Download - Attitude
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Attitude“It’s always best to start at the
beginning.”Dorothy
The Wizard of Oz
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What is Attitude?Earliest uses date back to early theater
Describes a characters posture or position
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Attitude=Stable set of beliefs, feelings and tendencies toward something/someone
Can be positive or negativeAttitude toward self=self esteemNegative attitude toward group=prejudice
Our attitudes are associated with our values (weighted by its importance)
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Where do our attitudes come from?
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Do our attitudes guide our behavior?1934 Richard LaPiere Study
3-month x/c tripWith young Chinese couple
66 Hotels184 Restaurants
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Is it the other way around-Does behavior shape attitude?
oSelf –Perception Theory (Daryl Bem) says we infer our attitudes by observing our own behavior
oIsn’t this attribution? (understanding the CAUSE of behavior)
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What happens when our beliefs and our behavior contradict each other?
Cognitive dissonance=
Anxiety Distress
ConfusionDiscomfort
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How attitudes change…. Cognitive Dissonance
Persuasion
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What is persuasion?
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Persuasion=Influencing attitude by communicationFred TuttleAge 79Poor health (3 heart
attacks, cataracts, arthritis, diabetes & prostrate cancer)
Retired farmerRan in the 1998 Vermont
Republican primary for U.S. Senate
Spent $200 on campaignOpponent spent $475,ooo
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Why did Fred win?Likability (you may say grandpa connection)
Vermont rootsKnowledge (Calais vs. Cah-lay)Convinced Vermont voters that money could not buy an election
Persuasion
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How did Fred win?The message (2-sides?)Source (Expert-Trustworthy-likeable-
attractive)Channel (How the message is presented-
personal contact-film vs. print vs. in-person)Boomerang Effect (when message is too
negative/emotional)Sleeper Effect (We forget source but not
message- can lead to less credible source with strong effect)
Repeated message (Mere Exposure Effect)
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Think Coffee…….
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Message…..
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How to persuade people to donate?Door-In-The-Face technique
StarbucksOperation
CaffeinationAfter refusing a major request- we are more likely to
comply with a minor request
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Foot-In-The-Door techniqueAfter complying with a small request- you are more likely to agree to a large request
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Vivid messages can be persuasive or can undermine persuasion
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Persuasion is also used for social change…The Good doll and
the bad dollInfluenced the US
Supreme Court in the 1954 case of Brown vs. The Board of Education
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Abraham Lincoln“ It is true that you may fool all of the people some of the time; you can even fool some of the people all of the time; but you can’t fool all of the people all of the time.”
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Joseph E. Levine (Film Producer)“ You can fool all the people all the time if the advertising is right and the budget is big enough.”
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What about forced attitude change?
Brainwashing
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Brainwashing needs a captive audience and control over the environmentIsolationTarget made to feel
dependentIndoctrinating agent
has power to reward or punish
Cults= Strength of leader
Jim Jones- Jonestown