. |
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What influences your route? What else can influence this?
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Are you motivated? If Yes, you are likely to take Central Route. If No, then peripheral.Cognitive load. If there is a whole lot on your mind you will take peripheral. Need for cognition. You could be high or in low need for cognition. If you are in high need you will choose central. Low more likely to take per.
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Reactance-
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“do NOT write on the bathroom walls” People will react to it and do it. “Romeo and Juliet Effect”
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Forewarning-
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f you forewarn someone, they are less likely to be persuaded. When people know they are going to be persuaded, they are already going to come up with counter arguments.
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Stereotypes
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*Generalized beliefs about characteristics of a group taken as a whole
*Often conceptualize as the image we have of a typical group member *Traits that are common amongst group members *Cognitive misers (We rely on stereotypes) *Irish, Italians, Blond, etc. |
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Gender Stereotypes
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*Stereotypes concerning the traits possessed by females and males, and distinguishing the two genders from each other (e.g. emotional versus rationale)
*Are gender stereotypes accurate? No |
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Subtype
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*An individual that is inconsistent with the stereotype of the group
ex. Female Taxi Driver, Male Nurse, Stay-At-Home Dad |
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Prejudice
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*Positive or negative affective reactions toward a group
*Commonly used to refer to a negative attitude toward a group |
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Discrimination
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*Unjustifiable negative behavior toward a group/members
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Racism/Sexism
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*An individual’s prejudicial attitudes and discriminatory behavior toward people of a given race/sex
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Glass Ceilings:
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You can see it, but you can’t get passed the ceiling
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Tokenism:
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One person that represents the whole group, tends to be marginalized
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Old Fashioned Racism
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Overt and direct forms of prejudice
*This type of racism is declining *Racism has not disappeared but has taken a more disguised form |
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Modern Racism
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Underlying racial prejudices are expressed in race relevant political positions
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Stereotype threat
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*A self-confirming apprehension that one will be evaluated based on a negative stereotype(Has immediate effects)
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Ingroup Bias
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Tendency to favor ones own in group
*Cognitive bias to accentuate difference b/w groups especially when in-group evaluated positively and the out-group negatively. |
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Authoritarian Personality-
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Prejudice against minorities ties into a general system of political beliefs that stems from punitive/domineering childrearing
*includes rigid conservatism, hyper(respect) for authority, maintenance of the status quo |
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Scapegoat theory
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Minority groups are the scapegoat (generally can’t direct frustration to the actual target b/c it is too powerful)
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Three patterns of Attatchment:
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*Secure – about 70%. In adult relationships its characterized by happiness, trust, and friendship.
*Anxious/ambilvalent – about 10% of adult childhood relationships. Characterized by love as obsession, extreme jealousy and sexual attraction. *Avoidant – about 20%. No long term relationships, relationships are distant, fear of intimacy. |
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Balance Theory
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Relates to Cognitive Dissonance – incongruence between thoughts and behaviors. You like things to be the same or consistent.
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Social Exchange
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Based on costs/rewards – In order to be happy the rewards must outweigh the cost. Negative relationship – Costs outweigh the rewards
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Two types of comparison levels
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Comparison Level
Comparison Level Alternatives |
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Comparison Level
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A standard representing what people feel they should receive in terms of cost and rewards. There is a threshold and if you are above that you are happy if you are below that then you are disappointed. Deals with your satisfaction of your relationship.
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Social Penetration Theory
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How people move from superficial to intimate communication
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Communal and Exchange Theory
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Communal – the relationship is characterized by responsibility for the others well being. You do something for someone and not expect anything in return. Example would be parent child.
Exchange – People do not feel responsible for others needs but they give benefits to repay the person. They anticipate that someone would give them in the future. If you help a friend move then you expect them to help you move. Reciprocity. Equity – people want benefits in relation to the amount they contribute. If I had $100 and I had to pay 3 of my workers then I would pay each person depending on the amount of work they contribute. People are more satisfied with this model. |
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Social Influence
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Efforts by individuals to change the belief, attitudes or behaviors of others
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Conformity
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A type of social influence in which individuals change their attitudes or behaviors in order to adhere to social norms. May be in response to group pressure. You publicly go along with a group but privately disagree with what they are doing. – Compliance – publicly go along and disagreeing inside. Acceptance – going along with group and internalize what you are doing and privately agree with them. Acceptance may go along with Compliance. Identification – You go along with something to identify with a group. A young child may not like broccoli but if they see big bird eats broccoli then they are ok with it.
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Social Norms
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Rules regarding how people are expected to behave in specific situations. No one may say not to do something but then when they do it, you know it’s wrong. For example, when you are on a bus and all the seats are open and someone sits next to you then that’s weird.
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Asch study
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line test – Particpants were asked to say which line matched the example line and they did very well individually. But when they looked at it after many people gave the wrong answer they then gave the wrong answer. (Candid Camera Elevator Conformity)
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Sherif’s Research on the Autokinetic Effect
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Convergence of group norms. Gives the illusion of movement. He asked people to guess how much the light moved. He then paired the groups. They started out very different but then ended up very similar. Over time the estimate started to look the same.
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Informational vs. Normative
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two forms of social influence. Argues why people may go along with group. Informational – Desire to be right. More privately.
Normative – Desire to be liked. More likely to go along with group. More publicly. |
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Milgram’s obedience study
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Obedience to authority. First study, 65% administered the maximum voltage.
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Six Bases of Social Power – Work by French and Raven
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Rewards – where you promise or provide a positive outcome
Coercion – providing or threatening a negative outcome Expertise – having social knowledge or ability Information – the persuasive content of the message Referent Power – identifying with or wanted to be like another person or group Legitimate Authority – the influencers right to make a request Examples – If you brush your teeth every night, I’ll take you to the movies – Rewards. If you don’t brush your teeth, you can’t watch tv – Coercion, etc |
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Mindless Conformity
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Obeying internalized social norms with out deliberating about their actions
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Six persuasion (Compliance) principles
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Reciprocity
consistency social validation friendship/liking authority scarcity |
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Reciprocity
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(Give me someone rude so I can justify tipping bad)Obligates individuals to return the form of behavior that they have received from another. Someone gives you a gift, you feel compelled to give them one back.
Rule: One should be more willing to comply with a request from someone who has previously provided a favor/concession. Techniques: *Door-In-The-Face: Make large request then retreat to more moderate request. *That’s Not All- Similar to D-I-T-F but target does not turn down the first offer before a second better off is provided |
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Consistency
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Once a position is taken, there is a tendency to behave stubbornly consistent with that position.
Rule: After committing oneself to a position, one should be more willing to comply with requests for behaviors that are consistent with that position. |
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*Foot-In-The-Door-
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First ask for a small favor, the initial request is then followed by a larger, related favor
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Bait and switch
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Customer arrives to take advantage of a special it is either low quality or sold out
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Low-ball
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Obtaining a commitment to an action and then increasing the costs of performing the action
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Even-a-penny-would-help
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You would be hard pressed not to agree to a small contribution
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How are you feeling?
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Once you have publicly stated that all is well, the solicitor corners you into aiding those for whom all is not well
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Social Validation
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People use the beliefs, attitudes, and actions of others as a comparison to evaluate the correctness of their own beliefs, attitudes and actions.
Rule: One should be more willing to comply with a request for a behavior of it is consistent with what similar others are thinking or doing. Techniques: *List: Asking for a request only after the person has been shown a list of similar others who have already complied. |
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Friendship/Liking
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ule: One should be more willing to comply with the request of friends other liked individuals
Techniques:Before making a request, solicitors get their targets to like them *Physical attractiveness *Similarity *Compliments *Cooperation |
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Scarcity
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Not enough of something and you do not want to be left without it. Opportunities seem more valuable to use when they are less available.
Rule: On should try to secure those opportunities that are scarce or dwindling. Techniques: *”Limited time offer” tactics |
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Authority
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Rule: One should be more willing to follow the suggestions of someone who is a legitimate authority.
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Mindless Persuasion
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*Eye Level-usually bought more frequently
*Animals, animal/human babies, and sex appeal *Merchandise at end of the aisle or checkout *Bundle pricing |
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Becoming a Cult Leader
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Create your own social reality (Sensor Mail, Don’t let them visit with non-cult members)
Establish an in-group of followers and an out-group of the unredeemed Generate commitment through dissonance reduction (start off with something really small then build up) Establish the cult leader’s credibility and attractiveness (Leader myths) Send members out to preach to the unredeemed (Only when fully in) Distract members from thinking “undesirable” thoughts Recruits are often young and are often at turning points in their life |
