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24 Cards in this Set
- Front
- Back
What is an Attitude? |
A psychological tendency that is expressed by evaluating aparticular entity with some degree of favour or disfavour |
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What are the components of Attitudes? |
Affect - feelings and emotions Behaviour Intent - actions, conation Cognition - beliefs and thoughts |
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How do we form attitudes (behaviour)? |
► Spreading ripple effect
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How do we form attitudes (cognition)(1)? |
Self-Perception Theory (Bem, 1972)
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How do we form attitudes (cognition)(2)? |
Information Integration Theory
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How do we form attitudes (cognition)(3)? |
Cognitive consistency
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How do we form attitudes (social learning)? |
SOCIAL LEARNING Important sources of enduring attitudes:
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What are the four factors of attitude change? |
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Describe Recipient/Audience: |
► self-esteem: extremes are less easily persuaded ► gender & age: very mixed results, no clear |
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Describe Source/Communicator: |
► credibility (Hovland & Weiss, 1951) ► attractiveness (Debono & Telesca, 1990) ► similarity (Petty & Cacioppo, 1981) |
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Describe Message: |
► two-sided arguments for well-informed audiences ► fear (Janis & Feshbach, 1953) |
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Describe Channel: |
- audio/visual for easy messages, written for difficult messages |
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Explain Normal Decay: |
NORMAL DECAY – high credibility • Initially persuaded by credible source, attitudes gravitate backtoward opinion held prior to receiving message over time |
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Explain the Sleeper Effect: |
THE SLEEPER EFFECT – low credibility • Discounting Initially giving message from non-credible source less credence • DisassociationUncoupling of message content and source over time ► If we can understand the message, who said it doesn’t matter – over time, we become convinced |
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How does Fear change attitudes? |
► fear works best if coupled with information on how to effectively respond
► as fear increases, so does attitude change, unless extreme |
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Describe the Central Route of the Elaboration Model: |
Central route: ► issue is important to us ► time to think about issue ► cognitive capacity to think about issue |
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Describe the Peripheral Route of the Elaboration Model: |
Peripheral route: ► issue not important to us ► limited time to think about issue ► distracted, in a good mood |
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What is the Sufficiency Principe? |
SUFFICIENCY PRINCIPLE ► We have desire to feel somewhat confident about our thoughts, feelings, and actions ► When forming/changing attitudes, there is a sufficiency threshold ► The point when we feel confident that we have sufficientlyperformed the task |
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How do we resist attitude change? |
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Explain Balance theory: |
BALANCE THEORY (Heider)
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Describe Cognitive Dissonance: |
- Inconsistency between cognitions/behaviours results in anaversive psychological state called dissonance - Seek to reduce this by: ► Change one of the cognitions/behaviours ► Reducing importance of one of the cognitions/behaviours ► Adding additional consonant cognitions/behaviours |
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What is Low Dissonance: |
Low dissonance
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What is High Dissonance: |
High dissonance
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Explain the Self Consistency Model: |
SELF CONSISTENCY MODEL - Dissonance only occurs when a person acts in way that isdiscrepant from a positive self-concept - Strive for consistent view of self as moral & competent - People with high self-esteem should experience more dissonance |