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Chapter 6
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33
Accounting
Pre-School
10/27/2013

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Term
attitudes
Definition
a positive or negative or mixed reaction to a person, object, or idea
Term
attitude scales
Definition
a multiple item questionaire designed to measure a person's attitude toward some object
Term
likert scale
Definition
developed by Rensis Likert 1932, respondents give multiple statements about their attitudes toward an object and rate their extent to which they agree with statements.
Term
Cacioppo et al 1993
Definition
participants brain waves reacted differently to stimuli which depicted items they did not like
Term
Implicit Association Test
Definition
a covert measure of unconscious attitudes derived from the speed at which people respond to pairings of concepts such as black/ white good/bad
( critics believe the IAT is not a perfect predictor citing a need for more behavioral evidence)
Term
Greenwald et al 2009
Definition
meta analysis shows implicit attitudes are less predictive of behavior than explicit attitudes
Term
Abraham Tesser 1993
Definition
research on identical twins shows that attitudes might be genetic
Term
Evaluative conditioning
Definition
the process by which we form an attitude towards a neutral stimulus because of its association with a positive or negative object
Term
Richard LaPiere 1934
Definition
first to show that behavior and attitudes don;t go hand in hand
Term
Level of correspondence
Definition
similarity between attitude measures and behavior
Term
Theory of planned behavior
Definition
the theory that attitudes toward a specific behavior combine with subjective norms and perceived control to influence a person's actions ( more influenced by attitudes towards specific behavior, subjective norms,and percieved control)
Term
3 factors that distinguish our strongest and weakest attitudes
Definition
1. directly affect a person's self interest
2. Related to deeply help philisophical, political, and religious values
3. they are of concern to their close friends, family, and social groups,
Term
factors which indicate the strength of an attitude and link it to behavior
Definition
1.people tend to behave in a way consistent to their attitudes
2.direct personal experience > second hand information
3. attitudes become stronger when we defend them from an attack
4. must be highly accessible ( easily brought to mind)
Term
Central Route of PErsuasion
Definition
the process by which a person thinks carefully about a communication. This is influenced by the strength of its arguements
Term
Peripheral route
Definition
the process by which a person uses superficial cues and heuristics to analyze an argument
Term
Esteem an Intelligence have opposite effects on persuasion
Definition
a smart person will learn a message but high self esteem will make them less likely to change. A dub person will not learn a message but they will be more willing to accept change
Term
Attitude embodiement effects
Definition
attitudes can be influenced by the position or orientation or movement of our bodies
Term
What determines which route we select
Definition
our ability and motivation. We analyze the source, the message, and the target audience
Term
self interest rule
Definition
we tend to not trust those who have something to gain from persuading us. Impressed by people who take unpopular stands or argue against their interests
Term
Sleeper the effect
Definition
a delayed increase in the persuasive impact of a non credible source. After a long enough time what matters is not the source but the message we receive.
Term
Discounting cue hypothesis
Definition
people discount the argument made by non credible communicators but disassociate what was said from it.
Term
Miller and Campbell 1959
Definition
if two points are presented and the participants don't respond for a long period of time, primacy wins. If two points are presented but there is a week in between them and participants chose after the 2nd then recency wins.
Term
Need for cognition
Definition
a personality variable that distinguishes people on the basis of how much they enjoy effortful cognitive activities.
Term
Self monitoring and persuasion
Definition
high self monitors respond highly to messages of persuasion that indicate desireable social image
Term
Kimberly and Cameron 2003 how people maintain their attitudes
Definition
1.attitude bolstering ( think about reasons why you support the attitude and it fits with you)
2.counter arguing
3. Social validation ( looking for others with the same opinion for guidance)
4.negative affect ( respond aggressively and be unwilling to change)
5. Assertions of confidence ( strong belief in perserverence of the attitude)
6.social exposure ( ignoring claims which might change attitudes)
7. Social derogation ( attack the communicator)
Term
Innoculation Hypothesis
Definition
the idea that exposure to weak versions of a persuasive arguement increases later resistance to that arguement
Term
Psychological reactance
Definition
the theory that people react against threats to their freedom by asserting themselves and perceiving the threatend freedom as more active
Term
Insufficient justification
Definition
a condition in which people freely perform an attitude discrepant behavior without recieving a large reward
Term
Insufficient deterence
Definition
a condition in which people refrain from engaging in a desireable activity even when only a mild punishment is threatened
Term
Justifying effort
Definition
the more effort we put into achieving something, the more we value it, or convince ourselves we do, even if we don't. Aronson & Mills 1959
Term
Balance theory
Definition
Fritz Heider 1946. Our lives are webs of relationships, we like to maintain a balance within them
Term
self perception theory
Definition
we infer our attitudes from our behavior.
Term
System Justification Theory
Definition
people are motivated to maintain positive attitudes towards political and social status quo.
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