CHAPTER 5 – WELL WRITTEN
EXAM REVISION SUMMARY -
PYC3701
Attitude
feelings, often influenced by our beliefs, that predispose
us to respond in a particular way to objects, people, and
events. evaluations of various aspects of the social world.
Explicit attitude
an attitude that a person is consciously aware of and can
report.
Implicit attitude
an attitude that influences a person's feelings and
behaviour at an unconscious level. they are unconscious
associations between objects and evaluative responses.
Evaluative response
a judgement by a listener about a person's conduct
Implicit Association Test (IAT)
A computer-driven assessment of implicit attitudes. The
test uses reaction times to measure people's automatic
associations between attitude objects and evaluative
words. Easier pairings (and faster responses) are taken to
indicate stronger unconscious associations.
Social learning
the process through which we acquire new information,
forms of behaviour, or attitudes from other people
Classical conditioning
, a type of learning in which one learns to link two or more
stimuli and anticipate events
Unconditioned stimulus
A stimulus that evokes an unconditioned response without
previous conditioning
Conditioned stimulus
in classical conditioning, an originally irrelevant stimulus
that, after association with an unconditioned stimulus,
comes to trigger a conditioned response
Two pathways that classical conditioning can affect
attitudes via
The direct route and the indirect route
The direct route (in classical conditioning)
the more generally effective and typical route used. can be
seen in advertising, for example. positive stimuli are
repeatedly paired with a product allowing for direct transfer
of affect to the brand.
The indirect route (in classical conditioning)
by pairing a specific celebrity endorser who is already
liked by the target audience with a new brand, a memory
link between the two can be established. this repeats and
whenever that celeb is thought of, so is the brand.
Subliminal conditioning
classical conditioning that occurs in the absence of
conscious awareness of the stimuli involved
Instrumental conditioning
type of learning in which a behavioural response can be
conditioned through reinforcement - either punishment or
rewards associated with undesirable or desirable
behaviour.
Instrumental conditioning elements
EXAM REVISION SUMMARY -
PYC3701
Attitude
feelings, often influenced by our beliefs, that predispose
us to respond in a particular way to objects, people, and
events. evaluations of various aspects of the social world.
Explicit attitude
an attitude that a person is consciously aware of and can
report.
Implicit attitude
an attitude that influences a person's feelings and
behaviour at an unconscious level. they are unconscious
associations between objects and evaluative responses.
Evaluative response
a judgement by a listener about a person's conduct
Implicit Association Test (IAT)
A computer-driven assessment of implicit attitudes. The
test uses reaction times to measure people's automatic
associations between attitude objects and evaluative
words. Easier pairings (and faster responses) are taken to
indicate stronger unconscious associations.
Social learning
the process through which we acquire new information,
forms of behaviour, or attitudes from other people
Classical conditioning
, a type of learning in which one learns to link two or more
stimuli and anticipate events
Unconditioned stimulus
A stimulus that evokes an unconditioned response without
previous conditioning
Conditioned stimulus
in classical conditioning, an originally irrelevant stimulus
that, after association with an unconditioned stimulus,
comes to trigger a conditioned response
Two pathways that classical conditioning can affect
attitudes via
The direct route and the indirect route
The direct route (in classical conditioning)
the more generally effective and typical route used. can be
seen in advertising, for example. positive stimuli are
repeatedly paired with a product allowing for direct transfer
of affect to the brand.
The indirect route (in classical conditioning)
by pairing a specific celebrity endorser who is already
liked by the target audience with a new brand, a memory
link between the two can be established. this repeats and
whenever that celeb is thought of, so is the brand.
Subliminal conditioning
classical conditioning that occurs in the absence of
conscious awareness of the stimuli involved
Instrumental conditioning
type of learning in which a behavioural response can be
conditioned through reinforcement - either punishment or
rewards associated with undesirable or desirable
behaviour.
Instrumental conditioning elements
