lecture 3- attitudes

• What are the key reasons why attitudes are important?


  • Influence on behavior
  • Predict conduct
  • Cognitive framework affecting information processing
  • Impact on social interactions and conflicts
  • Shape values within cultures
• How is an attitude defined according to Bohner & Dickel (2011)?


  As an evaluation of an object of thought
• What are the characteristics of attitudes?


  They are not directly observable, have multiple components, different levels of awareness, and are relatively consistent.
• What does the Tripartite model of attitudes include?


  • Affect: Emotional reactions
  • Cognition: Beliefs and thoughts
  • Behavior: Reaction tendencies
• What is an example of an affective component of an attitude?


  "I am scared of the dentist."
• What is an example of a cognitive component of an attitude?


  "I think going to the dentist is important to keep healthy teeth."
• What is an example of a behavioral component of an attitude?


  "I avoid going to the dentist unless it’s an emergency."
• What is the function of attitudes according to the Theory of Cognitive Dissonance?


  • To reduce cognitive dissonance (mismatch between thoughts and behavior)
  • Can motivate attitude change
  • Self-perception: Awareness of attitudes through behavior
• What is an example of cognitive dissonance in behavior?


  Saima thinks taking care of the environment is important but drives even for short distances.
• How do attitudes form according to Katz’s theory?

  • Objects paired with positive or negative stimuli acquire meaning
  • Influences people's attitudes toward those elements
• What is classical conditioning in attitude formation?


  • Pairing an object with positive or negative stimuli
  • Influences attitudes based on emotional responses
• What is operant conditioning in attitude formation?


  • Objects followed by positive or negative reinforcements
  • Leads to positive or negative attitudes respectively
• What is the aim of evaluating positive reinforcements in attitude formation?


  To see how they influence participants' attitudes.
• What does the Mere Exposure effect suggest?


  • Direct repeated experience often results in preference
  • More exposure leads to more positive attitudes
• What is an example of the Mere Exposure effect in consumer behavior?


  Preference for a specific ice cream after repeated exposure.
• How does imitation influence attitudes?


  • Copying someone's behavior can lead to more positive attitudes
  • Example: Imitation of regional accents improves attitudes toward the accent
• What are the two routes in the Elaboration Likelihood Model?


  • Central Route: Involves scrutiny of message content
  • Peripheral Route: Accepts or rejects based on superficial cues
• What factors influence the Central Route in the Elaboration Likelihood Model?


  Personal relevance, need for cognition, distraction, prior knowledge, personality traits.
• What message factors are considered in the Elaboration Likelihood Model?


  • Strong vs. weak arguments
  • Long arguments
  • Unilateral vs. bilateral arguments
  • Need for closure