Social Psych Exam 2

Front 1

Attitudes

Back 1

evaluations of people, objects, ideas, events, etc.

Vary along Valence (positive/negative), Strength (weak/strong), Scope (specific/general).

Front 2

Positive Attitude

Back 2

High positive reaction

Low negative reaction

Front 3

Dual Attitude Ambivalence

Back 3

High positive reaction

High negative reaction

Front 4

Indifference

Back 4

Low positive reaction

Low negative reaction

Front 5

Negative attitude

Back 5

Low positive reaction

High negative reaction

Front 6

Measuring Attitudes

Back 6

-Self Report: Survey/Interview

-Covert Measure (non-reactive): behavioralmeasures, facial electromyograph (EMG), Implicit association task (IAT).

Front 7

Classical Conditioning

Back 7

Associating two (or more) stimuli with one another.

Front 8

Unconditioned Stimulus

Back 8

Doesn't require learning, innate.

Front 9

Unconditioned Response

Back 9

the innate reaction

Front 10

Conditioned Stimulus

Back 10

presented in conditioning, formerly neutral

Front 11

Conditioned Response

Back 11

learned response, new reflex

Front 12

Operant Conditioning

Back 12

Associating an action with its consequence.

Front 13

Observational Learning

Back 13

Adopting the attitude of others.

Front 14

Genetic Predisposition of Attitude

Back 14

Mono-zygotic twins have more similar attitudes than di-zygotic twins even if mono-zygotic twins were reared apart.

Front 15

Traditionally Heritability Explanation

Back 15

Genes directly predispose us towards particular attitudes. (E.G., pro-life)

Front 16

Reactive Heritability Explanation

Back 16

Genes predispose us toward particular physiological characteristics. (E.G., Strength)

We adopt attitudes that best take advantage of our physiological traits.

Front 17

Persuasion

Back 17

A change in attitude (following exposure to a message).

Front 18

Elaboration Likelihood Model:

Central Route

Back 18

Attend to the quality of arguments.

Front 19

Elaboration Likelihood Model:

Peripheral Route

Back 19

Attend to superficial features of the argument.

Front 20

Elaboration Likelihood Model:

Personal Relevancy

Back 20

Argument quality is higher if it is more relevant to the individual.

Argument quality is lower if it less relevant to the individual.

Front 21

Elaboration Likelihood Model:

Ability

Back 21

Commercials are designed to reduce our ability to evaluate the quality of their arguments by using time constraints, mental processing capability, and insufficient knowledge/information.

Front 22

Elaboration Likelihood Model:

Need For Cognition

Back 22

A Personality variable reflecting the extent to which a person is inclined toward effortful cognitive abilities.

Front 23

Attitude Formation:

Credibility: Expertise

Back 23

Communicator's knowledge and experiences.

Front 24

Attitude Formation:

Credibility: Trustworthiness

Back 24

Communicator's honesty and lack of bias.

Front 25

Attitude Formation:

Likability: Similarity

Back 25

Those who are similar to us are more persuasive.

Front 26

Attitude Formation:

Likability: Attractiveness

Back 26

Highly attractive people more likely to be attended. Celebrity endorsements.

Front 27

Attitude Formation: Length

Back 27

Gives the superficial appearance of factual support. "The longer a message, the more valid it must be."

Front 28

Minimizing Counter Arguments:

Address them before they arise

Back 28

Stealing opponent's thunder.

Front 29

Minimizing Counter Arguments:

Limit audience member's ability to generate counterarguments.

Back 29

Limit Response time, "act now, limited quantity", Overwhelm and distract the audience.

Front 30

Minimizing Counter Arguments:

Inoculattion

Back 30

Present the audience with a weak argument that is easily refuted in order to build defenses against strong arguments in the future.

Front 31

Cultural Influence on The Receiver

Back 31

Message can appeal to individual or group interest depending on individualism or collectivism.

E.G., American ad = "treat yourself. Korean Ad = "Share the experience"

Front 32

Mood Influence on The Receiver:

Positive Emotions

Back 32

We're softies when we're in a good mood. We assume all is well, which puts our guard down. This makes us less critical to information given to us and we're motivated to maintain our good mood.

Front 33

Mood Influence on The Receiver:

Fear

Back 33

Can motivate attitude change provided that:

There is an increase of perceived vulnerability.

The ad/argument doesn't arouse too much fear.

The ad/argument suggests a clear path to prevention.

Front 34

Message Familiarity

Back 34

We are more easily persuaded when a message relates to our experience with a recent event.

Front 35

Behavioral Intentions

Back 35

Formed in part by Attitudes, Social Norms, and Perceived Control.

Front 36

Predicting Behavior from Attitudes

Back 36

A person's attitude does not predict behavior well. Attitudes can be inconsistent with one another.

Front 37

Predicting Attitudes from Behavior

Back 37

Behavior predicts a person's attitude very well.

Front 38

Consistency Principle

Back 38

People like their attitudes and behaviors to be consistent.

Front 39

Cognitive Dissonance

Back 39

A state of tension that occurs when your attitudes are inconsistent with your behavior. In order to ease this tension we we either change our attitude or behavior.

Front 40

Effort Justification

Back 40

Tasks that require a lot of effort seem especially valuable. The benefits should reflect the costs. Resolve dissonance by assuming the outcome is valuable.

Front 41

Post-decision Dissonance

Back 41

After making a decision, one feels tension knowing that the decision might have been wrong. Avoid dissonance by convincing ourselves that we chose correctly by attending only to the benefits of the decision. Focus on pros, ignore cons.

Front 42

Social Influence

Back 42

When behavior is affected by (real or imagined) pressure from others.

Front 43

Conformity

Back 43

Changing one's behavior to match the actions of others. No direct request to change behavior. Conscious or unconscious.

Front 44

Why do people conform?

Desire to be correct

Back 44

The use of other people as a source of information.

Front 45

Why do people conform?

Desire to be liked

Back 45

The desire to avoid being perceived as deviant.

Front 46

Moderators of Conformity:

Group Size

Back 46

As group size increases, conformity increases but only up to a point.

Front 47

Moderators of Conformity:

Group Unanimity

Back 47

Allies decreased conformity by 80%.

Front 48

Moderators of Conformity:

Culture

Back 48

Individualistic - self-concept defined by uniqueness

Collectivist - conform to norms

Front 49

Compliance

Back 49

Change one's behavior in response to a direct request.

Front 50

Heuristic Persuasion

Back 50

Responding mindlessly to a request.

Front 51

People are more likely to comply when:

Back 51

They are in a good mood.

The request takes them by surprise.

An "explanation" is provided.

Front 52

Persuasion Tactics

Back 52

Strategies that increase the probability that one will comply with a request.

Front 53

We comply in order to:

Back 53

Appear consistent to others, reciprocate others' behavior, and to conform to others' behavior.

Front 54

Consistency

Back 54

We are strongly motivated to appear consistent. Consistency signals to others that you area good cooperation partner, rational, trustworthy, and predictable.

Front 55

Foot-In-The-Door

Back 55

Start with a small request to gain compliance with a larger, related request.

Small Request - bait

Big Request - goal

Front 56

Low-balling

Back 56

Get a commitment from someone by offering a good deal, then raise the costs of compelling the deal.

Front 57

Labeling

Back 57

Assign a label to an individual then request a favor that is consistent with that label.

Front 58

Reciprocate Other's Behavior

Back 58

We are strongly motivated t reciprocate. Allows individuals to "store" resources in others.

Front 59

Door-in-the-face

Back 59

Start with a large request that is likely to be rejected, then retreat to a smaller request.

large request - bait

small request - goal

Front 60

"That's not all!" Tatic

Back 60

Begin with a request, then sweeten the deal before the request is rejected.

Front 61

Social Proof Appeal

Back 61

We are motivated to conform to the actions of others. Make compliance with a particular request seem popular and/or consistent with social norms. Following the actions of others saves the cost of acquiring information first hand.

Front 62

Obedience

Back 62

A special type of compliance. Changing one's behavior in response to a direct request from an authority figure.

Front 63

Love (Ultimate Explanation)

Back 63

An emotion that motivates pair-bonding → continued investment in offspring