Psych 315 1nd EditionExam # 4 Study Guide Lectures: 18 - 21Chapter 7 Book:- Where do attitudes come from?- Attitudes come from a combination of the three components: Cognitive, Affective, and Behavioral- Cognitive and emotional elements motivate behavioral element, but the correspondence between the behavioral element and the other two is not always so close, as we will see later- Cognitive Component Logic  Thoughts and beliefs people form about the attitude object Typically very logical Ex: thoughts about the “Ford”- Affective Component Emotion  People’s emotions toward the attitude object Based on emotions and values EX: how you feel about “Ford” Aspects of affectively based attitudes:+o Do not result from rational examination of the issueso Not governed by logico Are often linked to the values- Changing attitude requires changing valueso Can also come from conditioning Classical Conditioning: A stimulus that elicits an emotional response is accompanied by a neutral, not emotional stimulus until eventually the neutral stimulus elicits the emotional response by itself. We pair an attitude with a person. Such as fathers. We form a certain attitude because he has the same attitude- Operant Conditioning: Behaviors we freely choose to perform become more or less frequent, depending on whether or not they were followed by a reward (Positive reinforcement) or punishment Behavioral Component (Observation of behavior)How people act towards the attitude objectPeople’s observation of how they behave towards an object Self-Perception Theory:o People don’t know how they feel until they see how they behave- What are the differences between implicit and explicit attitudes?o Implicit and Explicit attitudes can be different, but they do not have to be the sameo Implicit Attitudes Involuntary, uncontrollable, and at times unconscious evaluations Rooted in childhood experienceso Explicit Attitudes Ones we consciously endorse Easily report What is your opinion?- reveals explicit attitude Rooted in the most recent experiences- How do we change attitudes?o Individual Level: Cognitive Dissonance: change behavior – change attitudeso Mass Level: Persuasive Communication: Communication, such as a speech of a commercial, that advocates a particular side of an issue- What is the role of cognitive dissonance?o Example: Give speech against smoking makes you want to genuinely quit smoking- What are the peripheral and central routes to attitude change?o Based on the Elaboration Likelihood Model Specifies when people will be influenced by either logic or something more superficialo Peripheral Swayed by things peripheral to the message itself Example: Credibility/ Attractiveness of the speaker Tends to use Heuristics- mind shortcuts If there is a lot of information to be processed, Peripheral is the way to go Tends to only affect attitudes for a short termo Central Strength of arguments Focusing on the topic People carefully think about what they hear Key:- Motivationo Must be interested in the topico Must be high in personal relevance- Ability to pay attentiono Tired, hungry, noises, won’t pay attentiono Not paying attention, likely to focus on the peripheral High in Need for Cognition- This personality type is likely to be more Central- What kind of attitude change lasts longer? Central or peripheral? o Central- Fear arousing messages- o Change People’s attitudes by stirring up their fearso Example: Scaring smokers out of smokingo For it to work: Must scare them But, must also give them information to get away from the fear  Example: Fear video about smoking with an informational packet on how to quit smoking- Attitude changes in different cultureso Western Individualistic adso Eastern Family and social group based ads- Attitude inoculationo Think about pro/con arguments before someone attacks your beliefs o Better able to ward off full arguments- Reactants and the boomerang effecto Strong prohibiting causes a boomerang effecto People don’t like their freedom being threatened- Subliminal advertisingo Words flashing up on a screeno Many people are scared of this influencing them- actually less influential than normal advertising- Attitude behavior consistency: o Predicts spontaneous behavioro Attitudes that predict spontaneous behavior are highly accessible o More direct experiences people have the more accessible their idea are and the better they will be at predicting spontaneous behavior- Theory of planned behavioro Measure intentions to behave, not broad attitudeso Measure the actor’s belief that he can or cannot do what he needs to do to carry out his intentionso Measure whether the actor thinks others will approve or disapprove of what he intends to doo Measure intentions very narrowly and specifically (Don’t say, “Do you intend to go to church?” say, “Do you intend to go to church this coming Sunday morning for the 10 am service? - Yale Attitude Change Approacho Problem: Does not say what should be emphasizedo Experiments on the conditions under which people are most likely to be influenced be persuasive communications, “who says what to whom” 1) source of communication: how attractive the speaker is 2) the communication itself: quality of argument, whether speaker presents both sides of issue 3) nature of the audience: which kinds of appeals work with hostile or friendly audiencesSlides- What are the functions of attitudes?o Utilitarian function: alert us to rewards and punishments in the environment. Organize our world into good or bad. o Ego-defensive function: some attitudes allow us to protect our self-esteem. Allow us to protect our ego. o EX: don’t take importance in athletics because it will hurt our self- esteem since he/she is bad at athletics.o Utilitarian function: alert us to rewards and punishments in the environment. Organize our world into good or bad. o Fulfillment of Needs: ex: concerned about feelings of control. Two things make us feel incontrol: government and God.o Value Expression Functiono Express ourselves through our attitudeso Knowledge Functiono Guide our attentiono Recall things that are consistent with our attitudeo Reduce Uncertainty: Reduces stresso Social Solidarityo Other people have the same attitudeo We feel together- The formation of attitudes in ways that are differento Classical conditioning- we pair an