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Attitudes

Home learning You play in a team that is is a lower division than your opponents in the next round of the FA cup. One of your team mates is doubtful that your team will win. Using the information about persuasive communication, write notes on how you would persuade your team mate that it is possible to beat that team. Due in next lesson

Outcomes Define and describe an ‘attitude’ Discuss the influences on formation of an attitude and influences on behaviour Explain how you can change attitudes through cognitive dissonance and persuasive communication

DEVISE YOUR OWN DEFINITION OF AN ATTITUDE. TASK:

Definitions for attitude Based on the three definitions, what are the common threads? Can be positive or negative Stable or enduring Focused on an item or situation Subjective, evaluative or based on beliefs

Can you change attitudes?

Where do attitudes originate from? Past experiences Socialisation and Social learning Media Any others?

Components of Attitudes – Triadic Model Cognitive  The information that you have about the object which contribute to your beliefs. Affective  Your feelings about the object. Helps to determine the direction of your predisposition for behaviour. Behaviour  Your intended behaviour toward the object.

THE TRIADIC MODEL COGNITIVEBEHAVIOURALAFFECTIVE

Triadic Model What is the triadic model? Who devised it? Examiners tip: Marks are often lost because candidates are not able to discuss an attitude in terms of its components. Make notes from page 157 and 158

The Triadic Model of Attitudes According to this model our beliefs are formed through past experiences and what we have learned from others. Behaviour may not always be consistent with attitude (i.e. fitness training). A person is likely to behave in a way that reveals their attitude.

Attitudes and Behaviour La Piere (1934) took a Chinese couple to dinner in 251 restaurants in the USA. They were refused service at one establishment. After a short period the author wrote and asked if the restaurants would serve Chinese people - 92% said “ no ”. This demonstrates an inconsistency between attitude and behaviour.

The social norm If the attitude of those around a person is positive, it is likely that they will also develop a positive attitude. For example, if a group of girls have positive attitudes about participating in football, a new girl who joins their group is likely to develop a similar attitude. In adolescence, peers have greater influence on attitudes than adults.

Why do they behave like this?

Stereotypes Stereotypes: A belief held by a collection of people about traits shared by a certain category of person.  In sport there are many stereotypes:  White men can ’ t jump.  Black people are better sprinters than whites.

Measuring attitudes Thurston ScaleLikert ScaleOsgood’s Semantic Differential scale

CHANGING ATTITUDES There are two ways of changing attitudes used particularly in sport. These are: - Persuasive communication Cognitive dissonance

Changing attitudes Persuasive Communication - this is only effective if people listen to, understand, accept it, and retain it.

PERSUASIVE COMMUNICATION An active, non-coercive attempt to reinforce, modify or change the attitude of others. The Persuader The person attempting the change (coach, team manager, teacher, captain) The Receiver The person whose attitude the persuader is trying to change The Message The quality of the message the persuader is giving

THE PERSUADER Their status with who they are communicating with. Their popularity amongst the group they are communicating with. Their credibility from past experiences of communication. Their social and cultural background can affect their status and credibility if there is a wide difference.

THE MESSAGE The accuracy of the message – is it obviously correct? Is the message stated with confidence and enthusiasm? The clarity of the message – is the argument well constructed and logical? Is the message factual, appealing to the receiver intellect?

THE RECEIVER Are they ready for the message? Can they understand it? How strongly held is the current attitude, how persuadable is the receiver? Are they motivated to change or open to the possibility?

SUMMARY Although persuasive communication seems to be a common sense way of getting individuals such as elite performers to adopt more positive attitudes it can fail in the light of strongly held beliefs, this is where a more focused approach, such as one based on the ideas of cognitive dissonance theory can be more successful.

COGNITIVE DISSONANCE THEORY Developed in 1957 by Festinger. According to this theory, individuals like to be consistent in what they do, feel and believe. This theory results in individuals having contradictory thoughts about something or someone which creates an attitude relating to the triadic model.

COGNITIVE DISSONANCE THEORY Definition: Tension resulting from having contradictory thoughts or beliefs about something or someone. Eg: a rugby player might believe that aerobics is too ‘girlie’ so the coach tells him that some of the fittest people do it to improve stamina. This attack on the player’s beliefs causes a change in attitude and the player now does aerobics to keep fit.

Attitudes summary Attitudes cannot predict behaviour but do influence behaviour. Attitudes are influenced by those around us. Attitudes can be changed by persuasion and by creating cognitive dissonance

Prove it review Define and describe an ‘attitude’ Discuss the influences on formation of an attitude and influences on behaviour Explain how you can change attitudes through cognitive dissonance and persuasive communication

Home learning