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Beliefs, Attitudes, andBeliefs, Attitudes, and
BehaviorBehavior
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Beliefs, Attitudes, andBeliefs, Attitudes, and
BehaviorBehaviors Beliefs, attitudes, and valuesBeliefs, attitudes, and values
s Cognitive structureCognitive structure
s Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research
s CriticismsCriticisms
s MethodologicalMethodologicals TheoreticalTheoretical
s Explanations for inconsistencyExplanations for inconsistency
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Beliefs, Attitudes, andBeliefs, Attitudes, and
BehaviorBehaviors Beliefs, attitudes, and valuesBeliefs, attitudes, and values
s Cognitive structureCognitive structure
s Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research
s CriticismsCriticisms
s MethodologicalMethodologicals TheoreticalTheoretical
s Explanations for inconsistencyExplanations for inconsistency
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What is a belief?What is a belief?
s The perception of a relationshipThe perception of a relationship
between two objects or something andbetween two objects or something and
a characteristic of ita characteristic of its Bananas are yellowBananas are yellow
s Physical activity is boringPhysical activity is boring
s Lawyers are dishonestLawyers are dishonest
s Bob loves JaneBob loves Jane
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Beliefs, Attitudes, andBeliefs, Attitudes, and
BehaviorBehaviors Beliefs, attitudes, and valuesBeliefs, attitudes, and values
s Cognitive structureCognitive structure
s Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research
s CriticismsCriticisms
s MethodologicalMethodologicals TheoreticalTheoretical
s Explanations for inconsistencyExplanations for inconsistency
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The relationship of beliefs toThe relationship of beliefs to
attitudesattitudess BeliefsBeliefs are translated intoare translated into attitudesattitudes
throughthrough valuesvalues
s BELIEF: Lawyers overcharge theirBELIEF: Lawyers overcharge theirclientsclients
s VALUE: FairnessVALUE: Fairness
s ATTITUDE: I dont like lawyersATTITUDE: I dont like lawyers
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Cognitive structureCognitive structure
Beliefs: Lawyers
overcharge
their clients
Values: Fairness
Attitude: I dont like lawyers
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Cognitive structureCognitive structure
Beliefs: Lawyers
overcharge
their clients
Lawyers
help their
clients lie
Values: Fairness Honesty
Attitude: I dont like lawyers
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Cognitive structureCognitive structure
Beliefs: Lawyers
overcharge
their clients
Lawyers
help their
clients lie
Lawyers
help rich
people
Values: Fairness Honesty Equality
Attitude: I dont like lawyers
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Cognitive structureCognitive structure
Beliefs: Lawyers
overcharge
their clients
Lawyers
help their
clients lie
Lawyers
help
everybody
Values: Fairness Honesty Equality
Attitude: I dont like lawyers
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Beliefs, Attitudes, andBeliefs, Attitudes, and
BehaviorBehaviors Beliefs, attitudes, and valuesBeliefs, attitudes, and values
s Cognitive structureCognitive structure
s Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research
s CriticismsCriticisms
s MethodologicalMethodologicals TheoreticalTheoretical
s Explanations for inconsistencyExplanations for inconsistency
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Beliefs, Attitudes, andBeliefs, Attitudes, and
BehaviorBehaviors Beliefs, attitudes, and valuesBeliefs, attitudes, and values
s Cognitive structureCognitive structure
s Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research
s CriticismsCriticisms
s MethodologicalMethodologicals TheoreticalTheoretical
s Explanations for inconsistencyExplanations for inconsistency
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Classic studies in attitude-Classic studies in attitude-
behavior consistencybehavior consistencys LaPiereLaPiere
s KutnerKutner
s Wicker (1969)--review of attitude-Wicker (1969)--review of attitude-
behavior studiesbehavior studiess Average correlation [r] = .30Average correlation [r] = .30
s % of variance in behavior explained = 9%% of variance in behavior explained = 9%(r(r22))
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Attitude-behavior correlation:Attitude-behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
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Attitude-behavior correlation:Attitude-behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
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Attitude-behavior correlation:Attitude-behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
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Attitude-behavior correlation:Attitude-behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
r = 1.0
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Attitude-behavior correlation:Attitude-behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
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Attitude-behavior correlation:Attitude-behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
r = 0
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Beliefs, Attitudes, andBeliefs, Attitudes, and
BehaviorBehaviors Beliefs, attitudes, and valuesBeliefs, attitudes, and values
s Cognitive structureCognitive structure
s Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research
s CriticismsCriticismss
MethodologicalMethodologicals TheoreticalTheoretical
s Explanations for inconsistencyExplanations for inconsistency
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Criticisms of classic researchCriticisms of classic research
s MethodologicalMethodological
s Not necessarily measured the same personNot necessarily measured the same person
s
Two measures of behavior (no measure ofTwo measures of behavior (no measure ofattitude)attitude)
s Used only single measures (low reliability)Used only single measures (low reliability)
s TheoreticalTheoretical
s Ignoring social normsIgnoring social norms
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Weigel & Neuman (1976)Weigel & Neuman (1976)
s Measured attitudes toward environmentMeasured attitudes toward environment
(20 item scale)(20 item scale)
s Also measured six environmentallyAlso measured six environmentallyrelated behaviors, e.g.,related behaviors, e.g.,s Signing a petition against off shore oilSigning a petition against off shore oil
drillingdrillings Leaving newspapers out for recyclingLeaving newspapers out for recycling
weekly over a period of 8 weeksweekly over a period of 8 weeks
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Weigel & Neuman resultsWeigel & Neuman results
s Each behavior by itself correlated aboutEach behavior by itself correlated about
.29 with the attitude scale.29 with the attitude scale
s All the behaviors added together (aAll the behaviors added together (abehavior scale) correlated .68 with thebehavior scale) correlated .68 with the
attitude scaleattitude scale
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
r = .30
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
r = .30
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
r = .30
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
r = .70
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Weigel & Neuman resultsWeigel & Neuman results
s Each behavior by itself correlated about .29Each behavior by itself correlated about .29
with the attitude scalewith the attitude scale
s
All the behaviors added together (a behaviorAll the behaviors added together (a behaviorscale) correlated .68 with the attitude scalescale) correlated .68 with the attitude scale
s CONCLUSION: High attitude-behaviorCONCLUSION: High attitude-behavior
consistency when both measured reliably andconsistency when both measured reliably and
situational pressures not overwhelmingsituational pressures not overwhelmingattitudesattitudes
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Beliefs, Attitudes, andBeliefs, Attitudes, and
BehaviorBehaviors Beliefs, attitudes, and valuesBeliefs, attitudes, and values
s Cognitive structureCognitive structure
s
Attitude-behavior consistencyAttitude-behavior consistencys Historical researchHistorical research
s CriticismsCriticismss MethodologicalMethodological
s TheoreticalTheoretical
s Explanations for inconsistencyExplanations for inconsistency
s Classical conditioningClassical conditioning
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US
unconditioned stimulus
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
unconditioned response
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
conditioned stimulus
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
conditioned response
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
meat powder
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
meat powder salivating
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
meat powder salivating
bell
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
meat powder salivating
bell
salivating
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
Obscene, vulgar words
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
Obscene, vulgar words Negative emotional reaction
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
Obscene, vulgar words Negative emotional reaction
Ethnic group
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Classical conditioning ofClassical conditioning of
emotional responsesemotional responses
US UR
CS
CR
Obscene, vulgar words Negative emotional reaction
Ethnic group
Negative emotional
reaction
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InstructionsInstructions
s These statements concern yourThese statements concern your
personal reactions to a number ofpersonal reactions to a number of
different situations. No two statementsdifferent situations. No two statementsare exactly alike, so consider eachare exactly alike, so consider each
statement carefully before answering. Ifstatement carefully before answering. If
a statement is TRUE or MOSTLY TRUEa statement is TRUE or MOSTLY TRUE
as applied to you, mark T; if a statementas applied to you, mark T; if a statement
is FALSE or MOSTLY FALSE, mark F.is FALSE or MOSTLY FALSE, mark F.
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Self-monitoring (Mark Snyder)Self-monitoring (Mark Snyder)
s Concern for social appropriatenessConcern for social appropriatenesss Sensitive to self-presentation of othersSensitive to self-presentation of others
s Used as guidelines for monitoring own self-Used as guidelines for monitoring own self-presentationpresentation
s Two components of self-monitoringTwo components of self-monitorings
Interest in social informationInterest in social informations Ability to control self-presentationAbility to control self-presentation
S fS lf it i t t i
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Self-monitors interest inSelf-monitors interest in
social comparisonsocial comparisons Subjects given a self-descriptive (T-F)Subjects given a self-descriptive (T-F)
personality test [designed to facilitate self-personality test [designed to facilitate self-
monitoring]monitoring]
s
Given opportunity to consult majority responseGiven opportunity to consult majority responsesheetsheet
s D.V.: Observer noted frequency of looking atD.V.: Observer noted frequency of looking at
sheet and length of time spent lookingsheet and length of time spent looking
s High self-monitors: looked more frequently forHigh self-monitors: looked more frequently forlonger timelonger time
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Expression of emotionExpression of emotion
s Different groups ability to convey emotionDifferent groups ability to convey emotions StudentsStudents
s ActorsActors
s Hospitalized mental patientsHospitalized mental patients
s Communication of emotionCommunication of emotion
s Subjects conveyed seven different emotions: anger,Subjects conveyed seven different emotions: anger,
happiness, sadness, surprise, disgust, fear, guilthappiness, sadness, surprise, disgust, fear, guilt
s Judges guessed emotionsJudges guessed emotions
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Expression of emotionExpression of emotion
s Different groups ability to convey emotionDifferent groups ability to convey emotions StudentsStudents mean=14mean=14
s ActorsActors
s Hospitalized mental patientsHospitalized mental patients
s Communication of emotionCommunication of emotion
s Subjects conveyed seven different emotions: anger,Subjects conveyed seven different emotions: anger,
happiness, sadness, surprise, disgust, fear, guilthappiness, sadness, surprise, disgust, fear, guilt
s Judges guessed emotionsJudges guessed emotions
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Expression of emotionExpression of emotion
s Different groups ability to convey emotionDifferent groups ability to convey emotions StudentsStudents mean=14mean=14
s ActorsActors mean=18.4mean=18.4
s Hospitalized mental patientsHospitalized mental patients
s Communication of emotionCommunication of emotion
s Subjects conveyed seven different emotions: anger,Subjects conveyed seven different emotions: anger,
happiness, sadness, surprise, disgust, fear, guilthappiness, sadness, surprise, disgust, fear, guilt
s Judges guessed emotionsJudges guessed emotions
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Expression of emotionExpression of emotion
s Different groups ability to convey emotionDifferent groups ability to convey emotions StudentsStudents mean=14mean=14
s ActorsActors mean=18.4mean=18.4
s Hospitalized mental patientsHospitalized mental patients mean=10.3mean=10.3
s Communication of emotionCommunication of emotion
s Subjects conveyed seven different emotions: anger,Subjects conveyed seven different emotions: anger,
happiness, sadness, surprise, disgust, fear, guilthappiness, sadness, surprise, disgust, fear, guilt
s Judges guessed emotionsJudges guessed emotions
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Expression of emotionExpression of emotion
s Different groups ability to convey emotionDifferent groups ability to convey emotions StudentsStudents mean=14mean=14
s ActorsActors mean=18.4mean=18.4
s Hospitalized mental patientsHospitalized mental patients mean=10.3mean=10.3
s Communication of emotionCommunication of emotions Subjects conveyed seven different emotions: anger,Subjects conveyed seven different emotions: anger,
happiness, sadness, surprise, disgust, fear, guilthappiness, sadness, surprise, disgust, fear, guilt
s Judges guessed emotionsJudges guessed emotions
s High SM conveyed emotions betterHigh SM conveyed emotions better
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Self-monitoring and attitude-Self-monitoring and attitude-
behavior correlationsbehavior correlationss High self-monitors have lower attitude-High self-monitors have lower attitude-
behavior correlationsbehavior correlations
s Their behavior is less reflective of theirTheir behavior is less reflective of theiractual attitudes; more in line with whatactual attitudes; more in line with what
they think is socially appropriatethey think is socially appropriate