COGNITIVE DISSONANCE and

IMPLICIT/ EXPLICIT ATTITUDES

IMPLICIT AND EXPLICIT ATTITUDES

Explicit attitudes reflect values, beliefs, and conscious assessments such as, ‘I believe woman can be doctors’.

Implicit attitudes are unconscious and reflect positive and negative associations which have developed over time through experiences.

WHY DOES THIS MATTER?

HOW TO ELIMINATE/ REDUCE IMPLICIT NEGATIVE ATTITUDES

Accountability (justifying decisions)

Deliberative processing

Taking the perspective of others

Intergroup contact

Awareness campaign

Counter-stereotypic training and exposure

FRANTZ FANON

“Sometimes people hold a core belief that is very strong. When they are presented with evidence that works against that belief, the new evidence cannot be accepted. It would create a feeling that is extremely uncomfortable, called cognitive dissonance. And because it is so important to protect the core belief, they will rationalize, ignore, and even deny anything that doesn't fit in with the core belief.”

DISCOMFORT WITH COGNITIVE DISSONANCE

the idea and new information are opposites of each other

one has a strong attachment to the idea

the arguments for the idea and the new information are equally compelling

There is a conflict between actions and beliefs

Dissonance is most distressing when the conflict pertains to an individual’s self image

WHAT DO PEOPLE DO?

Introduce a third idea that eliminates the contradiction

Continue to believe the old idea and seek more info to justify it

Ignore or refuse to accept the new information

Change their idea or behavior least likely

“To define much of white America as self-deluded on the commitment to equality and to apprehend the broad base on which it rests are not to enthrone pessimism. …The value in pulling racism out of its obscurity and stripping it of its rationalizations lies in the confidence that it can be changed. … The prescription for the cure rests with the accurate diagnosis of the disease. A people who began a national life inspired by a vision of a society of brotherhood can redeem itself. But redemption can come only through a humble acknowledgement of guilt and an honest knowledge of self.” (Martin Luther King, Jr.

--Martin Luther King, Jr

DOL

Differentiate between implicit and explicit attitudes.

Identify one negative/harmful implicit attitude formed through media or culture generally and create a plan to address this attitude.

HW: R. 597-603, notes and define key terms (stop at “Body Language”