====positive attitude
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ATTITUDES
Attitude: A positive or negative evaluation of an object.
Attitude: A positive or negative evaluation of an object. Attitude strength: The importance of the attitude.
Attitude strength: The importance of the attitude.
Positive
Negative
Weak Strong
Attitudes can be based on:
1. Affect/Feelings
2. Cognitions
3. Behaviors
Or any combination of the three
Tricomponent model- attitudes are made up of all three categories (Affect, Behavior, Cognition).
• We now know this is wrong
Values:
Enduring beliefs about important life goals that transcend specific situations.
Values:
Enduring beliefs about important life goals that transcend specific situations.
Values Indirectly Influence Behavior Through Attitudes
Values Indirectly Influence Behavior Through Attitudes
Values Attitudes Behavior
Peace Anti-war Picket
Values do not influence all of our attitudes
Influenced by values
Not influenced by values
Values do not influence all of our attitudes
Symbolic attitudes: Attitudes that are formed through the influence of long-standing values.
Symbolic attitudes: Attitudes that are formed through the influence of long-standing values.
Instrumental attitudes: Attitudes based on benefits and costs associated with the attitude object.
Instrumental attitudes: Attitudes based on benefits and costs associated with the attitude object.
An attitude that is symbolic for one person may be instrumental for another
How Are Attitudes Formed and Maintained?
Repeated exposure can impact attitudes
Mere exposure effect- the tendency to develop more positive feelings towards objects and individuals the more we are exposed to them.
Attitudes can be formed through classical conditioning.
Classical Conditioning: Learning through association, when a conditioned stimulus is paired with an unconditioned stimulus that naturally produces an emotional response.
Classical Conditioning: Learning through association, when a conditioned stimulus is paired with an unconditioned stimulus that naturally produces an emotional response.
Attitudes can be formed through classical conditioning.
Classical Conditioning: Learning through association, when a conditioned stimulus is paired with an unconditioned stimulus that naturally produces an emotional response.
Classical Conditioning: Learning through association, when a conditioned stimulus is paired with an unconditioned stimulus that naturally produces an emotional response.
Staats & Staats (1958)
German – Table
Dutch – Gift
Swedish – Failure
American – Chair
Reinforcement and punishment of behavior can shape attitudes.
Operant Conditioning: A type of learning in which behavior is strengthened if followed by reinforcement and weakened if followed by punishment.
Operant Conditioning: A type of learning in which behavior is strengthened if followed by reinforcement and weakened if followed by punishment.
Observational LearningObservational Learning
Self-perception theory contends that behavior causes attitudes.
Self-Perception Theory:
The theory that we often infer our internal states, such as our attitudes, by observing our behavior.
Self-Perception Theory:
The theory that we often infer our internal states, such as our attitudes, by observing our behavior.
Self-perception theory contends that behavior causes attitudes.
Self-Perception Theory:
The theory that we often infer our internal states, such as our attitudes, by observing our behavior.
Self-Perception Theory:
The theory that we often infer our internal states, such as our attitudes, by observing our behavior.
Internal or External Attribution?
Attitudes are influenced by changes in facial expression
Strack (1988) had students hold a pen in their mouths while viewing cartoons
Facial feedback hypothesis
When Do Attitudes Predict
Behavior?
Richard LaPiere (1934)
Would restaurant and hotel managers act on their negative attitudes towards Asians and refuse service to
the Chinese couple?
1 of 66 hotels turned them away
0 of 184 restaurants turned them away
Over 90% of respondents said they would not serve the Chinese couple
Issues Related to Attitudes Predicting Behavior
Level of Attitude – Behavior Specificity
Specific attitudes are better predictors of behavior than are general attitudes.
Issues Related to Attitudes Predicting Behavior
Private Versus Public Self-Awareness
Froming (1982)
• Participants had private attitudes that they thought differed from public standards
1. Some participants gave shocks while looking in a small mirror
2. Some participants gave shocks in front of a small audience
3. Some participants gave shocks with no mirror or audience
Issues Related to Attitudes Predicting Behavior
Private Versus Public Self-Awareness
Issues Related to Attitudes Predicting Behavior
Attitude Strength
What makes an attitude strong?
• Acquiring more information about the attitude object
• Personal involvement with the attitude object
1978 Michigan Initiative to Raise the Drinking Age From 18 – 21
Theory of planned behavior asserts that attitudes influence behavior by shaping intentions
Fishbein & Ajzen (1975): Theory of Reasoned Action
Ajzen (1991): Theory of Planned Behavior
Theory of planned behavior asserts that attitudes influence behavior by shaping intentions
Theory of planned behavior- the theory that people’s conscious decisions to engage in specific actions are determined by their attitudes towards the behavior in question, the relevant subjective norms, and the perceived behavioral control.
Theory of planned behavior asserts that attitudes influence behavior by shaping intentions
Theory of planned behavior asserts that attitudes influence behavior by shaping intentions
Theory of planned behavior asserts that attitudes influence behavior by shaping intentions
Theory of planned behavior asserts that attitudes influence behavior by shaping intentions
Subjective norms- a person’s judgment about whether other people will approve of a particular behavior
Product of 2 factors:
1. Perceived expectations of others
2. Motivation to conform to those expectations
Theory of planned behavior asserts that attitudes influence behavior by shaping intentions
Perceived behavioral control- one’s perception of how easy or difficult it is to perform a behavior
Criticisms of the theory of planned action
Theory ignores the possibility that attitudes can result in spontaneous behavior.
Implicit & Explicit Attitudes
Implicit Attitude: An attitude that is activated automatically from memory, often without the person's awareness that she or he possess it.
Implicit Attitude: An attitude that is activated automatically from memory, often without the person's awareness that she or he possess it.
Explicit Attitude:
A consciously held attitude.
Explicit Attitude:
A consciously held attitude.
Implicit attitudes may create explicit attitudes
ImplicitAttitudes
ImplicitAttitudes
Explicit
Attitudes(through
self-perception)
Explicit
Attitudes(through
self-perception)
Behavior Behavior
You Can Have Conflicting Implicit & Explicit Attitudes
Dual Attitudes: The simultaneous possession of contradictory implicit and explicit attitudes toward the same object.
Dual Attitudes: The simultaneous possession of contradictory implicit and explicit attitudes toward the same object.
When do implicit and when do explicit attitudes predict behavior?
Explicit: rewards or social norms are salient
Implicit: situational factors are missing and the person is behaving more spontaneously