FSU SOP 3004 - Chapter 7: Attitudes and Behaviors

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Class Notes2/19/2014Chapter 7: Attitudes and BehaviorsAttitudes:- An attitude is a favorable, unfavorable, indifferent, or ambivalent evaluative reaction toward something or someoneo Ex. “I like Tom Cruise”- How are attitudes different from beliefs?o Beliefs are statements that you hold to be true or false (objective facts)o Belief: “His name is Tom Cruise”- Where can attitudes come from?o Affecto Behavioro Cognition- From Affects & Emotions to Attitudeso Feelings influence attitudeso The mere exposure effect Favorability for a particular thing increases with greater exposure to it Zajonc (1968) “Chinese” character study- Participants were subliminally exposed to a particular Chinese symbol during a reading task- They were then asked to pick which Chinese character they liked most from a list- Participants picked the character that they were exposed to more often- Cognition Influences Attitudeso Attitude is based on people’s beliefs about the properties of an attitude objecto People prefer information that is easier to process If it is easier to read, people will form more positive attitudes toward it- Cognitively Based Attitudeso Recipes that are easier to read People find them easier People find them quicker People are more willing to try them- Behaviorally Based Attitudeso These are attitudes based on observations of how one behaves towardan attitude object I drink beer often, I must have a favorable attitude toward beero Self-perception theory People don’t know how they feel until they actually see how they behave- Behavioral Attitude Formationo Classical conditioning We pair something we already like or dislike with something that is neutral Ex. We eat sushi for the first time and like it but we throw up afterwards, we form an unfavorable attitude towards sushi. The previously neutral stimulus is now associated with bad feelingso Operant Conditioning People develop a positive attitude toward behavior that is rewarded- Ex. Receiving money/praise for getting good grades means we will have a more positive attitude toward good gradeso Social Learning People can learn attitudes through observation- Ex. You observe other people having fun playing a game so you think that you might enjoy it too- Consequences of Attitudeso Lord, Ross & Lepper (1919) Participants were either extremely pro- or anti-capital punishment They were asked to read one of two studies – one pro and one anti-capital punishment Did they change their views due to the mixed evidence?- No- In fact, participants were likely to become MORE in favor with their initial stance. Attitude Polarization:- Attitudes become more extreme by convincing ourselves that they are righto LaPierce (1934) He traveled with an Asian couple across the United States Expected that anti-Asian attitudes would cause discrimination against the couple, but most of the hotels allowed them to stay A few months later, LaPierce wrote to the hotels and asked if they would accommodate Asians- Findings: 90% said noo Wicker (1969) Meta-Analysis This was a meta-analysis based off numerous studies Showed that attitudes don’t predict behavior- We have an attitude that says we want to help others because of our “ideal self” but we do not behave that way because of our “actual self” There is also a disconnect between attitude and behavior due to social desirability- We might have an attitude of discrimination towards Asians but don’t act on it because society would think less of us- When do attitudes affect behavior?o Regan & Fazio (1977) Housing crisis at Cornell Some students were in permanent housing while others were in temporary housing Both groups shared negative attitudes towards the housing crisis However, the group that acted on their attitudes were the ones in temporary housing because they were at a disadvantageo Fazio & Williams (1986) Measured how quickly people rated candidates for president Four months later they asked who the participants voted for Tell you political opinion quicker, you can tell who I voted for easier Quicker responses = more accessible attitudes- Measuring Attitudeso Dual Attitudes Explicit Attitudes: controlled and conscious evaluative responses- Ex. “I like Tom Cruise” Implicit Attitudes: automatic and nonconscious o Measuring Implicit Attitudes: This is done through the Implicit Attitude Test Measured by reaction time and accuracy Other implicit measures:- GNAT (Go/No Go Association Test)- Primingo Measuring Explicit Attitudes There are unobtrusive attitude measures based on- Social desirability- Creativity- Dual Attitudeso There is a weak relationship between explicit and implicit attitudes One possible reason for this is social desirabilityo Dovidio, Kawakami, & Gaertner (2002) Measured implicit and explicit attitudes of white participants toward blacks Explicit attitudes predicted:- Verbal behavior- Self-reported friendliness Implicit attitudes behavior predicted:- Non-verbal behavior- Others-reported friendlinesso Where do the different attitudes come from? Rudman et al. (2007)- Developmental Source Hypothesis:- Implicit attitudes stem from past (likely forgotten) experiences during childhood- Explicit attitudes stem from recent experiences - Cognitive Dissonanceo When behavior and attitude are inconsistent Cognitive Dissonance: an unpleasant psychological state Must change something to reduce dissonanceo Change behavior or attitude? It’s hard to take back behavior It’s easier to change attitudeso Attitude change is more likely if there is insufficient justification for the behavior Paying participants to lie to other participants- $1: “Why did I do that?” – Insufficient justification for behavior- $20: “I obviously did it for the money” – Sufficient justification for behaviorChapter 8: Conformity and ObedienceConformity:- Conformity is a change in behavior/belief as a result of real or imagined group pressureIs Conformity Good or Bad?- Good Examples:o Standing in line at an amusement parko Leaving a tip for a waiter at a restauranto Showing excitement at a football game- Bad Examples:o Joining in racist behavioro Drinking and driving because your friends are doing it- Sometimes conformity can be indifferent:o Wearing black to a nice party- REMEMBER:o Views on conformity are highly dependent on


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FSU SOP 3004 - Chapter 7: Attitudes and Behaviors

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