Social Psychology Flashcards
What is an attitude?
a positive or negative feeling towards an ‘object’
we can have attitudes towards nouns, sensory qualities, sensory qualities, abstract concepts, actions and even attitudes towards attitudes
why study attitudes?
they are pervasive
they predict behaviour
they shape how we see the world
Direct experience - where do attitudes come from
interaction with concepts produce attitudes
Garcia et al (1955) caused rats to develop an aversion to sugar water after exposing them to varying levels of radiation to induce nausea.
Berstein and Webster (1980) = ice cream in humans
Mere exposure - where do attitudes come from
another example of direct experiences where novel, non-aversive stimuli is liked
Goetzinger (1986) = hooded studied in class become more liked as semester went on
can be applied to real life e.g in Britain more diverse areas were less likely to vote for Brexit
Cook (1971) was able to reduce prejudice in white American by forcing them to work with African Americans
Modelling - where do attitudes come from
Attitudes can develop from observing what others do and say
Bandura (1961) SLT bobo dolls
Internally - where do attitudes come from
people have the desire for cognitive consistency - we are motivated to change attitudes or behaviours, so they are consistent (Cognitive dissonance theory - Festinger et al, 1959)
Explicit attitudes
- stored in memory
- constructed after experience
- conscious of these attitudes
- complex and cognitively demanding
- have ‘truth values’
- easy to lie about
- can be measured in self -reports (sometimes)
Implicit attitudes
- formed from long term associations
- unconscious attitudes = simple and not cognitively demanding
- independent from ‘truth values’
- hard to lie about- more difficult to measure
measuring implicit attitudes
- cognitive = reaction timing/matching or memory tasks = implicit association test (IAT)
- neuroscientific = scan brain (focus on limbic system for response) for evidence of an attitude
relationship between implicit and explicit attitudes
Nosek and Smyth (2007) studied both of these on a range of topics and found that the median correlation between them is r = 0.48
when an object is encountered, implicit attitudes are activated automatically whereas explicit attitudes require effort to be activated.
Explicit attitudes can over-ride implicit attitudes, but we must consciously make the effort to do this
Theory of planned behaviour
attitudes + subjective norms + perceived behavioural control → intention → behaviour
Armitage & Conner (2001) found that theory of planned behaviour predicted 27-38% of all variances in behaviour. Perceived behavioural control was the best predictor of behaviour
problems with the theory of planned behaviour
- assumes people are rational and consider all implications of their behaviour before acting
- assumes attitudes are monolithic, single cognitive constructs
- MODE model seeks to explain how and when implicit and explicit attitudes shape behaviour
Motivation and Opportunity as Determinants (MODE) model
it is cognitively demanding to engage explicit attitudes which requires motivation and time - without these, only implicit attitudes govern behaviour
Sanbonmatsu and Fazio (1990) has Ps form braod automatic attitudes towards two stores
- shop A is generally good but has a bad camera department, shop B is generally bad but has a good camera department - where do you want to buy a camera from?
- shop A was the automatic response as it required little time or motivation to think = implicit
Associate and Propositional processes in Evaluation (APE) model
associative processes rely on activation in memory from long term activation and external input stimuli
propositional processes = evaluative responses effect the attitude only when consistent with other propositions e.g. the implicit attitude alongside other propositions leads to the final evaluation (explicit attitudes)
How do we change implicit attitudes?
change semantic network
- attitudes are derived from automatic associations in semantic network
- Olson and Fazio (2001) showed we could change the structure of semantic network by forcing associations to create positive or negative implicit attitudes
change the activation of the attitude
- change the relevant reference point for the implicit attitude
- Dasgupta and Greenwald (2003) demonstrated the increasing prominence of associations can reduce negative implicit attitudes
- as this does not change the structure of attitudes, effects are short lived
How do we change explicit attitudes
- accessible through introspection are more easily operated on by the conscience so are easier to change
- when attitudes conflict with other attitudes or conflict with behaviours, we alter one to match
Cognitive dissonance theory (Festinger, 1957)
humans are motivated to avoid tension between behaviours and attitudes
Festinger et al., 1959 had Ps complete an extremely boring task designed to induce negative attitudes towards the task
The experimenter then offered that participant $1 or $20 to tell the next P that the task was fun = cognitive dissonance
This was resolved in the Ps minds as in later interviews, they reported more positive attitudes towards the task
When can cognitive dissonance change attitudes?
- when behaviour is visible to others (we can’t pretend it didn’t happen)
- when we have freely chosen the action
- when our behaviour is costly, and we have expended a lot of effort
Avoiding cognitive dissonance - Frey and Rosch (1984)
asked participants to read about a manager and then recommend termination or not.
They were then given the chance to gather information about either 1) how good the manager was or 2) how bad the manager was
IF:
- Decision was reversible = looked at both good and bad info
- Decision was irreversible = only looked at the information that confirmed their decision (e.g., bad if they recommended to terminate the employee)
In addition to triggering attitude change, cognitive dissonance concerns can help protect our attitude from change
Elaborated likelihood model of persuasion
most well-established model for understanding persuasion
Petty and Cacioppo (1986)
- central route = consider the quality of the argument carefully before being persuaded
- peripheral route = attend to cues associated with the message
route taken depends on a person’s time and motivation to change
Petty and Cacioppo (1983) asked male Ps about new razor that was either close or far away; good or had quality; and had celebrity endorsement or not
obvs low involvement, good quality and endorsed
Can explicit attitudes change implicit attitudes?
Changing your explicit attitude will allow you to more readily pair the object with good or bad things, over time changing the associative network. This is effortful, if you change an attitude, you rarely use it won’t have an effect.
So might not be the most effective way to change implicit attitudes - best to target them directly
what are intergroup relations?
the ways in which people who are members of groups think about, feel about, perceive and act towards members of other groups (Graf et al., 2014)
this produces conflict between ingroup members and outgroup members
Bases of intergroup relations:
- cognitive limitations and faults
- cognitive motivations
- ideologies
- social explanations
Negative outcomes of intergroup relations
stereotype = beliefs (cognitive)
prejudice = feeling (affective)
discrimination = action (behavioural)