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

2. 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?

4. 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

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

6. What is the basis of interpersonal attraction?

7. 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”

8. 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?

9. 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

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

12. 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