Social Psychology chapter 7 – Flashcards
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Attitudes
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evaluations of people, objects, and ideas
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Cognitively Based Attitude
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an attitude based primarily on people's beliefs about the properties of an attitude object
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Affectivly Based Attitude
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an attitude based more on people's feelings and values thatn on their beliefs about the nature of an attitude object
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Classical Conditioning
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the phenomenon whereby a stimulus that elicits an emotional response is repeatedly paired with a neutral stimulus that does not, until the neutral stimulus takes on the emotional properties of the first stimulus
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Operant Conditioning
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the phenomenon whereby behaviors that people freely choose to perform increase or decrease in frequency, depending on weherthere they are followed by positive reinforcement or punishment
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Behaviorally Based Attitude
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an attitude based on observation of how one behaves toward an attitude object
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Explicit Attitudes
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attitudes that we consciouslly endorese and can easily report
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Implicit Attitudes
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attitudes that are involuntary, uncontrollable, and at times unconscious
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Persuasive Communication
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communication (e.g. a speech or television ad) advocating a particular side of an issue
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Yale Attitude Change Approach
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the study of the conditions under which people are most likely to change their attitudes in response to persuaseive messages, focusing on "who said what to whom"- the source of the communication, the nature of the communication, and the nature of the audience
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Elaboration Likelihood Model
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an explanation of the two ways in which persuasive communications can cause attitude change: centrally, when people are motivated and have the ability to pay attention to the arguements in the communication, and peripherally, when people do not pay attention to the arguemtns but are instead swayed by surface characteristics (e.g. who gave the speech)
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Central Route to Persuasion
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the cause whereby people elaborate on a persuasvie communication, listening carelully to and thinking about the arguements, as occurs when people have both the ability and motivation to listen carefully to a communication
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Peripheral Route to Persuasion
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the case whereby people do not elaborate on the arguements in a persuasive communication but are instead swayed by peripheral cues
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Need for Cognition
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a personality variable reflecting the extent to which people engage in and enjoy efforful cognitive activities
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Fear-Arousing Communications
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persuasive messages that attempt to change people's attitudes by arousing their fears
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Heuristic-Systematic Model of Persuasion
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an explanation of the two ways in which persuasive communications can cause attitude change: Either systematically processing the merits of the arguments or using mental shortcuts (heuristics), such as "Experts are always right"
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Attitude Inoculation
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Making people immune to attempts to change ther attitudes by initially exposing them to small doses of the arguments against their position
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Reactance Theory
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the idea that when people feel their freedom to perform a certain behavior is threatened, an unpleasant state of reactance is aroused, which they can reduce by performing the threatened behavior; ex: prohibitions
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Attitude Accessibility
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the strength of the association between an attitude object and a person's evaluation of that object, measured by the speed whith which people can report how they feel about the object
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Theory of Planned Behavior
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the idea that the best predictiors of a person's planned, deliberate behaviors are the person's attituddes toward specific behaivors, subjective norms, and percieved behavioral control
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Subliminal Messages
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words or pictures that are not consciously percieved but may nevertheless influence peoples judgements, attitudes, or behaviors
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Stereotype Threat
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the apprehension experienced by members of a group that their behavior might confirm a culteral stereotype
