Please enable JavaScript.

Coggle requires JavaScript to display documents.

Attitudes (what is an attitude (attitude is (A cognitive representation…

- - - - so how do we measure it?
        
        they are not objects so
        
        We need to infer people’s attitudes based on how people react to objects
        
        there is two component that we have to consider
        
        Valence (positive vs. negative)
        
        therefore
        
        1 more item...
        
        Intensity(how much you like vs. dislike)
      - why doe we need attitude
        
        we need it for
        
        Mastery
        
        because
        
        simplify our experience of the world and orient our behavior.
        
        EX: Direct our behaviors. We know we like something, we approach it. We don’t, we avoid it. We favor political parties that will advance our economic lot if we are in business, we favor the party that will keep our taxes low, if unemployed we favor one that will increase social welfare benefits.
        
        we need it for
        
        Connectedness
        
        because
        
        It Define our social identity –Am I creative? Prefer Apple over IBM. Am I env. Friendly? Prefer Prius over Jeep
        
        EX: Our attitude can change based on our need to belong -We tend to share the attitudes of our group. E.g., the value of the company I want to work for becomes my value.
      - where did attitude come from
        
        Association = as soon as we encounter an object, we create associations (e.g., what others said? What does it remind me?) = We have now information about something
        
        Sometimes, we create attitudes of objects that we see for the first time. How do we end liking (or not) something?
        
        We processed by
        
        Affective= How we feel about an object
        
        example
        
        How do we feel when we see a dog?
        
        Behavioral= The past, present, of future interactions with an object
        
        example
        
        “I never liked dogs, never played with them, I cross the street when I see one, I will never touch one!
        
        Cognitive= What we know about an object
        
        example
        
        We recall information about dogs, remember when our friends were attacked by dogs, read about other accidents
        
        Many attitudes are so established that we don’t need to think about them
      - the role of affect
        
        We pay more attention to what fits our goal (If I want to be cool, smoking is ok)
        
        Recent and more available information counts more (e.g., stronger negative attitudes towards pit bulls if we have just read something about them)
        
        Valence of the information (bad is stronger than good) is (negativity bias)
        
        Once we connect attitude to object, just seeing the object activates the attitude (e.g., priming effects)
  - - - by using Persuasion Heuristic
        
        Association of a cue that is positively or negatively evaluated with the attitude object, allowing the attitude object to be evaluated quickly and without much thought.
        
        EXAMPLE
        
        Christmas (unconditioned stimulus) is likely to create positive emotions of happiness, excitement and family (unconditioned response). On the other hand, before conditioning takes place, Coca-Cola (neutral stimulus) does not create any emotions, since no brand associations yet exist. However, by combining Christmas and Coca-Cola in the famous television advert, the positive emotions of happiness, excitement and family re-emerge,to the extent that when Coca-Cola is subsequently displayed alone (conditioned stimulus), these emotions persist (conditioned response), thus creating a brand association between Coca-Cola and Christmas
        
        But how can we persuade others
        
        there is six principle
        
        6 more items...