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Attitudes

Attitudes. Chapter 5. Attitudes. Definition: Attitude http://www.youtube.com/watch?feature=player_embedded&v=SQIVslZIMXI. Learned tendency to respond to an object in positive or negative way. Attitudes. Attitudes influence: Behavior Attention

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Attitudes

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  1. Attitudes Chapter 5

  2. Attitudes

  3. Definition: Attitudehttp://www.youtube.com/watch?feature=player_embedded&v=SQIVslZIMXI Learned tendencyto respond to an object in positiveor negative way

  4. Attitudes • Attitudes influence: • Behavior • Attention • Attitude Object: Anything toward which we have an attitude

  5. List 5 of your positive attitudes 1. 2. 3. 4. 5. Which type was easier to list? List 5 of your negative attitudes 1. 2. 3. 4. 5. Why do you think that is? List Your Attitudes

  6. Components of Attitudes • Affective (Emotional) • Positive or Negative • Very Strong to Very Weak • Cognitive (Thinking) • Thought • Beliefs • Behavioral (Acting) • Act or not act

  7. Three-component model

  8. Ice cream is good. (Cognitive) Attitude Object: Ice Cream I like ice cream. (Affective) I eat ice cream. (Behavioral)

  9. Quiz Question • Which of the following is an example of the evaluative component to the attitude, “I can’t stand punk rock”? • negative emotion • not attending a punk rock concert • rules for applying a label

  10. Attitude Formation • Socialization • Reinforcement • Associations of stimulus response • Observing others • Direct contact with attitude object • Media

  11. Functions of Attitudes • Why do we retain attitudes for months, years, or even a lifetime? • One answer is that they serve at least some important functions for us.

  12. Functions of Attitudes 1. Heuristic or instrumental function • Simple and efficient means of evaluating objects • Action movies • Big Band music 2. Schematic or knowledge function • Attitudes about a categoryprovide basis for making inferences about members. • Conservatives, Liberals • Northerners, Southerners

  13. Functions of Attitudes 3. Value expression • Express the individual’s basic values • Reinforce self-image 4. Ego Defense • Protect from thoughts or feelings that threaten self-image or adjustment

  14. Measurement • 3 Methods • Single item scales • Likert Scales • Semantic Differential Scales

  15. Measurement • Single item: • Do you like action movies? Yes or No • Likert Scale: • I like action movies. • Strongly agree Agree Disagree Strongly disagree • Semantic Differential

  16. Attitude Organization • Attitude Structure • Hierarchical (Vertical) • Horizontal

  17. The Structure of Attitudes

  18. 10/16 Cognitive Consistency • Cognition: Perception of personal attitudes, • beliefs, and • behaviors • Consistency among cognitions is common

  19. Consistency Theories • Balance Theory • Relationships between the 3 elements (1) Speaker— (2) Another person—(3) Object • Sentiment relations • Evaluations directed toward objects and people • Unit relations • Extent of perceived association between elements

  20. Sentiment and Unit Relations

  21. Balance Theory • Balanced state • All three sentiment relations are positive • Or one is positive & other two are negative • Imbalanced state • Two of relationships between elements are positive and one is negative • Or all three are negative Restore balance in easiest way

  22. Balance Theory

  23. Theory of Cognitive Dissonance • Cognitive dissonance: State of psychological tension • Consistency between two or more elements • Assumes cognitions are either dissonant or consonant • Cognitive Dissonance: Social Commentary • http://www.youtube.com/watch?feature=player_detailpage&v=w45Pct9dVj0

  24. Cognitive Dissonance • Motivated to reduce tension • Deemphasize one of the cognitions • Change the cognitions • Counter attitudinal behavior • Behave inconsistent with his or her attitudes

  25. Relationship Between Attitudes and Behavior • Can be discrepancy between what people do and what they say. • Studies find only modest correlation between attitude and behavior.

  26. Relationship Between Attitudes and Behavior • Four variables (reasons) why correlation is not stronger: • Activation of the attitude • Characteristics of the attitude • Correspondence between attitude and behavior • Situational constraints on behavior

  27. Activation of the Attitude • Brought from memory into conscious awareness • Usually activated by exposure to attitude object

  28. Characteristics of the Attitude • Affective-Cognitive Consistency • Greater consistency between cognition and evaluation, greater strength of attitude-behavior relation. • Direct Experience • Attitudes based on direct experience are more predictive of subsequent behavior.

  29. Characteristics of the Attitude • Strength • Greater strength of an attitude, more likely to influence behavior. • Temporal Stability • To predict behavior from attitudes, the attitudes must be stable over time.

  30. Correspondence • Measured at same level of specificity • Greater degree of correspondence, (number of elements the same in the two measures) • Better can predict behavior from attitudes

  31. Attitude-Behavior Correspondence • Every behavior involves a: • Target • Action • Context • Time

  32. Attitude-Behavior Correspondence • To predict behavior from attitude • Measures of attitude and behavior should involve same elements • Target • Action • Context • Time • Larger number of elements in common, greater the correlation between attitude and behavior

  33. Situational Constraint • An influence on behavior due to likelihood that other persons will learn about behavior and respond positively or negatively to it. • Situational constraints often determine whether our behavior is consistent with our attitudes.

  34. The Reasoned Action Model • Model is based on the assumption that behavior is rational. • Incorporates factors that have been shown to affect consistency between attitudes and behavior. • Behavior is determined by behavioral intention. • Behavioral intention is influenced by attitude and subjective norms.

  35. ***The Reasoned Action Model

  36. Assessment of the Reasoned Action Model • Model used to predict behaviors like whether a mother will breastfeed her baby • Model criticized because it assumes behavior is determined largely by our intentions • In fact, past behavior may be more influential than our intentions

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