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29 Cards in this Set
- Front
- Back
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three components of attitudes
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> affect
> emotion > behavior |
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cognitively based attitudes
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beliefs about properties of attitude object
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function of cognitive attitudes
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object appraisal
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affectivly based attitudes
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feelings and values associated with attitude object
- can be based on conditioning - - (classical: pair with something that evokes an emotional response) - - (operant: reinforcement/punishment to increase/decrease behavior) |
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function of affective attitudes
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value expressive
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behaviorally based attitude
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observe our behavior toward attitude object
> emerges when cognitive or affective attitudes or weak or ambigous AND no external reason for behavior |
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change behavioral attitudes
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via cognitive dissonance
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change affective attitudes
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via
peripheral route of Elaboration Liklihood Model OR fear arousing communications |
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change cognitive attitudes
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via
central route of Elaboration Liklihood Model OR Yale Attitude Change Approach |
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Elaboration Likelihood Model
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??
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Elaboration Likelihood Model: central route
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paying attention to arguments leads to elaborating on persuasive message
> requires ability and motivation to listen carefully - long lasting change |
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Elaboration Likelihood Model: peripheral route
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people who do not have ability or motivation to pay attention do not elaborate
> pay more attention to peripheral detail - short term change occurs |
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Dual Process Model
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addendum to ELM to take into consideration factors beyond ability and motivation
> the person: ex. individual differences > the situation: ex time pressures |
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Yale Attitude Change Approach
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need to know
WHO says WHAT to WHOM |
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Yale Attitude: elements of WHO
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> expertise: experts more persuasive
> attractiveness: more attractive more persuasive |
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Yale Attitude: elements of WHAT
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> 2-sided argument more persuasive because it gives the appearance of "fairness" (inoculation theory)
> primacy > recency |
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Inoculation Theory
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expose audience to small dose of alternate arguments and refute them > increase immunity to later persuasive attempts
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primacy
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people influenced by what they hear first
- especially influential when decision is long after |
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recency
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people influenced by what they hear last
- especially influential when decision is immediate |
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Yale Attitude: elements of WHOM
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> distraction (distracted=more presuasible)
> self-esteem (moderate self-esteem=most easily persuaded) > intelligence (low intelligence=most easily persuaded) > age (young adults=most flexible in attitudes) |
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explicit attitudes
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> controllable, reportable, conscious
> influences controlled behaviors > usually measured by survey or verbal response |
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implicit attitudes
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> uncontrollable, unreportable, unconscious
> influence uncontrolled behaviors > usually measured by response latency |
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racial attitudes exp
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white people respond to explicit and implicit measures
spoke to black or white confederate verbal and non-verbal behavior coded | | explicit | implicit | | verbal | .40* | .04 | | non-verbal | .02 | .41* | |
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affective attitudes are used most in tv ads. why?
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easy to manipulate (peripheral characteristics)
don't have to pay much attention |
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how to change attitudes
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> engage self-esteem (dissonance)
> fear arousing communications > classical conditioning |
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George & Jennings (1975)
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subliminal advertising doesn't work
exp: showed "hershey's chocolate" in film for one group measure how many bought hershey's chocolate found no statistical difference |
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subliminal advertising...
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does not work
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subliminal perception...
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can effect behavior in controlled studies
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media exposure
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> mere exposure --> brand familiarity
> create new attitude where none existed |
