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Class Notes 2 19 2014 Chapter 7 Attitudes and Behaviors Attitudes An attitude is a favorable unfavorable indifferent or ambivalent evaluative o Beliefs are statements that you hold to be true or false objective reaction toward something or someone o Ex I like Tom Cruise How are attitudes different from beliefs o Belief His name is Tom Cruise Where can attitudes come from facts o Affect o Behavior o Cognition From Affects Emotions to Attitudes o Feelings influence attitudes o 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 Cognition Influences Attitudes exposed to more often o Attitude is based on people s beliefs about the properties of an attitude object o People prefer information that is easier to process If it is easier to read people will form more positive attitudes toward it Cognitively Based Attitudes o Recipes that are easier to read People find them easier People find them quicker People are more willing to try them Behaviorally Based Attitudes o These are attitudes based on observations of how one behaves toward an attitude object I drink beer often I must have a favorable attitude toward beer People don t know how they feel until they actually see how o Self perception theory they behave Behavioral Attitude Formation o 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 feelings o Operant Conditioning rewarded People develop a positive attitude toward behavior that is Ex Receiving money praise for getting good grades means we will have a more positive attitude toward good grades o 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 Attitudes o Lord Ross Lepper 1919 Participants were either extremely pro or anti capital They were asked to read one of two studies one pro and one punishment 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 right 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 o LaPierce 1934 they would accommodate Asians Findings 90 said no o 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 However the group that acted on their attitudes were the ones in temporary housing because they were at a disadvantage o 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 crisis easier Quicker responses more accessible attitudes Measuring Attitudes o 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 Priming o Measuring Explicit Attitudes There are unobtrusive attitude measures based on Social desirability Creativity Dual Attitudes o There is a weak relationship between explicit and implicit attitudes One possible reason for this is social desirability o 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 friendliness o 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 Dissonance o When behavior and attitude are inconsistent Cognitive Dissonance an unpleasant psychological state Must change something to reduce dissonance o Change behavior or attitude It s hard to take back behavior It s easier to change attitudes o 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 behavior Chapter 8 Conformity and Obedience Conformity is a change in behavior belief as a result of real or imagined Conformity group pressure Is Conformity Good or Bad Good Examples o Standing in line at an amusement park o Leaving a tip for a waiter at a restaurant o Showing excitement at a football game Bad Examples o Joining in racist behavior o 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 culture


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FSU SOP 3004 - Chapter 7: Attitudes and Behaviors

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