1 Attitude global evaluations toward some object or issue Ch 7 1 Attitudes Beliefs and Consistency Attitudes I like Jina Park Belief information about somehting Jina Park is my instructor How to measure attitudes Dual Attitudes Deliberate attitudes explicit attitudes controlled and conscious evaluative Automatic attitudes implicit attitudes automatic and non conscious evaluative responses responses How to measure automatic attitudes The Implicit Association Test IAT Which task was easier Automatic attitudes measured by Reaction time Accuracy Other implicit measures Single Category IAT measure Single attitude object just toward insect rather than comparison Positive trial hit one key when see a positive word or an insect hit a different key whenever a negative word appears Negative trial hit one key when see a negative word or an insect hit a different key whenever a positive word appears Priming 2 Flash picture of Obama Respond quickly to word joy vs vomit Dual Attitudes What do they predict Dovidio Kawakami Gaertner 2002 Measured automatic and deliberate attitudes of White participants toward Blacks Videotaped White participants interacting with Black participants Did automatic attitudes or deliberate attitudes predict behavior Deliberate predicted Verbal behavior Self reported friendliness Automatic predicted Nonverbal behavior Others reported friendliness Arcuri et al 2008 How do we get attitudes Mere Exposure Effect Familiarity breeds liking Local elections in Italy Measures deliberate attitudes which party are you going to vote for Left Right Undecided Measured automatic attitudes of political parties Deliberate attitudes predict deliberate behavior but what if undecided More exposure more familiarity greater liking Ex Hearing a song from a new album for the rst time vs hearing it for the tenth time Exception Initial dislike repeated exposure greater dislike Zajonc 1968 Chinese character study Learning of foreign language Exposure to each Chinese character for 2 seconds Guess meaning of the letter on a good bad scale Through repeated pairings a neutral stimulus comes to evoke conditioned 3 Classical conditioning response Learn association Social learning might like it too Operant Condition Embodied cognition something Wells Petty 1980 decrease Previously neutral stimulus is associated with good or bad feeling Ads pair attractive stimuli with products People learn how to behave by observing or imitating others Learn attitudes through observation Ex You see other people having fun playing a game you think that you People are more likely to repeat behaviors that have been rewarded and less likely to repeat behaviors that have been punished Develop a positive attitude toward behaviors that are rewarded Attitudes are found in bodily states such as leaning toward or away from Participants heard the commenter argue that tuition should increase v 4 Social In uence and Persuasion Experimental Research Interpreting Results Main Effect When an IV has an effect of similar magnitude and direction across levels of the other IV Interaction When the effect of one IV on the DV depends on the value or level of the other IV Contagious Yawning Participants were exposed to a 5 minute video of a man yawning repeatedly 55 of viewers yawned as did only 21 of those viewing a video of smiles To see what parts of the yawning face are most potent Yawning face triggered yawns even with the mouth masked Two Types of Social In uence Normative in uence Going along with the crowd to be liked Avoid social rejection Public compliance outwardly going along with the group but maintaining a private inner belief that the group is wrong or at least entertaining serious doubt about the group s decision Informational in uence Going along with the crowd because you believe they know more than you do Situations contributing to informational in uence Ambiguous situations Crisis situations Private acceptance a genuine inner belief that others are right Asch s 1955 study Normative In uence Conformity increases as group size increases Dissension reduces conformity 5 Galinsky et al 2008 Normative In uence IV Ppts assigned complete high power prime or low power prime All ppts complete sentence completion task Rated the extent to which they enjoyed the task Some participants see others rating Sherif 1935 Autokinetic effect Participants in a dark room were asked to estimate how far the light moved Participants repeated this process on subsequent days but in the presence of two other participants Last at least 1 year In ated illusion persisted for ve generations of participants Techniques of Social Influence Commitment and Consistency Feeling compelled to act in ways that are consistent with our previous choices Freedman and Fraser Could researchers convince homeowners to put up huge billboard in their front yard Foot in the Door Technique Initial commitment leads to subsequent consistent behavior Starts with a small request to gain eventual compliance with a larger request Common techniques for recruitment to groups cult recruiters Would you like a pamphlet Sure I ll throw this away for you Would you read the pamphlet I guess so Can we come and talk to you about the pamphlet Sure why not 6 Now that you ve heard our point of view would you like to join our complex Can I get a two bedroom So you re here now could we please I guess so I must be pretty committed to the cause as I ve done everything else you ve asked of me Low Ball Technique Start with low cost request and later reveal the hidden costs PS4 for sale for 300 Oops if you want a controller shipping and handling it ll be 400 Cialdini et al 1978 Manipulation of IV Low Ball Technique Control Condition initial request Low ball condition waited for participants response after saying 7 am DV Verbal compliance how much they agreed to participate Behavioral compliance what of subjects showed up Bait and Switch Technique Draw people in w attractive offer Not really available Switch to less attractive offer that is available Labeling Technique Labeling an individual request for a favor consistent with the label Elementary school children You look to me like the kind of girl boy who understands how important it is to write correctly chose a penmanship tasks several days later Adults Labeled as above average citizens voted several days later Legitimization of Paltry Favors 7 Make a small amount of aid acceptable Cialdini Schroeder Door to door funding I m collecting money for
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