Attitude Formation and Change

Attitude formation and change

What is attitude?

Ideas we hold about ourselves, others, objects and experiences

An evaluation a person makes about an object, person, group, event or issue

An evaluation refers to a judgement being made – either positive or negative about something

How are these developed?

ExperienceReflect our individual backgrounds and

socio-cultural experiencesWe form our attitudes as we interact and

are exposed to different types of media and life in general

Tri-component model of attitudes

This is the most widely used model to explain attitude

Proposes that attitude has three related components – the affective, behavioural and cognitive components – which are sometimes referred to as the ‘ABC of attitudes’ (Aronson, 2008)

Affective component

Refers to emotional reactions or feelings an individual has towards a object, person, group, event or issue

Based on a judgment which results in either a positive, negative or neutral response.

Examples: I enjoy playing tennis I hate maths I’m not interested in politics

Behavioural Component

Refers to the way an attitude is expressed through our actions (or intended actions if an opportunity presented itself)

Examples Running to keep fit is the behavioural

component that reflects your attitude towards fitness

Studying for an exam is the behavioural component that reflects your attitude towards school

Cognitive component

Refers to the belief we have about an object, person, group, event or issue

These are linked to what we know about the world and developed through experience

Some beliefs are true and some are falseSome can be verified and some cannot(verified- proven)

Tri-component model

Proposes that all three components must be present before it can be said an attitude exists

Example:

Cont.

Usually the three components are consistent however the behavioural component can often be inconsistent with the affective and cognitive components

Example:

Cont.

Occasionally the behavioural component can be consistent with one other component but these can be inconsistent with the third

Task

Give an example of an attitude based on the tri-component model. Identify each of the components

Activity 8.2 (p. 328)

Limitations of the model

Inconsistency between the three components

Attitude is often not a predictor of behaviour

Research- La Piere (1934) (p. 328)Complete activity 8.4

Attitudes and behaviour

Many factors influence whether attitude and behaviour will be consistent. Some of the most significant factors include: How strong the attitude is How easily it comes to mind The situation we are in Our personal belief that we can actually perform

the behaviour associated with the attitude

Strength of attitude

A strong attitude is well known, easily accessible, personally relevant and has a strong emotional component

The stronger the attitude the more likely it will be consistent, resistant to change and influence behaviour

Kraus (1995) found that the stronger the attitude that more likely it would predict behaviour

Strength of attitude

Strong attitudes are based on having a lot of information on the topic – the person tends to be well informed on the topic of the attitude

Based on amount of information and how the information was obtained

Information gained through direct rather than indirect experience will usually be associated with a stronger attitude

Being surrounded by like minded people will also lead to stronger attitudes Validates the attitude Supports the attitude

Accessibility to the attitude

Aronson (2008) An attitude that is easily accessible is more likely to lead to consistency between attitude and behaviour

An easily accessible attitude is a strong attitude that easily comes to mind (is well thought out and well known)

Fazio and Williams (1986) pg. 330-331

Social context of the attitude

Fishbein and Ajzen (1975): whether attitude leads to behaviour depends on social context or specific situation a person finds themselves in

The situation can overpower the affective and cognitive components of the behaviour

Perceived control over the behaviour

Attitude and behaviour are more likely to match if people perceive (think/believe) that they have control over the behaviour that may result from the attitude

Perceived control-individual has the belief that they are free to perform or not perform the behaviour and that they can actually do it Ajzen and Fishbein (2002)

Activity

Learning Activity 8.5: Review Questions

Factors influencing attitude formation

Classical conditioning

When learning occurs through repeated association of two different stimuli

Stimulus: an event which may trigger a response

Both negative and positive attitudes canbe formed this way

Can you think of examples of this from the media?

Operant conditioning

Based on the assumption that we tend to repeat behaviour which has a desirable consequence or result (reward) and tend NOT to repeat behaviour which has an undesirable consequence or result (punishment)

Reinforcement is any event which strengthens a response or increases the likelihood of a particular response occurring again

Examples?

Modelling

Occurs when someone uses observation of another person’s actions and their consequences to guide their future thoughts, feelings and behaviour

This can be done unconsciously

Repeated exposure

Being exposed to an object, person, group, event or issue repeatedly then developing an attitude based on this

Based on personal experience (either direct or indirect)

Repeated exposure leads to a positive attitude – regardless of if there is a reward or motivation to do so

Mere exposure effect – increase liking for an attitude, object, person, group, event or issue only as a result or being exposed to it

Zajonc (1968) research into the effect of repeated exposure on attitude

Cont.

Research indicates that negative attitudes do not arise from repeated exposure UNLESS accompanied by a negative experience

Learning activity 8.8 ‘Summarise influences on attitude formation’ pg. 337