MODULE 3: Attitudes
attitude to behavior process model
Fazio's theory where influence of attitudes and stored knowledge of what is appropriate in a situation on an individual's definition of the situation which then influences overt behavior // (attitude can result in conscious deliberation OR more spontaneous shape perceptions of situations/behavior)
dual process models of persuasion
a model that accounts for the 2 ways attitude change occurs w/ OR w/o much thought
Tripartite model // "ABC's of attitude"
affective, behavioral, and cognition all add up to one's attitude
theory of planned behavior
attitude (evaluation of behavior) subjective norms (evaluation of others) perceived control (difficulty of behavior)
cognitive consistency
comfortable state where what we think aligns w/how we act; we prefer our attitudes to be consistent w/one another and w/our behavior; there's tension when there is NOT consistency
behavioral
intentions to act toward attitude object
operant conditioning
ex. being rewarded for behaviors (social approval)
classical conditioning
ex. little Albert evaluates rats negatively
central route persuasion
high elaboration likelihood, requires both motivation and ability, persuaded by message content (argument strength), something important to you, lasting change resists fading
attitude
how you're evaluating an issue...a learned evaluative response, directed at specific objects, relatively enduring and influences/motivates our behavior towards these objects
forewarning
if you are given advance knowledge that you are about to be the target of a persuasion attempt, resistance will increase
inoculation
knowing other side of argument increases resistance to it // helps build defense techniques to refute
peripheral route persuasion
low elaboration likelihood, less thoughtful, persuaded by "cues" or "heuristics", temporary change susceptible to fading ex) celebrities, attractiveness, ads, commercials
spreading the alternatives
making a decision b/w relatively equal options, once decision is made, have to justify choice to make sure you are not uncomfortable or experience dissonance
persuasion
other individuals attempting to change your attitude
cognitive
perceptions of facts, opinions regarding attitude object
balance theory
relationship among a person (P), another person (o) and an attitude object (x) // balance=pos relationship w/agreement OR neg relationship w/disagreement // imbalance=pos relationship w/disagreement OR neg relationship w/agreement
observational learning
social comparison ex. matching child's attitude w/parents'
self perception theory
sometimes our behavior defines our attitude, if we don't already have an attitude we act like an outside observer! (ex. I've watched Keeping Up w/The Kardashians for 5 hours, so I must love them!)
elaboration likelihood model
there are two routes to attitude change- central route and peripheral route // how likely are you to elaborate on the message?
justification of effort
work hard for something, but it was pointless so you are uncomfortable you might change attitude and think of a good reason it was worth it (similar to insufficient justification)
affective
emotions/feelings (strong or weak) about attitude object
reactance theory
a prohibited action may seem more appealing ex) "now i want to do it even more -loss of freedom (unjustified) -severity of restriction (important behavior) -similarity of alternatives (no similar alt available)
cognitive dissonance
when you perform a behavior out of sync w/attitude you hold (unpleasant) -free choice -irrevocable -cannot be justified as due to strong rewards or threats -produces neg consequences - weak reasons for engaging in attitude-discrepant behavior (strong)
3rd party forgiveness effect
you will forgive partner more quickly than the 3rd party will
