1
Q
How can an attitude be defined? P 182
A
As an organisation of feelings or beliefs and behavioural tendencies concerning either a person an object or an event.
2
Q
Psychologists do again not agree on the construction of an attitude. What different models do they propose? 182
A
one component model:
an attitude is an interior belief/ feeling towards something ( Person/ object / event) . Affect / evaluation
two component model
attitude consists of affect / evaluation + mental readiness ( either to decide or to act)
three component model
cognitive+ affective+ behavioural
–> originated from the ancient greek history
Attitudes:
permanent, socially significant, general
3
Q
Why could the balance theory be part of the cognitive consistency theory? P 184
A
- people want to have their attitude in alignment with their other attitudes, their belongings, their relationships, they usually don’t call an attitude their attitude if it doesn’t match
- cognitive consistency : people strive for consistency among the beliefs and relationships and traits they call their own. avoiding conflict among the different cognitions.
4
Q
What have Peter and Olivia to do with the balanced and unbalanced triad? 185
A
- balanced triad : consistent attitude and affection according to the attitude. Olivia and Peter like opera . Peter likes Olivia. Olivia dislikes soccer , Peter likes it. Peter dislikes Olivia.
- unbalanced triad: When the attitude and affection / judgement don’t match together.
5
Q
What the heck happens if our brain performs cognitive algebra and process information and act according to the cognitive information integration theory. P 186
A
- cognitive algebra
how we form impressions, evaluating them either negative or positively - information processing
- information integration theory
6
Q
what are conditions that determine whether an attitude is strong or rather weak? 186
A
- whether it is accessible ( priming)
- whether it is shown overt , public or just in questionnaires
- how strongly someone identifies with a group that maintains such an attitude
7
Q
What the heck is cognitive algebra ? P 186
A
- the way we process and cluster information to impressions and attitudes.
- forming a positive or negative impression on something , through complex mental evaluation of
8
Q
Information integration theory P186
A
- an opinion is formed regarding how much good and a
bad things we heard from a thing .
9
Q
Information processing 186
A
- we process and evaluate new entering information in comparing it to the attitude we have .
- attitudes can be supported or changed by new information and evaluation of that information.
10
Q
multiple act criterion 190
A
- a general attitude is way better in predicting multiple outcomes than it is at predicting one specific outcome.
11
Q
Theory of reasoned action and what is behind that shit ?
P 190
A
- attitudes that have kind of a normative support ( morally valid) will lead to intended action which then will lead to behaviour.
the attitudes are based on four steps:
subjective norm: what you think others think is proper to do
attitude towards the behaviour : what the person evaluates as being the right thing to do
behavioural intention: the intention to act
behaviour
12
Q
How does planned behaviour influence the predictability of our behaviour? 192
A
-the theory of planned behaviour says, that if we perceive controlled behaviour ( planned one) the more predictable our behaviour becomes.
13
Q
Protection motivation theory 194
A
- adapting to a more healthy lifestyle due to the threat of illness
- conflict between the dictat of healthy living and the threat of illness / death
14
Q
Whats self efficacy? 196
A
- what our expectations are concerning ourselves . How we will cope / act in a certain situation .
15
Q
The more accessible an attitude is the
197
A
- stronger it is
- the more it results in behaviour
- more resistant it is to change
- facilitates decision making
16
Q
When do attitudes automatically come to mind? 198
A
- if there is a link to a situation in the memory
- -> automatic activation , indication for a strong attitude
17
Q
Moderator variable 198, such as
A
- third variable that improves an attitudes predictable power
–> situational variables:
an aspect or a situation can make people act in a certain which is not according to their attitude .
18
Q
What influences our attitude formation process? P 202
A
- the mere exposure to something
- evaluative conditioning- a certain thing is either associated with a negative / positive stimulus .
19
Q
spreading attitude effect 204
A
- if you associate a person with a negative person , the people associated with that person get a negative association as well.
20
Q
observational learning
A
- learning from observation
21
Q
Ideologies 208
A
- like values having a big influence on attitudes
- widely spread system of shared beliefs and attitudes towards a certain topic
- limits thinking - making it difficult to say something against it
22
Q
Social representations 208
A
- people give simplified explanations to phenomena with the help of interaction
23
Q
How would you measure a behaviour ? 210
Name all the shitty expressions that you have to know for measuring it.
A
- expectancy value model: experience with something informs a person about what to expect
- semantic differential - to measure an attitude with rating with differential adjectives ( good - bad ) On a scale in between those adjectives.
- Thurstone scale : 22 points scale, 11 ratings giving always two points - each ranging very favourable to very unfavourable
- Likert scale : how strongly people agree / disagree with statements
- Guttmann scale : statements that are ordered hieratically and implicit that if you agree with the strongest - you disagree with the weakest and vise versa. –> unidimensional = consisting only of one single dimension.
- measuring bias in language usage: more abstract language when talking about undesirable attitudes of an outgroup , concrete language when talking about the ingroup characteristics
- Measuring physiological indices - body temp, heart rate
24
Q
relative homogeneity effect 210
A
- to see outgroup members all the same and ingroup members all different to each other.
25
unobtrusive measure 214
Observational approaches that neither intrude on the processes being studied nor cause people to behave unnaturally.
26
Bogus pipeline technique 214
A measurement technique that leads people to believe that a ‘lie detector’ can monitor their emotional responses, thus measuring their true attitudes.
27
Why does an attitude change lead to cognitive dissonance? 224
- because a person experiences an inner conflict between the old attitude and the new behaviour that acts against the old attitudes attributes.
- an attitude is changed when the behaviour changes , the communication , characteristics...
28
What`s the persuasive communication of the Fridays for future demonstrations? 224
- that we should the fuck get out of our comfort zone and do something against the climate catastrophe
- message to the audience that implicates change in attitude and behaviour
29
Who is that third person out of the third person effect? 226
- the third person is the one always getting more influenced by the advertisement than I am .
30
What works best for persuasive communication ?
- Having three components that match: source , medium and audience .
- -> makes a good communication credibility
31
Whats the inverted u - curve of fear and its relationship to the persuasion effect ? 232
- the u curve is obviously u shaped and represents that the induction of fear helps up to a certain point to convince somebody , but after this point is decreases again.
- depending on coping appraisal and threat appraisal
32
What determines whether an advertisement should be emotional or factual? 233
- the underlying attitude , it should match the attitude being either affective or fact based
33
What do the framing and the sleeper effect have to do with the persuasion of a person? 234
- how a message is framed is crucial to determine whether it is accepted or not
- sleeper effect : the longer time has passed since you heard a wrong information the less it can be recalled . - your easier to be persuaded
34
Does your gender and your self esteem play a role when it comes to persuasability ? 236
- self esteem has a u curve as well too low self esteem leads to inattentiveness and anxiety , too high self esteem makes people question everything the persuader says.- moderate self esteem is the best for persuading someone.
- gender: who is speaking , who is listening, assertive way of saying things or tender way. It depends also if the sexuality is important concerning the advertised thing
35
Do people become more open or less persuadable with increasing age ? 236
1 Increasing persistence
– susceptibility to attitude change is high in early adulthood but decreases gradually across the life span; attitudes reflect the accumulation of relevant experiences (a negative linear line).
2 Impressionable years
– core attitudes, values and beliefs are crystallised during a period of great plasticity in early adulthood (an S-curve).
3 Life stages
– there is a high susceptibility during early adulthood and later life, but a lower susceptibility throughout middle adulthood (a U-curve).
4 Lifelong openness
– individuals are to some extent susceptible to attitude change throughout their lives.
5 Persistence
– most of an individual’s fundamental orientations are established firmly during pre-adult socialisation; susceptibility to attitude change thereafter is low.
36
Why is it so hard to persuade people of becoming vegan? 237
- because of the disconfirmation bias -we are very sceptical and consider new arguments as weak that contradict our old beliefs.
37
Elaboration - likelihood model what model does it compete with? 239/240
what routes does the persuasion in the brain take?
- one of two
either an easy one if the information is not important to him or her
or a peripheral if it is important and he/ she wants to use more mental capacity for it.
38
systematic heuristic model 240
- process of persuasion works systematically when people listen carefully - are interested
- otherwise the process works through short cuts and heuristics
39
What is compliance 242?
- if a behaviour changes due to group pressure, superficial, public transitory change
40
Ingratation and ingratation dilemma 242
- to get someone to like you to convince him of a favour he could do for you
- dilemma - the more you try , the less the person likes you and is willing to do something for you.
41
Reciprocity principle 242
This is sometimes called the reciprocity norm, or ‘the law of doing unto others what they do to you’. It can refer to an attempt to gain compliance by first doing someone a favour, or to mutual aggression, or to mutual attraction.
42
Multiple requests 242
Tactics for gaining compliance using a twostep procedure: the first request functions as a set-up for the second, real request.
43
Foot-in-the-door tactic 242
Multi-request technique to gain compliance, in which the focal request is preceded by a smaller request that is bound to be accepted.
44
Door-in-the-face tactic 242
Multiple-request technique to gain compliance, in which the focal request is preceded by a larger request that is bound to be refused.
45
Low-ball tactic 242
Technique for inducing compliance in which a person who agrees to a request still feels committed after finding that there are hidden costs.
46
compliance and induced compliance 242 ?
Being persuaded by simple superficial and short term change in expression and behaviour.
induced compliance: if a person is kind of forced to behave in a certain way that is contradictory to his/ her attitude
47
Reciprocity compliance 242
- to behave towards someone as you would want to be treated.
- gain compliance by first doing someone a favor or vise versa with aggression .
- Mutual aggression ( gegenseitige Aggression)
48
If people actually experience the product they might be persuaded of what is this called ? 246
- action research
| - Lewin showed that the actual experience made the people way more likely to actually be persuaded
49
Mindlessness 245
- to be persuaded without thinking about the actual thing
50
Selective exposure hypothesis 248
People avoid the exposure to threats of their beliefs
51
Sleeper effect
- the longer time has passed after you have been persuaded, the more likely you are to have forgotten evaluation you have made on it- it changes your persuasion .
52
Effort justification 248
- a conflict in mind between the effort that you put in and the outcome.
- too much effort too little outcome
53
Post decisional dissonance / conflict 254
- after having made a decision that is contrasting our attitude we face a dissonance and change the view on the decision and the thing it brings with it .
54
How can you protect people from being victims from inoculation ? 260
- Protecting people of persuasion with informing them beforehand about possible counter and counter -counter arguments.- inoculation
- supporting defence
providing additional arguments that back up the original ones
- inoculation defence
hearing the counter sides arguments and encountering them getting demolished .
55
Berehms theory of Reactance say? 260
- people protecting their freedom and if they feel they are loosing their freedom reacting and trying to get it back
56
What might the term forewarning mean ? 260
- if someone tells you he is going to influence you this is less effective.
57
Classical conditioning / Instrumental- reward / punishment / operant conditioning / evaluative
Vicarious= to observe someone elses attitude and learn from it .
classical = pavlov with the dog
pairing a neutral stimulus with a positive one in order to get the positive reaction on the stimulus by triggering with the neutral one .
operant conditioning= instrumental conditioning can be positive or negative .
58
Selective exposure hypothesis
- people choose which stimulus they want to expose themselves to avoid having their self esteem lowered.
59
Effort justification
- cognitive dissonance about the effort you put into something and the reward you get out of it .
60
Free choice dissonance reduction
?
61
4 steps process systematic heuristic model
?
62
Inoculation effect
?
63
Perceived manipulation
we are more easily persuaded when we think the message doesn't intend to persuade us .
64
Communicator : characterise the perfect one , the faster he speaks the better he is evaluated
?
65
Mediator variable
a variable that makes another variables effect more predictable and bigger. For example A and B cause D but only if C is present . C = Moderator variable
66
evaluative conditioning
stimulus that is always paired with another positive or negative stimulus will be evaluated as being negative or positive over time.
67
spreading attitude effect
- if you evaluate a person in a certain way this will not only effect the evaluation of close friends of this person but also the evaluation of other persons being associated with that person.
68
social representation
- an unfamiliar complicated thing gets transformed in an easy to grasp familiar explanation.
69
Behaviour measurement : unobtrusive measure vs implicit measure of attitude
- measurement that does not intervein with the participant nor forces the participant to be in an unnatural situation.
70
Bogus Pipeline technique
- tricking out the participants with making them belief that a lie detector can measure their emotional responses so that they become honest about their attitudes and beliefs.
71
expectancy value model
- if you have a direct experience with an object of attitude - f.e. attitude towards young children and you meet one this experience is teaching you on how you value young children from now on.
