Attitudes

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100

Attitudes

relatively stable and enduring evaluations of things and people

• helps us categorize, understand and make sense of the world
• Give expressions to our values
• Have different strengths

200

Affectively based attitude

involve evaluative feelings such as like or dislike

300

Behaviourally based attitudes

how people actually show their beliefs and evaluative feelings

400

Thinking Cognitive based attitudes

: thoughts and beliefs

500

Attitudes can be influenced by changes in behaviour

changing behaviour and certain ways can change their attitudes and by products

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100

Explicit attitudes

attitudes that we consciously endorse and can easily report

200

Implicit attitudes

Implicit attitudes

attitudes that are involuntary, uncomfortable and unconscious

• Classical conditioning
• Operant conditioning
• Observational learning

300

Cognitive dissonance

:when our attitudes conflict with one another or when they conflict with our behaviour we feel comfortable (e.g. buyers remorse)

• powerful motive to change attitude
• Guilt, shame, fear = by products of cognitive dissonance

400

to reduce cognitive dissonance

• change the behaviour
• Change the attitude
• Rationalize (can happen more easily)

500

Post decision dissonance

The moment of discomfort after you’ve made a decision; we reduce this by enhancing the attractiveness of the chosen alternative and devaluing the rejected alternative

• (e.g. pro and cons list to make ourselves feel better)
• Making a pro and cons of why we went to MRU instead of uofc
• Buying an apple product involuntarily, but making pros that i have never had it before

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100

The theory of planned behaviour

the best predictors of a persons intentional behaviour are the persons attitudes and toward specific behaviours, subjective norms, and perceived behavioural control

• Specific attitudes
• Subjective norms
• Perceived behavioural Control
• Second guessing yourself

200

Justification of effort

We tend to increase our liking for something we’ve hard to attain

• e.g. after buying macbook, i justify it by saying i work hard in school

300

Counter attitudinal advocacy

The process that occurs when a person states an attitude that runs counter to their private attitude

• Can be used to reduce prejudice / changing beliefs
• Can be used as child punishment
• Can be used to brainwash cults
• Can be used to dehumanized and blame victims

400

External justification

An explanation for dissonant behaviour that resides outside the individual (e.g. massive external pressure “gun to the head”)

500

Internal justification

The reduction of dissonance by changing our attitude or behaviour (e.g. it was fun, I would do it again)

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100

Persuasive communication

Communication that advocates a particular side of an issue

200

Yale attitude change approach

the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages (e.g. smoking packs advertising that smoking is bad for you)

300

Elaboration likehood model

There are two ways in which persuasive communication can cause attitude change: the central and peripheral route

400

Central route (logistics)

conscious, thoughtful consideration of arguments about an issue (e.g. politics, statistics, logics)

500

Peripheral route (Emotions)

emotional, superficial, evaluations of a message (e.g. Fast Fashion trends)

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100

Rationalization trap

The potential for dissonance reduction to pride a succession of self justification that ultimately results in a chain of stupider immoral actions

• (e.g. I’m not mad, but you’re making me do this- it’s you’re fault)

200

Self affirmation

People will reduce the impact of dissonance arousing threat to their self concept by focusing on and affirming their competence on some dimension unrelated to the threat

• (e.g. the solution towards rationalization traps)
• e.g. I skipped class, but thats okay because everyone else skips and I take time to do my work