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Transcript of Social Psychology Attitudes and Attitude Change. Attitudes Enduring orientations with cognitive,...
Social Psychology
Attitudes and Attitude Change
Attitudes
Enduring orientations with cognitive, affective, and behavioral components. Cognitive Affective Behavioral
A favorable or unfavorable evaluative reaction toward something or someone, exhibited in one’s beliefs, feelings or intended behavior
Attitude Development
External Stimuli The Target Intervening Processes The Response
Intervening Process: Learning
Attitudes as Habits – Carl Hovland (1953) Processes
AssociationReinforcement Imitation
Association
Message LearningWeak relationshipsMotivation
Transfer of AffectAssociations between two objects
Reinforcement
Rewarded for attitudes that fit with values of group, society, culture
May initially change behaviorThen accept the underlying value
Reinforcement: Incentive Theory
Adopt attitude that maximizes gains Consider importance and value Cognitive response theory
Respond to proposition with thoughts = attitude
Expectancy value theoryConsider likelihood & value
Imitation
Model our behaviors (and related attitudes) after others
Aronson & O’LearyWater conservation
CialdiniLittering
Intervening Process: Cognitive Consistency
Gestalt influence: Seek coherence
Attitudes must be interpreted in contextBalance theory (Heider, 1958)Cognitive dissonance (Festinger, 1957)
Balance Theory
Key P = Person (self)O = OtherX = Attitude Object
(issue, person, etc.)Unit or Sentiment
Relations+ sign = Link/Like- sign = No Link/Dislike
Triads can be:Balanced = signs
multiply to positive (+)Unbalanced = signs
multiply to negative (-)
P O
X
+ or - + or -
+ or -
Cognitive Dissonance (Leon Festinger)
Cognitions can have 3 relations IrrelevantConsonantDissonant
Dissonance Dissonance = A feeling of discomfort
that is caused by holding 2 or more inconsistent cognitions
Dissonance = # and importance
How do you get rid of it? How do you restore a sense of
consistency? Change your behavior
To be consistent To compensate
Change your cognitions Add consonant cognitions (mis-
remember things, rationalize your behavior)
Alter importance of cognitions
Cognitive Dissonance Theory: Study Example (Festinger & Carlsmith, 1959): Insufficient Justification
Participants are asked to engage in a very boring task
After that, they either: Were told the study was over Were paid $1 to lie to another participant about
the taskWere paid $20 to lie to another participant about
the task Then, participants’ (real) attitudes about the
task were measured
Applications
Therapy Cults
Festinger – “When Prophecy Fails” Daily situations
Self Perception Theory
Bem (1972) Rational cognitive
process Behaviorist Infer attitudes for
others Zanna & Cooper
(1974)
Consistency: Reactions to Discrepancy Modes of resolution
Derogating the sourceDistorting the messageBlanket Rejection
Elaboration Likelihood Model(Petty & Cacioppo, 1986) Two routes
Central Based on thoughtful consideration of facts
Peripheral Based on thoughtless affective evaluations Leads to acceptance of weak messages
Route depends on motivation & opportunity
Controlling Cognitive Responses
Counterarguing Active processing Implicit or explicitVerbal or nonverbal
Depends on quantity and quality
ELM: Communicator
Credibility Expert Trustworthy
Reciprocity Reference
ELM: Communication
Discrepancy Motive arousal
AngerFear
ELM: Target
Ego involvementCommitment Issue involvementResponse involvement
Defense – McGuireSupportive Inoculation
ELM: Situation
Forewarning of position Forewarning of intent Distraction
Cults
Changed norms Gradual Powerful leader Unquestioned authority
Applications
War Token economies Presentations Office politics