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34 Cards in this Set
- Front
- Back
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How does dissonance arise & how do we reduce it?
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Results of dissonance
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How to reduce dissonance
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1. Change our behavior
2. Change our cognitions 3 Add consonant cognitions |
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Tripartite Model of Antecedents
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attitude = cognitive +affective + behavioral processes
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affectively based attitudes
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Attitudes based more on feelings and values than on cognitions.
“I like the color red.” |
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cognitively based attitudes
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Attitudes based primarily on one’s belief’s about the properties of an attitude object
“I like my Dell laptop because it has a 500 GB hard-drive, an Intel Core-Duo processor, and 8 GBs of RAM.” |
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behaviorally based attitudes
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Attitudes based on observations of how one behaves towards an attitude object.
“I play soccer 3 days a week, therefore, I must like soccer.” |
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explicit vs. implicit attitudes
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Explicit attitudes
consciously endorse and can easily report. Implicit attitudes involuntary, uncontrollable, and often unconscious |
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elaboration likelihood model
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2 ways that attitude change occurs:
Central Route (pay attention to logic in different arguments) Peripheral Route – more concerned with aesthetics (ex: celebrity endorsement) makes use of heuristics (ex: more = better) Which route produces more enduring attitude change? Central Route Factors that influence a person's motivation to process a message deeply (central route): Personal relevance of the topic Need for cognition - the tendency to enjoy and engage in deliberate thought. |
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cognitive vs. affective ads
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vacuum vs watch
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fear appeals
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emphasize harmful physical or social consequences from failing to comply
Effective fear appeals: Moderate amount of fear Too little? Too much? Information provided on how to reduce fear |
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Postdecision Dissonance
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enhancing positive qualities of choice and devaluing rejected alternatives after making the choice
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Effort Justification
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Change attitudes to justify effortful action
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Insufficient Justification
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1$ lie vs. 20$ lie
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Insufficient Punishment
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children more likely to play with a toy when they had been severely threatened rather than when there was a mild threat
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Self-evaluation model
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Depends on how important the task is to you
If it is important to you, comparison effect feel envious, frustrated, and threatened by their performance If it’s not important to you, reflection effect feel positively and are proud of the other person’s success Cialdini’s BIRGing (Basking in Reflected Glory) |
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Yale attitude Change approach
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-study of conditions under which people are most likely to change their attitudes in response to persuasive messages
WHO: credible speakers more likely attractive speakers more likely WHAT: subtle more likely primacy effect and recency effect (first vs. most recent) two sided argument more likely TO WHOM: distracted more likely low intelligence more likely between ages 18-25 more likely |
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reactance theory
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the idea that when people feel their freedom to perform a behavior is threatened, they will be more likely to perform that behavior
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theory of planned behavior
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attitude towards the behavior + subjective norms + percieved behavioral control = behavioral intention > behavior
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informative vs. normative social influence
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we view others as a source of information vs. we want to be accepted/fit in
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6 Principles of compliance
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Reciprocity
Consistency Social Validation Friendship/Liking Authority Scarcity |
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reciprocity
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free gift
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consistency
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foot in the door, even a penny would be helpful, commitment (lowballing)
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social validation
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number of names on a list, fastest growing largest selling!
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Friendship/Liking
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people who are similar to us, attractive, etc
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authority
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someone who looks more professional, celebrities, "Dr."
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scarcity
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Rare is good heuristic
Loss of freedom – Reactance Theory |
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stereotype vs prejudice vs discrimination
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cognitive vs affective vs behavioral
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out-group homogeneity
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assumption that members of the "out group" are more similar than they really are (and vis versa)
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old fashioned racism
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explicit
ex: white vs black water fountains |
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modern racism
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Not acceptable to express racism directly, so people often express racism by advocating beliefs and values that “happen” to disadvantage blacks
“Blacks don’t make enough effort to help themselves.” “Blacks & other minorities get too much special treatment.” |
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institutionalized racism
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Racism that is built into legal, political, social and economic institutions
Difficult to see and identify Lacks intentionality Examples: White images of beauty Restrictive maternity leave policies The war on drugs |
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stereotype threat
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apprehension that a behavior might reinforce a sterotype
ex: black students afraid to perform poorly on a test, extra burden often causes just that to happen |
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dissociation model
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Knowledge of stereotype vs. personal belief
2-Step Process Stereotype is triggered (automatic) Decision is made to accept/reject validity of stereotype (controlled) |
