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22 Cards in this Set
- Front
- Back
Attitudes
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Evaluations of people, objects, and ideas
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Cognitively Based Attitude
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And attitude based primarily on people’s beliefs about the properties of an attitude
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Affectively Based Attitude
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An attitude based more on people’s feelings and values than 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 emotion 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 behavior that people freely choose to perform increase or decrease in frequency, depending on whether they are followed by positive reinforcement or punishment
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Behaviorally Based Attitude
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An attitude based on observations of how one behaves toward an attitude object
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Explicit Attitudes
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Attitudes that we consciously endorse 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 persuasive 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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And explanation of the two ways in which persuasive communication can cause attitude change; centrally, when people are motivated and have the ability to pay attention to the arguments in the communication, and peripherally, when people do not pay attention to the arguments 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 case whereby people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, as occurs when people have both the ability and the 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 arguments in a persuasive communication but are instead swayed by peripheral cues
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Need for Cognition
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A personally variable reflecting the extent to which people engage in and enjoy effortful 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 their 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
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Attitude Accessibility
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The strength of the association between and attitude object and a person’s evaluation of that object, measured by the speed with 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 predictors of a person’s planned, deliberate behaviors are the person’s attitude toward specific behaviors, subjective norms, and perceived behavioral control
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Subliminal Messages
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Words or pictures that are not consciously perceived but may nevertheless influence people’s judgments, attitudes, and 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 cultural stereotypes
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