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ATTITUDES: MAKING SOCIAL JUDGMENTS
Attitudes are positive or negative evaluations of objects of thought
COMPONENTS OF ATTITUDE
Cognitive component: beliefs people hold about the objects of an attitude
Affective component: emotional feelings stimulated by an object of thought
Behavioral component: predispositions to act in certain ways toward an object of thought
DIMENSIONS OF ATTITUDE
Strength: durable; powerful impact on behavior
Accessibility: how often one thinks about something; how quickly it comes to mind
Ambivalence: conflicted evaluations that include both pos and neg feelings about an object of thought
Attitude does not predict behavior Stronger attitudes are more predictive Behavior relies on situational
constraints---especially subjective perceptions of how people expect you to behave
ATTITUDES AND BEHAVIOR
PERSUASION
Constant 4 basic elements: Source: sender of
communication Receiver: to whom
the msg is sent Message: info
transmitted Channel: the
medium
SOURCE FACTORS
Persuasion more effective if source has credibility
Source should by trustworthy
Likable: similarity and physical attractiveness
MESSAGE FACTORS
Should you present a one-sided argument or two-sided argument
Concentrate on your strong arguments
Validity effect: repeating a statement causes it to be perceived as more valid or true
Appeal to fear?
RECEIVER FACTORS
Stronger attitudes are more resistant to change
Confirmation bias: arguments that conflict with beliefs are scrutinized longer
Observers’ prior knowledge makes it difficult to persuade
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THEORIES OF ATTITUDE FORMATION AND CHANGE
Affective component can be created through classical conditioning
Operant conditioning comes into play when you express ideas
Peoples’ responses reinforce your tendency to repeat a specific attitude
Observational learning: you repeat behavior you see
LEARNING THEORY
DISSONANCE THEORY
Leon Festinger Inconsistency among
attitudes propels people in the direction of attitude change (counterattitudinal behavior)
Cognitive dissonance exists when related cognitions are inconsistent—that is, when they contradict each other
DISSONANCE THEORY CONTINUED
Effort justification: when people switch attitudes to justify efforts that did not work out
Cooper: dissonance occurs only when individuals feel personally responsible for causing aversive events that were unforeseeable
Steele and Aronson: occurs when individuals behave in a way that threatens their sense of self-worth
SELF-PERCEPTION THEORY
Daryl Bem People often infer
their attitudes from their behavior
Very similar to dissonance
ELABORATION LIKELIHOOD MODEL
Petty and Cacioppo Asserts there are 2 basic
routes to persuasion: 1) Central route: when
people carefully ponder the content and logic of persuasive msgs
2) Peripheral route: when persuasion depends on nonmessage factors (attractiveness or credibility) or on conditioned emotional responses
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CONFORMITY AND OBEDIENCE
CONFORMITY
DEF: when people yield to real or imagined social pressure
Solomon Asch experiments
Group size and unanimity are key determinants of conformity
Ambiguous situations also lead to conformity
OBEDIENCE
DEF: form of compliance that occurs when people follow direct commands, usually from someone in a position of authority
Stanley Milgram studies
Studied tendency to obey authority figures
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BEHAVIOR IN GROUPS
Group: consists of 2 or more individuals who interact and are interdependent
BYSTANDER EFFECT
DEF: people are less likely to provide needed help when they are in groups than when they are alone
Why? People search their
environments for behavior clues
If people hesitate, perception is the situation is not that serious
When alone, responsibility rest on you
GROUP PRODUCTIVITY AND SOCIAL LOAFING
Individual productivity declines in large groups
Due to loss of coordination
Social loafing: a reduction in effort by individuals when they work in groups as compared to when they work by themselves
Due to diffusion of responsibility
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DECISION MAKING IN GROUPS
DEF: occurs when group discussion strengthens a group’s dominant point of view and produces a shift toward a more extreme decision in that direction
GROUP POLARIZATION
GROUPTHINK
DEF: when members of a cohesive group emphasize concurrence at the expense of critical thinking in arriving at a decision
Group cohesiveness: the strength of the liking relationships linking group members to each other and to the group itself
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