Factors Influencing Attitude Formation Attitudes 3 Attitudes are

Factors Influencing Attitude Formation Attitudes 3

Attitudes are formed over time from learning. . 1. CLASSICAL CONDITIONING 2. OPERANT CONDITIONING 3. MODELLING/OBSERVATIONAL LEARNING Types of Learning

Classical Conditioning Pavlov's Dog

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

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

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OPERANT CONDITIONING We repeat behaviour that has a desirable consequence, and discontinue behaviour that has a negative consequence + CONSEQUENCE Behaviour CONSEQUENCE BEHAVIOUR or ATTITUDE IS STRENGTHEN ED BEHAVIOUR or ATTITUDE IS WEAKENED 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.

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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

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: NAME OF LEARNING SUMMARY CLASSICAL This is a simple form of learning that occurs through the repeated CONDITIONING association of two different stimuli. E. g. advertisers of make up regularly using celebrities to sell their products. OPERANT This kind of learning is based on the belief that we tend to repeat CONDITIONING behaviours which gives a positive consequence (e. g. praise) & we tend to avoid or not repeat behaviours which give an undesirable consequence (e. g. detention). MODELLING This is a form of learning in which someone uses observation of another person’s actions & their consequences to guide their future thoughts, feelings & behaviours. E. g. you see a sibling get grounded for swearing, you therefore learn not to swear.

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=ts. OBSo_j. Kn. M

attitude towards people STEREOTYPING PREJUDICE DISCRIMINATION

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.

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

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. Footballer In your opinion, what stereotypical characteristics would the following people possess?

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

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?

PREJUDIC Pre judgement ECan 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. 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. DISCRIMINATION 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. STEREOTYPES CAN LEAD TO PREJUDICE AND PREJUDICE CAN LEAD TO DISCRIMINATION.

Attitudes Towards People cont… PREJUDICE & DISCRIMINATION http: //www. youtube. com/watch? v=ye 1 C 8 v. Mqb. HA Ageism Sexism http: //www. youtube. com/watch? v=b. FO 1 b 9 I-u 5 Q Racism http: //www. youtube. com/watch? v=ir. CS 2_27 yt. I

Stereotype- Belief of how someone is because of a certain characteristic Prejudice- An attitude towards someone because of a “prejudgement” Discrimination- Racist Ageist a behaviour towards someone or a group Sexist 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?