Chapter 7: attitudes

affectively based attitude

attitude based more on people's feelings and values than on their beliefs about the nature of an attitude object

Behavioral based Attitudes

attitude based on observations of how one behaves toward an object

Fear-Arosuing Communication

Persuasive message that attempts to change people's attitudes by arousing their fears

Elaboration Likelihood Model

a model that explains two ways in which persuasive communications can cause attitude change

Yale attitude change approach

a study of certain conditions under which people are mosr likely to change their attitudes in response to persuasive messages, focusingon the osurce of the communication the nature of the communication, and the nature of the audience.

Heuristic-Systematic Model of persuasion

an explanation of the two ways in which perduasive communications can cause attitude change: either systematically processing the merits of the arguments or using menta; shortcuts or heuristics

Cognitively base Attitude

attitude based primarly on people's beliefs about the properties ofan attitude object. (how good does it work, what are the mileages, etc)

Implicit Attitudes

attitudes that exist outside of conscios awareness

Explicit Attitudes

attitudes that we consciously endorse and can easily report

How is attitude accessibility measured

by the speed with which people can report how they feel about the object

Attitude

evaluatios of people, objects, and ideas

Attitude inoculation

making people immune to attempts to change their ttitudes by initially exposing theem to small doses of the arguments against their position

Persusive communication

message advocaing a particuar side of an issue

Peripheral Route to persuasion

people do not elaborae on the arguements in a persuasive communication but are instead swayed by moree superfical cues (the way the speaker looks, how famous they are, how smart they look)

Central Route to Persuasion

people have the ability and motivation to elaborate on a persuasive communication, listening carefully, and thinking deeply about the arguments

Theory of Planned behavior

people's intentions are the best predictos of their deliberate behaviors. These are determined by their attitudes toward specific behaviors, subjective norms, and perceived behavioral control.

gender roles

socital beliefs-such as those conveyed by medica and other sources regarding how men and women are expected to behave

Attitude accessibility

the strenght of the association between an attitude object and a person's evalution of that object

Reactance Theory

when peolpe feel their freedom to perform a certain behavior is threatened, an unpleasant state of resistance is aroused, which they can reduce by performing the prohibited behavior

Sublimial Messages

words or pictures that are not consciously perceived but may nevertheless influence judgements, attitudes, and behaviors.