Exam 2 Study Guide Attitudes Attitude Change chapter 7 Attitudes global evaluations toward some object or issue ex you like or dislike something you are in favor of or opposed to some position Attitudes are for choosing o Are necessary and adaptive for humans They help us to adjust to new situations o Everyone has attitudes about everything schema about a topic Attitude polarization the finding that people s attitudes become more extreme as they reflect on them Functions of attitudes intra and interpersonal o Inner processes serve interpersonal functions o Interpersonal people need to influence how others choose Attitude formation o Attitudes are mainly used to sort things into good and bad categories initial evaluation of if something is good or bad is unconscious and immediate o Learning theory rewards punishments observations modeling Attitudes help us to seek out things in the environment that reward us and avoid those that punish us Classical conditioning Pavlov s dog experiment positive attitude Operant conditioning people are more likely to repeat behaviors that have been rewarded and less likely to repeat behaviors that have been punished positive attitude towards the actions they have been rewarded for o Social comparison placebo effects observation Conform attitudes to other peoples Social learning a type of learning in which people are more likely to imitate behaviors if they have seen others rewarded for performing them and less likely to imitate behaviors if they have seen others punished for performing them Is important for enabling humans to be cultural beings o Social networks relationships and attitude similarity Direction of causality is unclear unclear if social groups cause common attitudes or if common attitudes form from who you want to socialize with People are attracted to others like themselves in terms of their attitudes or we become like the people we are spending time with o Genetics Have parents attitudes o Mere exposure effect The tendency for people to come to like things simply because they see or encounter them repeatedly Seeing something over and over is enough to make you like it BUT if you initially dislike something being exposed to it repeatedly will not make you like it more Hate a song on the radio the more you hear it the more you hate it Can influence attitudes toward oneself o Implicit vs explicit attitudes Implicit Association Test Implicit attitudes automatic and non conscious evaluative responses Explicit attitudes controlled and conscious evaluative responses Implicit and explicit attitudes may conflict unconsciously you may like something that you consciously dislike Attitude behavior link it s weak why o Specificity of the behavior and relevance to the attitude Attitudes guide behavior o Stability vs change over time o Reasoned action model Attitude Thinking Behavior o Events subjective norms o Attitude strength Attitude change o Learning theory o Balance theory noted in your textbook Heider s P O X theory Heider s P O X theory aka balance theory the idea that relationships among one person P the other person O and an attitude object X may be either balanced or unbalanced Balanced is the term for consistency Balanced states are preferred so when something is unbalanced o Equilibrium theory and Cognitive Dissonance people are motivated to make it balanced Cognitive Dissonance the theory that inconsistencies produce psychological discomfort leading people to rationalize their behavior or change their attitudes People rationalize their behavior so as to bring their attitudes into line with their actions Ingredients necessary for cognitive dissonance to occur Feeling of free choice in decision Outcome consequence is tied to the decision Minimal external justification Can t go back and change behavior reverse decision Will not be tested on irrational beliefs religious beliefs etc in chapter 7 Social Influence overlaps with attitude change Compliance persuasion o Persuasion an attempt to change a person s attitude a form of social influence o Learning theory pair with positive negative affective stimulus o Norm of reciprocity and related techniques Norm of reciprocity When you do something nice you expect something nice in return and vice versa Techniques based on commitment and consistency Foot in the door technique influence technique based on commitment in which one starts with a small request in order to gain eventual compliance with a larger request Techniques based on reciprocation Low ball technique influence technique based on commitment in which one first gets a person to comply with a seemingly low cost request and only later reveals hidden additional costs Bait and switch technique influence technique based on commitment in which one draws people in with an attractive offer that is unavailable and then switches them to a less attractive offer that is available Labeling technique influence technique based on consistency in which one assigns a label to an individual and then requests a favor that is consistent with the label Legitimization of paltry favors technique influence technique in which a requester makes a small amount of aid acceptable Door in the face technique influence technique based on reciprocity in which one starts with an inflated request and then retreats to a smaller request that appears to be a concession That s not all technique influence technique based on reciprocity in which one first makes an inflated request but before the person can answer yes or no sweetens the deal by offering a discount or bonus Limited number technique influence technique based on scarcity in which one tells people that an item is in short supply Fast approaching deadline technique influence technique based on scarcity in which one tells people an item or a price is only available for a limited time Pique technique influence technique in which one captures people s attention as by making a novel request Disrupt then reframe technique influence technique in which one disrupts critical thinking by introducing an unexpected element then reframes the message in a positive light Techniques based on scarcity o Scarcity Hard to get valuable heuristic Rare opportunities are more valuable than plentiful opportunities Deadline technique order now Reactance o Commitment cognitive dissonance Once someone makes a commitment they feel both internal and external pressure to behave consistently with that commitment Obligated to follow through
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