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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.