1. Fig17_2

2. MARTY SELIGMAN
Fig132

3. InRev17a SOME BIASES IN SOCIAL PERCEPTION Bias Description
Importance of first impression
Fundamental attribution error
Actor-observer bias
Self-serving bias
Unrealistic optimism
Ambiguous information is interpreted in line with a first impression, and the initial schema is recalled better and more vividly than any later correction to it. Actions based on this impression may elicit behavior that confirms it.
The tendency to attribute the behavior of others to internal factors.
The tendency for actors to attribute their own behavior to external causes and for observers to attribute the behavior of others to internal factors.
The tendency to attribute one’s successes to internal factors and one’s failures to external factors.
The tendency to assume that positive events are more likely, and negative events are less likely, to occur to oneself than to others.

4. Fig17_4

5. Expertise of communicator Expertise of communicator
17_05
LOW INVOLVEMENT
HIGH INVOLVEMENT
+0.6
+0.6
+0.4
+0.4
+0.2
+0.2
Agreement
-0.2
-0.2
-0.4
-0.4
-0.6
-0.6
Low
High
Low
High
Expertise of communicator
Expertise of communicator
Strong arguments
Weak arguments

6. Fig17_6 Favorable 12 11 10 Attitude toward the task 9 8 7 Unfavorable
17_06
Favorable
Fig17_6 12 11 10
Attitude
toward
the
task 9 8 7
Unfavorable
$20.00
$1.00
Experimental condition
High justification (low dissonance)
Low justification (high dissonance)

7. InRev17b FORMING AND CHANGING ATTITUDES Type of Influence Description
Modeling and conditioning
Elaboration likelihood model
Cognitive
dissonance and
self-perception
Attitudes are usually formed through observation of how others behave and speak about an attitude object, as well as through classical and operant conditioning.
People change attitudes through either a central or peripheral route, depending on factors such as personal involvement, “cognitive busyness,” and personality characteristics.
Inconsistencies between attitudes and behaviors can produce attitude change, as can reviewing one’s behavior in light of circumstances.

8. 17_07 12
Fig17_7 11 10 9
Attraction 8 7 6
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Proportion of similar attitudes

9. STERNBERG”S
TRIANGULAR
THEORY OF
LOVE
Fig17_10

10. Fig101

11. LINKAGES to
Social Cognition
CONSCIOUSNESS
HUMAN DEVELOPMENT
PSYCHOLOGICAL DISORDERS
Can we ever be unbiased about anyone? (p. 625)
Do children perceive others as adults do?  
(p. 432)
Can negative self-
image lead to mental disorders? (p. 606)