Social Psychology - Lecture Three Flashcards
Attitudes and Attitude Change
Attitude
Is a psychological tendency that is expressed by evaluating some entity with some degree of favour or disfavour
Components of attitudes
Cognitive
Affective
Behavioural
Techniques of attitude measurement
Likert scale - 7-point scale, one being disagree and 7 being agree
Likert scale
Depends on honesty, however some people do not tell the truth due to socially desirable answers
The bogus pipeline
Participants are hooked up to an impressive looking apparatus, and then told that it measures minute changes in their muscles. If respondents believe that the apparatus assesses their true opinions then there is little point in lying - or giving socially desirable responses.
Electromyography (EMG)
Measures activity of facial muscles. When people experience emotion such as happiness or sadness different facial muscles move. People were then presented with videos which either supported or disagreed with these attitudes according to their activity of facial muscles
Controversial area of attitude
Does attitude predict behaviour or not?
LaPiere (1934) Study
Relation between racist attitudes and behaviour. LaPiere toured with a Chinese couple and stopped at over 50 hotels and 200 restaurants where only one hotel refused service. LaPiere wrote to each establishment asking if a Chinese couple would be accommodated and 92% said no
Theory of reasoned action
In order to demonstrate the relationship between attitudes and behaviour we must consider: The intention to behave and the consequences of behaviour
The intention to behave
Important because although someone may hold strong attitudes about something, they will engage in attitude consistent behaviour only when they feel that they have a chance of success
The consequence of behaviour
Important because although people may hold certain attitudes which predispose them to behave in certain ways
Cognitive dissonance
Inconsistency between attitudes and behaviours
Knox and Inkster study
Supported cognitive dissonance when they asked people to estimate the chances of winning a bet and those who had placed bets were much more confident of winning
Attitudes can be changed by a host of factors
If the source is: Credible, Trustworthy, Attractive and likeable,
If the message is presented: Quickly, Long and Without hesitation
If we are approached: On sunny days or when we are happy.
Fear can work in circumstances where
The message evokes moderate to strong fear
The message provides a feasible (low cost) way to reduce the threat
