1 ATTITUDES

2 WHAT IS ATTITUDE?

3 Attitudes is a positive or negative evaluation of an objects, people, or ideas. Beliefs are pieces of information about something, facts or opinion ATTITUDES vs BELIEFS

4 Attitudes are believed to be formed through behavioral, affective and cognitive process. ATTITUDES Behavioral process Affective process Cognitive process Attitude

5 Types of Attitudes Implicit Attitudes Explicit Attitudes

6 Implicit Attitudes Automatic and nonconscious evaluative responses Implicit Association Test (IAT) has been developed to measure implicit attitudes

7 Explicit Attitudes Controlled and conscious evaluative responses

8 ATTITUDE FORMATION Classical Conditioning Operant Conditioning Observational Learning

9 Classical Conditioning A type of learning in which, through repeated pairings, a neutral stimulus comes to evoke a conditioned response

10 Operant Conditioning A type of learning in which people are more likely to repeat behaviors that have been rewarded and less likely to repeat behaviors that have been punished

11 Observational Learning A type of learning in which people are more likely to imitate behaviors if they have seen others rewarded for performing them, and less likely to imitate behaviors if they have seen others punished for performing them

12 ATTITUDE STRENGTH Not all attitudes are equally strong Strong attitudes resist change The components of a strong attitude that make it unlikely to change are commitment and embeddedness

13 People are more committed to a strongly held attitude. A strongly held attitude is more embedded in (connected to) additional features such as individual’s self-concept, values and social identity. ATTITUDE STRENGTH

14 Being committed to a particular attitude causes people to review relevant information in a biased fashion an to intensify their opinions. All this leads them to dismiss evidence that goes against their initial attitudes. ATTITUDE STRENGTH

15 ATTITUDE STRENGTH Figure 4.1: Why strong attitudes resist change Commitment – on quality of strong attitudes – shields attitudes against contradictory information, whereas embeddedness-a second quality of strong attitudes –anchors them to a variety of other change- resistant features of the self

16 ATTITUDE-BEHAVIOR CONSISTENCY Knowledge Personal Relevance Attitude Accessibility

17 Knowledge –The more knowledge we have about something, the more likely it is that our pertinent attitudes and actions will be consistent with one another. ATTITUDE-BEHAVIOR CONSISTENCY

18 Personal Relevance –One’s attitude on a topic will be a better predictor of one’s deeds when the topic is personally relevant ATTITUDE-BEHAVIOR CONSISTENCY

19 Attitude Accessibility –An attitude is accessible to the degree that it springs to mind quickly. –A highly accessible is likely to stimulus actions that are consistent with it. ATTITUDE-BEHAVIOR CONSISTENCY

20 Attitudes aren’t the only factors that influence actions Attitudes influence action by a person’s behavioral attention. ATTITUDE-BEHAVIOR CONSISTENCY

21 Theory of planned behavior –Stating that the best predictor of behavior is one’s behavioral intention, which is influenced by one’s attitude toward the specific behavior, the subjective norms regarding the behavior and one’s perceived control over the behavior. ATTITUDE-BEHAVIOR CONSISTENCY

22 Attitude (One’s evaluation of the specific behavior in question) Subjective Norm (One’s perception that important others will approve of the behavior ) Perceived Behavioral Control (One’s perception of how difficult it would be to perform the behavior) Behavioral Intention (One’s aim to perform behavior) BEHAVIOR Figure 4.2 : The theory of planned behavior

23 ATTITUDE CHANGE Attitude changes involve: -Adopting attitudes to fit the needs -Modifying and interest at present -Relinquish

24 Attitude cannot be changed by simple education Acceptance of new attitude depends –On who is presenting the knowledge –How it is presented –How the person is perceived –The credibility of the communicator –The conditions by which the knowledge was received

25 Attitude change when –Cognitive change occurs –Affective change occurs –Behavioral change occurs

26 Why do we change our attitude? To improve quality of life –Physically – healthy –Spiritual – happier –Better socialization Resolution of social conflict

27 To solve a number of long- standing social problems –e.g. racial discrimination, prejudice To give a good image to other people Why do we change our attitude?

28 When we receives new info from others or media Through direct experience with the attitude Why do we change our attitude?