1. Attitudes

2. The Nature of Attitudes Attitudes central topic of study in social psychology. 3 Approaches to Understanding Nature of Attitudes: –Attitudes as Evaluations –Attitudes as Memories –ABC Tripartite Model of Attitudes

3. Attitudes as Evaluations Learned predispositions to respond in a favorable or unfavorable manner to a particular person, object or idea. Represent positive or negative evaluation of an individual, behavior, belief or thing.

4. + Women have the right to choose - Abortion is immoral + Abortion is permissible in the first trimester - Abortion is an invasive medical procedure + Abortion solves societal problems Abortion

5. Attitudes as Memories Some regard as a set of memories that link cognitions regarding the topic about which the attitude is held. An attitude is a set of inter-related memories about a particular person, object or idea.

6. Attitudes as Memories Memories about different types of information – Beliefs, feelings, & behavior concerning the target. When a stimulus triggers one of these memories, activates entire network of related memories having to do with the object of the attitude.

7. AbortionParentsMedicalNieceFutureReligionFriendFr. MikeTonsilsChildrenCollege

8. ABC Tripartite Model of Attitudes Focuses on underlying structure of attitudes. 3 Components: –Affective component – encompasses emotional reactions (negative and positive) Strong positive or negative emotions associated with… –Behavioral component – Predispositions or intention to act in a way that reflects the attitude Refers to your intention to participate in a pro-abortion or anti-abortion rally; or whether you will have one yourself.

9. ABC Tripartite Model of Attitudes Focuses on underlying structure of attitudes. –Cognitive component – Your beliefs or thoughts about the object of the attitude e.g., may hold a strong religious belief that may shape your view of abortion as a legitimate procedure.

10. Affective Component I have anxiety about the procedure I am relieved not to have an out-of- wedlock child Behavioral Component I intend to seek an abortion if necessary Cognitive Component Abortion is a women’s right Abortion is not morally wrong Abortion

11. Formation & Maintenance of Attitudes: Affect-Based Explanations Mere Exposure Effect Tendency to develop more positive feelings toward objects/individuals the more we are exposed to them. –Does not require behavior nor formation of beliefs Classical Conditioning

12. Formation & Maintenance of Attitudes: Behavioral & Cognitive Explanations Operant Conditioning –Reinforcing behaviors congruent with attitude Social Learning –Reinforcement of imitative behavior –Vicarious reinforcement

13. Formation & Maintenance of Attitudes: Somatokinesthesia Facial expression, head movement & body posture can affect attitude. –Pen in the mouth study –Facial Feedback Hypothesis Consistent w/ Self-Perception Theory –Vascular Theory of Emotion smiling causes air-cooled blood flow to brain –Similar findings for posture

14. Formation & Maintenance of Attitudes: Functional Approach Develop & change attitude to satisfy psychological need. Instrumental Attitude - based on cost/benefit of the attitude object. –e.g., positive attitudes for acceptance by others Symbolic Attitude - Object perceived not as it is, but as symbol of something else –e.g., environmentally conscious company

15. Psychological Function of Attitudes Type of AttitudeFunction ServedPerspective UtilitarianAchieve rewards; gain approvalBehaviorist KnowledgeStructure world; make senseCognitive Ego DefenseProtect from self-truthPsychoanal Value-ExpressiveExpress self-conceptHumanistic

16. Do Attitudes Predict Behavior? LaPiere (1934) Factors: –Level of attitude-behavior specificity e.g., Chinese in general v. specific couple –Time factors Greater the interval between measurement & behavior - the higher the discrepancy –Private v. Public Self-Awareness

17. Do Attitudes Predict Behavior? Factors: –Attitude strength Acquiring more information Personal involvement Direct experience –Attitude accessibility presidential election study Availability heuristic

18. IV = Self-Awareness DV = Attitude Behavior Consistency MirrorNo Mirror 12% Took More Candy 34% Took More Candy Beaman et al, 1979

19. Froming et al, 1982

20. Attitudes Toward a Behavior Fishbein & Ajzen (1975) If goal is to predict specific behavior, measure of attitude should be compatible w/ measure of behavior. –Behaviors specified along 4 dimensions: Action Target Context Time

21. Element SpecifiedMeasured Attitude Correlation w/ behavior NoneBirth Control.08 TargetB.C. Pills.32 Target/ActionUsing B.C. Pills.53 Target/Action/TimeUsing B.C Pills next 2 years.57 Davidson & Jaccard, 1979

22. Subjective Norms Judgement about whether other people will approve of a particular behavior. 2 Factors –Perceived expectations of significant others –One’s motivation to conform to those expectations

23. Attitude Toward a Behavior Subjective Norm Intention Behavior Theory of Reasoned Action

24. Perceived Behavioral Control One’s perception of how easy/difficult to perform behavior –e.g., stopping smoking

27. Cognitive Consistency & Attitudes Cognitive Consistency –Introduced by Fritz Heider (1946) –has its roots in Gestalt Psychology Expect & prefer perceptions to be coherent & harmonious –The tendency to seek consistency in one’s cognitions

28. Cognitive Dissonance Although appear to be logical in our thinking & behavior… –Engage in irrational & maladaptive behavior behavior to maintain cognitive consistency

29. Cognitive Dissonance We all have cognitions (pieces of knowledge) –About attitudes, past behaviors, current states of the world, etc. Dissonant w/ each other when 1 follows from the opposite of the other –“I believe in gun control & I own a gun” –“I believe in democracy & I don’t vote”

30. Cognitive Dissonance Dissonance can arise between… –Cognitive & affective component of an attitude –Affect felt toward a person & his/her behavior –Cognitions & behavior/behavioral intentions

31. Cognitive Dissonance Dissonant cognitions cause an aversive motivational state (tension, irritation) –We are motivated to reduce aversive state Change 1 cognition –“I smoke so little that it hardly counts as smoking” Add consonant cognitions –Nobody in my family has ever had cancer, and my other good health habits compensate for the cigarettes I smoke Reduce importance of 1 cognition –“Although some do die…” Deny that cognitions are related –“I don’t believe that smoking causes lung cancer”

32. Insufficient Justification People perform, for a minimal inducement, a behavior that is discrepant with attitudes. Festinger & Carlsmith (1959)

35. Arousal or Attribution? Dissonance theory assumes physio. arousal as basis of attitude change –Evidence that attribution may also be involved Self-Perception Theory –We infer our attitudes from our behavior BEHAVIOR CAUSES ATTITUDES –Placebo studies

38. Post-Decision Dissonance Arises because attributes of chosen alternative not all positive, unchosen not all negative. –Altered perceptions of options –Selective exposure Self-Justification –Maintenance of self-esteem –Escalation/Persistence of commitment