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Page 1: ====Positive Attitude

ATTITUDES

Page 2: ====Positive Attitude

Attitude: A positive or negative evaluation of an object.

Attitude: A positive or negative evaluation of an object. Attitude strength: The importance of the attitude.

Attitude strength: The importance of the attitude.

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Positive

Negative

Weak Strong

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Attitudes can be based on:

1. Affect/Feelings

2. Cognitions

3. Behaviors

Or any combination of the three

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Tricomponent model- attitudes are made up of all three categories (Affect, Behavior, Cognition).

• We now know this is wrong

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Values:

Enduring beliefs about important life goals that transcend specific situations.

Values:

Enduring beliefs about important life goals that transcend specific situations.

Values Indirectly Influence Behavior Through Attitudes

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Values Indirectly Influence Behavior Through Attitudes

Values Attitudes Behavior

Peace Anti-war Picket

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Values do not influence all of our attitudes

Influenced by values

Not influenced by values

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Values do not influence all of our attitudes

Symbolic attitudes: Attitudes that are formed through the influence of long-standing values.

Symbolic attitudes: Attitudes that are formed through the influence of long-standing values.

Instrumental attitudes: Attitudes based on benefits and costs associated with the attitude object.

Instrumental attitudes: Attitudes based on benefits and costs associated with the attitude object.

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An attitude that is symbolic for one person may be instrumental for another

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How Are Attitudes Formed and Maintained?

Repeated exposure can impact attitudes

Mere exposure effect- the tendency to develop more positive feelings towards objects and individuals the more we are exposed to them.

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Attitudes can be formed through classical conditioning.

Classical Conditioning: Learning through association, when a conditioned stimulus is paired with an unconditioned stimulus that naturally produces an emotional response.

Classical Conditioning: Learning through association, when a conditioned stimulus is paired with an unconditioned stimulus that naturally produces an emotional response.

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Attitudes can be formed through classical conditioning.

Classical Conditioning: Learning through association, when a conditioned stimulus is paired with an unconditioned stimulus that naturally produces an emotional response.

Classical Conditioning: Learning through association, when a conditioned stimulus is paired with an unconditioned stimulus that naturally produces an emotional response.

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Staats & Staats (1958)

German – Table

Dutch – Gift

Swedish – Failure

American – Chair

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Reinforcement and punishment of behavior can shape attitudes.

Operant Conditioning: A type of learning in which behavior is strengthened if followed by reinforcement and weakened if followed by punishment.

Operant Conditioning: A type of learning in which behavior is strengthened if followed by reinforcement and weakened if followed by punishment.

Observational LearningObservational Learning

Page 19: ====Positive Attitude

Self-perception theory contends that behavior causes attitudes.

Self-Perception Theory:

The theory that we often infer our internal states, such as our attitudes, by observing our behavior.

Self-Perception Theory:

The theory that we often infer our internal states, such as our attitudes, by observing our behavior.

Page 20: ====Positive Attitude

Self-perception theory contends that behavior causes attitudes.

Self-Perception Theory:

The theory that we often infer our internal states, such as our attitudes, by observing our behavior.

Self-Perception Theory:

The theory that we often infer our internal states, such as our attitudes, by observing our behavior.

Internal or External Attribution?

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Attitudes are influenced by changes in facial expression

Strack (1988) had students hold a pen in their mouths while viewing cartoons

Facial feedback hypothesis

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When Do Attitudes Predict

Behavior?

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Richard LaPiere (1934)

Would restaurant and hotel managers act on their negative attitudes towards Asians and refuse service to

the Chinese couple?

1 of 66 hotels turned them away

0 of 184 restaurants turned them away

Over 90% of respondents said they would not serve the Chinese couple

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Issues Related to Attitudes Predicting Behavior

Level of Attitude – Behavior Specificity

Specific attitudes are better predictors of behavior than are general attitudes.

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Issues Related to Attitudes Predicting Behavior

Private Versus Public Self-Awareness

Froming (1982)

• Participants had private attitudes that they thought differed from public standards

1. Some participants gave shocks while looking in a small mirror

2. Some participants gave shocks in front of a small audience

3. Some participants gave shocks with no mirror or audience

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Issues Related to Attitudes Predicting Behavior

Private Versus Public Self-Awareness

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Issues Related to Attitudes Predicting Behavior

Attitude Strength

What makes an attitude strong?

• Acquiring more information about the attitude object

• Personal involvement with the attitude object

1978 Michigan Initiative to Raise the Drinking Age From 18 – 21

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Theory of planned behavior asserts that attitudes influence behavior by shaping intentions

Fishbein & Ajzen (1975): Theory of Reasoned Action

Ajzen (1991): Theory of Planned Behavior

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Theory of planned behavior asserts that attitudes influence behavior by shaping intentions

Theory of planned behavior- the theory that people’s conscious decisions to engage in specific actions are determined by their attitudes towards the behavior in question, the relevant subjective norms, and the perceived behavioral control.

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Theory of planned behavior asserts that attitudes influence behavior by shaping intentions

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Theory of planned behavior asserts that attitudes influence behavior by shaping intentions

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Theory of planned behavior asserts that attitudes influence behavior by shaping intentions

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Theory of planned behavior asserts that attitudes influence behavior by shaping intentions

Subjective norms- a person’s judgment about whether other people will approve of a particular behavior

Product of 2 factors:

1. Perceived expectations of others

2. Motivation to conform to those expectations

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Theory of planned behavior asserts that attitudes influence behavior by shaping intentions

Perceived behavioral control- one’s perception of how easy or difficult it is to perform a behavior

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Criticisms of the theory of planned action

Theory ignores the possibility that attitudes can result in spontaneous behavior.

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Implicit & Explicit Attitudes

Implicit Attitude: An attitude that is activated automatically from memory, often without the person's awareness that she or he possess it.

Implicit Attitude: An attitude that is activated automatically from memory, often without the person's awareness that she or he possess it.

Explicit Attitude:

A consciously held attitude.

Explicit Attitude:

A consciously held attitude.

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Implicit attitudes may create explicit attitudes

ImplicitAttitudes

ImplicitAttitudes

Explicit

Attitudes(through

self-perception)

Explicit

Attitudes(through

self-perception)

Behavior Behavior

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You Can Have Conflicting Implicit & Explicit Attitudes

Dual Attitudes: The simultaneous possession of contradictory implicit and explicit attitudes toward the same object.

Dual Attitudes: The simultaneous possession of contradictory implicit and explicit attitudes toward the same object.

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When do implicit and when do explicit attitudes predict behavior?

Explicit: rewards or social norms are salient

Implicit: situational factors are missing and the person is behaving more spontaneously

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