final exam time: friday, december 7, 8:30 am place: osbo a length: 1.5 hours format: multiple...
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Final ExamTime: Friday, December 7, 8:30 AM
Place: OSBO A
Length: 1.5 hours
Format: multiple choice, essay
Worth: 50% of course mark
Material covered: Chapters 3, 4, 6, 8, 2, 13 and all lectures since Midterm
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Attitudes and Behavior
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Attitudes and Behaviour
Attitude: subjective evaluation of objects or persons in the world
Ex: political, racial, sports, consumer,… An especially important type of attitudes are those
about social groups Components of attitudes:
Affective: emotional reaction to object Behavioural: actions taken towards or because of
object Cognitive: beliefs about object
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ABC of Attitudes Attitudes Sometimes Conflict with Other Powerful
Determinants of Behavior Attitudes predict behaviour when there is…
Accessibility: Ex, activating environmental attitude & voting for Kyoto protocol
Motivational relevance: Olympics vote & sports fans Constraints: circumstances, norms that limit the
expression of that attitude
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Predicting Behavior From Attitudes
Attitudes are sometimes based on vague, secondhand information
Mismatched attitudes and actual attitude targets
o Death penaltyo Predicting use of birth control pills
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Predicting Behavior From Attitudes
Attitudes are sometimes based on vague, secondhand information
Mismatched attitudes and actual attitude targets
“Automatic” Behavior that Bypasses Conscious Attitudes
Prime - a stimulus presented to mentally activate a concept temporarily, and hence make it accessible
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Primes strongly influence behaviour
Bargh, Chen & Burrows (1996)Independent variable: Implicit activation of
“elderly” stereotype:• Bingo, Florida, wrinkle, etc. or control
Dependent variable: walking speed
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Primes are stronger predictors of behaviour than self-reported attitudes
Shariff & Norenzayan (2007)Reported belief in God (attitude)God prime (Divine, spirit, prophet, sacred
etc.) vs. neutral primeMeasure of generosity: how much of $10
offered to stranger?
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median split by belief in God
top halfbottom half
Mean c
ash o
ffere
d
10.0
9.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
0.0
Study 1: Belief in God. Difference is ns at p=.75. n=50.
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0
1
2
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10
Cas
h O
ffer
ed
No Prime Religious Prime
Study 1
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Religious Prime
0
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9
10
Cas
h O
ffer
ed
Neutral Prime
Study 2
Secular Prime
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Predicting Attitudes From Behavior
Cognitive Dissonance Theory (Festinger, 1957)
inconsistencies between a person’s thoughts, sentiments, and actions create an aversive emotional state (dissonance) that leads to efforts to restore consistency
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Cognitive Dissonance Cognitive dissonance theory: attitude change can
occur as a result of an inconsistency between attitude and behaviour
People are motivated to maintain consistency in their beliefs and behaviours
When attitude is inconsistent with behaviour, people experience dissonance = discomfort
Dissonance can be reduced by 1) changing behaviour or 2) changing attitude
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Predicting Attitudes From Behavior
Induced (forced) compliance - subtly compelling individuals to behave in a manner that is inconsistent with their beliefs, attitudes, or values, which typically leads to dissonance and to a change in their original attitudes to reduce their dissonance
Festinger and Carlsmith (1959) experiment on forced compliance
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Effects of Induced Compliance
Smaller the amount, more attitude change!
Ss had to justify to themselves why they had to lie to other for so little money
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Predicting Attitudes From Behavior
Effort Justification - tendency to reduce dissonance by finding reasons for why you have devoted time, effort, or money for something that turned out to be disappointing
Aronson and Mills (1959) ‘initiation experiment’
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Self-Perception Theory
self-perception theory - people come to know their own attitudes by looking at their behavior and the context in which it occurred and inferring what their attitudes must be
No discomfort or arousal
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Cognitive Dissonance: Arousal
If cognitive dissonance is aversive, it should be accompanied by a high arousal level
Anti-attitudinal essay study Subjects were induced to write essays contrary to
their attitudes Free choice group vs. no-choice group Which group should change attitude more? Which group should experience more arousal?
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Arousal and Attitude Change
F 15.4
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Predicting Attitudes From Behavior
Self-Affirmation and Dissonance
self-affirmation theory - taking stock of one’s good qualities and core values, which can help a person cope with threats to self-esteem (and eliminate feelings of dissonance)
Steele (1988) study of science vs. business majors
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Cognitive DissonanceCognitive dissonance theory explains why… We like a product more if we pay for it than if it were
free We like a product more after we buy it We like our romantic partner more after we are
committed to the relationship We like someone more after we freely agree to do a
favor for that person