B&B4 Attitudes

8/10/2019 B&B4 Attitudes

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ATTITUDES


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Attitudes

Evaluations of any aspect of our social

world.

Automobiles

Abortion

President Aquino

Mobile phonesReligion


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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 peoples behavior in wide range ofcontexts (e.g., voting, interpersonal relations)

4.5Baron & Byrne- Social Psychology 9/e, Allyn and Bacon


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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 mediaPersonal resolution

Cite atti tudes that you have learned socially and

personal ly. Use the attitude structure tr iangle. 4.6Baron & Byrne- Social Psychology 9/e, Allyn and Bacon


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Attitude Formation (cont)

social comparison- compare ourselves to others

to determine if our view of reality is correct

attitudes are shaped by social information from otherswe 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 ownersheld 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

Would you serve Chinese people?

Back


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Moderators of A-B Link

Aspects of the situation

situational constraints (e.g., sparing ones feelings) may

prevent us from expressing our true attitudes

often we choose situations where we can engage in

behaviors consistent with our attitudes

Aspects of attitudes

origins- how attitudes were formed

strength- intensity, importance, accessibility

specificity- general vs. specific



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How Do Attitudes Influence Behavior?

Theory of planned behavior(considered)

intentions are a function of attitudes toward behavior,

subjective norms, and perceived behavioral controlAttitude-to behavior process model(impulsive)

attitudes spontaneously shape our behavior of situation

Prototype/willingness model(risky)behavior is a function of attitudes toward behavior,

subjective norms, behavior intentions, willingness to

engage in specific form of behavior, and prototypes



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Attitude to Behavior Process Model

Event Attitude

Perception of

Event

SocialNorms

Behavior

Back


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Prototype/Willingness Model

Previous

BehaviorAttitude

Behavioral

Intentions

Behavioral

Willingness

Subjective

Norms

Prototype

Behavior

Back


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Summary

Several factors moderate the link betweenattitudes and behaviors.

Situational constraints may prevent us from

expressing our attitudes.

We often engage in activities that allow us

to express our attitudes.

Attitude formation, attitude strength, andattitude specificity also moderate the A-B

link.

Attitudes influence behavior through

several mechanisms.


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Attitude Structure

Behavior

Gun Control

Affect: Guns make me sick!

Behavior: I vote for gun control

whenever possible.

Cognition: Guns in the house

increase the likelihood of children

accidentally shooting themselves.


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Attitude Functions

Knowledge function

attitudes help organize and evaluate information

Self-expression function

attitudes help people express central values or beliefs

Self-esteem function

attitudes help people build and maintain self-esteem


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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)

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

Message

unimportant,

uninteresting

Heuristic

processing

Nonverbal

cues

important

Argumentstrength

unimportant

Message

important,

interesting

Systematic

processing

Nonverbal

cues

unimportant

Argument

strength

important

Peripheral Route

Central Route


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Factors Influencing

Information ProcessingWe 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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Is Resistance Futile? Audience Effects

When systematic processing occurs, it is our

reaction to the message that counts. - reactance

forewarning-prior knowledge of persuasion increase arguments for and counterarguments against

selective avoidance- avoid contradictory info.

channel surf, tune out certain info.

biased assimilation-perceive information that

disconfirms our views as unreliable

attitude polarization- interpret mixed evidence in

ways that strengthen existing views


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Summary: ELM

Analytical

&Motivated

High effort

Elaborate

AgreeCounter-

argue

Strong

arguments

causeenduring

agreement

Not

analytical

or

involved

Low effort:

Use

peripheral

cues,

heuristics

Cues

trigger

liking

&

acceptance

Persuasive

AppealResponse

Audience Processing Persuasion

Central

Route

Peripheral

Route


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Behavioral Approach to Attitude Change

Cogni tive Dissonance-unpleasant state resulting from

inconsistency between atti tudes and behavior

Dissonance can occur in a number of ways

Selecting between two reasonably attractive alternatives

Lying (Engaging in counterattitudinal behavior)



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Back


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$20

Told next persontasks were fun

and interesting

$1

Boring

Tasks

Told next person

tasks were fun

and interesting

Asked how

much they

enjoyed experiment

Induced Compliance Study


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Festinger & Carlsmith Study

Results

-0.45

1.35

-0.05

-2

-1

0

1

2

Enj

oymentoftheTask

Control Condition $1 Condition $20 Condition

Reward Conditions


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Reducing Cognitive Dissonance

Ways to reduce dissonance (e.g., dieter binges)

Direct methods

change attitude to be consistent with behavior

diets dont really work anyway

acquire supporting information

many overweight people live long healthy lives

trivialize the behaviors in question

looking thin is not all that important

Indirect methods

restore positive self-evaluations

I like the way I look, regardless of my weight

distractions


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Affective Approach to Attitude Change

Inducing fear - works best when you also offeradvice or coping strategy (how to avoid danger)

cigarette smoking

condom usage

drinking and driving

Inducing good feelings

enhance positive thinking

unhappy people think more before making decisions

rose colored glasses

associate message with good feelings

B&B4 Attitudes

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