CHAPTER 18

 Attitude – any belief that includes an evaluation of some object, person, or event and predisposes us to act in certain way toward that object, person, or event.  Attitudes affect Actions  Our attitudes affect our actions – but do you think our attitudes always affect our actions? … Sometimes our actions can affect our attitudes.

 The Foot-in-the-Door phenomenon (compliance strategy)  Small request is made, Small request is agreed to, larger request is made.  You are more likely to agree to the larger request having agreed to the small task.

 Ex. Salesman asks you to test drive a new car, you agree to drive the car, then salesman ask you to purchase the car  My husband asks me to get him a soda; I agree and am on my way to the kitchen. Then he asks me to make him a sandwich too.  Parent asks you to go turn off the lights in your room, and then she yells down the hall to pick up your dirty clothes while you’re there.

 Door-in-Face phenomenon (compliance strategy)  a large request is made, large request is rejected, more likely to agree with a more reasonable request  Ex. Dad… can I stay out Friday night until 4AM? No way… that’s far too late for you to be out. Then can I stay out until 1 AM?

 Role Playing  When you adopt a new role, you desire to follow the social prescriptions of that role.  Ex. You get married; you want to be a caring and supportive spouse

 College students volunteered to participate in a simulated prison  Participants assigned roles – Guards and Prisoners  Guards given uniforms, clubs, whistles  Prisoners were searched, given uniforms and forced to live in cells  After 1 or 2 days the participants stopped playing their roles and took the characters given to them very seriously. (too seriously)  Prisoners rebelled and Guards harassed prisoners and gave them harsh punishments  Study ended after 6 days – ethically, this study is questioned because of the great emotional stress it caused participants.

 Deindividuation – reduce self-consciousness and personal responsibility. Members are made to feel anonymous.

 We can influence our attitudes by altering our actions  Ex. If you are prejudice of a certain racial group. How can you attempt to eliminate your prejudice?

 Cognitive Dissonance Theory - Psychological discomfort (dissonance) occurs when our behaviors threaten our beliefs about ourselves. We reduce this dissonance by changing our attitudes.  Ex. Alcoholics Anonymous saying “Fake it ‘til you make it.”  An alcoholic, attends an AA meeting. What is his belief about himself when he first begins attending AA? … His behavior forces his attitude about himself to change.

 1950’s – subjects perform boring tasks (Subjects agreed that the task that they performed was boring) and then are paid to tell the incoming subject (actually a confederate) that they enjoyed the task.  After lying to the confederate, the subject was asked to reveal his/her real attitude toward the boring task.  Participants who were paid $20  Lied and told the next person it was so much fun!!  Still found the task boring will later asked about the task  No Dissonance – felt that their payment justified their lies  Participants who were paid $1  Lied and told the next person the task was fun  Later when asked… they reported that the task was actually fun for them.  Those paid $1 experience dissonance and changed their attitudes to match their behaviors (telling others it was fun)

 Zimbardo and Cognitive Dissonance Zimbardo and Cognitive Dissonance

 Mere exposure effect – the more we are exposed to something the more we will come to like it.  Ex. New product that has been advertised on radio and TV. If you have heard these ads (been exposed) then you are more likely to buy it

 Norms of Reciprocity – if people do something nice for you, you feel obligated to do something nice in return  Ex. Address Labels from St. Jude’s makes you want to give money to St. Jude’s.

 Central Route to Persuasion – present information with strong arguments, facts, and logic  Ex. – politicians use this approach when they know their audience has a need for substance and need to show their knowledge. Route is usually used in the presidential debates.

 Peripheral route to persuasion – emphasize emotional appeal, focus on positive feelings, and focus on personal traits.  Ex. – politicians use this approach when they know their audience wants to see enthusiasm and energy – route may include parties, banners, bands, personal appearances. Route is used during national convention.