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Attitude Theory What causes behavior? Knowledge Belief Attitude Value Behavior Knowledge = Comprehension and understandingof a body of facts or concepts Belief = Statements that express presumed knowledge, faith or opinion There are 2 types of beliefs: 1. Knowledge beliefs. These are based on fact and therefore are testable. 2. Faith beliefs. These are based on opinion and therefore are NOT testable. Which kind of belief has biggest effect on behavior? •Faith beliefs have the biggest effect on behavior. •Beliefs are learned. •Beliefs require social reinforcement. This reinforcement comes from people we interact with. Attitude = group of cognitive (fact) and affective (feeling) beliefs toward a common object which represents a behavioral predisposition toward that object. Attitudes allow us to predict behavior or how we “should” act. Function of attitudes: Attitudes endure time therefore they give psychological stability in different social situations. Attitudes allow us to know how to respond. Attitudes must be socially reinforced and shared to continue. This social reinforcement allows attitudes to evolve (change) within groups of people. Value = a group of attitudes which cause behavior. Again, values must be socially reinforced. Values can evolve in groups of people. Knowledge Belief Attitude Value Behavior Objective of this class is to have you develop and modify your “environmental values”.
