Term
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Definition
evaluations of people, objects, or ideas
often determine what we do |
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Term
| where do attitudes come from? |
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Definition
genes
cognitive/affective/behavioral components |
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Term
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Definition
| identical twins share more attitudes than fraternal twins, even when identical twins have been raised in different homes and never knew each other |
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Term
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Definition
| the thoughts and beliefs that people form about the attitude object |
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Term
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Definition
| people’s emotional reactions toward the attitude object |
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Term
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Definition
| how people act toward the attitude object |
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Term
| purpose of cognitively based attitudes |
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Definition
to classify the pluses and minuses of an object so that we can quickly tell whether we want to have anything to do with it
based on objective merits of particular brands |
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Term
| affectively based attitudes |
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Definition
| rooted more in emotions and values than on an objective appraisal of pluses and minuses |
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Term
| example of cognitively based attitude |
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Definition
like the vacuum because it cleans up dirt well or because it is relatively cheap
not on how sexy the object makes you feel |
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Term
| example of affectively based attitudes |
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Definition
liking a car regardless of how many miles it gets to the gallon
feeling strongly attracted to someone in spite of negative beliefs about it (knowing someone is a bad influence) |
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Term
| affectively based attitudes can be the result of: |
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Definition
people's values (religion, moral beliefs)
sensory reaction (liking the taste of chocolate despite its number of calories)
classic conditioning (grandma's house always smells like meatballs; eventually the smell alone will trigger the emotions experienced at grandma's house)
operant conditioning |
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Term
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Definition
behaviors we freely choose to perform become more or less frequent, depending on whether they are followed by a reward (positive reinforcement) or a punisher
ex. little girl plays on swings and begins to play with a black girl; her father tells her not to associate with the black girl; eventually, she will associate blacks with disapproval, and adopt her father’s racist attitudes |
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Term
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Definition
a behaviorally based attitude
under certain circumstances, people don't know how they feel until they see how they behave
ex. "i guess i like to exercise because i always seem to be going for a run or heading over to the gym to work out" |
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Term
| in behaviorally based attitudes, their initial attitude has to be |
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Definition
weak or ambiguous
-wouldn't have to use observation to infer how you feel about something if you knew how you felt about it for sure |
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Term
| behaviorally based attitudes only happen when |
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Definition
| there are no other plausible explanations for their behavior |
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Term
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Definition
| ones we consciously endorse and can easily report |
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Term
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Definition
| involuntary, uncontrollable, and at times unconscious evaluations |
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Term
| explicit example of white man who believes that all races are equal |
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Definition
| it is his conscious evaluation of members of other races that governs how he chooses to act; recently signed a petition in favor of affirmative action at his university |
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Term
| implicit example of white man who believes that all races are equal |
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Definition
| grown up in a culture in which there are many negative stereotypes about minority groups; it is possible that some of these negative ideas have seeped into him in ways of which he is not fully aware—might have some negative feelings that are triggered automatically and unintentionally, but could influence his behavior in that he may act more nervous around blacks |
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Term
| implicit attitudes are rooted more in people's |
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Definition
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Term
| explicit attitudes are rooted more in people's |
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Definition
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Term
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Definition
often in response to social influence; influenced by what people do or say (entire premise of advertising)
ex. obama's presidency- based on what he does, people either like him or dislike him |
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Term
| cognitive dissonance theory |
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Definition
| when people behave inconsistently with their attitudes and cannot find external justification for their behavior, their attitude changes |
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Term
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Definition
| reducing dissonance of the speech by deciding that they believe what they are saying |
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Term
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Definition
communication such as a speech or television advertisement that advocates a particular side of an issue
*used to change as many people's attitudes as possible |
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Term
| yale attitude change approach |
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Definition
| the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages, focusing on the source of the communication, the nature of the communication, and the nature of the audience |
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Term
| elaboration likelihood model |
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Definition
| specifies when people will be influenced by what the speech says (i.e the logic of the arguments) and when they will be influenced by more-superficial characteristics (e.g who gives the speech or how long it is) |
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Term
| central route to persuasion |
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Definition
| states that under certain conditions people are motivated to pay attention to the facts in a communication, so they will be most persuaded when these facts are logically compelling. Sometimes people elaborate on what they hear, carefully thinking about and processing the content of the communication |
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Term
| peripheral route to persuasion |
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Definition
when people are swayed by things peripheral to the message itself
ex. being persuaded by the fact that Khloe Kardashian is in the magazine |
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Term
| if people are truly interested in the topic and thus motivated to pay close attention to the arguments, and if people have the ability to pay attention, they are likely to take the _____ route to persuasion |
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Definition
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Term
| one thing that determines whether people are motivated to pay attention to a communication is the |
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Definition
personal relevance to a topic
how important is the topic to a person's well-being? |
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Term
| the more personally relevant an issue is, the more willing people are to pay attention to the arguments in a speech and therefore the more likely people are to take the ____ route |
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Definition
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Term
| when an issue is not personally relevant, people pay less attention to _____ and instead will take a mental shortcut, taking the _____ route |
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Definition
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Term
| in addition to personal relevance of a topic, people's motivation to pay attention to a speech depends on their |
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Definition
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Term
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Definition
| a personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities |
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Term
| high in need for cognition are more likely to form their attitudes by paying close attention to _____, whereas people low in the need for cognition are more likely to rely on ____ |
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Definition
relevant arguments (via the central route)
peripheral cues such as how attractive or credible the speaker is |
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Term
ex. whether drugs such as marijuana should be legalized
there are many arguments on both sides of the issue
difficult to figure out which arguments had the most merit
decided to support legalization, why? |
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Definition
| not because of the strength of prolegalization arguments she had read, but because that's the way several people she trusted felt--a clear case of the PERIPHERAL route to persuasion |
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Term
| people who base their attitudes on a _____ analysis of the arguments will be more likely to maintain this attitude over time, more likely to behave consistently with this attitude, and more resistant to counterpersuasion than people who base their attitudes on peripheral cues |
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Definition
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Term
| fear-arousing communications |
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Definition
attempting to change people's attitudes by stirring up their fears
ex. showing them pictures of diseased lungs and alarming data about the links between smoking and lung cancer |
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Term
| you can succeed in scaring them, but it won't be effective unless you |
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Definition
provide information about how to reduce this fear
ex. teaching them how to quit smoking with specific recommendations by giving them a pamphlet with this information |
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Term
| big reason why fear-arousing communications can fail? |
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Definition
| if they are so strong that they overwhelm them or people find them overdramatic |
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Term
| heuristic-systematic model of persuasion |
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Definition
| when people take the peripheral route to persuasion, they often use heuristics (mental shortcuts people use to make judgments quickly and efficiently; deciding what their attitude is without having to spend a lot of time analyzing every detail about the topic at hand) |
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Term
| example of a heuristic-systematic model of persuasion |
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Definition
| "experts are always right" |
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Term
| our ____ and ____ can themselves act as heuristics to determine our attitudes |
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Definition
emotions and moods
ex. trying to decide on a couch to buy. You find one in your price range, so you ask yourself how you feel about it. If you find it comfortable in the store, you’re likely to buy it. |
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Term
| major problem with the heuristic |
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Definition
| we can make mistakes about what is causing our mood, misattributing feelings created by one source (our favorite song) to another (the couch) |
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Term
| if an attitude is cognitively based, try to change it with |
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Definition
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| if an attitude is affectively based, try to change it with |
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Definition
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| two different types of advertisements |
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Definition
utilitarian products
social identity products |
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Term
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Definition
such as air conditioners and coffee
such products tend to be formed after an appraisal of the utilitarian aspects of the products (e.g how energy efficient an air conditioner is) and thus are cognitively based |
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Term
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Definition
such as perfume and greeting cards
such products tend to reflect a concern with how they appear to others and are therefore more affectively based |
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Term
| western cultures have a ______ attitude |
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Definition
| independence and individualism |
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Term
| asian cultures have a _____ attitude |
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Definition
| interdependence and collectivism |
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Term
| anything you do to increase people's confidence in their thoughts about your message will make it more effective, as long as your arguments are |
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Definition
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Term
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Definition
| making people immune to attempts to change their attitudes by initially exposing them to small doses of the arguments against their position |
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Term
| by considering “small doses” of arguments against their position, people become ______ to later, full-blown attempts to change their attitudes, just as exposing people to a small amount of a virus can inoculate them against exposure to the full-blown viral disease |
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Definition
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Term
| if people have not thought much about the issue—that is, if they formed their attitude via the peripheral route, they are _____ to an attack on that attitude using logical appeals |
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Definition
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Term
| many critical changes in attitudes and behaviors occur not in response to _____, but via more _____ |
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Definition
logic, emotional appeals
ex. the way most adolescents begin to drink, smoke, or take drugs; they often do it in response to pressure from their peers |
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Term
| peer pressure is linked more to people's ______, playing on their fear of ____ and their desire for _______ and ______ |
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Definition
values and emotions
fear of rejection
desire for freedom and autonomy |
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Term
| the stronger the prohibition, they more likely they will |
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Definition
| boomerang, causing an increase in interest in the prohibited activity |
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Term
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Definition
| people do not like to eel that their freedom to do or think whatever they want is being threatened |
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Term
| people reduce reactance by performing the |
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Definition
threatened behavior (e.g smoking)
ex. no sillies please--kid goes even crazier with legs |
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Term
| attitudes will predict spontaneous behavior only when they are |
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Definition
| highly accessible to people |
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Term
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Definition
| strength of the association between an object and an evaluation of it, which is typically measured in the speed with which people can report how they feel about the object or issue |
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Term
| when your accessibility is ____, your attitude comes to mind whenever you see or think about the attitude object |
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Definition
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Term
| when accessibility is ____, your attitude comes to mind more slowly |
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Definition
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Term
| the more direct experience people have with an attitude object, the more _____ their attitude is, and the more _____ it is, the more likely their spontaneous behaviors will be consistent with their attitudes |
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Definition
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Term
| accessibility matters when |
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Definition
| we have to decide how to act on the spot, without time to think it over |
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Term
| theory of planned behavior |
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Definition
| when people have time to contemplate how they are going to behave, the best predictor of their behavior is their intention |
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Term
| intention is determined by what three things? |
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Definition
their attitudes toward the specific behavior
their subjective norms
their perceived behavioral control |
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Term
| the more specific the question is (for example, about birth control pills), the (better/worse) this attitude predicted their actual behavior |
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Definition
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Term
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Definition
| beliefs about how people they care about will view the behavior in question |
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Term
| perceived behavioral control |
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Definition
| people's intentions are influenced by the ease with which they believe they can perform the behavior |
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Term
| if people think it's easy to perform the behavior, such as remembering to buy milk on the way home from work, they are (more/less) likely to form a strong intention to do so |
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Definition
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| if people think it's difficult to perform he behavior, such as remembering to use condoms when having sex, they will be (more/less) likely to form a strong intention to do so |
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Definition
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Term
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Definition
words or pictures that are not consciously perceived but may influence people's judgments, attitudes, and behaviors
ex. flashing the messages “Drink Coca-Cola and Eat popcorn” during a commercial movie to boost concession stand sales
can be visual or auditory |
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Term
| what's more powerful? regular or subliminal advertising |
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Definition
regular
people can consciously perceive them |
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