chapter 7
cognitive dissonance
feeling people experience, uncomfortably, when they have two thoughts conflict with one another
conditioned stimulus
stimulant that, through pairings with an unconditioned stimulant, comes to evoke a conditioned reflex
neutral stimulus
stimulus that initially evokes no response
dual attitudes
evaluations that are different regarding the same attitude object held by the same person
attitudes
evaluations that are global toward some object or issue
attitude polarization
finding that people's demeanors become more extreme as they reflect on them
effort justification
finding that when people suffer or make sacrifices, they convince themselves that it is worthwhile
cognitive dissonance theory
idea that inconsistencies produce discomfort, leading people to rationalize their behavior or change their demeanor
beliefs
ideas that are strong about something
social learning
knowledge in which people imitate behaviors if they have seen others rewarded for performing them
unconditioned response
naturally occuring reflex
operant conditioning
people are apt to repeat rewarded behaviors and not punished behaviors
conditioned response
reflex that, through repeated pairings, is evoked by a formerly unassociated stimulant
automatic attitudes
reflexes that are fast, evaluative, and "gut-level"
deliberate attitudes
reflexes that people think reflectively and carefully about
unconditioned stimulus
stimulant that naturally evokes a particular reflex
mere exposure effect
tendency for people to come to like things simply because they encounter them repeatedly
classical conditioning
type of learning when, through repeated pairings, a stimulus comes to evoke a specific response