Attitude formation and change

1. Attitude formation and change

3. What is attitude? • Ideas we hold about ourselves, others, objects and experiences • An evaluation a person makes about an object, person, group, event or issue • An evaluation refers to a judgement being made – either positive or negative about something

4. How are these developed? • Experience • Reflect our individual backgrounds and socio-cultural experiences • We form our attitudes as we interact and are exposed to different types of media and life in general

5. Tri-component model of attitudes • This is the most widely used model to explain attitude • Proposes that attitude has three related components – the affective, behavioural and cognitive components – which are sometimes referred to as the ‘ABC of attitudes’ (Aronson, 2008)

6. Affective component • Refers to emotional reactions or feelings an individual has towards a object, person, group, event or issue • Based on a judgment which results in either a positive, negative or neutral response. • Examples: • I enjoy playing tennis • I hate maths • I’m not interested in politics

7. Behavioural Component • Refers to the way an attitude is expressed through our actions (or intended actions if an opportunity presented itself) • Examples • Running to keep fit is the behavioural component that reflects your attitude towards fitness • Studying for an exam is the behavioural component that reflects your attitude towards school

8. Cognitive component • Refers to the belief we have about an object, person, group, event or issue • These are linked to what we know about the world and developed through experience • Some beliefs are true and some are false • Some can be verified and some cannot • (verified- proven)

10. Tri-component model • Proposes that all three components must be present before it can be said an attitude exists • Example:

11. Cont. • Usually the three components are consistent however the behavioural component can often be inconsistent with the affective and cognitive components • Example:

12. Cont. • Occasionally the behavioural component can be consistent with one other component but these can be inconsistent with the third

13. Task • Give an example of an attitude based on the tri-component model. Identify each of the components • Activity 8.2 (p. 328)

14. Limitations of the model • Inconsistency between the three components • Attitude is often not a predictor of behaviour • Research- La Piere (1934) (p. 328) • Complete activity 8.4

15. Attitudes and behaviour • Many factors influence whether attitude and behaviour will be consistent. Some of the most significant factors include: • How strong the attitude is • How easily it comes to mind • The situation we are in • Our personal belief that we can actually perform the behaviour associated with the attitude

16. Strength of attitude • A strong attitude is well known, easily accessible, personally relevant and has a strong emotional component • The stronger the attitude the more likely it will be consistent, resistant to change and influence behaviour • Kraus (1995) found that the stronger the attitude that more likely it would predict behaviour

17. Strength of attitude • Strong attitudes are based on having a lot of information on the topic – the person tends to be well informed on the topic of the attitude • Based on amount of information and how the information was obtained • Information gained through direct rather than indirect experience will usually be associated with a stronger attitude • Being surrounded by like minded people will also lead to stronger attitudes • Validates the attitude • Supports the attitude

18. Accessibility to the attitude • Aronson (2008) An attitude that is easily accessible is more likely to lead to consistency between attitude and behaviour • An easily accessible attitude is a strong attitude that easily comes to mind (is well thought out and well known) • Fazio and Williams (1986) pg. 330-331

19. Social context of the attitude • Fishbein and Ajzen (1975): whether attitude leads to behaviour depends on social context or specific situation a person finds themselves in • The situation can overpower the affective and cognitive components of the behaviour

20. Perceived control over the behaviour • Attitude and behaviour are more likely to match if people perceive (think/believe) that they have control over the behaviour that may result from the attitude • Perceived control-individual has the belief that they are free to perform or not perform the behaviour and that they can actually do it Ajzen and Fishbein (2002)

21. Activity • Learning Activity 8.5: Review Questions

22. Factors influencing attitude formation

23. Classical conditioning • When learning occurs through repeated association of two different stimuli • Stimulus: an event which may trigger a response • Both negative and positive attitudes canbe formed this way • Can you think of examples of this from the media?

24. Operant conditioning • Based on the assumption that we tend to repeat behaviour which has a desirable consequence or result (reward) and tend NOT to repeat behaviour which has an undesirable consequence or result (punishment) • Reinforcement is any event which strengthens a response or increases the likelihood of a particular response occurring again • Examples?

25. Modelling • Occurs when someone uses observation of another person’s actions and their consequences to guide their future thoughts, feelings and behaviour • This can be done unconsciously

26. Repeated exposure • Being exposed to an object, person, group, event or issue repeatedly then developing an attitude based on this • Based on personal experience (either direct or indirect) • Repeated exposure leads to a positive attitude – regardless of if there is a reward or motivation to do so • Mere exposure effect – increase liking for an attitude, object, person, group, event or issue only as a result or being exposed to it

27. Zajonc (1968) research into the effect of repeated exposure on attitude

28. Cont. • Research indicates that negative attitudes do not arise from repeated exposure UNLESS accompanied by a negative experience

29. Learning activity 8.8 ‘Summarise influences on attitude formation’ pg. 337