is a rose always a rose? -the role of social category
TRANSCRIPT
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Is a Rose Always a Rose?
The Role of Social Category Exemplar Change in Attitude Stability and Attitude–Behavior Consistency – Sia, Lord, Blessum, Ratcliff and Lepper
by Moritz Maximilian Desinger, Karolin Salmen & Susanne Meinert
16.11.2011
Seminar: Attitudes and Social Judgement
– Prof. Dr. G. Echterhoff – WiSe 11/12
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Table of Contents
• Intro
• A Brief Look into History
• Experiment I
• Experiment II
• Experiment III
• Implication
• List of references
2 Social Psychology – „Is A Rose Always A Rose?“, Sia et. al (1997)
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Do you have faith in politicians?
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Konrad Adenauer (http://cdn1.beeffco.com/files/poll-images/normal/konrad-adenauer_2708.jpg)
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Do you have faith in politicians?
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Guido Westerwelle (http://www.spiegel.de/images/image-173421-videopanocontentainer-abcd.jpg)
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Introduction and Vocabulary
1.) What is a social category exemplar?
2.) What is attitude stability?
3.) What is attitude-behavior consistency?
…and lastly how do they interact?
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What you should learn:
The importance of social category exemplar change, and the role social category exemplars play in: – attitude stability
– attitude behavior consistency
– attitude formation
Question: What can we do with this knowledge?
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A Brief Look into History
• 1934, LaPiere: attitude behavior consistency
representation of a social category.
• 1940, Solomon Asch: change in the object of judgment
change the judgment of the object.
• 1980s, Lord, Lepper and Mackie: attitudes towards social categories exemplars, that come to mind
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Experiment I: Social Category Exemplars and
Attitude Stability
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Hypothesis
Stability of social category exemplars
correlation
Stability of attitudes
Basis for further experiments (e.g. does exemplar instability reduce attitude-behavior consistency)
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Method
• Participants: – 183 undergraduates (82♂, 101♀)
– 17 students = control condition
– 148 students = experimental condition
– 18 students were excluded
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Procedure
Control condition 1. Questionnaire:
attitude
2. Questionnaire (1 month): attitude
Experimental con. 1. Initial
questionnaire: attitude + exemplar
2. Liking ratings (2 weeks): attitude
3. Questionnaire (1 month): attitude + exemplar
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Results and Discussion
• Preliminary Analyses: a. Order did not matter b. No artificial decision process (forced
exemplars) c. Attitude stability (attitude-attitude
correlations)
Control con.: .68 Experimental con.: .65
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Attitude Stability
• Hypothesis:
exemplar stability attitude stability
A.) Students who name the same exemplar would have a greater attitude stability
B.) Individual students show greater attitude stability for the categories in which they named the same exemplars
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Attitude Stability
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Experiment II: Social Category Exemplars and
Attitude-Behavior Consistency
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Hypothesis
1. Changing (or staying with) the exemplar attitude-behavior consistency.
2. “Stayers” greater attitude- behavior consistency than "changers"
3. Direction of the change in behavior direction of the exemplar change
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Method and Procedure
• Similar to Experiment I
• But:
second session: "interruption" – signing of petitions
– questionnaires discussing the willingness of the students to participate in category-related activities
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Results and Discussion
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Results and Discussion
• "stayers“: expectations intentions and behavior consistent
• "changers" expectations intentions and behavior inconsistent
Exemplar stability is related to attitude-behavior consistency.
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Direction of Behavioral Inconsistency
(1) Stayers:
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Ratings
1. Session Sarah Palin 0
2. Session Sarah Palin -3
Difference Less likable
Attitude-Behavior Consistency
Attitude - Inconsistency Behavior +
Intentions +
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Direction of Behavioral Inconsistency
(2) Changers:
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Ratings
1. Session George Bush -5
2. Session Barack Obama 3
Difference More likable
Attitude-Behavior Consistency
Attitude - Inconsistency matching to the change of sympathy for the exemplar
Behavior +
Intentions +
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Experiment III: Using Social
Category Exemplars to Change Attitudes
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Hypothesis and Method
• Same exemplar same attitude
• Different exemplar diff. attitude (or at least a change in attitude)
Manipulation Potential?
• 53 participants (12 ♂, 41 ♀)
Gender has no effect
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Procedure
1. Session – attitudes + exemplars for 27 social
categories (including politicians) 2. Session (2 weeks later)
– Same students: liking scales (several politicians)
3. Session (4 weeks later) – Eligible students participated in two
tasks presented as unrelated experiments. Made use of Bodenhausen et. al.’s (1995) “accessibility manipulation”
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Results and Discussion
• Using ANOVA two way action was significant: F (2,50) = 4.34, where p < .05
Attitudes did not differ in the initial questionnaire (F<1)
Attitudes differed in the questionnaire completed after the height estimation task (F1,50) = 3.53, where p < .05
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Results and Discussion
• What does that mean?
– If the students were reminded of the same social category exemplar 4 weeks later, their mean attitude remained the same.
– If the students were reminded of a politician they liked more or one the students liked less, their general attitude towards politicians in general move into the predicted direction.
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Implications
„Attitudes and other mental representations are temporary constructions that differ from one time to the next as different
subsets of exemplars become activated“ (Exemplar Perspective by Smith, 1996)
• Methods that measure spontaneously generated dimensions naming of exemplars?
• Knowledge about existence of an exemplar prediction of attitude-behavior consistency
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Summary
• Category Exemplars correlate with attitudes
• Attitude consistency subject to category exemplars
• Attitudes can be manipulated
Answer: We can use exemplars to predict behavior/attitudes and
even have the possibility to control them!
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List of references
• Asch, S. E. (1940). Studies in the principles of judgments and attitudes: II. Determination of judgments by group and by ego standards. Journal of Psychology, SPSSI Bulletin, 12, 433-465
• LaPiere, R. T. (1934). Attitudes versus Actions. Social Forces, 13, 230-237
• Lord, C. G., Lepper, M. R., & Mackie, D. (1984). Attitude prototypes as determinants of attitude-behavior consistency. Journal of Personality and Social Psychology, 46, 1254-1266.
• Smith, E. R. (in press). Mental representation and memory. In G. Lindzey, S. T. Fiske, & D. Gilbert (Eds.), Handbook of social psychology (4th ed.). New York: McGraw-Hill
• Tiffiny L. Sia, Charles G. Lord, Kenneth A. Blessum, and Christopher D. Ratcliff (Texas Christian University) and Mark R. Lepper (Stanford University). Is a Rose Always a Rose? The Role of Social Category Exemplar Change in Attitude Stability and Attitude-Behavior Consistency. In Journal of Personality and Social Psychology (1997, Vol. 72, No. 3, 501-514). Copyright 1997 by the American Psychological Association, Inc.
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Picture References • [Untitled photograph of the cover of Catherine A. Sanderson’s (Author)
“Social Psychology” [Hardcover], from: http://i26.lulzimg.com/37ba37.jpg
• [Untitled photograph of Konrad Adenauer], from: http://cdn1.beeffco.com/files/poll-images/normal/konrad-adenauer_2708.jpg
• Chronik des Scheiterns [Photograph]. (2011) Retrieved October 30, 2011, from: http://www.spiegel.de/images/image-173421-videopanocontentainer-abcd.jpg
• Frazão, H. (Photographer). (2010). be out [Photograph], Retrieved October 30, 2011, from: http://browse.deviantart.com/photography/?q=category&order=9&offset=0#/d2js00p
• [Untitled photograph of the girl], from: http://img.ehowcdn.com/article-page-main/ehow/images/a08/8h/m3/ground-teenagers-800x800.jpg
• Barabás M. Viktória (Photographer). (2010). attitude towars the issue.. [Photograph], Retrieved October 30, 2011, from: http://browse.deviantart.com/photography/?qh=§ion=&q=attitude+change#/d2r8p65
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