attitude - wordpress.com · 2013-10-20 · definition of attitude? •“an attitude is a...
TRANSCRIPT
Attitude
“The greatest discovery of our generation is
that human beings can alter their lives by
altering their attitudes of mind.”
William James
What is Attitude?
• Are our preferences
• Our disposition to respond favorably or
unfavorably
• Are our likes and dislikes
Definition of Attitude?
• “An attitude is a psychological tendency that is
expressed by evaluating a particular entity
with some degree of favor or disfavor” (Eagly & Chaiken,
1993)
• “Attitude is an association in memory between
a given object and a given summary
evaluation of the object.” (Russell Fazio 1995)
Definition of Attitude?
• “An attitude is an enduring positive or
negative feeling about some person, object or
issue.” (Patty & Cacioppo 1981)
• “Attitude is the categorization of stimulus
object along an evaluative dimension.” (Zanna & Rempel
1986)
Assumptions Implicit in the term ATTITUDE
• Attitudes are subjective experiences
• Attitudes are experiences of some issue or
object
• Attitudes involve evaluative judgments
• Attitudes may be expressed through language
and non verbally
Assumptions Implicit in the term ATTITUDE
• Expressions of attitude are in principle
intelligible: When other people express their
attitudes, we can understand them. We may
not know why they feel as they do, but within
limits we know what they feel.
Assumptions Implicit in the term ATTITUDE
• Attitudes are communicated: Expressions of
attitudes are not simply intelligible, they are
typically made as to be perceived and understood
by others.
• People who hold different attitudes towards an
object will differ in what they believe is true or
false about that object
Can anything be an ATTITUDE object?
• Abstract objects (liberalism)
• Concrete objects
• One Self (Self esteem)
• Other individuals
• Social issues
• Social groups
History of Research
• “The concept of
attitude is probably the
most distinctive and
indispensable concept
in contemporary
American Sociology”
Attitude Content
Multicomponent model (Eagly & Chaiken, 1993; Zanna & Rempel, 1988)
Attitudes are summary evaluations of an object that
have
• Cognitive
• Affective
• Behavioral
Cognitive Component
• Cognitive component of attitudes refers to the
beliefs, thoughts, and attributes we associate
with an object.
• In many cases, a person’s attitude might be
based primarily upon the positive and negative
attributes they associate with an object
Affective Component
• Component of attitudes refers to feelings or
emotions linked to an attitude object.
• Affective responses influence attitudes in a
number of ways. A primary way in which feelings
shape attitudes is through feelings that are
aroused in response to an attitude object.
Behavioral Component
• Behavioral component of attitudes refers to
past behaviors or experiences regarding an
attitude object.
Steven Breckler (1984)
• Cognitive: snakes are cruel, vicious, attractive
• Affective: snakes make them feel anxious,
happy
• Behavior: They like to handle snakes
Katz & Smith
• Object-appraisal: ability of attitudes to summarize the
positive and negative attributes of objects in our social
world
• Social-adjustment: attitudes that help us to identify with
people whom we like and to dissociate from people whom
we dislike.
• Externalization: is fulfilled by attitudes that defend the
self against internal conflict.
Gregory Herek (1986, 2000)
• Evaluative functions: which pertain to the
ability of attitudes to summarize information
about the attitude object itself
• Expressive functions: which are fulfilled upon
the expression of an attitude
Persuasion v/s Influence
• Both involves deliberate changes in behavior and
attitude
• Persuasion: when you deliberately try to change
another person’s behavior through words, action
etc.
• Influence: when you change another person’s
behavior and attitude based on your character
Persuasion Implies
• Notion of success is embedded
• Intention of achieving a goal
• Some measure of freedom on persuadee’s part
• Use of communication and not coercion
• Change of mental state
Definition of Persuasion
• Persuasion inherently has attitude change as
its goal (Beisecker & Parson)
• A modification in one’s attitude that is the
consequence of exposure to a communication
(Levy, Collins & Nail)
What is Persuasion?
• A successful intentional effort at influencing
another’s mental state through communication
in a circumstance in which the persuadee has
some measure of freedom.
• Any message that is intended to shape,
reinforce, or change the responses of another or
others.
Persuasion Strategies (Cialdini)
• Liking
• Reciprocity
• Social proof
• Commitment & Consistency
• Authority
Influence Strategies (French & Raven)
• Coercive power
• Reward power
• Legitimate power
• Reference power
• Expert power
• Informational power
Compliance Strategies
• PROMISE: “If you ( ), then I will reward you.”
• THREAT: “If you do not ( ), then I will punish you.”
• EXPERTISE (Positive way): “If you ( ), then you will have
better chances in the future.”
• EXPERTISE (Negative way) Words: “If you do not ( ), then
you will be punished, and not have better chance in the
future.”
Compliance Strategies
• NEGATIVE STIMULATION: Keep telling the receiver that he must agree, and you
will keep telling him until he does.
• DEBT: Remind the receiver of the past favors you have done; then, establish the
idea that he owes you.
• MORAL: Emphasize to the receiver that it is the right thing to do, so he
comply/agree.
• GOOD FEELING: Tell the receiver he will feel good about himself if he
complies/agrees.
• BAD FEELING: Tell the receiver he will feel bad about himself if he does not
comply/agree.
Compliance Strategies
• ALTERCASTING (Positive): A person with good qualities would
comply/agree.
• ALTERCASTING (Negative): Only a person with bad qualities would not
comply/agree.
• ALTRUISM [helping others]:“I need your help very badly with ( ), so please
do it for me.”
• ESTEEM (Positive): “Everyone will think very highly of you if you ( ).”
• ESTEEM (Negative) Words: “Everyone will think very badly about you if
you do not ( ).”