Download ATTITUDES

ATTITUDES
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WHAT IS ATTITUDE?
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ATTITUDES vs BELIEFS
• Attitudes is a positive or negative
evaluation of an objects, people,
or ideas.
• Beliefs are pieces of information
about something, facts or opinion
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ATTITUDES
• Attitudes are believed to be formed
through behavioral, affective and cognitive
process.
Behavioral process
Affective process
Attitude
Cognitive process
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Types of Attitudes
• Implicit Attitudes
• Explicit Attitudes
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Implicit Attitudes
• Automatic and nonconscious
evaluative responses
• Implicit Association Test (IAT) has
been developed to measure implicit
attitudes
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Explicit Attitudes
• Controlled and conscious
evaluative responses
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ATTITUDE FORMATION
• Classical Conditioning
• Operant Conditioning
• Observational Learning
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Classical Conditioning
• A type of learning in which,
through repeated pairings, a
neutral stimulus comes to evoke
a conditioned response
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Operant Conditioning
• A type of learning in which people
are more likely to repeat
behaviors that have been
rewarded and less likely to repeat
behaviors that have been
punished
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Observational Learning
• A type of learning in which people are
more likely to imitate behaviors if they
have seen others rewarded for
performing them, and less likely to
imitate behaviors if they have seen
others punished for performing them
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ATTITUDE STRENGTH
• Not all attitudes are equally strong
• Strong attitudes resist change
• The components of a strong
attitude that make it unlikely to
change are commitment and
embeddedness
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ATTITUDE STRENGTH
• People are more committed to a strongly
held attitude.
• A strongly held attitude is more embedded
in (connected to) additional features such
as individual’s self-concept, values and
social identity.
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ATTITUDE STRENGTH
• Being committed to a particular attitude
causes people to review relevant
information in a biased fashion an to
intensify their opinions. All this leads them
to dismiss evidence that goes against their
initial attitudes.
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ATTITUDE STRENGTH
Figure 4.1:
Why strong attitudes
resist change
Commitment – on quality of
strong attitudes – shields
attitudes against
contradictory information,
whereas embeddedness-a
second quality of strong
attitudes –anchors them to
a variety of other changeresistant features of the
self
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ATTITUDE-BEHAVIOR CONSISTENCY
• Knowledge
• Personal Relevance
• Attitude Accessibility
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ATTITUDE-BEHAVIOR CONSISTENCY
• Knowledge
– The more knowledge we have about
something, the more likely it is that
our pertinent attitudes and actions will
be consistent with one another.
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ATTITUDE-BEHAVIOR
CONSISTENCY
• Personal Relevance
–One’s attitude on a topic will be
a better predictor of one’s deeds
when the topic is personally
relevant
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ATTITUDE-BEHAVIOR CONSISTENCY
• Attitude Accessibility
–An attitude is accessible to the
degree that it springs to mind
quickly.
–A highly accessible is likely to
stimulus actions that are consistent
with it.
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ATTITUDE-BEHAVIOR CONSISTENCY
• Attitudes aren’t the only factors
that influence actions
• Attitudes influence action by a
person’s behavioral attention.
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ATTITUDE-BEHAVIOR CONSISTENCY
• Theory of planned behavior
– Stating that the best predictor of behavior is
one’s behavioral intention, which is influenced
by one’s attitude toward the specific behavior,
the subjective norms regarding the behavior
and one’s perceived control over the
behavior.
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Attitude
(One’s evaluation of
the specific behavior
in question)
Subjective Norm
(One’s perception
that important others
will approve of the
behavior )
Behavioral
Intention
(One’s aim to
perform behavior)
BEHAVIOR
Perceived
Behavioral Control
(One’s perception of
how difficult it would
be to perform the
behavior)
Figure 4.2 : The theory of planned behavior
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ATTITUDE CHANGE
• Attitude changes involve:
-Adopting
-Modifying
-Relinquish
attitudes to fit the needs
and interest at present
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• Attitude cannot be changed by simple
education
• Acceptance of new attitude depends
– On who is presenting the knowledge
– How it is presented
– How the person is perceived
– The credibility of the communicator
– The conditions by which the knowledge
was received
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• Attitude change when
–Cognitive change occurs
–Affective change occurs
–Behavioral change occurs
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Why do we change our attitude?
• To improve quality of life
–Physically – healthy
–Spiritual – happier
–Better socialization
• Resolution of social conflict
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Why do we change our attitude?
• To solve a number of longstanding social problems
–e.g. racial discrimination,
prejudice
• To give a good image to other
people
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Why do we change our attitude?
• When we receives new info
from others or media
• Through direct experience
with the attitude
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