Attitudes Evaluations of people groups objects and ideas can be favorable or unfavorable 3 Components aspects 1 Cognitive beliefs objective face based 2 Affective feelings often strong with politics sex religion 3 Behavioral actions tendencies Explicit vs Implicit Explicit attitudes consciously accessible easy to report Implicit attitudes unconscious associations difficult to verbalize generally involuntary and uncontrollable Often match but can be different We think we consciously choose our behaviors but sometimes implicit predicts behavior better Example Implicit measures of attitudes we formed early race gender may be better predictor than explicit When do attitudes predict behavior 1 Social pressures low if contrary to norm no strong social pressure to act against attitude 2 Other factors minimal weather cost etc 3 Attitude specific to predict recycle ask about recycling not love of the environment 4 Attitude is very strong When do behaviors predict attitude 1 During attitude formation Self perception theory use behavior to see how you feel 2 When behavior and attitude don t match AND you cant change behavior or justify discrepancy then you change your attitude to match the behavior Cognitive dissonance discomfort caused by inconsistencies we are motivated to reduce so we shift attitude to match behavior if necessary Social Categorization Put people in groups based on shared characteristics Generally automatic and unconscious In groups us social groups we identify with in group heterogeneity recognize we differ Out groups them groups we don t identify with out group homogeneity believe they similar Prejudice A predetermined unjustified attitude towards a group Stereotype belief cognitive component Characteristics you believe all group members share Preconceptions things you think before meeting Can often be wrong for group Often wrong for individuals Affective Evaluation Component Prejudgments about members of a social group Often unsupported things you feel before meeting Example sexism racism can be anything Discrimination behavior component Treat people differently ONLY because of social group generally deny access rights or privileges
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