Glossary
Affect (component of attitudes)
The emotional or feeling component of an attitude, representing our emotional reactions towards an object, person, or idea.
Example:
Feeling a rush of excitement and joy when you see your favorite band perform live is the affective component of your attitude towards them.
Attitudes
Evaluations of people, objects, or ideas that can be positive, negative, or neutral, often guiding our behaviors.
Example:
Having a strong positive attitude towards recycling means you likely believe it's good for the environment and will sort your trash accordingly.
Behavior (component of attitudes)
The action-oriented component of an attitude, reflecting how we act or intend to act towards an object, person, or idea.
Example:
Actively volunteering at an animal shelter because you love animals demonstrates the behavioral component of your attitude towards animal welfare.
Central Route (ELM)
A persuasion route where individuals are influenced by the strength and quality of the arguments and evidence presented, typically when they are motivated and able to process information deeply.
Example:
A consumer meticulously researching car safety ratings and fuel efficiency before buying a vehicle is being persuaded via the central route.
Classical Conditioning (attitude formation)
A type of learning where an attitude is formed by associating a neutral stimulus with another stimulus that naturally evokes a certain emotional response or attitude.
Example:
If a particular jingle is always played during happy family gatherings, you might develop a positive attitude towards that jingle due to classical conditioning.
Cognition (component of attitudes)
The thought or belief component of an attitude, encompassing our knowledge, beliefs, and thoughts about an object, person, or idea.
Example:
Believing that regular exercise improves physical and mental health is the cognition component of your positive attitude towards fitness.
Cognitive Dissonance Theory
A theory stating that individuals experience psychological discomfort (dissonance) when their attitudes and behaviors are inconsistent, motivating them to reduce this discomfort by changing their beliefs or actions.
Example:
A person who believes in environmental protection but frequently drives a gas-guzzling car might experience cognitive dissonance and reduce it by either selling their car or convincing themselves that their individual impact is minimal.
Direct Experience (attitude formation)
The formation of attitudes through personal, firsthand interactions and experiences with people, objects, or ideas.
Example:
Developing a strong dislike for a certain food after having a bad allergic reaction to it is an example of attitude formation through direct experience.
Elaboration Likelihood Model (ELM)
A dual-process theory of persuasion that explains how attitudes can be changed, proposing two main routes to persuasion: central and peripheral.
Example:
Understanding the Elaboration Likelihood Model helps advertisers decide whether to focus on detailed product features or celebrity endorsements to persuade consumers.
Genetics (attitude formation)
The idea that some attitudes may have a biological or inherited predisposition, influenced by temperament and personality traits.
Example:
Research suggests that a person's general openness to new experiences, which can influence many specific attitudes, might have a basis in their genetics.
Operant Conditioning (attitude formation)
A type of learning where attitudes are strengthened or weakened based on the rewards or punishments received for expressing or holding those attitudes.
Example:
A student who receives praise from their teacher for expressing a pro-social opinion might strengthen that attitude through operant conditioning.
Peripheral Route (ELM)
A persuasion route where individuals are influenced by superficial cues, such as source attractiveness, credibility, or emotional appeals, especially when they are not motivated or able to process information deeply.
Example:
Buying a brand of sneakers simply because a famous athlete endorses them, without looking into their quality, is an example of persuasion through the peripheral route.
Social Learning (Observational Learning)
The process of acquiring attitudes by observing and imitating the behaviors and attitudes of others, such as parents, peers, or media figures.
Example:
A child developing a positive attitude towards reading because they often see their parents enthusiastically reading books is an example of social learning.
Social Psychology
The scientific study of how individuals think, feel, and behave in social situations, focusing on how people influence and are influenced by others.
Example:
A social psychologist might study why people conform to group norms, like everyone at a concert standing up when the band plays their favorite song, demonstrating the power of social psychology.