AttitudesAttitudes
Chapter 5
AttitudesAttitudes
Definition: AttitudeDefinition: Attitudehttp://www.youtube.com/watch?feature=player_embedded&v=SQIVslZIMXI
Learned tendency to respond
to an object in positive or negative way
AttitudesAttitudes
◦Attitudes influence: Behavior Attention
Attitude Object: Anything toward which we have an attitude
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List Your AttitudesList Your AttitudesList 5 of your
positive attitudes1.2.3.4.5.
Which type was easier to list?
List 5 of your negative attitudes
1.2.3.4.5.
Why do you think that is?
Components of AttitudesComponents of Attitudes
Affective (Emotional)◦Positive or Negative◦Very Strong to Very Weak
Cognitive (Thinking)◦Thought◦Beliefs
Behavioral (Acting)◦Act or not act
Three-component modelThree-component model
Component Characteristics Examples
Affect Emotional reactions "I like/hate ..."
CognitionInternalized beliefs, thoughts
“I think the world should..."
BehaviorTendency to respond in particular way toward attitude object
"I always do...”
I like ice cream.(Affective)
I eat ice cream.(Behavioral)
Ice cream is good.(Cognitive)
Attitude Object: Ice Cream
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Quiz QuestionQuiz Question
Which of the following is an example of the evaluative component to the attitude, “I can’t stand punk rock”?
a. negative emotionb. not attending a punk rock
concertc. rules for applying a label
Attitude FormationAttitude Formation
Socialization Reinforcement
Associations of stimulus
response
Observing others
Direct contact with attitude object
Media
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Functions of AttitudesFunctions of Attitudes
Why do we retain attitudes for months, years, or even a lifetime?
One answer is that they serve at least some important functions for us.
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Functions of AttitudesFunctions of Attitudes
1. Heuristic or instrumental function Simple and efficient means of
evaluating objects Action movies Big Band music
2. Schematic or knowledge function Attitudes about a category provide
basis for making inferences about members.
Conservatives, Liberals Northerners, Southerners
Functions of AttitudesFunctions of Attitudes
3. Value expression Express the individual’s basic
values Reinforce self-image
4. Ego Defense Protect from thoughts or
feelings that threaten self-image or adjustment
MeasurementMeasurement
3 Methods◦Single item scales◦Likert Scales◦Semantic Differential Scales
MeasurementMeasurementSingle item:
◦Do you like action movies? Yes or No
Likert Scale:◦I like action movies.◦ Strongly agree Agree Disagree Strongly
disagree
Semantic Differential
Attitude OrganizationAttitude Organization
Attitude Structure ◦Hierarchical (Vertical)
◦Horizontal
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The Structure of The Structure of AttitudesAttitudes
10/16 Cognitive 10/16 Cognitive ConsistencyConsistency
Cognition: Perception of personal attitudes,
beliefs, andbehaviors
Consistency among cognitions is common
Consistency Consistency TheoriesTheories
Balance Theory Relationships between the 3 elements (1) Speaker— (2) Another person—(3) Object
Sentiment relations ◦Evaluations directed toward objects and people
Unit relations ◦Extent of perceived association between elements
Sentiment and Unit Sentiment and Unit RelationsRelations
Balance TheoryBalance TheoryBalanced state
◦All three sentiment relations are positive
◦Or one is positive & other two are negative
◦ Imbalanced state
◦Two of relationships between elements are positive and one is negative
◦Or all three are negative
Restore balance in easiest way
Balance TheoryBalance Theory
Theory of Cognitive Theory of Cognitive DissonanceDissonance
Cognitive dissonance: State of psychological tension
Consistency between two or more elements
Assumes cognitions are either dissonant or consonant
Cognitive Dissonance: Social Commentary http://www.youtube.com/watch?feature=player_detailpage&v=w45Pct9dVj0
Cognitive DissonanceCognitive Dissonance Motivated to reduce
tension◦ Deemphasize one of the
cognitions◦ Change the cognitions
Counter attitudinal behavior
Behave inconsistent with his or her attitudes
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Relationship Between Relationship Between Attitudes and BehaviorAttitudes and Behavior
Can be discrepancy between what people do and what they say.
Studies find only modest correlation between attitude and behavior.
Relationship Between Relationship Between Attitudes and BehaviorAttitudes and Behavior
Four variables (reasons) why correlation is not stronger:
1. Activation of the attitude2. Characteristics of the
attitude3. Correspondence between
attitude and behavior4. Situational constraints on
behavior
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Activation of the Attitude Activation of the Attitude
Brought from memory into conscious awareness
Usually activated by exposure to attitude object
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Characteristics of the Characteristics of the Attitude Attitude
1. Affective-Cognitive Consistency◦ Greater consistency between
cognition and evaluation, greater strength of attitude-behavior relation.
2. Direct Experience◦ Attitudes based on direct
experience are more predictive of subsequent behavior.
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Characteristics of the Characteristics of the Attitude Attitude
3. Strength◦ Greater strength of an
attitude, more likely to influence behavior.
4. Temporal Stability◦ To predict behavior from
attitudes, the attitudes must be stable over time.
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Correspondence Correspondence Measured at same level of specificity
Greater degree of correspondence, (number of elements the same in the two measures)◦Better can predict behavior from attitudes
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Attitude-Behavior Attitude-Behavior CorrespondenceCorrespondence
Every behavior involves a:◦Target◦Action◦Context◦Time
Attitude-Behavior Attitude-Behavior CorrespondenceCorrespondence
To predict behavior from attitude◦Measures of attitude and behavior should involve same elements
◦Target◦Action◦Context◦Time
Larger number of elements in common, greater the correlation between attitude and behavior
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Situational ConstraintSituational ConstraintAn influence on behavior due to likelihood that other persons will learn about behavior and respond positively or negatively to it.
Situational constraints often determine whether our behavior is consistent with our attitudes.
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The Reasoned Action The Reasoned Action ModelModel
Model is based on the assumption that behavior is rational.
Incorporates factors that have been shown to affect consistency between attitudes and behavior.
Behavior is determined by behavioral intention.
Behavioral intention is influenced by attitude and subjective norms.
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***The Reasoned Action ***The Reasoned Action ModelModel
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Assessment of the Reasoned Action Assessment of the Reasoned Action ModelModel
Model used to predict behaviors like whether a mother will breastfeed her baby
Model criticized because it assumes behavior is determined largely by our intentions
In fact, past behavior may be more influential than our intentions