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Chpt 7: Attitudes (evaluations of ppl, objects & ideas) & Attitude…

- - - - involuntary, uncontrollable unconscious evaluations
      - Implicit Association Test
        
        measures how quickly you can link 2 concepts tgt
        
        Relies on reaction time, hard to fake, purpose of task not too obvious to participants BUT unable to determine if attitude is due to personal endorsement or a reflection of cultural expectations
        
        measures strength of association between 2 mental representations, reflected in reaction time
    - - Attitudes we consciously endorse & can easily report
      - Can be measured directly BUT
        
        Unable to do so because attitude may be weak and ambiguous, person has poor introspection
        
        Unwilling to report because of embarrassment, privacy, social desirability
  - - - based on feelings & values rather than nature of attitude object
      - Classical & Operant Conditioning
    - - based on observations of how one behaves toward an object (self-perception theory chpt 5)
    - - based on beliefs abt properties of an attitude object
- - - - Subjective norms
        
        ppl's beliefs abt how others they care abt will view the bhvr in qn
      - Perceived behavioural control
        
        the ease with which they believe they can perform the bhvr
      - ppl's specific attitude towards behaviour
        
        the more specific the qn, better the attitude predicted bhvr
- - - - if personal relevance is high
        
        more willing to pay attention to quality of arguments-->more likely take central route to persuasion
        
        doesn't matter who speaker is
      - If topic low relevance
        
        peripheral path--> strength of arguments doesn't matter but the speaker does
      - Graduation exam study
    - - able to understand argument
        
        take central route
      - complicated, unable to understand, tired, distracted
        
        influenced by peripheral cues
    - - Central route
        
        ppl will pay full attention, listen carefully, thinking deeply about the arguments and evaluate info critically
        
        most persuaded by an argument rationally grounded and logically sound
        
        When ppl are motivated and/or have the ability to pay attention to the quality of arguments in the persuasion message
      - Peripheral route
        
        ppl will rely on persuasion heuristics
        
        length of argument
        
        whether the argument looks or sounds scientific
        
        who is delivering the message and attractiveness/credibility of speaker
        
        not persuaded by the quality of arguments
        
        when ppl lack motivation/ability to attend to arguments, they look at superficial features of the message that may have nth to do with actual quality of argument
      - explanation that persuasive communications can cause attitude change via 2 ways depending on the motivation and ability of the message recipient
      - our attitudes are most affected by
        
        What the message actually means (the quality or logical basis of the arguments)
        
        the superficial features of the communication process (who gives the speech or how long it is)
    - - Nature of communication
        
        quality of argument, length of message
      - Nature of Audience
        
        eg. age, education level, whether distracted or not
      - Source of communication
        
        eg. attractiveness of speaker, whether speaker seems credible
      - however it is unclear when should one factor be emphasised over another
      - focuses on "who says what to whom"
    - - photocopier study
        
        Big request
        
        ppl will examine the reason more carefully and think if it is valid-->less likely to comply
        
        when the request is small
        
        ppl don't bother to think-->more likely to comply as long as there is a reason even if the reason is meaningless
- - - - Americans persuaded by ads that emphasise independence
      - for Koreans persuaded by ads for interdependence