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Definition
| evaluation of a person, object, or idea |
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Term
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Definition
| attitude based on feelings and emotion; not always rational or logical; often based on the person's values |
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| Cognitively based attitude |
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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. |
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| Behaviorally based attitude |
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Definition
| attitude that stems from a person's observation of their own behavior towards an attitude object; based on self-perception theory |
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Definition
| those that we are consciously aware of & are able to report; based of recent experiences |
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Definition
| are not conscious and therefore unable to be reported about; usually based on childhood (or past) experiences |
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Term
| Theory of planned behavior |
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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) |
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Definition
| communication (e.g. speech or TV ad) that advocates or a particular side of an issue |
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Term
| Yale Attitude Change Study |
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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 |
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Term
| Heuristic-systematic model of persuasion |
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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) |
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Term
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Definition
| In the heuristic-systematic model, systematic processing refers to when people process the merits of the argument and that leads to attitude change |
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Term
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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 |
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Term
| Elaboration Likelihood Model |
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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 |
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Term
| Fear-arousing communication |
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Definition
| a persuasive message that attempts to cause an attitude change by arousing fear in the audience |
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Term
| The conditions under which fear-arousing communication causes attitude change |
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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 |
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Term
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Definition
| Words or pictures that are not consciously perceived that supposedly influence people's attitude, judgements, and behaviors |
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Definition
| a feelings of discomfort and disstress cause by the realization that one's behavior is inconsistent with attitudes help OR two conflicting attitudes |
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| Reducing cognitive dissonance |
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Definition
-changing the behavior
-changing the cognition
-add new cognitions (ex. exceptions) |
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Term
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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 |
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Term
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Definition
| the tendency to increasing liking for something if you have worked hard/long to get it |
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Definition
| the reduction of dissonance by reason or explanation of the behavior that resides outside of the individual |
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Definition
| the reduction of dissonance by changing an attitude or behavior in oneself |
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Term
| Counter-attitudinal advocacy |
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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) |
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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) |
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Term
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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 |
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Term
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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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