Ch 4 Learning Outcomes Attitudes and Behavior Pgs 120 125 135 147 399 403 mere exposure section 1 What are attitudes How are they different from beliefs Attitude evaluative reaction toward something or someone a favorable unfavorable indifferent or ambivalent like and dislike o I like dogs Belief Statement of knowledge o Her name is Emma 2 What were the sources of attitudes covered in class How does each source affect attitude formation mostly from lecture Affect how you feel influences attitudes positive or negative reaction o How objects make you feel can be nonconscious Cognition Attitude based on people s beliefs about the properties of an attitude o People like information that is easy to process o People do NOT like things that are hard to process things that are ugly difficult or negative Behavior Attitudes based on observations of how one behaves toward an attitude object object o How you act what you learn o Self perception theory how they behave o Classical Conditioning associations People do NOT know how they feel until they see Pair something we already like or dislike with something neutral Learn association Previously neural stimulus is associated with good or bad feelings o Operant Conditioning consequences Develop a positive attitude towards behaviors that are rewarded Example Receive praise for high grades now have more positive attitude towards high grades o Social Learning Learn attitudes through observation o Example you see others having fun while playing a game you think you might like it too 3 What is the mere exposure effect and what were the methods and findings of the study on it that we discussed in class Mere Exposure Effect favorability increases with greater exposure o Develop pleasant associations with stimulus Study Subliminal exposure to novel characters o Rated how much they like each character o They ranked the ones they had already been exposed to more favorably even though they did not consciously know they were being exposed to it 4 What is attitude polarization lecture only Attitude Polarization Attitudes become more extreme by convincing ourselves we are right 5 How well do attitudes predict behavior When do attitudes affect behavior Know the studies that demonstrate that attitudes affect behaviors Attitudes hardly ever predict behavior When you are passionate about something your behavior is more predictable Attitude is strong o Vested interest o Accessible Measured at same level of specificity Other influences on behavior minimized LaPierce 1934 o Traveled with Asian couple o Expected anti Asian attitudes would produce discrimination yet the vast majority of hotels allowed them to stay o Wrote hotels months later asking if they would accommodate Asians o 90 said no o Wicker 1969 meta analysis o Had to look at the benefits of renting a room so o Attitudes are not good predictors of behavior Regan Fazio 1977 o Housing crisis at Cornell o Some students in permanent housing vs some in temporary housing o Both groups had neg attitudes toward housing crisis o Did they act on it Only the ones stuck in temporary housing when it affects you 6 What are implicit and explicit attitudes and how do they differ Is it possible to have opposing implicit and explicit attitudes Explicit attitudes can articulate to someone else o I like dogs controlled and conscious evaluative responses something you Implicit attitudes automatic and nonconscious evaluative responses 7 How does social desirability affect our ability to measure attitudes lecture only Social Desirability Some creative methods of measuring Give answers that look good o Lost letter wrong number chair placement 8 What is the Implicit Association Test and how does it work How fast you are at categorizing these categories shows how much you like each category Shows association between unpleasant insects and pleasant flower Can look at accuracy and reaction time 9 When are implicit vs explicit attitudes formed lecture only Based on early experiences with something and then with most recent exposure how it made the person feel Early Experiences of something is related to your implicit attitude of a certain thing Although Recent Experiences is related to explicit attitudes of a certain thing 10 What is cognitive dissonance and what are the effects of it If behavior and attitude are inconsistent this leads to cognitive dissonance Cognitive Dissonance Then change something to reduce dissonance between the behavior and attitude An unpleasant psychological state o Most likely to change your attitude 11 How does insufficient justification affect cognitive dissonance effects and what was the study that demonstrated these effects know methods and results Festinger and Carlsmith 1959 o Participants turn knobs for an hour o Paid 1 or 20 to tell next person that study is interesting or no lie control group o Measured participant s attitude toward knob turning Attitude change is more likely if there is insufficient justification for the behavior 1 Why did I do that insufficient justification leads to more attitude change o 1 said they enjoyed the experiment more 20 I obviously did it for the money sufficient justification for behavior 12 What does the book say about comparing cognitive dissonance and self perception theories from the book Two explanations of why our actions genuinely affect our attitudes o The dissonance theory assumption that we justify our behavior to reduce our internal discomfort o The self perception theory assumption that we observe behavior and make reasonable inferences about our attitudes much as we observe other people and infer their attitudes These two explanations seem to contradict each other which is right It is difficult to find a definitive test In most instances they make the same predictions and we can bend each theory to accommodate most of the findings Both are products of human imagination creative attempts to simplify and explain observations Ch 7 Persuasion Learning Objectives p 226 239 244 251 257 262 128 130 foot in the door and lowball 220 reactance 1 What is persuasion Know the real life examples of persuasion presented in class Persuasion An intentional attempt to change someone s attitude o Process by which a message induces a change in beliefs attitudes or behaviors o End goal attitude change 2 What are the two routes in the elaboration likelihood model of persuasion and what are characteristics of each When would you use each and what do they produce When
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