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Attitudes and behaviour Attitude change (Resisting attitude change…
Attitudes and behaviour
Attitude change
Attitude definition
Attitude properties
function of attitides
HAVE/EXPRESS ATTITUDES IN ORDER TO
social identity / social adjustive
TO FIT INTO GROUPS OR RELATIONSHIPS
impression mgmt, value expressive
TO EXPRESS ONES VALUES / IDEOLOGY
instrumental/utlitarian
GUIDE BEHAVIOUR - ACHIEVE REWARDS, AVOID PUNSHMENT / APPROACH AVOIDANCE
self esteem / defensive
PROTECT SELF (EG. FROM LOW SELF ESTEEM/ANXIETY)
knowledge
MAKE SENSE OF THE WORLD
Attitude strength
STRONG
AMBIVALENT
Attitude components
Affective: FEELINGS about teh object
behavioural: INTERACTIONS with the objec (eg frequency)
cognitive: beliefs about object (eg good for health, energy rating)
mix of bases form summary eval. consider bases for attitude twards fridge vs trump
conceptual definition
mental representation, stored in memory, of a summary EVALUATION of an attitude object
Evatulation ---object
attitude objects
ideas, events, actions
self:self esteem
groups: prejudice
other people: global impression
EXPLICIT ATTITUDES
Measures:
asking a person to report on their attitudes
self report scales
likert scales
semantic differential
IMPLICIT ATTITUDES
physiological measures
fake physiological measures "bogus pipeline
evaluative paradigms based
eval priiming based on sreading activation
patterns of response times
Attitude formation
HOW TO ATTS FORM
multiple routes to att formation
FORMED BY
VARIETY OF PROCESSES
Behavioural processes
self perception
observe what you do, based on this infer liking
im consuming it frequently so i mius tlike it
evaluation does not = behaviour
change beh to meet eval
Direct beh influence (beh act on object
eg eat an apple
if beh is pos or neg gets attached to obj
Cognitive processes
reasoned inference
think through the facts and draw a conclusion
Affective processes
Mere exposures
repeated exposure increases ease of processing
ease becmes related to attitude object
evaluative conditioning
pairing neutral stim (ATT OBJ) with positive stimuus (eg celebriy)
co-occurrence conditions a response
Attitude change
many processes can lead to att change
social influence (conformity, obedience)
perceived norms (descriptive & injunctive)
cog dissonance reduction
MUCH RESEARCH FOCUSES ON PERSUASOiON
DUAL PROCESS MODELS
Heursitic systematic (chaiken), deep/superficial
Elaboration liklihood model (ELM) - petty & cappacio - CENTRAL/PERIPHERAL
WHAT INFLUENCES ROUTE SELCTION
Capacity elements
ability
distraction
Motivationa = deep
factors which influence
relevance to goal
accountability to ones own attitudes
need for cognition- sme people enjoy deep thinking
amount and kind of attitude chance depends on which route
central route = stronger, persistent over time, resistant, predictive of beh
peripheral route, not ^
WHAT INFLUENCES ATT CHANGE IN EACH ROUTE (once in the route
PERIPHERAL ROUTE
message heuristics
SOURCE CHARACTERISTICS
credibility . expert
expertise, trustworthiness
attractiveness
liking -> source of message mimics the recipient increases likling
MESSAGE CHARACTERISTICS
FAILIARITY - repetition increases ease of processing
QUANTITY not quality
length equals strength
CENTRAL ROUTE
quality of arguments more persuasive
Example - petty & cappocio
change to university
strong arguments in central route (HIGH INVOLVEMENT/motivation) = argument quality: strong arguments persuaded, weak did not
peripheral route (low motivation/ low involvement)
argument quality did not influence persuasion
Matching effects / RECIPIENT effects
source recipient match INCREASES persuasion
similar status / power
ingrou / outgroup - more pers, from ingroup
mesasage recipient match
between MESSAGE CONTENT and ATTITUDE BASE (affect, behaviorual cognitive)
message/base match - eg hold an att for emotional reasons, emotional message will match
message function match - eg hold an att for social identity, these features will match in message
Message and recipient VALUE match
conservatives/demorats - healthcare act
more persuasion when message content matched participant values
Persuasion -
CHANGE OF ATTITUDE VIA A MESSAGE
source - message - recipient
amount of att depends on each element
in conjuction with depth of processing
Attitudes and behaiours bidirectional
-Att predicts Bx
Bx shapes att formation
Bx shapes atttiude formation
cognitive dissonance
cognitive dissonance study
INSUFFICIENT JUSTIFICATION EFFECT
"I HAVE MY REASONS"
do boring task, get paid to lie about it being fun, attitude measured
participants paid mess report liking task more
have insufficient justification for having done the task
change attitude to reduce dissonance between bx and att
cog dissonance 2
EFFORT JUSTIFICATION
"I SUFFERED FOR IT SO I LIKE IT"
initiation and liking (eg hazing experience)
Aronson & mills
female participants discussion group
before joiing group you have to
control (do nothing)
mild initiation (read embarrassing words)
severe initiation - read paragraph
report how interesting the discussion was - reported more interesting if had been through initiation
JUSTIFY THE EFFORT THEY PUT IN
post decisional dissonance
"FREE CHOICE PARADIGM"
" OF COURSE I WAS RIGHT!"
toaster and kettle
more likling for the item you chose
correlation .3-.4
ATTS PREDICT BEH, question is not whether but is when and how to atts predict beh
types of beh
habitual beh (open fridge)
not influenced by att
predicted by past beh
spontaneous beh (smile at stranger on bus)
directly influenced by att
implicit atts
intentional (vaccinate child)
indirectly influenced by att
explicit atts
EVIDENCE: spontaneous vs implicit
white students
interact with black workers
implicit attitudes predict non verbal bx (spontaneous and unintended)
explicit atts predict verbal bx (intentional)
HOW
by influencing intentions (indirect)
theory of reasoned aciton
norms & attitudes toegther
influence intentions
intentions predict behavioir
theor of planned behaviour
norms, attutudes & perceived control
influence intentions
influence beh
BEH shapes attitude 1):
ACTING ON AN OBJECT WITH A VALENED BEHAVIOUR
valenced beh - pull push = liking
EG2 - action of trying out a laptop increases pos attitude towards tech in elderly
Resisting attitude change
Inoculation
do better at protecting opinion if know it is going to be attacked
mount a strong defense and resist persuasion
practice forming counterarguments, more resistant to being persuaded
process engage in to defend views can lead to holdinig more extreme attitudes or with more certainty
death penalty study, read same info, groups ended up believing even more strongly in their opinion
ignore or evade inconsisnten info to protect attitude
assimmilate info close to your attitude
contrast info that is discrepant
discrepant infor seen as irrelevant or invalid
attitudes create biases in how info is processed
capital punishment study
judge the paper which agrees with their own viewpoint to be more persuasive
Resisting attitude change requires
motiation
capacity
to fight of persuasion attempt
motivation: threat to self image and self interest from changing att
EFFECT OF SUBLIMINAL (priming, evalconditioning)
onl works when agrees with a conscious gol (eg thirsty, achievment over party)