1. Attitude a positive or negative evaluation of a concept
Attitudes tend to be based on
...values
...beliefs
...affect
...past experience

2. Values
enduring beliefs about important life goals that transcend certain situations
Symbolic Values: long standing values internalized early in life
Instrumental values: are based on direct costs or benefits of the attitude object.

3. Bogus Pipeline (Page and Sigall, 1971)
An instrument designed to induce the belief that it was truly measuring attitudes. "Bogus pipeline to the heart".
Used to elicit a person's true attitude.

4. LaPiere (1934)
Cross - country with the Chinese Couple—went to a hundred hotels and restaurants.

5. WHY DO ATTITUDES NOT ALWAYS MATCH BEHAVIOR??????
*Level of Attitude Specificity
* Time Factors
*Private vs. Public Self-Awareness
* Attitude Accessibility

6. Attitudes based on Behavioral Processes
1) Instrumental Conditioning
2) Self Perception
3) Facial feedback

7. Affective Processes
Mere Exposure
Classical Conditioning

8. Theory of Planned Behavior
(Fishbein & Azjen, 1975)
The theory that contends that people's conscious decisions to engage in specific actions are determined by their
*attitudes toward the behavior in question,
*the relative subjective norms,
*and their perceived behavioral control.
Criticisms of the Theory of Planned Behavior
--spontaneous behavior
--habits

9. Cognitive Consistency
the tendency to seek consistency in one's own cognitions.
Dissonance: a feeling of discomfort while performing an action that is inconsistent with one's attitude.

10. You want your attitudes and behavior to match
You want your attitudes and behavior to match. If they do not, you can either change your attitude or your behavior.

11. Insufficient Justification: I wouldn’t lie to a friend but I lied to a friend.
Freedom of Choice: I hate girls and I sat next to a girl
Justification of Effort: If I worked this hard for something, I must really want it.
Post Decision Dissonance: I made the right decision to stay in Iowa

12. Self Perception Theory
When people behave inconsistently, they first seek explanations outside of themselves to explain their behavior--when they can't find a probable external cause, they assume the cause may be internal.

13. Self Affirmation Theory
Explanations based on the notion that people are not concerned about maintaining consistency in their thought, but instead are motivated to reaffirm the general integrity of the self.