Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Fear appeal wikipedia , lookup
Introspection illusion wikipedia , lookup
Leon Festinger wikipedia , lookup
Albert Bandura wikipedia , lookup
Implicit attitude wikipedia , lookup
Vested interest (communication theory) wikipedia , lookup
Impression formation wikipedia , lookup
Social perception wikipedia , lookup
Attitude (psychology) wikipedia , lookup
Attitudes Attitude • • Any cognitive representation that summarizes our evaluations of an attitude object ABC’s of attitudes: Affect Behavioral Cognitive Attitude Formation 1. Classical conditioning: you come to associate things that occur together 2. Operant conditioning: the effects of reinforcement and punishment 3. Observational learning: the effects of watching a model on one’s behavior Why Do Attitudes Form? • Serve various functions 1. Ego-defensive: a protective function 2. Knowledge function: make sense of the world 3. Value-expressive function: express our true self, underlying values, and personality 4. Social-adjustive function: allows individuals to fit in with their various social groups Attitudes Predicting Behavior • • • Fishbein and Ajzen (1977) The primary cause of behavior is not necessarily the attitude one has toward the behavior, but rather one’s intention to engage in that behavior Intention based on the subjective norms surrounding that behavior How do I feel about smoking? What is the chance I’ll smoke How do my peers feel about smoking? Attitudes Predicting Behavior • • Explains simple behaviors we are all capable of What about behaviors that are not completely voluntary? Smoke or Not • • • • Theory of Planned Behavior Addresses a person’s ability to get the resources, opportunities, and skills needed to perform the behavior Extends theory of reasoned action by adding the component of a person’s perceived behavioral control – person’s perception of ease or difficulty PROBLEMS: 1. Spontaneous behavior 2. Role of habits Other Factors 1. Time: the longer the time interval, the poorer the relationship 2. Self-awareness: Privately self-aware are more internally focussed; whereas, publicly selfaware tend to be more externally focused - Froming, Walker, & Lopyan (1982) Diener and Wallbom • • • • Ss asked to complete an anagram test indicative of IQ (test was bogus) Told to stop working after bell rang and left alone Mirror vs. No Mirror Would students cheat by working past the bell? Other Factors (cont) 3. Attitude strength: Stronger attitudes have more influence on behavior – Increase by providing more information 4. Personal involvement: Being personally involved in an issue influences behavior • Sivacek & Crano (1982) 5. Direct Experience: Stronger attitudes • Regan and Fazio (1977) – Housing shortage at Cornell forced 1st year students to several weeks on cots in dormitory lounges – All students were upset with the housing situation and the administration How Attitudes Are Changed • • • COGNITIVE DISSONANCE (Festinger, 1957) When our attitudes, thoughts, and behaviors are inconsistent with one another – For example, people smoke while believing that smoking causes illness Only important or self-relevant inconsistencies have the potential to arouse dissonance – Actions that jeopardize moral integrity or threaten a positive view of the self • • • • • • • • Motivated to reduce this negative feeling Attitude-Discrepant Behavior I’m entering a slogan-writing contest for a brand of cola drink that I dislike Realization of Negative Consequences My slogan might cause people to buy this awful stuff Attribution of Personal Responsibility I freely chose to enter the contest Experience Physiological Arousal I feel tense and upset Attribution of Arousal to Behavior I must feel this way because I’m telling people to buy something I hate Dissonance Between Attitude & Behavior I hate this cola, yet I am writing a slogan for it that might cause others to buy it Reduce Dissonance via Attitude Change Well, the cola isn’t all that bad; in fact, it’s pretty good once you get a taste for it Festinger (1957): 4 Processing Steps 1. Attitude-discrepant action has negative consequences 2. Person takes responsibility for engaging in behavior 3. Must experience physiological arousal 4. Attribute arousal to the behavior Aronson and Mills (1959) • • Ss volunteered to discuss the psychology of sex 3 conditions to joining: – Read list of obscene words and graphic sexual encounters – Read list of mildly sex-related words – No initiation Eliminating the “Sting” of Dissonance • • • Self-Affirmation Theory Affirm themselves in another area Dissonance still exists Enhanced self-esteem decreases the “sting” of dissonance Hypocrisy and Attitude Change • Aronson (1992) – Carried out at a swimming pool in CA – Ss induced to urge other people to take shorter showers during the drought in CA OR not – Ss reminded that they themselves had been wasteful in the past OR not Heuristics and Attitude Change • • • • Credibility – Sleeper Effect Source Attractiveness – Physical, Likeability, Similarity Message Length Evidence vs. Vividness Fear and Attitude Change Rogers Protection-Motivation Theory • Dangers mentioned are serious • Dangers are likely • Advice to avoiding dangers effective • Performing recommended action Why Does Persuasion Occur? Elaboration Likelihood Model - Petty & Cacioppo • • Probability of message elaboration – Argument strength and quality – Central route Unmotivated tend to irrelevant cues – Peripheral route Resisting Persuasion • • Inoculation Selective Avoidance