Chapter 7 attitudes and persuation

Chapter 7 attitudes and persuation - Chapter 7 Attitudes...

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Chapter 7  Attitudes and Persuasion                          02/03/2008 14:12:00 Attitude-  An evaluation of an object in a positive or negative fashion that includes  the three elements of affect, cognitions, and behavior.   Affect- emotional reactions to the object. Cognitions- knowledge about the object, as well as beliefs, ideas, memories,  and images. Behaviors- more likely to act in consistent ways.   Negative evaluations are stronger than positive evaluations. Likert Scale-  A scale used to assess people’s attitudes that includes a set of  possible answers and that has anchors on each extreme.  However sometimes fails to differentiate people with stronger and weaker  attitudes. Russell Fazio developed method of measuring the accessibility of the attitude.  Response latency-  The time it takes an individual to respond to a stimulus such as  an attitude question. Also can assess the centrality of the attitude to the individual’s belief system.   Utilitarian Function-  An attitudinal function that serves to alert us to rewarding  objects and situations we should approach, and costly or punishing objects or  situations we should avoid.   Ego-defensive function-  An attitudinal function that enables us to maintain  cherished beliefs about ourselves by protecting us from awareness of our negative  attitudes and impulses or from facts that contradict our cherished beliefs or desires.  Terror management theory-  A theory positing that to ward off the anxiety we feel 
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This note was uploaded on 02/28/2009 for the course PSYCH 2800 taught by Professor Gilovich,t/regan,d during the Spring '08 term at Cornell University (Engineering School).

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Chapter 7 attitudes and persuation - Chapter 7 Attitudes...

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