Attitude formation and change

What is attitude?Ideas we hold about ourselves, others, objects and experiencesAn evaluation a person makes about an object, person, group, event or issueAn evaluation refers to a judgement being made either positive or negative about something

How are these developed?ExperienceReflect our individual backgrounds and socio-cultural experiencesWe form our attitudes as we interact and are exposed to different types of media and life in general

Tri-component model of attitudesThis is the most widely used model to explain attitudeProposes that attitude has three related components the affective, behavioural and cognitive components which are sometimes referred to as the ABC of attitudes (Aronson, 2008)

Affective componentRefers to emotional reactions or feelings an individual has towards a object, person, group, event or issueBased on a judgment which results in either a positive, negative or neutral response.Examples:I enjoy playing tennis I hate mathsIm not interested in politics

Behavioural ComponentRefers to the way an attitude is expressed through our actions (or intended actions if an opportunity presented itself)ExamplesRunning to keep fit is the behavioural component that reflects your attitude towards fitnessStudying for an exam is the behavioural component that reflects your attitude towards school

Cognitive componentRefers to the belief we have about an object, person, group, event or issueThese are linked to what we know about the world and developed through experienceSome beliefs are true and some are falseSome can be verified and some cannot(verified- proven)

Tri-component modelProposes that all three components must be present before it can be said an attitude existsExample:

Cont.Usually the three components are consistent however the behavioural component can often be inconsistent with the affective and cognitive componentsExample:

Cont.Occasionally the behavioural component can be consistent with one other component but these can be inconsistent with the third

TaskGive an example of an attitude based on the tri-component model. Identify each of the componentsActivity 8.2 (p. 328)

Limitations of the modelInconsistency between the three componentsAttitude is often not a predictor of behaviourResearch- La Piere (1934) (p. 328)Complete activity 8.4

Attitudes and behaviourMany factors influence whether attitude and behaviour will be consistent. Some of the most significant factors include:How strong the attitude isHow easily it comes to mindThe situation we are inOur personal belief that we can actually perform the behaviour associated with the attitude

Strength of attitudeA strong attitude is well known, easily accessible, personally relevant and has a strong emotional componentThe stronger the attitude the more likely it will be consistent, resistant to change and influence behaviourKraus (1995) found that the stronger the attitude that more likely it would predict behaviour

Strength of attitudeStrong attitudes are based on having a lot of information on the topic the person tends to be well informed on the topic of the attitudeBased on amount of information and how the information was obtainedInformation gained through direct rather than indirect experience will usually be associated with a stronger attitudeBeing surrounded by like minded people will also lead to stronger attitudesValidates the attitudeSupports the attitude

Accessibility to the attitudeAronson (2008) An attitude that is easily accessible is more likely to lead to consistency between attitude and behaviourAn easily accessible attitude is a strong attitude that easily comes to mind (is well thought out and well known)Fazio and Williams (1986) pg. 330-331

Social context of the attitudeFishbein and Ajzen (1975): whether attitude leads to behaviour depends on social context or specific situation a person finds themselves inThe situation can overpower the affective and cognitive components of the behaviour

Perceived control over the behaviourAttitude and behaviour are more likely to match if people perceive (think/believe) that they have control over the behaviour that may result from the attitudePerceived control-individual has the belief that they are free to perform or not perform the behaviour and that they can actually do it Ajzen and Fishbein (2002)

ActivityLearning Activity 8.5: Review Questions

Factors influencing attitude formation

Classical conditioningWhen learning occurs through repeated association of two different stimuliStimulus: an event which may trigger a responseBoth negative and positive attitudes canbe formed this wayCan you think of examples of this from the media?

Operant conditioningBased on the assumption that we tend to repeat behaviour which has a desirable consequence or result (reward) and tend NOT to repeat behaviour which has an undesirable consequence or result (punishment)Reinforcement is any event which strengthens a response or increases the likelihood of a particular response occurring again Examples?

ModellingOccurs when someone uses observation of another persons actions and their consequences to guide their future thoughts, feelings and behaviourThis can be done unconsciously

Repeated exposureBeing exposed to an object, person, group, event or issue repeatedly then developing an attitude based on thisBased on personal experience (either direct or indirect)Repeated exposure leads to a positive attitude regardless of if there is a reward or motivation to do soMere exposure effect increase liking for an attitude, object, person, group, event or issue only as a result or being exposed to it

Zajonc (1968) research into the effect of repeated exposure on attitude

Cont.Research indicates that negative attitudes do not arise from repeated exposure UNLESS accompanied by a negative experience

Learning activity 8.8 Summarise influences on attitude formation pg. 337