attitudes definition a affect feelings emotions b behavior

attitudes

definition • a - affect (feelings, emotions) • b - behavior, tendency to act • c - cognitions (beliefs, knowledge, experience) • Not just tastes

Not the same as schemas • • • Attitudes must have affect, feeling Schema about a chair – not an attitude Attitude even with little content – so Both more and less than schema

How they form • Often quickly with little information • Especially about people • But sometimes slowly and carefully

Based on what? • Cognitive approach – Sum of positive and negative features • Just add them up • Or average them • But…

Some are more equal • Some features count for much more • One may overwhelm the rest • So not a simple formula

Affective – feelings • Mere exposure The more we see it, the more we like it • Limitations – Boredom – Too negative

Association, conditioning • • Paired with reinforcement Positive association So Positive feelings

Maintaining attitudes • Selective attention to supporting • Selective perception – see as supporting • Selective memory – remember supporting

persuasion • • The core of social psychology How we influence and Are influenced by others And by information and experience

TWO ROUTES TO PERSUASION • CENTRAL ROUTE • ALSO CALLED SYSTEMATIC • PERIPHERAL ROUTE

CENTRAL ROUTE • MOTIVATED AUDIENCE • SYSTEMATIC, HIGH EFFORT • LOGICAL, REASONING • GOOD ARGUMENTS PRODUCE CHANGE

PERIPHERAL ROUTE • NOT HIGHLY MOTIVATED • LOW EFFORT, HEURISTICS, SHORT CUTS, NOT SYSTEMATIC • OFTEN EMOTIONAL • CUES, EMOTIONS PRODUCE CHANGE

SOURCE • CREDIBILITY, TRUST, COMPETENCE • TRYING TO PERSUADE OR NOT • ATTRACTIVENESS, LIKING

CONTENT • reason vs. emotion • central vs. peripheral • fear arousal • discrepancy

Discrepancy and change

RESISTING PERSUASION • Practice - inoculation • Commitment • central more resistant

Do attitudes affect behavior? • Obviously they do • But not perfectly

Why Not? • • BECAUSE other factors also affect behavior how close the connection how specific the attitude and the behavior

Theory of planned behaviour • • • Attitude toward an action Subjective norms about action Control over action All lead to intention And behavioural intention And intention predicts action

Behaviour affects attitudes • Cognitive dissonance theory • Attitudes change to be consistent with actions • Attitudes change to be consistent with decisions • So behaviour and decisions affect attitudes

reactance • Assert free choice when it’s threatened • So do opposite of what’s asked • Especially if asked too forcefully

So …from • • Dissonance theory and Reactance Use as little justification or force as you can This maximizes the effect on action and attitudes