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Introduction to Psychology
Class 22: Social Psychology 2
Myers: 541-554
August 7, 2006
Attitude
• A belief and feeling that predisposes one to respond
in a particular way to objects, people, ideas, and
events
• So an attitude = cognition + emotion
• Remember that predisposition + situation = behavior
• Also see how attitudes -> behavior -> attitudes
Measurement
• Explicit or Overt measures
- Self-reports
- Bogus pipeline
• Implicit or Covert Measures
- Non-verbal behavior
- Physiology; e.g. Facial EMG, BP
- Reaction times; e.g. IAT
Attitude change
COGNITIVE CONSISTENCY:
No attitude change
Marriage
Person A
+
Person B
Diet Coke
+
Viewer
+
+
Celebrity
COGNITIVE INCONSISTENCY:
Attitude change
Marriage
Person A
+
+
Person B
Diet Coke
Viewer
+
+
Celebrity
Cognitive dissonance
• The effect of counter-attitudinal behavior on original
attitude (Leon Festinger)
- $1 is “insufficient justification” for a lie (dissonance)
- Participants infer that they must have liked the experiment
(resolution of dissonance)
- In the process, there is attitude change
A Dissonance Classic
25
20
15
Reported Enjoyment
10
5
0
No Lie
Lie for $1
Lie for $20
Routes to Persuasion
Degree of elaboration
- Motivation (high, low)
- Opportunity (high, low)
1) Central (high M, high O)
“So that is why he supports
the policy in question…”
2) Peripheral (low M, low O)
“Hm, he is rather charming…”
Social Influence
• Compliance
Changes in behavior elicited by direct requests
• Obedience
Change in behavior produced by commands of authority
• Conformity
The tendency to change perceptions, opinions, or behavior in
ways that are consistent with group norms
Compliance: Robert Cialdini
• Foot-in-the-door
2-step technique in which an influencer sets the stage for a real
request by first getting a person to comply with a much smaller
request
• Door-in-the-face
2-step technique in which an influencer prefaces the real
request with one so large that it is bound to be rejected
Obedience: Stanley Milgram
• Cults and mass suicides
• War and violence
Conformity: Solomon Asch
Group Influences
• Private vs. public conformity
• Information vs. normative influence
Other effects of others on behavior
•
•
•
•
Social facilitation
Social loafing
Group polarization
Groupthink
Role-Playing: Phil Zimbardo
• Stanford Prison Experiment
• Ethical issues
• Findings