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Social Psych
Chapter 6 Attitude
26
Social Studies
Undergraduate 2
10/14/2014

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Term
Attitude
Definition
evaluation of a person, object, or idea
Term
Affective based attitude
Definition
attitude based on feelings and emotion; not always rational or logical; often based on the person's values
Term
Cognitively based attitude
Definition
attitude based on a person's belief about the properties of an attitude object (the thing in question);
ex. car; how many miles to the gallon, is it safe, etc.
Term
Behaviorally based attitude
Definition
attitude that stems from a person's observation of their own behavior towards an attitude object; based on self-perception theory
Term
Implicit attitudes
Definition
those that we are consciously aware of & are able to report; based of recent experiences
Term
Explicit attitudes
Definition
are not conscious and therefore unable to be reported about; usually based on childhood (or past) experiences
Term
Theory of planned behavior
Definition
a theory that the best predictors of a person's planned behavior are the person's attitudes towards the specific behavior, their subjective norms (how they think people will view the behavior), and their perceived behavior control (how easily they think they can do the behavior)
Term
Persuasive communication
Definition
communication (e.g. speech or TV ad) that advocates or a particular side of an issue
Term
Yale Attitude Change Study
Definition
a study of the conditions under which someone is mostly likely to change their attitude in the presence of persuasive messages; whom said what to whom
1. who said it
2. what did they said
3. who did they say it to
Term
Heuristic-systematic model of persuasion
Definition
a theory that there is two ways in which persuasive messages cam cause attitude change
1. audience processes the merits of the argument
2. people use mental shortcuts (heuristics)
Term
Systematic processing
Definition
In the heuristic-systematic model, systematic processing refers to when people process the merits of the argument and that leads to attitude change
Term
Heuristic processing
Definition
In the heuristic-systematic model, heuristic processing refers to when people use mental shortcuts/heuristics and that leads to attitude change
ex. experts are always right
Term
Elaboration Likelihood Model
Definition
The theory that there is two ways in which persuasive messages cause attitude change:
1. central route- paying attention to the argument at hand
2. peripheral route- paying attention to the surface characteristics like who is giving the argument
Term
Fear-arousing communication
Definition
a persuasive message that attempts to cause an attitude change by arousing fear in the audience
Term
The conditions under which fear-arousing communication causes attitude change
Definition
-information about how to change the behavior that accompanies the fear-arousing message
-moderate level of fear induced
-sometimes, a level of humor can reduce distress
Term
Subliminal messages
Definition
Words or pictures that are not consciously perceived that supposedly influence people's attitude, judgements, and behaviors
Term
Cognitive dissonance
Definition
a feelings of discomfort and disstress cause by the realization that one's behavior is inconsistent with attitudes help OR two conflicting attitudes
Term
Reducing cognitive dissonance
Definition
-changing the behavior
-changing the cognition
-add new cognitions (ex. exceptions)
Term
Post-decision dissonance
Definition
dissonance experienced after making a decision; often thought is that you didn't choose the right decision therefore the value of the chosen decision goes down and the value of the non-chosen decision goes up
more permanent the decision is, a greater need to reduce dissonance
Term
Justification of effort
Definition
the tendency to increasing liking for something if you have worked hard/long to get it
Term
External justification
Definition
the reduction of dissonance by reason or explanation of the behavior that resides outside of the individual
Term
Internal justification
Definition
the reduction of dissonance by changing an attitude or behavior in oneself
Term
Counter-attitudinal advocacy
Definition
the process in which a person states an opinion or attitude that runs counter to a private belief or attitude (you start to believe your lies)
Term
Insufficient punishment
Definition
dissonance caused by lack of external justification for having resisted a desired object or activity -> causes devaluing the forbidden object or activity (mild punishment)
Term
Rationalization trap
Definition
the potential for dissonance reduction ro produce a succession of self-justifications that result in a chain of stupid or irrational actions
ex. degorating/dehumanizing the victim; convincing that the person deserved it
Term
Self-affirmation theory
Definition
a theory suggesting that focusing on and affirming competence in an unrelated area reduces dissonance
ex. not good at painting but hey 'i'm a great cook
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