PSY 274 1st Edition Lecture 13Outline of Last Lecture I. PSY 274 Midterm Study GuideOutline of Current Lecture I. AttitudesII. FormationIII. Cognitively based attitudesIV. Behaviorally based attitudesV. Affectively based attitudesVI. Classical conditioningVII. Operant conditioningVIII. Social learningIX. Mere exposureX. Caveats XI. Attitude polarizationXII. Social Judgment TheoryCurrent Lecture:- Attitudes: evaluations of people, objects, and ideas or just about anything. (positive or negative)- “Attitude object” are any of these thingsThis is important to study because they often determine what we do in a given situation.How are attitudes formed? (3)1. Cognitively based attitudes: based primarily on beliefs about the properties of an attitude object. (Deeply thinking about your attitudes on something based on what you have heard of it and pros and cons) Not very common; more system 2These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.2. Behaviorally based attitudes: based on observations of how we behave toward an attitude object. (If a person keeps running every day then I infer they do like it; for us if you don’t know whether you like a song or not yet you change it every time it comes on the radio then you can infer you actually don’t like them./ or when you eat a whole bowl of something without actuallyknowing whether you like it or not) its called self perception when you get a behaviorally based attitude3. Affectively based attitudes: based more on feelings and values than on beliefs about the nature of an attitude object. (simply like it, like a random color) 4 ways to develop affectively based attitudes.- Classical conditioning: A type of learning having to do with simple associations; learn x and y are paired together so knowing x first prepares you for y. (lightning & thunder)o The associations help us prepare for future eventso A stimulus acquires the capacity to evoke a response that was originally evoked by another stimulus.Ex. Pavlov’s dogs conditioning of ringing bell Key Difference: ** In classical conditioning you learn that events signal outcomes; in operant conditioning you learn that your own actions produce outcomes.- Operant conditioningo The Law of Effect: If a response is followed by a satisfying consequence, it will be strengthened; if followed by an unsatisfying consequence, it will be weakened. (if your behavior causes positive reinforcement you keep doing it, if you are punished you stop)- Social learning: Like operant conditioning, except vicarious. (where in operant condition we do something, be rewarded or punished and changed our behavior, in social learning when we see other ppl’s behavior toward attitude obeject and they are reinforced or punished then we learn and our OWN positive or negative attitude toward the attitude object. o Strongest when: Model is viewed positively Model is rewarded for the behaviorMere exposure: Tendency to come to like things more simply because of repeatedly seeing or encountering them. (only true if you start neutral or slightly positive then this works)- Fake student study: planted research assistants in big lectures didn’t interact just went to class either o, 5, 10, or 15 times. Asked people in class to rate pictures of random ppl plus the assistant that had been inthe class. If the students remembered that they saw the assistant theywere not included but those that didn’t even remember they saw the research assistant yet had been exposed to them more caused them to say they like that picture more. - Online banner advertisements (can make brands, or products familiar which leads to positive attitudes. BUT can also come with other associations (you see them after you see something negative then youdon’t like the first thing) which may or may not be positive (classical conditioning)o Caveats  Works best for new attitude objects ( Original attitude must be neutral or positive. Strong dislike will lead to greater dislike. Liking may decline after a longer series of exposures (about 10-20 exposures of chinese characters) (once you hear a song so many times then you get sick of it even though you started liking it and this even grew due to exhaustion effect)-Mitch Daniels “My man Mitch” (republican politician that did not state his party but just showed his ads over and over and used the color green because red already evokes some of our previous attitudes of republicans and avoided buzz words used by republicans or democrats. Great use of mere exposure effect.Affectively Based Atittudes:Come from a variety of sourcesCommonalities:- Do not result from a rational examination of the issue- Are not governed by logic(not great to combat by just mere exposure or persuasive appeals just because people just feel that way rather than have logical reasons for it so they are very difficult to change.)Theories:Attitude polarization: Our attitudes become more extreme as we reflect on them. This is true because we use confirmation bias where we look for things that confirm why we should feel a certain way about something. EX. Whichever position they held initially about capital punishment, people tended to hold that position more strongly after reading about research that supported their position. Rationalized the one that supported their position and critiqued the one that didn’t. We tend to polarize our attitude anyways.Social Judgment Theory: Suggests people do not have a single attitude, but rather a range of acceptable positions (latitude of acceptance), and unacceptable positions (latitude of rejection)o When a discrepant view is in the latitude of acceptance: assimilation occurs(if presented with strong favoring info and you already kind of see that maybe that might be right you favor it more because you have views closer to this)o When a discrepant view is in the latitude of rejection: contrast occurs Yielding to persuasive messages (will be covered later)Contrast Effects: messages that fall in the Latitude of rejection LOR are seen as farther away from your attitude than they may be (ex. Judges give a sentence in Case #1 , then give a sentence in a homicide case/ or lottery winners that have lower quality of life when they win (nothing will ever be as exciting as the original moment of winning the lotteryand that high you felt)when case #1 was homicide: 22 yearswhen case