1. ATTITUDES Tendency to think, feel, or act positively or negatively toward something - guide how we react to other people - effects decisions political causes & products we buy

2. b. What determines behavior? cognitive & affective are aligned = behavior is consistent w/beliefs friends/family may not approve, so behavior is not consistent w/attitude must have belief that they can make a difference. (homeless) direct experience w/object will increase behavior consistency Attitudes Continued

3. c. Dissonance - the discomfort we feel when our thoughts are inconsistent w/our beliefs - Cognitive Dissonance Theory - we change our beliefs to align w/our behavior therefore no anxiety(dissonance) Eating fast food is unhealthy & foolish Oh dear this is good. Fast Food is Awesome!

4. a. Three elements 1. cognitive - belief or opinion about something 2. affective - feelings about something 3. behavioral - the way people act about towards that thing Attitudes Continued Example: What is your attitude towards your Senator? Do you believe they are doing a good job? Do you feel you trust or distrust them? Would you act to vote for them?

5. Attitudes Continued b. How attitudes develop 1. Conditioning - Classical/Operant - teaches values 2. Observational Learning - Learn by watching others 3. Cognitive Evaluation - thinking about the evidence, then form opinion 4. Cognitive Anchors - persons earliest attitudes - sets tone for all others Good Job sharing!

6. PERSUASION: Changing Attitudes Elaborative Likelihood Model(ELM) - two ways to change attitudes (persuade people) 1. Central route - uses evidence & logical arguments to persuade people. (works when motivation is high) 2. Peripheral route - associates objects, people or events w/positive or negative cues. (works when motivation is low)

7. PERSUASION: Changing Attitudes Source seems credible because he’s speaking from a scientific lab Message is presented with humor, & is associated with good feelings Depends on four factors 1. Source - person communicating the message 2. Message - how it is presented. 3. Audience - who receives it. (kids, College grads, etc) 4. Channel - through which it is delivered