1. Attitudes 1 “Did you ever have to make up your mind?” The Lovin’ Spoonful

2. Attitudes I. What are attitudes? II. How do we develop attitudes? III. The link between attitudes and behavior IV. Attitude Change A. Case example B. Cognitive dissonance processes

3. Attitudes & Persuasion Attitudes: A positive, negative, or mixed evaluation of people, objects, or ideas.

4. Exercise

5. Processes in the development of attitudes Classical conditioning Instrumental/operant conditioning Modeling Direct experience

6. Classical conditioning Association between an initially neutral stimulus and a stimulus that naturally produces a strong reaction.

7. Operant conditioning You have been reinforced for expressing the “right” or correct views.

8. Modeling Modeling: We observe the behavior of others and base our beliefs on such observations. –Ex: Mother buys “Tide”

9. Direct Experience

10. Four ways of learning are not mutually exclusive!

11. Link between Attitudes and Behavior Big question in social psychology: Can we predict behavior from people’s attitudes? Richard LaPiere (1934): Traveled through U.S. with Chinese couple Results:_________________

12. When are attitudes poor predictors of behavior? (1) Low correspondence between the attitude and the behavior (Aizen & Fishbein) (2) Strength of attitude is weak –(strength=more knowledge; based on direct experience; more important; more accessible.)

13. How do attitudes change? The case of Patricia Hearst Isolation Guilt Environmental control

14. Voicing particular views, even if we don’t believe them, might lead to attitude change.

15. Cognitive dissonance theory (Festinger, 1957) Assumed we feel tension (dissonance) when two of our thoughts (cognitions) are psychologically inconsistent. We change our thinking to reduce this tension.

16. Video clip of Festinger & Carlsmith (1959) study

17. Festinger and Carlsmith IV: $1 or $20 to lie by saying a boring task was very interesting DV: How much the participant reported enjoying the dull task Results: Ps in the _________condition said the dull task was ______enjoyable than did those in the _______condition. ______=insufficient justification for lie

18. Importance of Festinger & Carlsmith study Demonstrates self persuasion Contradicted long-held belief that big rewards produced attitude change “less [money] leads to more [attitude change]” effect

19. Ways to Reduce Dissonance TECHNIQUESEXAMPLES Change your attitude“I don’t really need to be on a diet.” Change your perception of the behavior“I hardly ate any mousse.” Add consonant cognitions“Chocolate mousse is very nutritious.” Minimize the importance“I don’t care if I’m of the conflict.overweight— life is short; mousse is great. Reduce perceived choice.“I had no other choice; it was prepared for the occasion.

20. Insufficient justification Aronson & Carlsmith (1963) Forbidden toy study IV: Mild threat (I won’t like it) or severe threat (will be spanked) DV: later liking for the toy Results: Those faced with a _____threat liked the toy ______than those faced with a _______ threat. Those in the mild threat group had “______________for their behavior, and therefore internalized the attitude.

21. Insufficient justification principle works for punishment as well as rewards Aronson & Mills (1959) Female students; group discussions about sex IV: Mild initiation or severe initiation or control (no initiation) Heard boring tape about “secondary sex behavior in lower animals.” Ss in __________initiation group rated the discussion _________than those in the _______initiation or control group.

22. Four steps to dissonance arousal (Cooper & Fazio) The attitude discrepant behavior must produce unwanted negative consequences. Must feel personally responsible for unpleasant consequences. Must experience physiological arousal Must attribute the arousal to your own inconsistent behavior

23. Cognitive dissonance theory Generated a lot of research Explanations for effects are still being debated, but inconsistency appears to be important.