social psychology chapter 16. why study attitudes? attitudes are important because they: strongly...
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Social PsychologyChapter 16
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Why Study Attitudes?
Attitudes are important because they: strongly influence our social thought
help to organize and evaluate stimuli (e.g., categorizing stimuli as positive or negative)
presumably have a strong affect on behavior help to predict people’s behavior in wide range of
contexts (e.g., voting, interpersonal relations)
4.5
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Attitudes
How are attitudes formed? Do attitudes influence behavior? How are attitudes changed?
4.4
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Definition
Evaluations of any aspect of our social world. Automobiles Abortion President Bush
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Attitude StructureA
ffec
t
BehaviorC
ognition
Gun Control
Affect: “Guns make me sick!”
Behavior: “I vote for gun controlwhenever possible.”
Cognition: “Guns in the house increase the likelihood of childrenaccidentally shooting themselves.”
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Attitude Formation
social learning- acquire attitudes from others classical conditioning- learning based on
association subliminal conditioning- without awareness
instrumental conditioning- learn to hold the “right” views
observational learning- learning by observing actions of others and exposure to mass media
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Attitude Formation (con’t)
social comparison- compare ourselves to others to determine if our view of reality is correct attitudes are shaped by social information from
others we like or respect genetic factors- inherited general dispositions
(e.g., see world in a positive or negative light) highly heritable attitudes and gut-level preferences
(music) are especially influenced
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Summary Attitudes are evaluations of any aspect of our
social world Attitudes are often learned Attitudes are also formed through social
comparison New research suggests attitudes are
influenced by genetic factors
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Attitude-Behavior Link
Attitudes do not always predict behavior LaPiere (1934) found that virtually all businesses
served Chinese couple courteously, yet most owners held negative attitudes
Sun-worshippers know the dangers of exposure to the sun, yet they tan anyway“looking good” attitude takes precedence over
attitudes toward personal health
Forward
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LaPiere Study
100%
8%
99%
9%
0%
20%
40%
60%
80%
100%
120%
Restaurants Hotels, Motels
Did Serve Would Serve
Would you serve Chinese people?
Back
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Attitude Change
Dissonance Theory
Persuasion
Elaboration-Likelihood Model
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Attitude Formation & Change
Cognitive Dissonance Theory
Festinger and Carlsmith study
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$20Told next persontasks were funand interesting
$1
BoringTasks
Told next persontasks were funand interesting
Asked how much they
enjoyed experiment
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Festinger & Carlsmith Study Results
0
5
10
15
20
25
Enj
oym
ent
of t
he T
ask
ControlCondition
$1 Condition $20 Condition
Reward Conditions
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Cognitive Approach to Attitude Change Persuasion
efforts to change attitudes through various kinds of messages.
Early persuasion research focused on: The communicator (source) What they said (message) How they said it (channels) Who was listening (audience)
Research suggests there are two routes through which information is processed The Elaboration-Likelihood Model
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Elaboration-Likelihood Model
Messageunimportant,uninteresting
Heuristicprocessing
Nonverbalcues
important
Argumentstrength
unimportant
Messageimportant,interesting
Systematicprocessing
Nonverbalcues
unimportant
Argumentstrength
important
Peripheral Route
Central Route
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Figure 16.10 Overview of the persuasion process
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Factors Influencing Information Processing
We tend to use systematic processing when: we are strongly motivated
accuracy motivation impression motivation defensive motivation
we have a high ability to do so We tend to use heuristic processing when:
we are unmotivated we lack the ability to systematically process info
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Competing Collaborating
Avoiding
Accommodating
Compromising
Concern for Other’s Goals
Low High
Con
cern
for
You
r G
oals
High
Low
DistributiveDimension Integrative
Dimension
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Factors That Influence Strategy Selection
Skills Willingness of other participant Perception of future relationship Attributions about others’ behavior
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Person Perception:Forming Impressions of Others
Effects of physical appearance Cognitive schemas Stereotypes Prejudice and discrimination Subjectivity in person perception Evolutionary perspectives
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Attribution Processes: Explaining Behavior
Attributions Internal vs. External Kelley’s covariation model
Biases in attributions Fundamental attribution error Defensive attribution Self-serving bias
Cultural influences