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CHAPTER 20 SOCIAL COGNITION I. ATTITUDES A. How Attitudes Develop – beliefs & feelings about objects, people and events that lead people to behave in certain ways. They often develop without personal experience. These attitudes develop from a number of ways. 1. Conditioning – as children we are reinforced for saying and doing things that are consistent with authority figures (parents, teachers). We are reinforced by rewards. P. 460 2. Observation – usually peers, we acquire attitudes by watching others. P. 460 3. Cognitive Evaluation – sometimes we form attitudes on the basis of our evaluation of information. We evaluate evidence and then form beliefs. 4. Cognitive Anchors – attitudes formed early tend to keep people from changing. Our earliest attitudes shape the way we see the world. B. Attitudes & Behavior – our behavior tends to be consistent with our attitudes. People tend to act as they believe. But sometimes come to believe as they act. P. 461 II. PERSUASION A. Methods of Persuasion – direct attempt to influence others. 1. Central Route – uses evidence & logical arguments to change people’s attitudes 2. Peripheral route – indirect, by associating objects, persons or events with positive or negative cues. Use of famous people in endorsements. B. The Message – Research shows that repeated exposure to a stimulus results in a more favorable attitude towards that stimulus. 2-sided arguments are more effective than 1-sided. C. The Messenger – some people are more persuasive than others. Being an “expert” or “physically attractive” helps. Emotional appeals arouse feelings. D. Situation – people in a good mood are more easily persuaded. E. The Audience - messages are more effective if they are aimed at a specific group. F. Sales Resistance – some people can’t say no. III. PREJUDICE A. Stereotypes – unchanging, oversimplified, distorted beliefs B. Discrimination - unfair treatment of individuals because of their skin color, sex, religion, etc. C. Causes of Prejudice – 1. Exaggerating Differences 2. Justifying Economic Status 3. Social Learning 4. Victimization 5. Scapegoating D. Overcoming Prejudice – increased contact with different people can reduce prejudice. IV. SOCIAL PERCEPTION A. Primacy Effect – we often form opinions of others on the basis of first impressions. B. Nonverbal Communication – eye contact, facial expressions, gestures, posture, physical contact affect people’s perception of other people. V. Interpersonal Attraction A. Physical Appearance – physical attributes, facial features and body shape influence of people’s choice of friends and partners.