Social--05.0 Attitudes and Behavior

8/8/2019 Social--05.0 Attitudes and Behavior

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Beliefs, Attitudes, andBeliefs, Attitudes, and

Behavior Behavior




Behavior Behavior Beliefs, attitudes, and valuesBeliefs, attitudes, and values

Cognitive structureCognitive structure

Attitude Attitude--behavior consistencybehavior consistency

Historical researchHistorical research

CriticismsCriticisms

MethodologicalMethodological

TheoreticalTheoretical

Explanations for inconsistencyExplanations for inconsistency














W

hat is a belief?W

hat is a belief? 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 it

Bananas are yellowBananas are yellow

Physical activity is boringPhysical activity is boring

Lawyers are dishonestLawyers are dishonest

Bob loves JaneBob loves Jane














The relationship of beliefs toThe relationship of beliefs to

attitudesattitudes BeliefsBeliefs are translated intoare translated into attitudesattitudes

throughthrough valuesvalues

BELIEF: Lawyers overcharge their BELIEF: Lawyers overcharge their

clientsclients

VALUE: FairnessVALUE: Fairness

ATTITUDE: I don¶t like lawyers ATTITUDE: I don¶t like lawyers



Cognitive structureCognitive structureBeliefs: Lawyers

overcharge

their clients

Values: Fairness

Attitude: I don¶t like lawyers




overcharge

their clients

Lawyers

help their

clients lie

Values: Fairness Honesty





overcharge

their clients

Lawyers

help their

clients lie

Lawyers

help rich

people

Values: Fairness Honesty Equality





overcharge

their clients

Lawyers

help their

clients lie

Lawyers

help

everybody

Values: Fairness Honesty Equality










MethodologicalMethodological TheoreticalTheoretical














Classic studies in attitudeClassic studies in attitude--

behavior consistencybehavior consistency LaPiereLaPiere

Kutner Kutner

Wicker (1969)Wicker (1969)----review of attitudereview of attitude--

behavior studiesbehavior studies

Average correlation [r] = .30 Average correlation [r] = .30

% of variance in behavior explained = 9%% of variance in behavior explained = 9%(r (r 22))



Attitude Attitude--behavior correlation:behavior correlation:

Cheating on examsCheating on exams

1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never

Strongly AgreeStrongly Disagree





1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never






1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never






1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never


r = 1.0





1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never






1 2 3 4 5

5

4

3

2

1

Attitude

Behavior

Freq

Never


r = 0













Criticisms of classic researchCriticisms of classic research


Not necessarily measured the sameNot necessarily measured the same

personperson

Two measures of behavior (no measureTwo measures of behavior (no measure

of attitude)of attitude)

Used only single measures (lowUsed only single measures (lowreliability)reliability)


Ignoring social normsIgnoring social norms



Weigel & Neuman (1976)Weigel & Neuman (1976)

Measured attitudes toward environmentMeasured attitudes toward environment

(20 item scale)(20 item scale)

Also measured six environmentally Also measured six environmentally

related behaviors, e.g.,related behaviors, e.g.,

Signing a petition against off shore oilSigning a petition against off shore oil

drillingdrilling Leaving newspapers out for recyclingLeaving newspapers out for recycling

weekly over a period of 8 weeksweekly over a period of 8 weeks



Weigel & Neuman resultsWeigel & Neuman results

Each behavior by itself correlated aboutEach behavior by itself correlated about

.29 with the attitude scale.29 with the attitude scale

All the behaviors added together (a All the behaviors added together (abehavior scale) correlated .68 with thebehavior scale) correlated .68 with the

attitude scaleattitude scale



Weigel & NeumanWeigel & Neuman

Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5




Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5

r = .30




Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5

r = .30




Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5

r = .30




Attitude1 Behavior1

Attitude2 Behavior2

Attitude3 Behavior3

Attitude4 Behavior4

Attitude5 Behavior5

r = .70



Weigel & Neuman resultsWeigel & Neuman results

Each behavior by itself correlated aboutEach behavior by itself correlated about

.29 with the attitude scale.29 with the attitude scale

All the behaviors added together (a All the behaviors added together (abehavior scale) correlated .68 with thebehavior scale) correlated .68 with the

attitude scaleattitude scale

CONCLUSION: High attitudeCONCLUSION: High attitude--behavior behavior consistency when both measuredconsistency when both measured

reliably and situational pressures notreliably and situational pressures not

overwhelming attitudesoverwhelming attitudes











Classical conditioningClassical conditioning



Classical conditioning of Classical conditioning of

emotional responsesemotional responses

US





US

unconditioned stimulus





US UR

unconditioned response





US UR

CS

conditioned stimulus





US UR

CS

CR

conditioned response





US UR

CS

CR





US UR

CS

CR

meat powder





US UR

CS

CR

meat powder salivating





US UR

CS

CR


bell





US UR

CS

CR


bell

salivating





US UR

CS

CR

Obscene, vulgar words





US UR

CS

CR

Obscene, vulgar words Negative emotional reaction





US UR

CS

CR


Ethnic group





US UR

CS

CR


Ethnic group

Negative emotional

reaction



InstructionsInstructions

These statements concern your These statements concern your

personal reactions to a number of personal 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. If statement carefully before answering. If

a statement is TRUE or MOSTLY TRUEa statement is TRUE or MOSTLY TRUEas 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.



Self Self--monitoring (Mark Snyder)monitoring (Mark Snyder)

Concern for social appropriatenessConcern for social appropriateness

Sensitive to self Sensitive to self--presentation of otherspresentation of others

Used as guidelines for monitoring own self Used as guidelines for monitoring own self--presentationpresentation

Two components of self Two components of self--monitoringmonitoring

Interest in social informationInterest in social information Ability to control self Ability to control self--presentationpresentation



Self Self--monitors¶ interest in socialmonitors¶ interest in social

comparisoncomparison Subjects given a self Subjects given a self--descriptive (Tdescriptive (T--F)F)

³personality test´ [designed to facilitate³personality test´ [designed to facilitate

self self--monitoring]monitoring]

Given opportunity to consult ³majorityGiven opportunity to consult ³majority

response sheet´response sheet´

D.V.: Observer noted frequency of D.V.: Observer noted frequency of

looking at sheet and length of timelooking at sheet and length of timespent lookingspent looking

High self High self--monitors: looked moremonitors: looked more

frequently for longer timefrequently for longer time



Expression of emotionExpression of emotion

Different groups¶ ability to conveyDifferent groups¶ ability to convey

emotionemotion

StudentsStudents

Actors Actors

Hospitalized mental patientsHospitalized mental patients

Communication of emotionCommunication of emotion

Subjects conveyed seven differentSubjects conveyed seven differentemotions: anger, happiness, sadness,emotions: anger, happiness, sadness,

surprise, disgust, fear, guiltsurprise, disgust, fear, guilt

Judges guessed emotionsJudges guessed emotions





emotionemotion

StudentsStudents mean=14mean=14

Actors Actors










emotionemotion


Actors Actors mean=18.4mean=18.4










emotionemotion



Hospitalized mental patientsHospitalized mental patients mean=10.3mean=10.3









emotionemotion



Hospitalized mental patientsHospitalized mental patients mean=10.3mean=10.3







Self Self--monitoring and attitudemonitoring and attitude--

behavior correlationsbehavior correlations High self High self--monitors have lower attitudemonitors have lower attitude--

behavior correlationsbehavior correlations

Their behavior is less reflective of their Their behavior is less reflective of their actual attitudes; more in line with whatactual attitudes; more in line with what

they think is socially appropriatethey think is socially appropriate

Social--05.0 Attitudes and Behavior

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