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43 Cards in this Set
- Front
- Back
Attitude
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individual's evaluation of a target along a good-bad dimension
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Evaluation
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based on a good-bad judgment, represents the individual's overall assessment of whether a particular target is positive or negative
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Positive or Negative Evaluation
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depends on three things:
1. how the object makes the person feel 2. the person's beliefs about the object 3.the person's previous actions toward the object |
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Two Way relation between attitudes and behaviour
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previous behaviour toward a target may contribute to an individual's current attitude toward the target; current attitudes also cause future behaviours
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Ambivalent attitudes
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evaluations of targets that include both positive and negative elements; create variable evaluations over time based on circumstance
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Explicit Attitudes
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those that people can report consciously
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Implicit attitudes
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individual's automatic evaluative response to a target, which can occur without awareness
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Bertram Gawronski and Attitude
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argued that implicit reflect "low-level" (minimal processing) associations between the objects and evaluations, whereas explicit reflect "higher-level" (more extensive processing) evaluations that are based on rational beliefs about the object and its features
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Perceptions of others' attitudes
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two dimensions are most important: liberal versus conservative and traditional versus novel. Tend to be guided by consideration of the extent to which the others are liberal or conservative and traditional or innovative
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Object-Appraisal Function
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function of attitudes in which attitudes provide rapid evaluative judgments of targets, facilitating approach or avoidance
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Values
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broad, abstract standards or goals that people consider to be important guiding principles in their life
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Albert Katz Values
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argued that they are related to their attitudes toward specific issues
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Value- Expressive Function
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allow people to convey an identity that connects them to some groups and makes them distinct from other groups
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Shavitt on Values
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attitudes toward coffee typically fulfill an object-appraisal function: people either like or dislike the taste of coffee (as well as caffeine). Hypothesized that attitudes toward perfume often fulfill a value-expressive function: many people purchase a particular brand of perfume because it projects a desired image
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Likert-Type Scales
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an attitude measurement technique that requires respondents to indicate the extent of their agreement or disagreement with several statements on an issue
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Advantages of Likert Scales
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relatively easy for researchers to construct, are clear and simple for respondents to complete and have been shown to produce reliable scores
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Semantic Differential Scale
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attitude measurement technique that requires respondents to rate a target on several evaluative dimensions
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Advantages of Semantic Scales
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easy for researchers to construct and straightforward for respondents to complete, assess evaluations very directly
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Opinion Surveys of Attitude
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designed to assess public opinion about an issue, event, or group. Contains just one or two items on a particular issue and responses are often limited to "yes" or "no"
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Problems with Self-Report Measures
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assume that people know what their attitudes are and that they will report those attitudes honestly
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Facial Electromyography (EMG)
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procedure for measuring muscle contractions in the face that may be sensitive to positive versus negative responses to a stimulus
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Challenges to using Physiological measure of attitude
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complex and time-consuming procedure. Facial EMG appears quite sensitive to emotional reactions but less sensitive to cognitive beliefs
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Implicit Association Test (IAT)
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reaction time procedure that provides a measure of implicit attitudes; participants sort targets into a "good" category or a "bad" category and the speed at which the sorting is completed is taken as a measurement of implicit attitude toward the object
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Evaluative Conditioning
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Process by which objects come to evoke positive or negative affect simply by their association with affect-inducing events
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Mere Exposure Effect
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tendency for repeated contact with an object, even without reinforcement to increase the liking for the object
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Alcohol Myopia
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tendency for intoxication to reduce cognitive capacity, which results in a narrowing of attention
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Socialization
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process by which infants are moulded into acceptable members of their society
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Reference Group
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Collection of people that serves as a standard of comparison for an individual, whether in terms of attitudes, values, or behaviour
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Jeer Pressure
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conformity pressure that is produced by seeing someone ridiculed by anther person
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Theory of Reasoned Action
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model of behaviour that views humans as rational decision makers who behave on the basis of logical beliefs
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Behavioural Intention
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an individual's plan to perform or not perform an action
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Subjective Norm
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an individual's feelings of social pressure to perform or not perform an action
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IMB model of AIDS-preventive behaviour
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a theory postulating that information, motivation, and behavioural skills guide individual's protective actions in the sexual domain
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Hostile Media Phenomenon
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tendency for people who feel strongly about an issue to believe that the media coverage of the issue is biased against their side
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Strong Attitude
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Involves extremity: people with strong attitudes often endorse extreme positions near the end of the scale.
Importance: individual says that the attitude is very important to him or her. Accessibility: refers to how easy it is to activate a schema or attitude. Direct experience: with the attitude object,rather than on indirect information obtained from other people |
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Behaviour is not controllable when...
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there is an external threat, forces us to behave in a certain way whether we want to or not, lack of alternatives, biological need or addiction, lack of time
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Compatibility Principle
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theory stating that a measure of attitudes will correlate highly with a measure of behaviour only when the two measures are matched in terms of being general/broad or specific/narrow
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Culture
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set of values, beliefs, and behaviours shared by a group of people and communicated from one generation to the next
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Power Distance
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the extent to which a culture accepts an unequal distribution of influence within the society
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Cognitive Dissonance Theory
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a model proposed by Leon Festinger, which states that awareness of consonant cognitions makes us feel good, whereas awareness of dissonant cognitions makes us feel bad. Further, the unpleasant feelings produced by dissonant cognitions motivate us to do something to change our state
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Consonant Cognitions
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beliefs that are consistent or compatible with one another
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Dissonant Cognitions
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beliefs that are inconsistent or logically discrepant with one another
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Induced Compliance Paradigm
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a research methodology used to test dissonance theory that arouses dissonance by getting people to engage in counterattitudinal behaviour. In this paradigm, participants are induced to comply with an experimenter's request that they behave in a way that is inconsistent with their attitudes
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