SOP 3004 Exam 2 Study Guide Chapter 7 Attitude global evaluations toward some issue or object Ex I like Jina Park Belief information about something Ex Jina Park is our social psychology instructor So basically an attitude is a feeling emotion or opinion you have toward something and a belief is a more of a feeling less statement that you believe to be true about something Deliberate explicit Attitudes controlled and conscious evaluative responses Automatic implicit Attitudes automatic and unconscious evaluative responses Implicit Association Test IAT measures automatic attitudes through reaction time and accuracy Can measure automatic attitude to a single object compare attitudes between two object or use priming technique flash a picture of something and see whether participant responds more to positive or negative stimuli Dovido Kawakami Gaertner 2002 Study measuring the automatic and deliberate attitudes of white participants towards black people Participants were asked to report their attitude toward black people and then were placed with a black confederate in a room Participants deliberate attitudes or what they reported as their attitude toward black people predicted their verbal behavior toward the confederate and also predicted the level of friendly the participant believed they were Participants automatic attitudes toward black people were able to be observed through nonverbal behavior i e eye contact body language blinking and through the level of friendly the confederate believed the participants were Mere Exposure Effect the more you are exposed to something the more you will like it Familiarity breeds liking This effect only works when the initial response is positive or neutral if the initial response is negative then repeated exposure will breed greater dislike Classical Conditioning through repeated pairings a neutral stimulus comes to evoke a conditioned response Learn association Previously neutral stimulus is associated with good or bad feelings depending on the conditioning Ex Pavlov s dogs Operant Conditioning people are more likely to repeat behaviors that have been rewarded and less likely to repeat behaviors that have been punished You develop a positive attitude toward behaviors that you have been received a reward for so you re more likely to do them Social Learning people learn attitudes through observation people learn how to behave by observing or imitating others You see other people having fun and enjoying a game therefore you think you might like it too Embodied Cognition attitudes can be learned through body language such as leaning toward or away from something Wells Petty 1980 Experimenters had participants either shake or nod their head while listening to a commenter argue a point about the price of tuition People of the shaking condition were more likely to disagree with the commenters point while people of the nodding condition were more likely to agree Attitude Polarization attitudes become more strong as we think about them Strong attitude evaluation of evidence in a biased way only accepting evidence that supports your attitude or from people with the same attitude as you People have a drive for consistency that is strengthened by learning and socialization Ex there are negative terms for inconsistent people hypocrite flaky etc Cognitive Dissonance Theory people experience discomfort when their behaviors and attitudes don t match causing them to rationalize their behavior and adjust their opinions to match Desire to appear consistent is even stronger than private desire to be consistent Effort Justification people tend to justify rationalize suffering or effort they have made by convincing themselves that it was worth it Helps explain post hazing loyalty Attitudes only predict behavior when the attitude is very strong and there is minimal Believing something that you are told is automatic only once your conscious system other influences on behavior kicks in do you begin to doubt it Self Fulfilling Prophecy when people believe something that belief tends to affect their behavior then that behavior causes the belief to come true Intellectual Bloomers Study teachers that were told that their students had great potential provided special care attention and information to those students This special treatment nurtured students into preforming higher on tests then the students not branded with great potential therefore causing the belief to some true Chapter 8 Two Types of Social Influence Normative Influence publicly complying with the crowd in order to be liked or to avoid social rejection but maintaining a private inner belief that the group is wrong Conformity increases as group size increases even when person knows that they re right Any dissention from the groups opinion will decrease conformity Informational Influence going along with the crowd because you believe they know more than you do or that they are right Situations contributing to informational influence Crisis Situations Ambiguous Situations Techniques of Social Influence Commitment Consistency feeling compelled to act in ways that are consistent with our previous choices Foot In Door Technique initial commitment leads to subsequent consistent behavior starts with a small request in order to gain eventual compliance with a larger request Ex Cult Recruiting you gradually give up or do things little by little Low Ball Technique start with low cost and later reveal hidden costs Ex shipping handling costs dealer fees required equipment etc Bait and Switch draw people in with an attractive offer that is not really available and then switch to an offer that is actually available but is less attractive Labeling Technique label an individual then ask for a favor consistent with the label Ex you say that a friend is a really nice person then ask them for a ride they will be more likely to comply with the request to seem like a really nice person Reciprocity feeling obligated to repay what others have done for you Door In Face Technique start with an inflated request in which you know will be declined retreat to smaller actually desired request appears to be a concession Doesn t work if original request is too extreme or if different people make the first and second requests That s Not All Technique begins with inflated request but prior to response adds in a bonus or discount More powerful when they believed the seller was making the exception for them personally Scarcity rare things
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