PSY 2401 Study Guide - Midterm Guide: Implicit-Association Test, Likert Scale, Nature Genetics
9 Jun 2018
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Exam 3 Study Guide
Chapter 6: Attitude
Attitudes- evaluation of people, objects and ideas
How do we measure them?
How do we form them?
How are they related to behavior?
How do we persuade others to change their own?
Explicit attitudes- attitudes that are consciously endorsed and easily reported
Implicit attitudes- attitudes that are unconscious and uncontrollable
Attitude Components
●Affective
●Behavioral
●Cognitive
Positively/negatively
Strength
Attitude Measurement
●Self report
○likert scale
●Bogus pipeline: when we hook a participant to a realistic machine and tell participants
that it’s a lie detector test so we can get honest answers
●Covert measure
○Physiological responses : breathing pattern, pulse
■Only can let us know how strongly one feels, not the negative or positive
■Facial electromyography: picks up the changes of your face, can let us
know if the person feels negatively or possibly about something
○Neurological responses:
■electroencephalogram (eeg)- picks up activity that occurs in your brain
■Functional MRI (FMRI)- where brain activity is happening
■Implicit association test (IAT)
Attitude Formation
●Nature - genetics
●Nurture
○Cognitions: based on objective info
○Behavior: self perception theory is a good explanation for this
○Affect (emotions)
■Might be emotional processes that form our attitudes
■Do not serve the same purpose
●Purpose: to support a value system, validate our beliefs and philosophies we have
Affect (emotions)
●Classical conditioning (evaluative conditioning)
○We learn that certain things go together
○Creates emotional response
○Ex: hates clowns because they watched I.T. when they were little
●Operant conditioning
○Rewards and punishments
○If you’re rewarded it’s very likely you’ll do it again
○Punished, in theory, you won’t do it again
○Rewarded or punished for behaviors when we were younger
○Persuasive attempt needs to match type of behavior we’re trying to change
Attitudes and Behavior
●Attitude - behavior inconsistency
○LaPiere (1934)- what people say is not always what they’re going to do
■First demonstration of this consistency
●Theory of Planned Behavior (Fishbein & Ajzen, 1980)
○Best predictor of what you will do is your intentions
○Attitudes predict intentions, intentions predict behavior
●Attitude strength- weak won’t predict behavior in a reliable fashion but if its a strong or
deeply held attitude than it’s a reliable behavior predictor
○Well-informed
○Personal experience
○Defended the attitude
○Accessibility
Attitude Change
●Persuasive communication- communication advocating a particular side of the issue
●Carl Hovland
○Who says what to whom
○“Yale Attitude Change Approach”
■Source of info (who)
■Nature of communication (what)
■Nature of audience (whom)
●Elaboration Likelihood Model (Petty and Cacioppo) 1986
○Same three things are important but we can be persuaded with those three things
○Central route to persuasion- when you’ve really thought about something, who
told you it, are they credible? Etc.
○Peripheral route to persuasion- my friends think this is a good idea so whatever,
not really thinking about it, don’t really care
●What determines peripheral or central route processing?
○Source
○Message
○Audience
●Not always going to persuaded
Source Effects (things that make them influential)
●Credibility
○Competence
○Expert
○Trustworthiness
●Likeability - celebrities w/ products, they’re very likeable
○Physical attractiveness
○Similarity- single best predictor of who we like
■Personality, sense of humor, what you look like
■When we feel like someone’s similar to us, they are more persuasive to us
●If we are persuaded through credibility or likeability, it will be through the peripheral
route
●When source effects don’t matter:
○Personal relevance (something we care about) we are persuaded through central
route
○Source effects only happen through peripheral route, they don’t matter if it
matters to you
Message Effects
●Number of arguments
○The more arguments there are the more likely we are to be influenced
○“How much someone has to say about something”
○Only works if we don’t care about it
●Quality of arguments
Document Summary
Explicit attitudes- attitudes that are consciously endorsed and easily reported. Implicit attitudes- attitudes that are unconscious and uncontrollable. Bogus pipeline: when we hook a participant to a realistic machine and tell participants. Covert measure that it"s a lie detector test so we can get honest answers. Only can let us know how strongly one feels, not the negative or positive. Facial electromyography: picks up the changes of your face, can let us know if the person feels negatively or possibly about something. Electroencephalogram (eeg)- picks up activity that occurs in your brain. Functional mri (fmri)- where brain activity is happening. Behavior : self perception theory is a good explanation for this. Might be emotional processes that form our attitudes. Purpose : to support a value system, validate our beliefs and philosophies we have. We learn that certain things go together. Ex: hates clowns because they watched i. t. when they were little.
