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71 Cards in this Set
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attitudes
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favorable or unfavorable EVALUATIVE REACTIONS to people, events, ideas
ex: likes and dislikes |
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development of attitudes
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learn, behavioral justification, and desire for
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cognitive component of attitudes
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beliefs develop which JUSTIFY the attitude
ex: reasons why Old School is my favorite movie |
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behavioral component of attitudes
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how much the attitude actually affects behavior
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attitudes are assumed to...
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assumed to be a major determinant of behavior, BUT attitudes only explain 10 PERCENT of variance in behavior
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theory of planed behavior
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AKA theory of reasoned action;
attitude, subjective norms, and perceived behavioral control all lead to BEHAVIORAL INTENTIONS which lead to behavior |
why only 10%?
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subjective norms
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will important peers approve of the behavior? are you going with or against the grain?
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attitude strength determinants
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commitment (certainty of attitude), embededness (how important the issue is to you)
ex: personal relevance; increased self consciousness; when people are made aware of their attitude |
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behavioral justification
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attitudes developed to justify and explain our behavior
ex: behavior causes the attitude |
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perceived behavioral control
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thought of how difficult or easy it would be to control a behavior
ie smokers saying "i'm not addicted, i can quit any time and not crave it" |
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behavioral intentions
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your desire to act in a certain way; these actually AFFECT your actual behavior
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attitude strength determined by...
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commitment and embeddedness;
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commitment
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certainty of the attitude; how certain that this is the appropriate, correct attitude?
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embededness
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how important the issue is to you; they becomre embedded in your self concept
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determinants of embededness
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knowledge of issue (more you know, more you care); personal relevance of issue; accessibility (in memory) of the attitude; when people reminded of their attitude, it becomes stronger to them
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behavioral justification
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attitudes can develop as a way to justify/explain our own behavior; ie behavior causes the attitude
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role playing
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(behavioral justification); acting leads to believing;
ie on screen lovers often become lovers in real life; stanford prison experiment |
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foot-in-the-door technique
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(behavioral justification); way or manipulating people to agree to a large request
1st get them to agree to small request 2nd gradually increase size of request ie the big ugly 'drive safely' sign example |
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consistency principle
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people want to have thoughts, feelings, and behaviors be consistent with EACH OTHER; we want our behavior to match our beliefs
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balance theory
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we want to agree with people we like and disagree with people we dont like;
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multiplying variances (balance theory)
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subject + side of issue
subject + friend friend - side of issue = negative negative value means something needs to change |
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cognitive dissonance theory
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perceived inconsistency between attitudes and behaviors causes dissonance (unpleasant state of psychological tension)
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when can dissonance lead to attitude change?
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insufficient justification, postdecisional dissonance, unpleasant initiation
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insufficient justification
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when had free choice when performing the counter-attitudinal behavior
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unpleasant initiation
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when people behave in ways that go against deeply-held beliefs
ie being told to do something against ones beliefs |
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post decisional dissonance
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when making a decision between 2 items wanted the dissonance is between the item actually chosen and the things liked about the item not chosen
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persuasion
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deliberately changing an attitude or belief as a result of receiving a persuasive message; based on assumption that changing an attitude will change behavior
ie advertising; education |
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models of persuasion
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message learning model, cognitive response models
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message learning model
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persuasion is a rational process based on learning
a persuasive message must be (in order): noticed (attention to message) comprehended remembered (acceptance of message) |
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cognitive response models
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self talk, elaboration likelihood model
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self talk
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(cognitive response model) persuasion depends on how a person thinks about a message
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counterarguments
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(self talk) developing your own argument against the issue; decrease persuasion
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inoculation theory
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(self talk) preventing persuasion by giving people weak, easily defeated arguments in favor of the opposition; giving audience more time to think about topic will give them more time to think why its a bad idea
ie bring up opposing side's counter argument and make it seem minor |
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elaboration likelihood model
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(cognitive response model) most dominant form of persuasion; dual process model: central route and peripheral route
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central route
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involves logical and rational analysis of arguments; leads to strong attitudes
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peripheral route
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persuasion comes from how message is presented, not its content; HEURISTICS based
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aspects of the communicator (peripheral route)
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credibility, trustworthiness, expertise, attractiveness
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when is elaboration necessary? (best for central route)
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personal relevance - important issues require CENTRAL route
people who have a need for cognition - these people not affected by peripheral ability to understand message - no distraction/time limits |
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prejudice
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an UNJUSTIFIABLE NEGATIVE ATTITUDE toward people based on their group membership; beliefs develop to justify the prejudice - stereotypes
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discrimination
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TREATING people differently based on their group membership
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basis of prejudice
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usually associated with racism and sexism; anything can be basis of prejudice; ie estimators example - divide group ppl will favor ppl on their side of group;
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strongest prejudices
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against: ppl with mental illness; college students;
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cognitive basis of prejudice
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can develop as a by-product of normal cognitive processes (anyone can develop prejudices. it's inevitable)
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social categorization
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where social cognition starts; leads to distinguish between 'my group' and 'other groups'
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social categorization leads to...
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in group bias
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basis of prejudice
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usually associated with racism and sexism; anything can be basis of prejudice; ie estimators example - divide group ppl will favor ppl on their side of group;
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strongest prejudices
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against: ppl with mental illness; college students;
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cognitive basis of prejudice
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can develop as a by-product of normal cognitive processes (anyone can develop prejudices. it's inevitable)
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social categorization
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where social cognition starts; leads to distinguish between 'my group' and 'other groups'
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social categorization leads to...
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in group bias
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in group bias leads to...
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group serving bias
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group serving bias
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we favor in-group members; beliefs develop to justify the attitude
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negative stereotypes
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out groups assumed to have negative characteristics
ie illegals all lazy |
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symbolic threats
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threats to beliefs and values; out group presents threat to our basic social beliefs and values;
ie US belief that muslims are trying to destroy our society |
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attributions
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explanations for behavior; why people act that way
ie lower class are there because they dont work hard |
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fundamental attribution error
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our tendency to over value other's behavior being caused by their personality and who they are
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emotional bias of prejudice
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scapegoat theory, intergroup anxiety, attacks to self-esteem
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scapegoat theory
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blaming out-groups for problems
ie lynching rate grew when price of cotton grew low |
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intergroup anxiety
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fear of interaction; not knowing how to interact with another - anxiety interpreted as hatred
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attacks to self-esteem
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having self esteem lowered then furthers the gap of hatred of the other party; downward comparison
ie U of A essay sucks, then wrote essay saying u of a is way worse than asu, much better paper |
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behavioral basis of prejudice
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realistic group conflict theory
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realistic group conflict theory
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just competing with others can lead to prejudice; especially when competing for scarce resources
ie lack of jobs make us point our fingers at 'illegals' |
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maintaining prejudices
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confirmation bias, behavioral confirmation
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confirmation bias
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accept info that supports beliefs, but reject if goes against beliefs; personal experiences are looked at as 'this person is the one exception to the rule'
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behavioral confirmation
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prejudice can become self-fulfilling prophecy; we act in ways that make our expectations come true
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psychological costs of prejudice
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increased self consciousness, stereotype threat
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increased self consciousness
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being the minority can have negative effect on performance
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stereotype threat
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fear of confirming a negative stereotype
ie if a girl is aware of the stereotype that girls are bad at math, the anxiety of proving that right will make her perform badly |
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stereotype threat
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example of black and white students taking test, some told to write their race down before the test, other group didn't; ones that wrote race whites did a lot better; ones that didn't, black kids scored higher than white kids
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sherrifs robbers study
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kids went to camp split in 2 groups didn't know each other existed; each group told to go 2 field; they saw eachother and played a game of baseball; each group ended up hating the other group
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can prejudice be eliminated?
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through cultural norms; might just keep prejudices from being expressed
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