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57 Cards in this Set
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Refers to our relatively enduring evaluation of something, where the something is called the attitude object |
Attitude |
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Might be a person, a product, or a social group |
Attitude object |
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They are involve a preference for or against the attitude object, as commonly expressed in terms such as prefer, like, dislike, hate and love |
Attitudes are evaluation |
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Attitudes can be? |
Inherited Direct and indirect experiences with attitude objects Via media Interactions with friends |
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What does our attitudes made up? |
Cognitive Affective Behavioral components |
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It is generally the strongest and the most important |
Affective component of attitudes |
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Enable us to determine often very quickly and effortlessly, which behaviors to engage in, which people to approach or avoid, and even which products to buy |
Attitudes |
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Attitudes can be assessed using? |
Self report measures Arousal and facial expressions Neuro inaging techniques |
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Importance of an attitude as assessed by how quickly it goes to mind |
Attitude strength |
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Are more cognitively accessible- they come to mind quickly regularly and easily |
Strong attitudes |
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That for any given attitude object the ABC's of affect, behavior and cognition are normally inline with each other |
The principle of attitude consistency |
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Developed by martin fishben and izec ajzen outlines three key variables that affect the attitude-behavior relationship |
The theory of planned behavior |
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3 key variables that affect attitude-behavior relationship |
1) the attitue toward behavior (the stronger the better) 2) subjective norms (the support of those we value) 3) perceived behavioral control (the extent to which we believe we can actually perform the behavior) |
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Jointly predict our intention to perform the behavior, which in turn predicts our actual behavior |
The attitude towar behavior Subjective norms Preceived behavioral control |
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Attitudes that predict behaviors under certain conditions for some people |
*when attitude and behavior both occur in similar social situations *when the same components of the attitudes are accessible *when the attitudes are measured at a specific, rather than a general level *for low self-monitors |
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Act of causing people to do or to believe something |
Persuasion |
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C |
Advertising |
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What is the goal if the ads? |
To sell their products or services to people |
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Can also have more positive outcomes |
Persuasion |
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In order to be effective persuaders, we must first get people's attention, then send an effective message to them, and then ensure that they process the message in the way we would like them to do |
Choosing effective communication |
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What does the persuader must do? |
*consider the cognitive, affective and behavioral aspects of their methods *understand how the communication they are presenting relates to the message recipient-his or her motivations, desires and goals |
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Occurs when we initially discount the message given by an untrustworthy or non expert communicator but, overtime, we remember the content of the message and forget its source. The result is an attitude change in the direction of the initially discounted message |
The sleeper effect |
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Creating effective communicators |
1)selection of communicator 2)determine what type of message we should have him or her to deliver (the message that we delivermay be processed either spontaneously or thoughtfully |
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Direct, quick, and often involves affective responses to the message |
Spontaneous processing |
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More controlled and involves a more careful cognitive elaboration of the meaning of the message |
Thoughful processing |
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May be effective because they lead us to watch or listen to the ad rather than simply change the channel or do something else |
Emotional ads |
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A type of ad that is based on emotional response is? |
Uses fear appeals |
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It |
Fearful messages |
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May create a lot of anxiety and therefore turn people of the message |
Fearful messages |
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It occurs when we think about how the message relates to our own beliefs and goals and involves our careful consideration of whether the persuasion attempt is valid or invalid |
Thoughtful message processing |
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Present our strong and persuasive arguments with the expectation that our audience will attend to them |
Message is thoughtful |
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Audience doesn't care too much about our message or if they are busy doing other things |
Message is spontaneous |
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We can rely in this if the message is too complex to understand |
Spontaneous clues |
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Examples of spontaneous clues |
Perceived trustworthiness Expertise of the communicator |
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These are more difficult to change |
Strong attitudes |
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Strong attitudes are more difficult to change than weak attitude, and we are more likely to act on our strong attitudes |
Preventing persuasion |
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Helps person to create a strong attitude |
Preventing persuasion |
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Giving people a chance to develop a resistance to persuasion by reminding them that they might someday receive a persuasive message, and allowing them to practice how they will respond to influence attempts |
Forewarning |
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Involves building up defenses against persuasion by mildly attacking the attitude position |
Inoculation |
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This wou |
Psychological reactance |
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Occurs when a message, such as an advertisment or another image of a brand, isnpresented to the consumer without the person being aware that a message has been presented-for instance, by flashing messages wuickly in a tv show, an advertisment or movie |
Sublimal advertising |
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This would allow advertisers to promote their product without directly interrupting the consumer's activity and without the consumer knowing that he or she isnbeing persuaded |
Sublimal advertising |
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The way in which something is regarded, understood or interpreted |
Perception |
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The idea tou have about the kind of person you are |
Self perception |
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Who made the self-perception theory? |
Daryl bem |
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We interpret our own actions the way we interpret others' actions' and our actions are often socially influenced and not produced out of our own free will, as we might expect |
Self-perception theory |
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It illustrates "we are what we do" |
Self-perception theory |
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Person's personality and attitudes drive their actions |
Self-perception theory |
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Phenomenon wherein the social situation actually causes our behavior, but we do not realize that the social situation as the cause |
Insufficient justification |
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Phenomenon wherein we view our behavior as caused by the situation, leading us to discount the extent to which our behavior was actually caused by our own interest in it |
Overjustification |
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The |
Cognitive dissonance |
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Discomfort that occurs when we behave in ways that we see inconsistent |
Cognitive dissonance |
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The sales person promises the costumer somethinf desirable, such as low price on a car, with the intention of getting the person to imagine himself or herself enggaging in the desired behavior |
Low-ball technique |
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When someone advertises a product at a veryclow price. When you visit the store, however, you learn that the product you wanted at the low price has been sold out |
Bait-and-switch technique |
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Following up an extravagant request with a reasonable one such that the guilty subject complies |
Door-in-the-face tenchnique |
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Relies also a norm of reciprocitt |
Pre-giving technique |
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Charitable organization might mail you a small. Unsolicited gift, followed by a request for a moetary donation |
Pre-giving technique |
