Understanding Attitudes and Attitude Change
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Questions and Answers

Which cognitive phenomenon does the Implicit Association Test (IAT) primarily rely on?

  • Cognitive dissonance
  • Emotional priming
  • Elaboration likelihood
  • Cognitive interference (correct)

In the IAT, implicit attitudes are determined by comparing reaction times between blocks where concepts and attributes are paired in different ways.

True (A)

What is the fundamental premise behind the Name-Letter Task?

People tend to favor letters in their name over other letters in the alphabet.

The IAT is commonly used to study implicit attitudes towards ______.

<p>black Americans</p> Signup and view all the answers

What potential contaminant of the IAT involves broad societal understanding rather than personal belief?

<p>Cultural knowledge (A)</p> Signup and view all the answers

The Name-Letter Task scores have never been shown to predict anything of significance.

<p>False (B)</p> Signup and view all the answers

In the IAT, what does a faster response to Block 5 (Straight people paired with 'good') compared to Block 3 (Straight people paired with 'bad') indicate?

<p>A preference for Straight people. (C)</p> Signup and view all the answers

To truly understand the underlying mechanisms of the Name-Letter Task, what advanced theoretical framework and statistical modeling would be required to disentangle the true effects?

<p>Bayesian hierarchical modeling within a signal detection theory framework, accounting for inter-individual variability in aesthetic preferences and response thresholds. (D)</p> Signup and view all the answers

What are the three components that constitute an attitude?

<p>Affective, Cognitive, Behavioral (A)</p> Signup and view all the answers

Affectively-based attitudes are primarily formed through a rational examination of facts and issues.

<p>False (B)</p> Signup and view all the answers

Behaviorally-based attitudes stem from what?

<p>observations of one's own behavior</p> Signup and view all the answers

____________ attitudes are consciously endorsed and easily reported.

<p>explicit</p> Signup and view all the answers

Match the attitude type with its primary basis:

<p>Affectively-based = Emotions and values Cognitively-based = Objective facts and beliefs Behaviorally-based = Observations of one's own actions</p> Signup and view all the answers

When are attitudes toward a particular group most likely to have a stronger cognitive basis?

<p>When the group is believed to threaten one's value system. (C)</p> Signup and view all the answers

Which assessment method is most commonly associated with measuring implicit attitudes?

<p>Physiological responses (D)</p> Signup and view all the answers

Insanely Difficult: Explain a scenario where a person's affective attitude towards something is positive, yet their cognitive attitude is negative. Provide a plausible explanation for this dissonance.

<p>Dating a &quot;bad boy/girl&quot;: A person might be aware that someone they are dating exhibits negative behaviors or traits (negative cognitive attitude) but still have strong positive feelings towards them due to the excitement, attraction, or perceived status associated with the relationship (positive affective attitude). This dissonance can be explained through the balancing of positive and negative aspects, where the emotional appeal outweighs the cognitive reservations.</p> Signup and view all the answers

Which of the following best describes 'external justification' in the context of cognitive dissonance?

<p>Explaining dissonant behavior based on factors outside oneself, such as rewards or avoiding harm. (C)</p> Signup and view all the answers

According to cognitive dissonance theory, severe punishment is always more effective than mild punishment in achieving lasting behavioral change.

<p>False (B)</p> Signup and view all the answers

Explain how engaging in counter-attitudinal advocacy can lead to a change in one's private beliefs or feelings.

<p>Engaging in counter-attitudinal advocacy without sufficient external justification leads to internal justification. To reduce the dissonance, individuals may adjust their private beliefs/feelings to align with the expressed opinion.</p> Signup and view all the answers

According to cognitive dissonance theory, when we harm someone, we may come to dislike them more as a way of ______ our cruel behavior.

<p>justifying</p> Signup and view all the answers

An individual publicly supports a political candidate they privately disagree with to secure a significant promotion at their company. According to cognitive dissonance theory, what is the MOST likely psychological outcome?

<p>Little to no dissonance experienced because the large promotion provides sufficient external justification. (D)</p> Signup and view all the answers

According to the theory of planned behavior, what is the most direct predictor of a person's planned behavior?

<p>Intention (D)</p> Signup and view all the answers

The Yale Attitude Change Approach suggests that the source of the communication has no impact on how the audience is persuaded.

<p>False (B)</p> Signup and view all the answers

According to the theory of planned behavior, what are the three main factors that determine a person's intentions?

<p>Specific attitude(s) toward the behavior, Subjective norms, Perceived behavioral control</p> Signup and view all the answers

According to the Elaboration Likelihood Model, people can be influenced by the _____ of what is being said, such as validity and logic.

<p>content</p> Signup and view all the answers

Match the characteristic with its effect on persuasiveness, according to the Yale Attitude Change Approach:

<p>Distraction = Increases persuasiveness Lower Intelligence = Increases persuasiveness Young Age (18-25) = Increases persuasiveness Two-sided arguments = Increases persuasiveness</p> Signup and view all the answers

Which of the following qualities of a communicator, according to the Yale Attitude Change Approach, would LEAST likely make them more persuasive?

<p>Unattractiveness (B)</p> Signup and view all the answers

Presenting only one side of an argument is generally more persuasive than presenting both sides and refuting the opposing side.

<p>False (B)</p> Signup and view all the answers

In the example about Gerald, what component of the theory of planned behavior is influencing his decision not to talk to anyone?

<p>Perceived behavioral control</p> Signup and view all the answers

According to the information on attitude change, why might advertisements be considered a form of persuasive communication?

<p>Their primary goal is to advocate a specific product or viewpoint. (D)</p> Signup and view all the answers

According to the Elaboration Likelihood Model, if a message is delivered by someone considered very attractive or credible, people are more likely to be influenced by _____ it is being said.

<p>how</p> Signup and view all the answers

According to the Elaboration Likelihood Model, what route to persuasion is most effective when the audience has high motivation and ability to process information?

<p>Central Route (B)</p> Signup and view all the answers

Advertising invariably works on everyone, regardless of their pre-existing attitudes towards the product.

<p>False (B)</p> Signup and view all the answers

What is the primary motivation behind attempts to reduce cognitive dissonance?

<p>discomfort</p> Signup and view all the answers

The technique of exposing people to weak arguments to make them immune to stronger persuasion attempts is known as attitude ______.

<p>inoculation</p> Signup and view all the answers

Match the type of attitude with the most effective advertising approach:

<p>Affectively-based attitudes = Using emotional appeals Cognitively-based attitudes = Using rational arguments and personal relevance</p> Signup and view all the answers

Which of the following is a way people attempt to reduce cognitive dissonance?

<p>Changing behavior to be more in line with attitudes (B)</p> Signup and view all the answers

Subliminal messages in advertising have been empirically proven to exert a significant influence over consumers’ purchase decisions in everyday life.

<p>False (B)</p> Signup and view all the answers

What type of dissonance occurs specifically after making a decision?

<p>Post-decision dissonance</p> Signup and view all the answers

Besides changing behavior, what is another way people try to reduce cognitive dissonance?

<p>Changing cognition(s) to be more in line with the behavior (A)</p> Signup and view all the answers

Liking something more because we put effort into obtaining it is known as justification of ______.

<p>effort</p> Signup and view all the answers

Flashcards

IAT

Implicit Association Test, measures automatic associations between concepts and attributes.

Stroop Effect

Cognitive interference when naming colors or concepts that conflict.

Block 1 of IAT

Learn how to categorize a concept, like sexual orientation.

Block 3 of IAT

Pairs concepts and attributes for judgment, like 'gay-good' vs. 'straight-bad'.

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Implicit attitude measure

Difference in reaction times between Block 3 and Block 5 reveals hidden biases.

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Name-Letter Effect

Preference for letters in one's own name over others.

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Behavior prediction

Implicit attitudes can predict behaviors, particularly in sensitive contexts.

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Common uses of IAT

Studying implicit attitudes, especially concerning race and discrimination.

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Attitude

An evaluation of a person, object, or idea, which can be positive, negative, or neutral.

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Affective Component

The emotional reactions part of an attitude.

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Cognitive Component

The thoughts and beliefs that form an attitude.

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Behavioral Component

The actions and observable behavior associated with an attitude.

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Explicit Attitudes

Conscious and easily reported attitudes, typically assessed with scales.

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Implicit Attitudes

Involuntary and uncontrollable attitudes that are harder to verbalize.

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Affectively-Based Attitudes

Attitudes formed without rational examination, influenced by feelings.

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Cognitively-Based Attitudes

Attitudes determined by objective facts, balancing positives and negatives.

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Theory of Planned Behavior

A theory suggesting intention is the best predictor of behavior.

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Intentions

Plans or motivations that guide behavior based on attitudes, norms, and control.

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Specific Attitude

Personal evaluation of a behavior that influences intention.

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Subjective Norms

Perceptions of social pressures influencing behavior.

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Perceived Behavioral Control

Belief about one's ability to perform a behavior.

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Persuasive Communication

Messages aimed at changing attitudes or behaviors.

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Yale Attitude Change Approach

A framework exploring how source, audience, and message affect attitude change.

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Elaboration Likelihood Model

A theory explaining how people can be persuaded through central and peripheral routes.

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Central Route Processing

Persuasion occurring when a person is motivated and able to think critically about a message.

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Peripheral Route Processing

Persuasion occurring when a person is influenced by superficial cues instead of the message content.

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Central Route

A method of persuasion focusing on the argument's merits when motivation and ability are high.

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Peripheral Route

A persuasion method using shortcuts and surface characteristics when motivation is low.

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Fear Appeal

Persuasive messages that induce fear to change attitudes, effective in moderation.

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Advertising Effectiveness

Advertising increases sales but its overall impact is generally small compared to personal interactions.

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Subliminal Messages

Unconscious cues aimed at persuading, without solid evidence of influence in normal advertising.

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Cognitive Dissonance

The discomfort from conflicting attitudes or behaviors, motivating change.

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Justification of Effort

We value things more when we expend effort to obtain them.

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Post-Decision Dissonance

The dissonance felt after making a choice, leading to rationalizing decisions.

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Justifying Dissonance

The process of evaluating rewards positively when effort is expended to obtain them to reduce discomfort.

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External Justification

Explaining dissonant behavior with reasons outside oneself, like rewards or social pressure.

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Internal Justification

Attributing dissonant behavior to oneself when no external reasons are available, leading to self-change.

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Counter-Attitudinal Advocacy

Expressing beliefs contrary to one's private opinions, leading to potential attitude change.

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Mild Punishment

Using gentle punitive measures can encourage lasting attitude change more effectively than severe punishment.

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Study Notes

Attitudes and Attitude Change

  • An attitude is an evaluation of a person, object, or idea.
  • Attitudes can be positive, negative, or neutral (ambivalent).
  • Attitudes have three components: affective (emotional), cognitive (thoughts/beliefs), and behavioral (actions).

Affectively-Based Attitudes

  • These attitudes are not based on rational thought.
  • They are often influenced by personal values.
  • Changing these attitudes can challenge personal values.

Cognitively-Based Attitudes

  • These attitudes are based on objective facts and evaluations about the object/person.
  • The balance of positives and negatives influences attitude.
  • Attitudes can be positive affectively, but negative cognitively.

Behaviorally-Based Attitudes

  • These attitudes are formed by observing one's own behavior.
  • Based on the observations of how one behaves towards something.
  • Stem from observed behaviors.
  • Negative attitudes toward a group may have a stronger cognitive basis due to perceived threats.
  • Positive attitudes toward a group may have a stronger affective basis.

Explicit and Implicit Attitudes

  • Explicit attitudes are conscious and easily reported.
  • Implicit attitudes are involuntary, unconscious, and difficult to verbalize.
  • Assessing implicit attitudes involves methods like the Implicit Association Test (IAT) and physiological responses.

When Attitudes Predict Behavior

  • The Theory of Planned Behavior states that intentions are the best predictors of behavior.
  • Intentions are influenced by attitudes toward behavior, subjective norms, and perceived behavioral control.

Attitude Change

  • Persuasive communication (e.g., ads) attempts to change attitudes.
  • The Yale Attitude Change Approach suggests that the source, message, and audience influence persuasion.
  • Fear appeals in messages can increase attitude change, but only in moderate amounts.

Cognitive Dissonance

  • Cognitive dissonance arises when attitudes and behaviors are inconsistent.
  • Individuals attempt to reduce this discomfort by changing their attitudes and/or behaviors.

Post-Decision Dissonance

  • The need to reduce dissonance is stronger after a more permanent decision.
  • This involves enhancing the attractiveness of the chosen option and devaluing rejected options.

Justification of Effort and Mild Punishment

  • Putting effort into acquiring something increases its attractiveness.
  • Mild punishment often leads to stronger attitude change than severe punishment.

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Related Documents

Lecture 4: Attitudes and Attitude Change PDF

Description

Explore the components of attitudes: affective, cognitive, and behavioral. Learn how attitudes are formed based on emotions, thoughts, and observations of behavior. Understand the types of attitudes related to valence and their impact of personal values.

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