lecture 3 attitudes Flashcards
what is an attitude
evaluations of a person/object/idea formed automatically upon perception - van vary in strength and may be positive or negative
eval everything we encounter - attitudes constantly changing
the component model of attitudes
ABC model
affective response
behavioural response
cognition
based on principle of consistency - usually expect a persons behaviour to be consistent with their internally held attitudes
purpose of forming an attitude
knowledge
instrumental function
value expression
ego defence
knowledge purpose of forming an attitude
allow us to know of and navigate the world
organise knowledge into good/bad
instrumental function purpose of forming an attitude
allows to recognize when our behavior as a consequence of an attitude will lead to a pos or neg consequence
value expression purpose of forming an attitude
give us unique views on a variety of topics which become a fundamental part of how we view ourselves - express who we are and what we believe in
classical conditioning formation of an attitude
learnt to associate stimulus with certain feelings/behavioral responses - lead to pos or neg attitude based on response
operant conditioning formation of an attitude
positive or negative reinforcement due to a specific behavior in response to person/concept - determines the attitude formed towards person/concept
could result in prejudice - ie punishment for talking to other race
direct info/experience formation of an attitude
attitude formed based on information we receive about person/concept ie dietary recommendations
social learning formation of an attitude
attitudes form based on influence of those around us ie parents/friends
“saying is believing” formation of an attitude
link between saying things lots and soon believing the idea put forward
increase likelihood of forming attitude if said often
higgins and rhodes “saying is believing” study
ambiguous description of person then asked to focus on good about person or bad about person
recall of description bias based on prev exp
mere exposure effect formation of an attitude
zajonc 1968
tendency to view things more positively following repeated exposure to the attitude object - even when not consciously aware of having been exposed
moreland and beach exposure effect
4 woman in classroom over no of weeks - 100% attendance, 50% attendance etc
classmates rating of liking increase if better attendence
likert scale measure of attitude
scale of numbers agree to disagree
quick to administer and cheap
likert scale problems
less reliable - not accurate reflection of attitude and severity of rank differs per person
implicit measures of attitudes
measure physiological response to stimuli that implies an attitude
ie facial electromyograph measure face muscle activity
indirect measures of attitudes
association measure - i.e. implicit assoc test (IAT) - express attitudes based on speed of response to pair stimuli with pos/neg words
uncovers hidden attitudes
la piere 1934 asian and USA study of attiudes
prejudice towards chinese in USA
survery”will you accept chinese guests?”
92% no 1% yes
BUT in real life only one refuse to serve
- dissociation between what say and do
davidson and jaccarol attitudes of birth control
measure correlation between attitudes and use of birth control pills
strength of a persons attitude towards birth control increases as questions become more personalised
theory of planned behaviour (ajzen 1991)
influence of attitudes and personality influenced by circumstance
likelihood of a behaviour being performed is dependent on the persons attitude, subjective norms (what others around think/do), and perceived behavioral control (ability to act on/change) - leads to an intent that determines performance of the behaviour
mode model (fazio 1990)
judgement and beh stem from:
spontaneous activation of relevant attitude from memory
effortful, deliberative consieration of available info
motivation and opportunity are necessary for deliberative behaviours and if insufficient then guided by accessability of attitude
shuette and fazio death penalty
pps rate two studies either death penalty good or death penalty bad (at lowering crime)
does attitude influence when highly accessible but not motivated?
cond 1 - survery with many q of penalty (high access)
cond 2- one q about death penalty (low access)
EITHER TOLD JUDGED BY SPECIALIST IN FIELD OR NOT (motivation)
high motivation and access = more likely to change attitude - low motivation = not motivated to change and influenced by own attitude
component model of attitudes
affective
feelings/emotions about an attitude obect
component model of attitudes
behavioural
past/present/fture anticipated beaviours associated with an attitude object
bern 1992 behavioural component of attitudes
people tend to infer attitudes from their behaviour
ie look back at what did/plan to do which determined if like/dislike attitude object
component model of attitudes
cognitive
beliefs, thoughs and attributes people have towards the attitude object
ie outgroup stereotype impact outgroup attitudes and behaviour
ego defense purpose of forming an attitude
enable to project out internally held conflicts onto others ie homophobia
petty and wegener 1998 ego defence purpose of forming an attitude
a person is protected from accepting undersirable or threatening true about him or herself
stuart shimp and engle 1987
classical conditioning attitudes
can consumer attitudes be conditioned via ad stimuli
+ can attitudes be strengthened by progressively more conditioning trials
pair fiction brand with picutres thought to elicit positive emotion
- 1 pairing show attiude change
degner and dalege 2013 SLT forming of attitudes
“the apple doesnt fall far from the tree”
met analysis of 131 studies looking at corr between parent-child attiudes to outgorups
sig relationship throughout childhood and adolscence
echterhoff and groi 2005 saying is believing attitude formation
audience tuning - change way present infor based on the attitues of the audience
leads to bias in commnication of own memories/attitudes about said info
BUT not when projected to outgroup members
problem with IAT
cannot be said that speed to response to certain stimuli reflects internalised attitude
may simply be a reflection of cultural knowledge or what is learnt within society`
azjen 1991/ pager and quillan 2005
problem with lapiere - expression of attitudes
refusal of service is an active form of discrimination and therefore likely to have significant social costs ie causing an uncomfortable situation or fuelling an argument
USA recial prejudice now
crosby bromley and saxe 1980
recent survey results show a lowered prejudice in USA of white against black
BUT strong anti black prejudice still present through implicit measures
USA racial prejudice now
ward zanna and cooper 1974
white male interview black or white student (confederate)
sat further away from black than white confederate and more likely to make speech errors and terminate interview earlier
prob with theory of planned behaviour
opportunity
argues already acquired the resources and opportunity to perform desired behaviour
ignores actual control/ability to behave regardless of intent
prob with theory of planned behaviour
external factors
abraham and sheeran 2003
doesnt account for the influence of affect or past experience
a+s - anticipated regret is another factor that may influence intent - can think exercising is good and easy but also moderated by the percieved outcome of the behaviour
prob with theory of planned behaviour
linearity
assumes decision making is a linear process and doesnt consider change over time
doesnt adress impact of time frame between intent and actual performance of beh
sanbonmatsu and fazio mode model 1990
pps presented with pos and neg attributes of two department stores:
smiths - good for everything but cameras
browns- worse overall but good for cameras
where go to buy camera?
contrained opp and motivation = smiths as activate overall attitude
opp and motivation = browns
schuette and fazio 1995 mode model attitude accessability
more accessable = more likely to influence
repeated vs single att expression + high vs low fear of invalidity (whether or not must reason beh to others)
repeated and low fear = judgement attitudinally congruent
sing exp = no relation between attitude and judgement
fear of invalidity when repeated expression override attitude accessability - no relation beetween attitude and judgement
variability in attitudes
activating one attitude may have knock on effect to activate other related attitudes
schematic connections between attitudes may be deterministic of behaviour
galdi arcuri and gawranski 2008
variability in atttiudes
decision depends on weightings when making unintentional mental assoc
mental assoc activated unconciously so implicitly make decision even when not aware
pps attitudes towards military contructin plans via self report
automatic assoc sig predict change in conscious beliefs for undecided - can predict future choices
