1. Attitudes Chapter 5

2. Attitudes

3. Definition: Attitude http://www.youtube.com/watch?feature=player_embedded&v=SQIVslZIMXI http://www.youtube.com/watch?feature=player_embedded&v=SQIVslZIMXI Learned tendency to respond to an object in positive or negative way

4. Attitudes ◦ Attitudes influence:  Behavior  Attention Attitude Object: Anything toward which we have an attitude

5. 5 List Your Attitudes List 5 of your positive attitudes 1. 2. 3. 4. 5. Which type was easier to list? List 5 of your negative attitudes 1. 2. 3. 4. 5. Why do you think that is?

6. Components of Attitudes Affective (Emotional) ◦ Positive or Negative ◦ Very Strong to Very Weak Cognitive (Thinking) ◦ Thought ◦ Beliefs Behavioral (Acting) ◦ Act or not act

7. Three-component model ComponentCharacteristicsExamples AffectEmotional reactions"I like/hate..." Cognition Internalized beliefs, thoughts “I think the world should..." Behavior Tendency to respond in particular way toward attitude object "I always do...”

8. I like ice cream. (Affective) I eat ice cream. (Behavioral) Ice cream is good. (Cognitive) Attitude Object: Ice Cream

9. 9 Quiz Question Which of the following is an example of the evaluative component to the attitude, “I can’t stand punk rock”? a.negative emotion b.not attending a punk rock concert c.rules for applying a label

10. Attitude Formation Socialization Reinforcement Associations of stimulus  response Observing others Direct contact with attitude object Media

11. 11 Functions of Attitudes Why do we retain attitudes for months, years, or even a lifetime? One answer is that they serve at least some important functions for us.

12. 12 Functions of Attitudes 1. Heuristic or instrumental function  Simple and efficient means of evaluating objects  Action movies  Big Band music 2. Schematic or knowledge function  Attitudes about a category provide basis for making inferences about members.  Conservatives, Liberals  Northerners, Southerners

13. Functions of Attitudes 3. Value expression  Express the individual’s basic values  Reinforce self-image 4. Ego Defense Protect from thoughts or feelings that threaten self-image or adjustment

14. Measurement 3 Methods ◦ Single item scales ◦ Likert Scales ◦ Semantic Differential Scales

15. Measurement Single item: ◦ Do you like action movies? Yes or No Likert Scale: ◦ I like action movies. ◦ Strongly agree Agree Disagree Strongly disagree Semantic Differential

16. Attitude Organization Attitude Structure ◦ Hierarchical (Vertical) ◦ Horizontal

17. 17 The Structure of Attitudes

18. 10/16 Cognitive Consistency Cognition: Perception of personal attitudes, beliefs, and behaviors Consistency among cognitions is common

19. Consistency Theories Balance Theory Relationships between the 3 elements (1) Speaker— (2) Another person—(3) Object Sentiment relations ◦ Evaluations directed toward objects and people Unit relations ◦ Extent of perceived association between elements

20. Sentiment and Unit Relations

21. Balance Theory Balanced state ◦ All three sentiment relations are positive ◦ Or one is positive & other two are negative ◦ Imbalanced state ◦ Two of relationships between elements are positive and one is negative ◦ Or all three are negative Restore balance in easiest way

22. Balance Theory

23. Theory of Cognitive Dissonance Cognitive dissonance: State of psychological tension Consistency between two or more elements Assumes cognitions are either dissonant or consonant Cognitive Dissonance: Social Commentary http://www.youtube.com/watch?feature=player_detailpage&v=w45Pct9dVj0

24. Cognitive Dissonance Motivated to reduce tension ◦ Deemphasize one of the cognitions ◦ Change the cognitions Counter attitudinal behavior Behave inconsistent with his or her attitudes

25. 25 Relationship Between Attitudes and Behavior Can be discrepancy between what people do and what they say. Studies find only modest correlation between attitude and behavior.

26. Relationship Between Attitudes and Behavior Four variables (reasons) why correlation is not stronger: 1. Activation of the attitude 2. Characteristics of the attitude 3. Correspondence between attitude and behavior 4. Situational constraints on behavior

27. 27 Activation of the Attitude Brought from memory into conscious awareness Usually activated by exposure to attitude object

28. 28 Characteristics of the Attitude 1. Affective-Cognitive Consistency ◦ Greater consistency between cognition and evaluation, greater strength of attitude-behavior relation. 2. Direct Experience ◦ Attitudes based on direct experience are more predictive of subsequent behavior.

29. 29 Characteristics of the Attitude 3. Strength ◦ Greater strength of an attitude, more likely to influence behavior. 4. Temporal Stability ◦ To predict behavior from attitudes, the attitudes must be stable over time.

30. 30 Correspondence Measured at same level of specificity Greater degree of correspondence, (number of elements the same in the two measures) ◦ Better can predict behavior from attitudes

31. 31 Attitude-Behavior Correspondence Every behavior involves a: ◦ Target ◦ Action ◦ Context ◦ Time

32. Attitude-Behavior Correspondence To predict behavior from attitude ◦ Measures of attitude and behavior should involve same elements ◦ Target ◦ Action ◦ Context ◦ Time Larger number of elements in common, greater the correlation between attitude and behavior

33. 33 Situational Constraint An influence on behavior due to likelihood that other persons will learn about behavior and respond positively or negatively to it. Situational constraints often determine whether our behavior is consistent with our attitudes.

34. 34 The Reasoned Action Model Model is based on the assumption that behavior is rational. Incorporates factors that have been shown to affect consistency between attitudes and behavior. Behavior is determined by behavioral intention. Behavioral intention is influenced by attitude and subjective norms.

35. 35 ***The Reasoned Action Model

36. 36 Assessment of the Reasoned Action Model Model used to predict behaviors like whether a mother will breastfeed her baby Model criticized because it assumes behavior is determined largely by our intentions In fact, past behavior may be more influential than our intentions