Slide 1Perceiving Others…Stereotypes and PrejudiceMcKinney Incident:AttributionsAttributionsAttitudes and PersuasionAttitudes - Potential componentsPersuasion – Changing AttitudesTheories of Attitude ChangeTools of PersuasionSOCIAL PSYCHOLOGYAttitudes, Attributions, PersuasionPERCEIVING OTHERS…StereotypesGender, Ethnicity, OccupationalIngroup/OutgroupPros: Efficient way to process information; Simplifies world; Saves mental energyCons: Broad overgeneralizations; Diversity is ignored; Inadvertent misperception of othersFirst Impression?1/10th of a secondSTEREOTYPES AND PREJUDICEStereotypes v. Prejudice v. DiscriminationPrejudicial attitudes:How are they created and sustained?StereotypesObservational LearningCompetition for resourcesDiscrimination:Classroom settingJob settingHate crimesMCKINNEY INCIDENT: What are some of the ingroups/outgroups?What stereotypes/prejudices emerged from those ingroup/outgroup classificationsObservational learning?ATTRIBUTIONSATTRIBUTIONSWhat are they?Explain behavior (yours and others)Internal v. External attributionsActor-Observer BiasFUNDAMENTAL ATTRIBUTION ERRORPerpetuates prejudicial attitudes and discriminationSelf-serving biasATTITUDES AND PERSUASIONATTITUDES - POTENTIAL COMPONENTSPERSUASION – CHANGING ATTITUDESSource Factors Receiver FactorsCredibility-Expertise (training, degrees, experience)-Trustworthiness (provide both sides of an argument)Likeability-Dr. Fox EffectSimilarityForewarning 0e.g., car salesman)Strength of Preexisting attitudeTHEORIES OF ATTITUDE CHANGELearning TheoryDissonance TheoryElaboration Likelihood ModelClassical Conditioning-A Positive UCS paired with a neutral CS (advertising)Operant-Beliefs are reinforced or punished by others through agreement or disagreementObservationalCognitive Dissonance- related to attitudes and beliefs are inconsistent or contradictory -Dissonance creates uncomfortable tension-Alter cognitions to reduce dissonanceCentral RoutePeripheral RouteEx: Trial StrategyTOOLS OF PERSUASIONInfomericals? Charities? Salesmen?ReciprocationConsistencyFriendship/LikingScarcity