Social Psychology: Personal Perspectives (Chapter 14) Second Lecture Outline: Attitudes and Behavior Love and attraction Communication

Attitude Learned, stable, relatively enduring evaluation of a person, object, or idea Cognitive, behavioral, and affective components Observational learning or modelling Michael Jordon wears Nike shoes But Joe DiMaggio and coffee makers? Beer commercials at the beach: Classical conditioning or modeling?

Attitude change Central route: provide a direct argument Cigarette packaging (the latest: smoking causes impotence] Physical fitness ads “participaction” Direct appeals for votes during elections Peripheral route: indirect messages Smoking posters in doctor’s offices Seeing active adults “Photo-ops” kissing babies, no silly hats

Credibility and likability: Who would you hire to be in your running shoe commercial? Why?

What is the basis of interpersonal attraction?

Liking and Loving Reinforcement theory: we like those who reinforce us Secondary reinforcement: We like those who are around when we are being reinforced Equity theory: Reinforcers and punishers between individuals should be equal Two-component cognitive labelling: passionate love is emotional and physical arousal with labelling arousal as “love”

Sternberg’s triangular theory of love Intimacy: Confiding in others; sharing feelings Passion: Erotic attraction; “in love” Commitment: Intention to remain in relationship How do these change with age?

Proximity theory: We like those we are exposed to and and near us Proximity theory: We like those we are exposed to and and near us. People from Ottawa may be more likely to like Alanis Morrisette

Balance theory: Friends have similar attitudes + Ben Sue + + Joe - Ben Sue + - + Ben Sue Joe - + Joe

Communication Verbal communication: What is said and how it is received “Talk table” research Nonverbal communication: Action speaks louder than words Eye contact, proximity, posture, gestures Cultural variation in communication style