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Attitudes and Attitude Changes

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Attitudes and Attitude Changes

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    1. Attitudes and Attitude Changes PSYC231 Class 10

    2. Todays Agenda What is an attitude? Affective, behavior, and cognitive attitudes Explicit and implicit attitudes

    3. The Origin of Attitudes Advertising can have very powerful effects Men bought 99% of cigarettes in 1900. By 1955: 66% were male By 2004: 23% of men and 19% of women smoked

    4. The Origin of Attitudes Is advertising responsible? To what extent can advertising shape peoples attitudes and behavior? Most importantly, what is an attitude anyway?

    5. The Origin of Attitudes People are not neutral observers of the world. We evaluate what we encounter. We form attitudes.

    6. What Makes an Attitude? Three parts form an attitude Affective Your emotional reactions toward the object. Cognitive Your thoughts and beliefs about the object. Behavioral Your actions or observable behavior toward the object.

    7. What Makes an Attitude? What happens when youre about to buy a new car?

    8. Where do attitudes come from? Could come from genes Identical twins had more similar attitudes towards the death penalty and jazz music than fraternal twins. Temperament and personality may contribute to this

    9. Where do attitudes come from? More believably Social experiences can play a large role Not all attitudes are created equally All attitudes have ABC, but can be based more on one than another

    10. Cognitively Based Attitude An attitude based primarily on beliefs and properties about an object How many MPGs does it get? Does it have a lot of air bags?

    11. Affectively Based Attitude An attitude based primarily on feelings and values about an object Basically: an attitude based on emotions Wow, I just like that car!

    12. Affectively Based Attitude If its not based on the facts, where do these attitudes come from? People values Sensory reactions Aesthetic reactions

    13. Affectively Based Attitude Although they come from many sources, we can group Affectively Based Attitudes into one category because they Do not result from a rational examination of issues Are not governed by logic Are often linked to peoples values

    14. Behaviorally Based Attitude An attitude based primarily observations of how one behaves towards an object Bems Self-Perception Theory Under certain circumstances, people dont know how they feel until they see how they behave. We form our attitudes based on observations of our own behavior.

    15. Behaviorally Based Attitude What are these certain conditions? People will infer attitudes from behavior if: Their initial attitude is weak or ambiguous There are no other plausible explanations for their behavior If your friend already has a strong opinion that she likes exercise, or her doctor told her to, she wont form a behaviorally based attitude.

    16. Explicit vs. Implicit Attitudes

    17. Explicit vs. Implicit Attitudes An Example: Bill is a Redskins fan. Bill believes all football fans are equally civilized. He abhors any kind of bias towards other fans. This is an explicit attitude, it guides how he acts He may sign some kind of football fan peace petition

    18. Explicit vs. Implicit Attitudes But say he grew up in a family where there were many negative stereotypes about Eagles fans. Perhaps this attitude triggers some negative feelings when Eagles fans are around. This is an example of an implicit attitude

    19. Explicit vs. Implicit Attitudes People can have explicit and implicit attitudes towards virtually anything. How do we measure these attitudes?

    20. Implicit Association Test When people categorize words or pictures on a computer, that reveals if people have an implicit attitude towards something or not. Often very controversial.

    21. How do attitudes change? Often do so in response to social influence Even something so personal as an attitude can be influenced by the real or imagined presence of other people

    22. Yale Attitude Change Approach Studied the conditions under which people are most likely to change their attitudes in response to persuasive messages Focus on who said what to whom The source of the communication The nature of the communication The nature of the audience

    23. Yale Attitude Change Approach The source of the communication Credible speakers Attractive Speakers The nature of the communication When it does not appear to be designed to influence audience Two sided arguments the refute the other side The nature of the audience Distracted during the persuasive communication Low in IQ Between the ages of 18-25

    24. Yale Attitude Change Approach The nature of the communication When it does not appear to be designed to influence audience Two sided arguments the refute the other side

    25. Yale Attitude Change Approach The nature of the audience Distracted during the persuasive communication Low in IQ Between the ages of 18-25

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