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Chapter Introduction

Section 1: Attitude Formation

Section 2:Attitude Change and Prejudice

Section 3: Persuasion

Chapter Preview 1

Chapter Objectives · Section 1Attitude Formation

Describe how our attitudes are the result of conditioning, observational learning, and cognitive evaluation. Explain how attitudes help us define ourselves and our place in society, evaluate people and events, and guide our behavior.

Chapter Preview 2

Chapter Objectives · Section 2Attitude Change and Prejudice

Explore how attitudes are formed through compliance, identification, and internalization. Explore how attitudes may be changed as a result of cognitive dissonance.

Chapter Preview 3

Chapter Objectives · Section 3Persuasion

Explain how persuasion is a direct attempt to influence attitudes and how we determine the credibility of a message by evaluating when, where, and how a message is presented, as well as the message itself.

Chapter Preview-End

Section 1-Main Idea

Main Idea

Our attitudes are the result of conditioning, observational learning, and cognitive evaluation. Our attitudes help us define ourselves and our place in society, evaluate people and events, and guide our behavior.

Section 1-Key Terms

Vocabulary

• attitude

• self-concept

Section 1-Objectives

Objectives

• Trace the origin of attitudes.

• Describe the functions of attitudes.

A. A

B. B

C. C

D. D

Section 1-Polling Question

A B C D

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Where do you think you learned your attitudes toward life?

A. Parents

B. Teachers

C. Friends

D. Other

Section 1

Where Attitudes Come From

• Attitude

• Three main elements:

– A belief or opinion about something.

– Feelings about that thing.

– A tendency to act toward that thing in certain ways.

Section 1

Where Attitudes Come From (cont.)

• Attitudes are formed through:

– Conditioning—classical conditioning can help you learn attitudes in different situations.

– Cognitive evaluation—sometimes we develop attitudes toward something without stopping to think about it—we use a mental shortcut, or heuristic.

Attitude Formation Through Classical Conditioning

A. A

B. B

C. C

D. D

Section 1

A B C D

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What was Pavlov’s dog an example of?

A. Conditioning

B. Cognitive Evaluation

C. Culture

D. Observational Learning

Section 1

Functions of Attitudes

• Two functions of attitudes:

– A self-defining mechanism—we develop a self-concept—how we see or describe ourselves; our total perception of ourselves.

– Cognitive guidelines and guides to action—attitudes guide us toward or away from particular people, objects, and events.

A Theory of Planned Behavior

A. A

B. B

C. C

D. D

Section 1

A B C D

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What kind of attitude do you bring to your family or a part-time job?

A. Positive

B. Negative

C. Neutral

D. Not sure

Section 1-End

Section 2-Main Idea

Main Idea

Attitudes are formed through compliance, identification, and internalization. Attitudes may be changed as a result of cognitive dissonance.

Section 2-Key Terms

Vocabulary

• compliance

• identification

• internalization

• cognitive dissonance

• counterattitudinal behavior

• self-justification

• self-fulfilling prophecy

• prejudice

• discrimination

Section 2-Objectives

Objectives

• Cite the sources of attitude change.

• Describe prejudice and its relationship to stereotypes and roles.

A. A

B. B

C. C

Section 2-Polling Question

Do you think there is a positive aspect to stereotyping?

A. Yes

B. No

C. Not sure

A B C

0% 0%0%

Section 2

Attitude Change

• Three main processes involved in forming or changing attitudes are:

– Compliance

– Identification

– Internalization

A. A

B. B

C. C

D. D

Section 2

A B C D

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Which is NOT a process in forming or changing attitudes?

A. Compliance

B. Force

C. Identification

D. Internalization

Section 2

Cognitive Consistency

• Cognitive consistency—peoples’ attitudes change because they are always trying to get things to fit together logically inside their heads.

• Cognitive dissonance

Balance Theory

Section 2

Cognitive Consistency (cont.)

• People reduce dissonance in several ways:

– Denial

– Evasion

– Change in attitude or reevaluation of the event.

A. A

B. B

C. C

D. D

Section 2

A B C D

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An environmentalist that litters is an example of what?

A. Chaos

B. Cognitive dissonance

C. Cognitive consistency

D. Internalization

Section 2

Attitudes and Actions

• Actions affect attitudes.

• Counterattitudinal behavior

– Explanations for this phenomenon:

• To reduce the dissonance of the contradiction, he or she will change either the behavior or attitude.

• Self-justification

• Self-fulfilling prophecy

A. A

B. B

C. C

D. D

Section 2

A B C D

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What is confessing to a crime an example of?

A. Counterattitudinal behavior

B. Self-justification

C. Self-fulfilling prophecy

D. Internalization

Section 2

Prejudice

• Prejudice

• Prejudice is strengthened and maintained by inflexible stereotypes and roles.

• Patricia Devine theorized that if a specific stimulus is encountered, it automatically activates your stereotype mechanism.

Section 2

Prejudice (cont.)

• Thomas Pettigrew suggests that in situations where a dominant group and a deferential group can be identified, members of each group may play roles that foster and maintain their respective positions.

Section 2

• Some causes for prejudice:

– Social, economic, or physical factors

– “Guilt by association”

– Fear of people who are different

– Parents, or authority figures, may foster prejudice in children

Prejudice (cont.)

Section 2

• Discrimination

– This should be distinguished from prejudice.

Prejudice (cont.)

A. A

B. B

C. C

D. D

Section 2

A B C D

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What can prejudice be based on?

A. Social

B. Economic

C. Physical factors

D. All of the above

Section 2-End

Section 3-Main Idea

Main Idea

Persuasion is a direct attempt to influence attitudes. When determining the credibility of the message, we evaluate when, where, and how a message is presented.

Section 3-Key Terms

Vocabulary

• persuasion

• boomerang effect

• sleeper effect

• inoculation effect

• brainwashing

Section 3-Objectives

Objectives

• Describe the factors involved in the communication process.

• Explain the different types of persuasion processes.

A. A

B. B

C. C

D. D

Section 3-Polling Question

A B C D

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Would you be more likely to trust someone with a British, Eastern European, Middle Eastern, or Southern accent?

A. British

B. Eastern European

C. Middle Eastern

D. Southern

Section 3

Persuasion

• Persuasion

• The communication process can be broken down into four parts:

– The message itself—there are two ways to deliver a message:

• central route

• peripheral route

Using Heuristics

Section 3

Persuasion (cont.)

– The source of the message—a person receiving the message asks herself a few questions:

• Is the person giving the message trustworthy and sincere?

• Does he or she know anything about the subject?

• Is he or she likable?

• The boomerang effect can occur too—a change in attitude or behavior opposite of the one desired by the persuader.

Section 3

Persuasion (cont.)

– The channel through which it is delivered—where, when, and how a message is presented also influences the audience’s response.

Section 3

Persuasion (cont.)

– The audience that receives it—the audience includes all those people whose attitudes the communicator is trying to change.

• Two strategies effectively involve the audience:

– The foot-in-the-door technique

– The door-in-the-face technique

Section 3

• Two different levels of thinking activity are possible:

– Central route processing—when the recipient thoughtfully considers the issues and arguments.

– Peripheral route processing—characterized by considering other cues rather than the message itself.

Persuasion (cont.)

Section 3

• The heuristic model—a rule of thumb or a shortcut that may lead to but does not guarantee a solution.

– The recipient may tune in to the peripheral aspects or central aspects of the message.

Persuasion (cont.)

Using Heuristics

Section 3

• The sleeper effect—the delayed impact on attitude change of a persuasive communication.

Persuasion (cont.)

Section 3

• Explanation for this effect:

– Differential decay hypothesis

– The inoculation effect

– Brainwashing

Persuasion (cont.)

A. A

B. B

C. C

D. D

Section 3

A B C D

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What is the definition of heuristic?

A. Powerful

B. Indignant

C. Effective

D. Rule of thumb orshortcut

Section 3-End

Figure 1

Attitude Formation Through Classical ConditioningSuppose you meet Jane. Jane seems to enjoy making comments that embarrass you. After a few encounters with Jane, even the sound of her voice upsets you. So you learn to avoid her.

Figure 2

A Theory of Planned BehaviorPsychologists have proposed a theory that three factors determine a person’s behavior. The strength or weakness of each of these three factors explains why certain people behave differently despite shared attitudes.

Figure 3

Balance TheoryAccording to Fritz Heider’s Balance Theory—another means of analyzing cognitions related to attitudes—people are inclined to achieve consistency in their attitudes by balancing their beliefs and feelings about an object, person, or event against their attitudes about other people. When someone we care about strongly disagrees with us, an uncomfortable state of imbalance occurs.

Figure 4

Using HeuristicsWe use heuristics, or shortcuts, to evaluate many messages. This saves us time and energy.

Concept Trans Menu

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Components of Self-Concept

Process of Attitude Change

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DFS Trans 3

Vocab1

attitude: predisposition to act, think, and feel in particular ways toward a class of people, objects, or an idea

Vocab2

self-concept: how we see or describe ourselves; our total perception of ourselves

Vocab3

compliance: a change or maintenance of behavior to avoid discomfort or rejection and to gain approval

Vocab4

identification: seeing oneself as similar to another person or group and accepting the attitudes of another person or group as one’s own

Vocab5

internalization: incorporating the values, ideas, and standards of others as a part of oneself

Vocab6

cognitive dissonance: the uncomfortable feeling when a person experiences contradictory or conflicting thoughts, attitudes, beliefs, or feelings

Vocab7

counterattitudinal behavior: the process of taking a public position that contradicts one’s private attitude

Vocab8

self-justification: the need to rationalize one’s attitude and behavior

Vocab9

self-fulfilling prophecy: abelief, prediction, or expectation that operates to bring about its own fulfillment

Vocab10

prejudice: preconceived attitudes toward a person or group that have been formed without sufficient evidence and are not easily changed

Vocab11

discrimination: the unequal treatment of individuals on the basis of their race, ethnic group, age, gender, or membership in another category rather than on the basis of individual characteristics

Vocab12

persuasion: the direct attempt to influence attitudes

Vocab13

boomerang effect: a change in attitude or behavior opposite of the one desired by the persuader

Vocab14

sleeper effect: the delayed impact on attitude change of a persuasive communication

Vocab15

inoculation effect: developing resistance to persuasion by exposing a person to arguments that challenge his or her beliefs so that he or she can practice defending them

Vocab16

brainwashing: extreme form of attitude change; uses peer pressure, physical suffering, threats, rewards, guilt, and intensive indoctrination

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