Factors Influencing Attitude Formation

1. Factors Influencing Attitude Formation Attitudes 3

2. Attitudes are formed over time from learning.. CLASSICAL CONDITIONING OPERANT CONDITIONING MODELLING/OBSERVATIONAL LEARNING Types of Learning

3. Classical Conditioning Pavlov's Dog

4. Repeated association of two different stimulus A Neutral Object Positively evaluated stimulus CLASSICAL CONDITIONING Positive feelings Paired with produces The stimulus was originally neutral, but after conditioning it is conditioned because we associate it with something else (eg. a positive feeling). REPEAT REPEAT REPEAT A Neutral Object Positive feelings Examples? Eg.: Eating a burger that makes you sick

5. How does this affect attitudes...?? Advertisers use the idea of fun, Freedom and being yourself or good music With the iPod Now when you look at an ipod you feel good

6. Work safe ad • http://www.youtube.com/watch?v=_bozWuGzRik

8. OPERANT CONDITIONING We repeat behaviour that has a desirable consequence, and discontinue behaviour that has a negative consequence + CONSEQUENCE BEHAVIOUR or ATTITUDE IS STRENGTHENED Behaviour BEHAVIOUR or ATTITUDE IS WEAKENED - CONSEQUENCE Eg. Parents ground you for not cleaning your room you will learn to clean your room because you do not want to be grounded If parents reward you after you clean your room, this would encourage you to repeat the behaviour.

9. http://www.youtube.com/watch?v=guroaQRFsX4

10. MODELLING / (Observational Learning) When you learn by observing someone else’s actions followed by a negative or positive consequence Attitudes are formed by the way we see others being positively or negatively reinforced for what they believe or feel or the way they behave. How does this relate to attitudes? E.g.. Observe a student doing good work in class get out early- your attitude towards doing good work changes

11. Factors influencing attitude formation • Psychologists believe that our attitudes form, usually over a long period of time, through the process of learning. There are three main types of learning. These include:

12. Factors influencing attitude formation cont… • Another way that a person’s attitudes can form is through repeated exposure. This means simply being exposed to an object, person, group, event or issue repeatedly. • Research suggests that if we are exposed to an object, person, group, event or issue repeatedly, we can develop a positive attitude towards it. This is known as the mere exposure effect. • For example, your parents have played James Taylor CD’s your whole life. Consequently, you have developed a fairly positive view of his music, simply because you have heard it so often. http://www.youtube.com/watch?v=tsOBSo_jKnM

14. attitude towards people STEREOTYPING PREJUDICE DISCRIMINATION

15. STEREOTYPING The process of grouping or fitting people into a category based on what we know about them STEREOTYPE A collection of beliefs that we have about the people who belong to a certain group, regardless of individual differences among people in that group.

16. What are these people and what stereotypical characteristics gives you the answer?

17. Someone who has had a nose job A policeman A politician A musician A zoo keeper An athlete A member of a bikie gang A D.J. In your opinion, what stereotypical characteristics would the following people possess? Footballer

18. TRUE OR FALSE..? Stereotypes are always right When we stereotype people into groups we ignore their individuality/uniqueness Example: We may stereotype that all wealthy people are snobs, but not all wealthy people are. Stereotypes are always inaccurate Stereotyping means fitting someone into a category based on what we know about them Stereotypes are learnt How do we learn stereotypes?

19. Question 1 In what way can stereotyped views influence how someone thinks, feels, behaves (their attitude) towards people who they consider to fit the stereotype?

20. PREJUDICE DISCRIMINATION Pre judgement Can be positive or negative Psychology focuses on negative prejudices -A negative attitude towards the members of a group based solely on their membership of that group. If you then start treating them in a different way because of your prejudice towards them, this would be called discrimination Discrimination is when you express a prejudice through behaviour EXAMPLE: Treat someone different because of their gender, race, age, religious belief. EXAMPLE: You may have a negative attitude towards country music. If you meet someone who writes country music, if you chose to have a negative attitude towards them because they write country music and you hate country music, this is a prejudice. STEREOTYPES CAN LEAD TO PREJUDICE AND PREJUDICE CAN LEAD TO DISCRIMINATION.

21. Attitudes Towards People cont… PREJUDICE & DISCRIMINATION http://www.youtube.com/watch?v=ye1C8vMqbHA Ageism Sexism http://www.youtube.com/watch?v=bFO1b9I-u5Q Racism http://www.youtube.com/watch?v=irCS2_27ytI

22. Stereotype-Belief of how someone is because of a certain characteristic Prejudice- An attitude towards someone because of a “prejudgement” Racist Ageist Sexist Discrimination- a behaviour towards someone or a group If a boss fires someone because they are American, is this discrimination? If a boss fires someone because they constantly do not get to work on time like everyone else, is this discrimination? What’s the difference between prejudice and discrimination?