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Page 1: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Attitudes

Page 2: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

The Nature of Attitudes

• Attitudes central topic of study in social psychology.

• 3 Approaches to Understanding Nature of Attitudes:– Attitudes as Evaluations– Attitudes as Memories– ABC Tripartite Model of Attitudes

Page 3: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Attitudes as Evaluations

• Learned predispositions to respond in a favorable or unfavorable manner to a particular person, object or idea.

• Represent positive or negative evaluation of an individual, behavior, belief or thing.

Page 4: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

+ Women have the right to choose

- Abortion is immoral

+ Abortion is permissible in the first trimester

- Abortion is an invasive medical procedure

+ Abortion solves societal problems

Abortion

Page 5: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Attitudes as Memories

• Some regard as a set of memories that link cognitions regarding the topic about which the attitude is held.

• An attitude is a set of inter-related memories about a particular person, object or idea.

Page 6: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Attitudes as Memories

• Memories about different types of information– Beliefs, feelings, & behavior concerning the target.

• When a stimulus triggers one of these memories, activates entire network of related memories having to do with the object of the attitude.

Page 7: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Abortion

Parents

Medical

Niece

Future

Religion

Friend

Fr. Mike

Tonsils

Children

College

Page 8: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

ABC Tripartite Model of Attitudes

• Focuses on underlying structure of attitudes.

• 3 Components:– Affective component – encompasses emotional

reactions (negative and positive)• Strong positive or negative emotions associated with…

– Behavioral component – Predispositions or intention to act in a way that reflects the attitude

• Refers to your intention to participate in a pro-abortion or anti-abortion rally; or whether you will have one yourself.

Page 9: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

ABC Tripartite Model of Attitudes

• Focuses on underlying structure of attitudes.– Cognitive component – Your beliefs or thoughts about

the object of the attitude• e.g., may hold a strong religious belief that may shape your

view of abortion as a legitimate procedure.

Page 10: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Affective Component

I have anxiety about the procedure

I am relieved not to have an out-of-wedlock child

Behavioral Component

I intend to seek an abortion if necessary

Cognitive Component

Abortion is a women’s right

Abortion is not morally wrong

Abortion

Page 11: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Formation & Maintenance of Attitudes: Affect-Based Explanations

• Mere Exposure Effect Tendency to develop more positive feelings toward objects/individuals the more we are exposed to them.– Does not require behavior nor formation of

beliefs

• Classical Conditioning

Page 12: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Formation & Maintenance of Attitudes:

Behavioral & Cognitive Explanations• Operant Conditioning

– Reinforcing behaviors congruent with attitude

• Social Learning– Reinforcement of imitative behavior– Vicarious reinforcement

Page 13: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Formation & Maintenance of Attitudes:

Somatokinesthesia• Facial expression, head movement & body

posture can affect attitude.– Pen in the mouth study– Facial Feedback Hypothesis

• Consistent w/ Self-Perception Theory

– Vascular Theory of Emotion• smiling causes air-cooled blood flow to brain

– Similar findings for posture

Page 14: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Formation & Maintenance of Attitudes:

Functional Approach• Develop & change attitude to satisfy psychological

need.

• Instrumental Attitude - based on cost/benefit of the attitude object.– e.g., positive attitudes for acceptance by others

• Symbolic Attitude - Object perceived not as it is, but as symbol of something else– e.g., environmentally conscious company

Page 15: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Psychological Function of Attitudes

Type of Attitude Function Served Perspective

Utilitarian Achieve rewards; gain approval Behaviorist

Knowledge Structure world; make sense Cognitive

Ego Defense Protect from self-truth Psychoanal

Value-Expressive Express self-concept Humanistic

Page 16: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Do Attitudes Predict Behavior?

• LaPiere (1934)

• Factors:– Level of attitude-behavior specificity

• e.g., Chinese in general v. specific couple

– Time factors• Greater the interval between measurement & behavior - the

higher the discrepancy

– Private v. Public Self-Awareness

Page 17: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Do Attitudes Predict Behavior?

• Factors:– Attitude strength

• Acquiring more information

• Personal involvement

• Direct experience

– Attitude accessibility• presidential election study

• Availability heuristic

Page 18: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

IV = Self-Awareness

DV = Attitude Behavior Consistency

Mirror No Mirror

12% Took More Candy

34% Took More Candy

Beaman et al, 1979

Page 19: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

0

1

2

3

4

5

Mea

n S

hock

Inte

nsity

Mirror Condition

Control

Audience Condition

Froming et al, 1982

Page 20: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Attitudes Toward a Behavior

• Fishbein & Ajzen (1975)

• If goal is to predict specific behavior, measure of attitude should be compatible w/ measure of behavior.– Behaviors specified along 4 dimensions:

• Action

• Target

• Context

• Time

Page 21: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Element Specified Measured Attitude Correlation w/ behavior

None Birth Control .08

Target B.C. Pills .32

Target/Action Using B.C. Pills .53

Target/Action/Time Using B.C Pills next 2 years .57

Davidson & Jaccard, 1979

Page 22: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Subjective Norms

• Judgement about whether other people will approve of a particular behavior.

• 2 Factors– Perceived expectations of significant others– One’s motivation to conform to those

expectations

Page 23: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Attitude Toward a Behavior

Subjective Norm

Intention Behavior

Theory of Reasoned Action

Page 24: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Perceived Behavioral Control

• One’s perception of how easy/difficult to perform behavior– e.g., stopping smoking

Page 25: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes
Page 26: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes
Page 27: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Cognitive Consistency & Attitudes

• Cognitive Consistency– Introduced by Fritz Heider (1946)– has its roots in Gestalt Psychology

• Expect & prefer perceptions to be coherent & harmonious

– The tendency to seek consistency in one’s cognitions

Page 28: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Cognitive Dissonance

• Although appear to be logical in our thinking & behavior…– Engage in irrational & maladaptive behavior

behavior to maintain cognitive consistency

Page 29: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Cognitive Dissonance

• We all have cognitions (pieces of knowledge)– About attitudes, past behaviors, current states of the

world, etc.

• Dissonant w/ each other when 1 follows from the opposite of the other – “I believe in gun control & I own a gun”– “I believe in democracy & I don’t vote”

Page 30: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Cognitive Dissonance

• Dissonance can arise between…– Cognitive & affective component of an attitude– Affect felt toward a person & his/her behavior– Cognitions & behavior/behavioral intentions

Page 31: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Cognitive Dissonance

• Dissonant cognitions cause an aversive motivational state (tension, irritation)– We are motivated to reduce aversive state

• Change 1 cognition– “I smoke so little that it hardly counts as smoking”

• Add consonant cognitions– Nobody in my family has ever had cancer, and my other good health habits compensate for

the cigarettes I smoke

• Reduce importance of 1 cognition– “Although some do die…”

• Deny that cognitions are related – “I don’t believe that smoking causes lung cancer”

Page 32: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Insufficient Justification

• People perform, for a minimal inducement, a behavior that is discrepant with attitudes.

• Festinger & Carlsmith (1959)

Page 33: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes
Page 34: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

70

75

80

85

90

95

100

Rat

ing

For

Gro

up

No Initiation

Mild Initiation

Severe Initiation

Page 35: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Arousal or Attribution?

• Dissonance theory assumes physio. arousal as basis of attitude change– Evidence that attribution may also be involved

• Self-Perception Theory– We infer our attitudes from our behavior

• BEHAVIOR CAUSES ATTITUDES

– Placebo studies

Page 36: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes
Page 37: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes
Page 38: Attitudes. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes

Post-Decision Dissonance

• Arises because attributes of chosen alternative not all positive, unchosen not all negative.– Altered perceptions of options– Selective exposure

• Self-Justification– Maintenance of self-esteem– Escalation/Persistence of commitment


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