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UNIT 2: SELF AND OTHERS
AREA OF STUDY 1:
INTERPERSONAL & GROUP BEHAVIOUR
Ideas that we hold about ourselves, others objects and
experiences
Attitudes are learned through experience
They reflect our unique experience as individuals, as well as our
socio-cultural background
They are relatively long-lasting
ATTITUDES
EXAMPLE:
Cognitive = the belief that
global warming is real and
happening in the world
Behavioural = riding your
bike to work instead of
driving your car
Affective = feeling negative
about the state of the world
and other people’s
indifference
TRI-COMPONENT MODEL
OF ATTITUDES
ALL 3 MUST BE PRESENT
IN ORDER TO SAY THAT
AN ATTITUDE EXISTS
All 3 of these are usually
consistent with each other
TRI-COMPONENT MODEL
OF ATTITUDES
PSYCHOLOGY 101
VIDEO:
TRI-COMPONENT
MODEL
COMPLETE THE
TRI-COMPONENT
MODEL ACTIVITY
TRI-COMPONENT MODEL
OF ATTITUDES
LEARNING ACTIVITY 8.1 (pg.328)
LEARNING ACTIVITY 8.3 (pg.328)
HOMEWORK
Research shows that understanding a person’s attitude is not
often a reliable predictor of someone’s behaviour
(Richard La Piere, 1934 – Chinese People in Hotels, pg.329)
Some psychologists suggest that attitudes only have an
affective and cognitive component
LIMITATIONS OF THE TRICOMPONENT MODEL OF
ATTITUDES
Attitudes & Behaviour = Consistent
STRENGTH OF THE ATTITUDE
ACCESSIBILITY OF THE ATTITUDE
SOCIAL CONTEXT OF THE ATTITUDE
PERCEIVED CONTROL OVER BEHAVIOUR
Attitudes & Behaviour = Inconsistent
ATTITUDES & BEHAVIOUR
LEARNING ACTIVITY 8.5 (pg.332)
HOMEWORK
1. CLASSICAL CONDITIONING
1. OPERANT CONDITIONING
1. MODELLING
1. REPEATED EXPOSURE
FACTORS INFLUENCING ATTITUDE
FORMATION
1. CLASSICAL CONDITIONING
FACTORS INFLUENCING ATTITUDE
FORMATION
1. CLASSICAL CONDITIONING
EXAMPLES OF CLASSICAL CONDITIONING:
COKE ZERO AD
http://www.youtube.com/watch?v=DrZ0P95rEQw
Eminem & Chrysler
http://www.youtube.com/watch?v=SKL254Y_jtc
FACTORS INFLUENCING ATTITUDE
FORMATION
2. OPERANT CONDITIONING
MORE LIKELY TO
REPEAT
BEHAVIOUR
REINFORCEMENT
ATTITUDE
PUNISHMENT
FACTORS INFLUENCING ATTITUDE
FORMATION
LESS LIKELY TO
REPEAT
BEHAVIOUR
2. OPERANT CONDITIONING
EXAMPLE OF OPERANT CONDITIONING:
The Big Bang Theory
http://www.youtube.com/watch?v=qy_mIEnnlF4
•What is the positive reinforcement in the clip?
•What behaviour was changed?
•What was the punishment in the clip? Do you think it will work?
FACTORS INFLUENCING ATTITUDE
FORMATION
3. MODELLING
Observation of a model and
basing attitudes on famous
people you admire
Attitude is strengthened if
your friends complement the
model on their attitude
FACTORS INFLUENCING ATTITUDE
FORMATION
3. MODELLING
Example of modelling using observational learning:
Youtube: A Very Powerful Ad
• How is modelling used in this ad?
• Try and think about when you formed an attitude based on
modelling
FACTORS INFLUENCING ATTITUDE
FORMATION
4. REPEATED EXPOSURE
MERE EXPOSURE EFFECT
Increase in liking for an attitude, object, person, group, event or
issue as a result of being repeatedly exposed to it
Robert Zajonc (1968)
FACTORS INFLUENCING ATTITUDE
FORMATION
4. REPEATED EXPOSURE
Advertisers do use repeated exposure on the TV
However…
It is possible to begin disliking an ad after repeatedly viewing
endless re-runs
(Aronson, Wilson, & Akert, 2002)
FACTORS INFLUENCING ATTITUDE
FORMATION
LEARNING ACTIVITY 8.8 (pg.337)
HOMEWORK