ATTITUDES: Factors influencing attitude formation

Question 1

We are not born with attitudes; they are _______.

Answer 1

Learned

Question 2

What are the 4 types of learning in relation to attitude formation?

Answer 2

Classical conditioning; operant conditioning; modelling; repeated exposure

Question 3

Define: classical conditioning

Answer 3

A form of learning which occurs through repeated association of two different stimuli, creating positive and negative attitudes

Question 4

Example of classical conditioning?

Answer 4

During conditioning: Coke is repeatedly presented with hot people having fun, producing positive associations
After conditioning: coke is associated with positive feelings

Question 5

Define: operant conditioning

Answer 5

A form of learning based on the assumption that we tend to repeat behaviour with a desirable consequence and tend to not repeat behaviour with an undesirable consequence.

Question 6

Explain reinforcement and punishment in relation to attitude formation

Answer 6

If rewarded for expressing an attitude, you are more likely to express it again
If punished for expressing an attitude, you are less likely to express it/it will weaken

Question 7

Define: modelling

Answer 7

A form of learning that involves observing behaviour and its consequences to guide one’s future thoughts, feelings and behaviours.

Question 8

A person is more likely to be influenced by a model if their behaviour is _________ rather than ___________

Answer 8

Rewarded rather than punished

Question 9

Define: repeated exposure

Answer 9

formation of attitudes by repeatedly being exposed to a person, object or event.