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Bi-directional nature of attitudes and Attitude formation and change -…
Bi-directional nature of attitudes and Attitude formation and change
Factors affecting attitude-behavioural link
Attitude Strength
Stronger attitudes have a stronger influence on behaviour, endure over time and are more resistant to change than weaker ones
These are formed through direct experience and are well informed
Attitude accessibility
Attitude accessibility is how easily it comes to mind which affects how often it is thought about
influenced by attitude strength
an attitude that is strong is likely to be remembered more easily and hence more accessible
Information/knowledge
If a person is well informed on ideas from their attitude
Direct Experience
Has the person had personal experience with this idea before
Attitude specificity
refers to the idea that an attitude can relate to a specific aspect of a concept rather than general
An attitude is more likely to affect the behaviour id the attitude is specific
Ambivalent Attitude
inconsistent attitude
Social Situation
The social situation or environment affects how freely we express our attitude
This is due to concerns about presenting a positive or negative image in that social situation
Behaviour affects attitudes
Self perception theory
assumes we notice our own behaviour and adopt attitudes derived from our own observation of behaviour
Cognitive Dissonance
inconsistency between our behaviour and attitude
Ways to reduce Dissonance
Change attitude
change your perception of the behaviour
Add consonant cognitions
minimise the importance of the conflict
reduce perceived choice
Factors that affect attitude formation/change
direct experience
attitude that are formed through personal experience
Mere exposure
attitudes that are formed through indirect experience that is not personal
Learning
Classical conditioning
associating the object with positive/ negative experience leads us to associate that object with a good/bad attitude
Observational
when we observe the attitude others hold and the way they are taken, this shapes our attitude
Operant conditioning
the attitude we form is affected by the consequence we receive for expressing that attitude
The process/ route of persuasion
The central route- facts, figures, reasoning
The peripheral route - imagery, emotions