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PRESENTED BY :USAMA RIZWAN

ABID ALI

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INTRODUCTION

ATTITUDE APPROCHES

ATTITUDE FORMATION

TYPES OF SOCIAL LEARNING

COGNITIVE BASED ATTITUDE THEORIES

COGNITIVE RESPONSE MODEL

ATTITUDE & BEHAVIOR MODEL

+VE ATTITUDE

BEHAVIOR

ATTITUDE PREDICTS BEHAVIOR

TRIANDS A-B MODEL

COGNITIVE DISSONANCE

WAYS 2 BEAT COGNITIVE DISSONANCE

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A learned predisposition to respond in aconsistently favorable or unfavorable

manner toward an object, person, orbehavior.

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Cognitive Approach Suggests that attitudes are

based on cognitions (thoughts).

Affective Approach Suggests that attitudes are

based on affect (emotions).

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Most attitudes become solidified during teen yearsand early adulthood

Social learning: Acquiring new information, forms

of behaviour, and attitudes from other persons We are influenced by the people around us:

friends, family, co-workers, etc.

Types of social learning:

Classical conditioning

Instrumental conditioning

Observational learning

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Based on association

One stimulus becomes a signal for a second

stimulus

E.g., Pavlovs dogs: bell eventually became a

signal for food and produced salivating

Attitudes may form in a similar fashion

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Initially, the bell is paired with food to producesalivating

Eventually, the food is no longer required to produce

salivating Similarly, a certain person may be paired with a

negative reaction by a parent, leading to the childbecoming upset

Eventually, the negative reaction is no longer

required to make the child upset

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Initially

Parents reaction = unconditioned stimulus

Upset child = unconditioned response

Over time

Person X = conditioned stimulus

Upset child = conditioned response

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bell

food

salivating

personX

parents

negativereaction

childupset

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Also called operant conditioning

Rewards and punishments

Strengthening of responses that lead to: positive outcomes

avoidance of negative outcomes

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Learning by example

Attitudes may be transmitted unintentionally by

parents

Child may observe their parent smoking, which may

lead to a positive attitude towards smoking

Child may overhear a certain attitude being

conveyed by a parent that they were not meant to

hear

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Attitudes also learned from media

Individuals want to imitate the people around

them, or people they look up to

Observational learning is evident in trends

E.g., attitudes towards clothes, etc.

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Cognitive response model

Theory of reasoned action (TORA)

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Central idea consumers thought reactions to amessage affect their attitudes

Counter arguments

Support arguments

Source derogations

Consumers dont blindly accept a persuasivemessage.

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E.g., you typically dont think about your attitudetowards panhandling until you are confronted by apanhandler

Once activated, the attitude influences yourperceptions of the attitude object

Knowledge of social norms is also activated (i.e., youmay politely so sorry, no change to the panhandlerrather than yell and swear at them)

Together, the newly-accessed attitude and the socialnorms influence behavior

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This is a model that provides an explanation of

how, when, and why attitudes predict behavior.

Two important features:

Attitude specificity

Normative influence

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The manner of conducting oneself. The

response of an individual or group to its

environment.

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Attitudes contain three components, which influence

ones intention to act:

1) Perceived consequences of action (C):

Will be the effects of my action be positive? 2) Affect evoked by the action (A):

Will this action produce positive emotions?

3) Social factors (S):

e.g., Do I have a social obligation to act?

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These three aspects are summed to predictBehavioural Intention (I):

BehaviouralIntention

(I)

Consequences(C)

Affect

(A)

Social Factors

(S)

+

+

=

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A state of internal tension that results from an inconsistency

between any knowledge , belief, opinion, attitude or feeling about

the environment, oneself of ones behavior. It is psychologically

uncomfortable.

Cognitive- being reduced to factual knowledge; act or process of

knowing including both awareness and judgment.

Dissonance- lack of agreement, inconsistency between ones

actions and ones belief

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Cognitive dissonance occurs when a personsattitude and behavior are inconsistent.

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Avoidance

Denial

Change

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