CHAPTER 20Attitudes and Social Influence

An attitude is a predisposition to act, think, and feel in particular ways toward a class of people, objects, or an idea.

The three main elements are1. Cognitive - the belief or opinion2. Affective - feelings about that

thing3. Behavioral - tendency to act

toward that thing in a certain way.

Where does it come from? CONDITIONING OBSERVATIONAL LEARNING COGNITIVE EVALUATION

CLASSICAL CONDITIONING

Just like with Pavlov’s dogs, we learn to associate certain reactions in a given situation. This can shape our attitudes.

OPERANT CONDITIONING

We receive praise, approval, or acceptance for expressing certain attitudes, but we may also be punished for displaying other attitudes.

COGNITIVE EVALUATION

We sometimes develop attitudes without thinking about it. (You agree with someone because you think they know what they are talking about.) Or, you can evaluate the situation for yourself - weigh the pros and cons.

Our attitudes can also be shaped by other sources – teachers, parents, peers.

They can be learned through experience.

Ultimately, they can influence our relationships, political views, even the foods we eat.

We usually acquire our basic attitudes from our parents.

More than 2/3 of all voters continue to favor the political party their parents supported.

Parental influences decline, however, as we get older.

People also tend to adopt the likes and dislikes of groups whose approval and acceptance they seek.

Attitudes reflect our beliefs and values as we define ourselves.

Attitudes interpret the objects and events we encounter.

Attitudes determine how we may act in a given situation.

Self-concept refers to how we see or define ourselves; our total perception of ourselves.

Social groups and individuals hold attitudes.

People who live in the same area often have the same attitude because they talk to each other and are exposed to the same things.

Attitudes give guidelines for intepreting and categorizing people, objects, or events. They guide us to behave in certain ways and they also steer us toward or away from particular objects, events, or people.

Attitudes are sometimes not consistent with our behaviors.

Attitudes that most strongly predict behavior are those acquired through direct experience.

Three processes involved in forming or changing attitudes :

Compliance Identification Internalization

Compliance Behavior is the best measure of attitude

It is a change or maintenance of behavior to avoid discomfort or rejection and to gain approval.

(Ex. Men are the breadwinners in the family.)

Social pressure only results in temporary compliance.

Identification is seeing oneself as similar to another person or group and accepting the attitudes of another person or group as one’s own.

Usually it is emotionally based.

Attitudes become more stable as self-critiquing and self analysis declines.

Internalization incorporates values, ideas, and standards of others as a part of oneself.

Most likely occurs when an attitude is consistent with a persons basic beliefs and values and supports his or her self image.

It is the most lasting for attitude formation. Change usually depends on compliance or identification

Holding two opposing attitudes cam create great conflict in an individual. (Ex. A doctor who smokes.)

Cognitive dissonance is that uncomfortable feeling that arises and causes people to change their behavior in some way.

Some people deny the dissonance, while some people attempt to evade dissonance by avoiding situations or exposure to information that would create conflict.

(Ex: Smokers believe information is nonsense.)

Actions affect your attitudes. Suppose you really believe that Apple products are overhyped and not superior to PC or android products. But then, you purchase and Apple product and you are pleasantly surprised about it’s ease of use and reliability. Your attitude has now changed.

Therefore, doing is believing. Counterattitudinal behavior- the process of taking a public position that contradicts one’s private attitude.

Suppose on your first wedding anniversary, your spouse gives you an electric toothbrush? What is your response?

Self-justification- is the need to rationalize one’s attitude and behavior

You pay for your meal at a fast-food counter and as you walk away, you realize the worker gave you too much change. In that moment, you decide to keep it rather than return it. Why?

Self-fulfilling prophecy- is a belief, prediction, or expectation that operates to bring about its own fulfillment

Prejudice- is a preconceived attitude toward a person and are not easily changed Is strengthened and maintained by inflexible stereotypes and roles

Prejudice can be based on social, economic, or physical factors. (It means prejudgement) It is not necessarily negative.

Discrimination is the unequal treatment of individuals on the basis of their race, ethnic group, age, gender, or membership in another category rather than on the basis of individual characteristics

Stereotype- is a generalization about all members of a group.

Groups sometimes treated as groups rather than individuals: racial groups, scientists, women the rich

If you can look past a stereotype and inhibit negative attitudes, then you are non-prejudiced.

Persuasion is a direct attempt to influence attitudes.

It can be broken down into four parts:

Source Message Channel Audience

Source – How a person sees the source of a message can be critical to the acceptance of it.

Is the person giving the message trustworthy and sincere?

Do they know anything about the subject?

Are they likable? If the answers to these are yes, then message will likely be accepted.

The person receiving the message may also take into consideration how they personally feel about the source. (Ex. Celebrity endorsements)

When people dislike the source, they may take the opposite point of view. This is known as the boomerang effect.

Message – Suppose two of your friends are each trying to convince you to believe in their opposing viewpoint.

The message is the most important thing here. You already trust the source.

There are two ways to deliver a message:

The central route for persuasion focuses on presenting information consisting of strong arguments and facts (logic).

The peripheral route for persuasion relies on emotional appeals, emphasizing personal traits or positive feelings.

Communicators also have to decide if they will present both sides of an argument (generally better).

Channel – Where, when and how a message is presented also affects the response.

Generally, personal contact is the best approach.

Television and movies tend to be more effective in persuading than printed materials.

Audience – Persuading people to alter their views depends on knowing who the audience is and why they hold the attitudes they do.

Most people accept information they find interesting and avoid information that does not support their beliefs.

We’ve previously discussed foot-in-the door technique. Door-in-the-face technique involves making a major request that you expect to be rejected, but then following it with something more minor.

Models of Persuasion: Sleeper Effect – sometimes people seem to reach different conclusions about a message after a period of time has elapsed.

Sometimes people seem to reach different conclusions about a message after a period of time has elapsed. This is known as the Sleeper Effect.

One explanation of this is as time goes by, people tend to retain the message but forget the source.

Educating people to resist attitude change is known as the Inoculation Effect.

It motivates individuals to defend their beliefs more strongly.

It gives them some practice in defending those beliefs.

The most extreme means of changing attitudes involves a combination of psychological gamesmanship and physical torture known as Brainwashing.

The aim of brainwashing is as much to create a new person as to change attitudes.