Social Psychology Chapter 4 Binya

Front 1

to refer to our relatively enduring evaluation of something, where the something is called the attitude object.

Back 1

attitude

Front 2

Our attitudes are made up of

Back 2

cognitive, affective, and behavioral components

Front 3

The importance of an attitude, as assessed by how quickly it comes to mind, is known as

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attitude strength

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This principle (that for any given attitude object, the ABCs of affect, behavior, and cognition are normally in line with each other) thus predicts that our attitudes (for instance, as measured via a self-report measure) are likely to guide behavior.

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The principle of attitude consistency

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The theory of planned behavior, devel- oped by Martin Fishbein and Izek Ajzen outlines three key variables that affect the attitude-behavior relationship:

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(a) the attitude toward the behaviour (the stronger the better)

(b) subjective norms (the support of those we value)

(c) perceived behavioral control (the extent to which we believe we can actually per- form the behavior).

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However, over time there is a tendency to remember the content of a communication to a greater extent than we remember the source of the communication. As a result, we may forget over time to discount the remembered message.

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sleeper effect

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in which we accept a persuasion attempt because we focus on whatever is most obvious or enjoyable, without much attention to the message itself.

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spontaneous message processing

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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.

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Thoughtful message processing

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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

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forewarning

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Involves building up defenses against persuasion by mildly attacking the attitude position

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inoculation

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The strong emotional response that we experience when we feel that our freedom of choice is being taken away when we expect that we should have choice is known as

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psychological reactance

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occurs when we use our own behavior as a guide to help us determine our own thoughts and feelings

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Self-perception

Front 13

When the social situation actually causes our behavior, but we do not realize that the social situation was the cause, we call the phenomenon _______. It occurs when the threat or reward is actually suf- ficient to get the person to engage in or to avoid a behavior, but the threat or reward is insufficient to allow the person to conclude that the situation caused the behavior.

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insufficient justification.

Front 14

People may in some cases come to like a task less when they perceive that they did engage in it for external reasons. _______ occurs when 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

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Overjustification

Front 15

this discomfort that occurs when we behave in ways that we see as inconsistent, such as when we fail to live up to our own expectations, is called

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cognitive dissonance

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The discomfort of cognitive dissonance is experienced as pain, showing up in a part of the brain that is particularly sensitive to pain—

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the anterior cingulate cortex

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Some thoughts might be _____, in the sense that they made us feel uncomfortable, while other thoughts were more ______, in the sense that they made us feel good.

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Dissonant

Consonant

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____ are those who tend to attempt to blend into the social situation in order to be liked; ______ are those who are less likely to do so.

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High self-monitors

low self-monitors

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—the feeling of regret that may occur after we make an important decision

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postdecisional dissonance

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refers to a persuasion attempt in which we first get the target to accept a rather minor request, and then we ask for a larger request.

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foot-in-the-door technique

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In this case, the salesperson promises the customer something desirable, such as a low price on a car, with the intention of getting the person to imagine himself or herself engaging in the desired behavior (in this case, purchasing the car)

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low-ball technique.

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which occurs when someone advertises a product at a very low price. When you visit the store to buy the product, however, you learn that the product you wanted at the low price has been sold out.

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bait-and-switch technique,

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begins by making an unreasonably large request; for example, asking a fellow student if he or she would be willing to take notes on your behalf for the entire semester.

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door-in-the-face technique

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also relies on the norm of reciprocity. In this case, a charitable organization might mail you a small, unsolicited gift, followed by a request for a monetary donation. H

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pre-giving technique

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As predicted by the principle of_____, if we engage in an unexpected or unusual behavior, our thoughts and feelings toward that behavior are likely to change.

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attitude consistency