social psychology attitudes and attitude change. attitudes enduring orientations with cognitive,...
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Social Psychology
Attitudes and Attitude Change
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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
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Attitude Development
External Stimuli The Target Intervening Processes The Response
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Intervening Process: Learning
Attitudes as Habits – Carl Hovland (1953) Processes
AssociationReinforcement Imitation
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Association
Message LearningWeak relationshipsMotivation
Transfer of AffectAssociations between two objects
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Reinforcement
Rewarded for attitudes that fit with values of group, society, culture
May initially change behaviorThen accept the underlying value
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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
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Imitation
Model our behaviors (and related attitudes) after others
Aronson & O’LearyWater conservation
CialdiniLittering
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Intervening Process: Cognitive Consistency
Gestalt influence: Seek coherence
Attitudes must be interpreted in contextBalance theory (Heider, 1958)Cognitive dissonance (Festinger, 1957)
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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 -
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Cognitive Dissonance (Leon Festinger)
Cognitions can have 3 relations IrrelevantConsonantDissonant
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Dissonance Dissonance = A feeling of discomfort
that is caused by holding 2 or more inconsistent cognitions
Dissonance = # and importance
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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
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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
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Applications
Therapy Cults
Festinger – “When Prophecy Fails” Daily situations
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Self Perception Theory
Bem (1972) Rational cognitive
process Behaviorist Infer attitudes for
others Zanna & Cooper
(1974)
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Consistency: Reactions to Discrepancy Modes of resolution
Derogating the sourceDistorting the messageBlanket Rejection
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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
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Controlling Cognitive Responses
Counterarguing Active processing Implicit or explicitVerbal or nonverbal
Depends on quantity and quality
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ELM: Communicator
Credibility Expert Trustworthy
Reciprocity Reference
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ELM: Communication
Discrepancy Motive arousal
AngerFear
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ELM: Target
Ego involvementCommitment Issue involvementResponse involvement
Defense – McGuireSupportive Inoculation
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ELM: Situation
Forewarning of position Forewarning of intent Distraction
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Cults
Changed norms Gradual Powerful leader Unquestioned authority
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Applications
War Token economies Presentations Office politics