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ATTITUDES & ATTITUDES CHANGE - Coggle Diagram

- - - - Genetic component
      - From our experience
      - What are the different kinds of attitudes & what are they based?
        
        Cognitively Based Attitudes
        
        An attitude based primarily on people’s beliefs about the properties of an attitude object
        
        Attitude object - Let's say it's the Grammy's. There are alot of nominees for the best artist/singer award. but you have your pick and you think their gonna win amongst the others. In this case, you made a judgement on why this artist is the one that will win. That judgement(feeling) is what we call an attitude. And your choice of nominee is the target, meaning the object, of the attitude. Thus, that nominee is the attitude object. Attitude objects are what you make a judgment about and/or what you have feelings toward
        
        Vacuum cleaner - if wanna buy what do you normally do?
        panasonic
        
        Behaviorally Based Attitude
        
        An attitude based on observations of how one behaves toward an object
        
        Attitude has to be weak or ambiguous
        
        Only when there is no plausible explanation available
        
        Affectively Based Attitudes
        
        An attitude is based more on people's feelings and values than on their beliefs about the nature of an attitude object
        
        Classical conditioning
        
        The phenomenon whereby a stimulus that elicits an emotional response is repeatedly paired with a neutral stimulus that does not, until the neutral stimulus takes on the emotional properties of the first stimulus
        
        Pavlov's Theory - the dog and food
        
        Operant conditioning
        
        The phenomenon whereby behaviors we freely choose to perform become more or less frequent, depending on whether they are followed by a reward or punishment
        
        The rat in the cage
    - - Explicit Attitude
        
        Attitudes that we consciously endorse and can easily report
        
        It's the kind of attitude that you deliberately think about and report
        
        Exp: Do you like dark chocolate? (No)
      - Implicit Attitude
        
        Attitudes that exist outside of conscious awareness
        
        Less accessible to our conscious awareness
        
        Exp: I had a great day in my job. What was new that happened? (Nothing) Then why? (Idk) The reason is, she listened to her favorite song in the morning on the radio that boost her mood. You have no idea abt that so you really cant explain.
- - - - Behavior that is performed without any planning or effort
      - Unintentionally
    - - The strength of the association between an object and an evaluation of it, which is typically measured by the speed with which people can report how they feel about the object or issue
      - In simple - The likelihood that an attitude will be automatically activated from memory on encountering the attitude object.
    - - Pro-smoking - they feel good abt it.
  - - - Showing careful thoughts
      - Intentionally
    - - The idea that people's intentions are the best predictors of their deliberate behaviors, which are determined by their attitudes toward specific behaviors, subjective norms and perceived behavioral control
        
        Subjective norms
        
        People's beliefs about how other people they care about will view the behavior in question
        
        Exp: Let's say I smoke. So what do my friends and family think about my behavior
        
        Perceived behavioral control
        
        The ease with which people believe they can perform the behavior
        
        Exp: Let's say my friend tells me she can run the entire field in 10mins, she will form a strong intention to do so and vice versa.
        
        Attitude toward the behavior
        
        People's specific attitude toward the behavior, not their general attitude
        
        Exp: I'm afraid of spiders. If I see one, I'll scream and run away
        
        Cognitive component: this involves a person's belief / knowledge about an attitude object.
- - - - External Justification
        
        Refers to the process of identifying reasons outside of one's own control to support one's behavior, beliefs, and attitudes
      - Internal Justification
        
        Internal justification is the act of changing one's behaviors to reduce dissonance
        
        Occurs when someone voluntarily changes a behavior, belief, or attitude to reduce cognitive dissonance
      - Counter attitudinal advocacy
        
        Voicing an opinion that is different from what you actually believe
        
        Exp: iPhone or android. When people around you say iPhone, you just go with it even if you believe android is better
        
        It is related to internal justification because they both have to do with changing one's true self or true beliefs
      - Exp: You are called to give a speech about anti-smoking speech, but you are someone who smokes. What happens is you will start to engage in counter attitudinal advocacy, which means giving out opinions apart from what you believe, like stop smoking, it's dangerous for health. These are also reasons outside their beliefs, which is external justification. Now because of this, they start to see the internal justification and try to bring their attitude in line with their behavior.
  - - - Aspects of the message itself, which is the content
      - Aspects of the audience
      - Aspects of the communicator, which is the source of the message
        
        go back to slides ada cth
    - - Specifies when people are persuaded more by the strength of the arguments in the communication and when they are persuaded more by surface characteristics.
        
        For example there might be some advertisements that we hate, we don't want to learn or remember the message from the advertisement and we are not being persuaded by it. The Elaboration Likelihood Model (ELM) explains how persuasion message works in changing the attitude of reader or viewer
    - - People have both the motivation and ability to pay attention to a message
        
        Exp: While watching television, a person who is interested in cars sees a car advertisement. Though the person has a car, the person gets influenced by the features shown of a new model of car
      - People pay close attention to the strength of the arguments
    - - They have low motivation and ability
      - People are swayed by surface characteristics, such as the attractiveness of the speaker
  - - - It can cause lasting attitude change if a moderate amount of fear is aroused and people believe they will be reassured by the content of the message