Chapter 4: Attitudes Chapter 4: Attitudes
Dec 14, 2015
AttitudesAttitudes
Evaluations of any aspect of our social world. Automobiles Abortion President Bush
Why Study Attitudes?Why Study Attitudes?
Attitudes are important because they: strongly influence our social thought
help to organize and evaluate stimuli (e.g., categorizing stimuli as positive or negative)
presumably have a strong affect on behavior help to predict people’s behavior in wide range of
contexts (e.g., voting, interpersonal relations)
4.5Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
AttitudesAttitudes
How are attitudes formed? Do attitudes influence behavior? How are messages persuasive? Can our behavior influence our attitudes?
4.4Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
Attitude StructureAttitude StructureA
ffec
t
BehaviorC
ognition
Gun Control
Affect: “Guns make me sick!”
Behavior: “I vote for gun controlwhenever possible.”
Cognition: “Guns in the house increase the likelihood of childrenaccidentally shooting themselves.”
Attitude FormationAttitude Formation
social learning- acquire attitudes from others classical conditioning- learning based on association
subliminal conditioning- without awareness instrumental conditioning- learn to hold the “right”
views observational learning- learning by observing
actions of others and exposure to mass media
4.6Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
Attitude Formation (con’t)Attitude Formation (con’t)
social comparison- compare ourselves to others to determine if our view of reality is correct attitudes are shaped by social information from others
we like or respect genetic factors- inherited general dispositions
(e.g., see world in a positive or negative light) highly heritable attitudes and gut-level preferences
(music) are especially influenced
4.7Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
SummarySummary
Attitudes are evaluations of any aspect of our social world
Attitudes are often learned Attitudes are also formed through social
comparison New research suggests attitudes are
influenced by genetic factors
Attitude-Behavior LinkAttitude-Behavior Link
Attitudes do not always predict behavior LaPiere (1934) found that virtually all businesses
served Chinese couple courteously, yet most owners held negative attitudes
Sun-worshippers know the dangers of exposure to the sun, yet they tan anyway “looking good” attitude takes precedence over
attitudes toward personal health
4.8Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
Forward
LaPiere StudyLaPiere Study
100%
8%
99%
9%
0%
20%
40%
60%
80%
100%
120%
Restaurants Hotels, Motels
Would you serve Chinese people?
Back
Moderators of A-B LinkModerators of A-B Link Aspects of the situation
situational constraints (e.g., sparing one’s feelings) may prevent us from expressing our true attitudes
often we choose situations where we can engage in behaviors consistent with our attitudes
Aspects of attitudes origins- how attitudes were formed strength- intensity, importance, accessibility specificity- general vs. specific
4.9Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
How Do Attitudes Influence Behavior?How Do Attitudes Influence Behavior?
Theory of planned behavior (considered) intentions are a function of attitudes toward behavior,
subjective norms, and perceived behavioral control Attitude-to behavior process model (impulsive)
attitudes spontaneously shape our behavior of situation Prototype/willingness model (risky)
behavior is a function of attitudes toward behavior, subjective norms, behavior intentions, willingness to engage in specific form of behavior, and prototypes
4.10Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
Theory of Planned BehaviorTheory of Planned Behavior
Attitudes
SubjectiveNorms
PerceivedBehavioral
Control
BehavioralIntentions
Behavior
Back
Attitude to Behavior Process ModelAttitude to Behavior Process Model
Event Attitude
Perception ofEvent
SocialNorms
Behavior
Back
Prototype/Willingness ModelPrototype/Willingness Model
PreviousBehavior
Attitude
BehavioralIntentions
BehavioralWillingness
SubjectiveNorms
Prototype
Behavior
Back
SummarySummary Several factors moderate the link between attitudes and
behaviors. Situational constraints may prevent us from expressing
our attitudes. We often engage in activities that allow us to express our
attitudes. Attitude formation, attitude strength, and attitude
specificity also moderate the A-B link. Attitudes influence behavior through several
mechanisms.
Attitude StructureAttitude StructureA
ffec
t
BehaviorC
ognition
Gun Control
Affect: “Guns make me sick!”
Behavior: “I vote for gun controlwhenever possible.”
Cognition: “Guns in the house increase the likelihood of childrenaccidentally shooting themselves.”
Attitude FunctionsAttitude Functions
Knowledge function attitudes help organize and evaluate information
Self-expression function attitudes help people express central values or beliefs
Self-esteem function attitudes help people build and maintain self-esteem
Cognitive Approach to Attitude ChangeCognitive Approach to Attitude Change Persuasion
efforts to change attitudes through various kinds of messages.
Early persuasion research focused on: The communicator (source) What they said (message) Who was listening (audience)
Research suggests there are two routes through which information is processed The Elaboration-Likelihood Model
Elaboration-Likelihood ModelElaboration-Likelihood Model
Messageunimportant,uninteresting
Heuristicprocessing
Nonverbalcues
important
Argumentstrength
unimportant
Messageimportant,interesting
Systematicprocessing
Nonverbalcues
unimportant
Argumentstrength
important
Peripheral Route
Central Route
Source and Message CharacteristicsSource and Message Characteristics
Important Nonverbal Cues Credibility
expertise trustworthiness
Attractiveness Speaking style
Important Message Characteristics soft sell is often better than over persuasion if audience is skeptical- use two-sided message
Factors Influencing Factors Influencing Information ProcessingInformation Processing
We tend to use systematic processing when: we are strongly motivated
accuracy motivation impression motivation defensive motivation
we have a high ability to do so We tend to use heuristic processing when:
we are unmotivated we lack the ability to systematically process info
Is Resistance Futile? Audience EffectsIs Resistance Futile? Audience Effects
When systematic processing occurs, it is our reaction to the message that counts. - reactance forewarning- prior knowledge of persuasion
increase arguments for and counterarguments against
selective avoidance- avoid contradictory info. channel surf, tune out certain info.
biased assimilation- perceive information that disconfirms our views as unreliable
attitude polarization- interpret mixed evidence in ways that strengthen existing views
Summary: ELMSummary: ELM
Analytical
&
Motivated
High effortElaborate
AgreeCounter-
argue
Strong arguments
cause enduring agreement
Notanalytical
orinvolved
Low effort:Use
peripheralcues,
heuristics
Cuestriggerliking
&acceptance
PersuasiveAppeal
Response
Audience Processing Persuasion
CentralRoute
PeripheralRoute
Behavioral Approach to Attitude ChangeBehavioral Approach to Attitude Change
Cognitive Dissonance- unpleasant state resulting from inconsistency between attitudes and behavior
Dissonance can occur in a number of ways Selecting between two reasonably attractive alternatives Lying (Engaging in counterattitudinal behavior)
4.15Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
$20Told next persontasks were funand interesting
$1
BoringTasks
Told next persontasks were funand interesting
Asked how much they
enjoyed experiment
Induced Compliance StudyInduced Compliance Study
Festinger & Carlsmith Study Festinger & Carlsmith Study ResultsResults
-0.45
1.35
-0.05
-2
-1
0
1
2
En
joym
ent
of t
he
Tas
k
Control Condition $1 Condition $20 Condition
Reward Conditions
Reducing Cognitive DissonanceReducing Cognitive Dissonance Ways to reduce dissonance (e.g., “dieter binges”)
Direct methods change attitude to be consistent with behavior
“diets don’t really work anyway”
acquire supporting information “many overweight people live long healthy lives”
trivialize the behaviors in question “looking thin is not all that important”
Indirect methods restore positive self-evaluations
“I like the way I look, regardless of my weight”
distractions
Affective Approach to Attitude ChangeAffective Approach to Attitude Change
Inducing fear - works best when you also offer advice or coping strategy (how to avoid danger) cigarette smoking condom usage drinking and driving
Inducing good feelings enhance positive thinking
unhappy people think more before making decisions “rose colored glasses”
associate message with good feelings