AttitudesAttitudes

Chapter 5

AttitudesAttitudes

Definition: AttitudeDefinition: Attitudehttp://www.youtube.com/watch?feature=player_embedded&v=SQIVslZIMXI

Learned tendency to respond

to an object in positive or negative way

AttitudesAttitudes

◦Attitudes influence: Behavior Attention

Attitude Object: Anything toward which we have an attitude

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List Your AttitudesList Your AttitudesList 5 of your

positive attitudes1.2.3.4.5.

Which type was easier to list?

List 5 of your negative attitudes

1.2.3.4.5.

Why do you think that is?

Components of AttitudesComponents of Attitudes

Affective (Emotional)◦Positive or Negative◦Very Strong to Very Weak

Cognitive (Thinking)◦Thought◦Beliefs

Behavioral (Acting)◦Act or not act

Three-component modelThree-component model

Component Characteristics Examples

Affect Emotional reactions "I like/hate ..."

CognitionInternalized beliefs, thoughts

“I think the world should..."

BehaviorTendency to respond in particular way toward attitude object

"I always do...”

I like ice cream.(Affective)

I eat ice cream.(Behavioral)

Ice cream is good.(Cognitive)

Attitude Object: Ice Cream

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Quiz QuestionQuiz Question

Which of the following is an example of the evaluative component to the attitude, “I can’t stand punk rock”?

a. negative emotionb. not attending a punk rock

concertc. rules for applying a label

Attitude FormationAttitude Formation

Socialization Reinforcement

Associations of stimulus

response

Observing others

Direct contact with attitude object

Media

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Functions of AttitudesFunctions of Attitudes

Why do we retain attitudes for months, years, or even a lifetime?

One answer is that they serve at least some important functions for us.

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Functions of AttitudesFunctions of Attitudes

1. Heuristic or instrumental function Simple and efficient means of

evaluating objects Action movies Big Band music

2. Schematic or knowledge function Attitudes about a category provide

basis for making inferences about members.

Conservatives, Liberals Northerners, Southerners

Functions of AttitudesFunctions of Attitudes

3. Value expression Express the individual’s basic

values Reinforce self-image

4. Ego Defense Protect from thoughts or

feelings that threaten self-image or adjustment

MeasurementMeasurement

3 Methods◦Single item scales◦Likert Scales◦Semantic Differential Scales

MeasurementMeasurementSingle item:

◦Do you like action movies? Yes or No

Likert Scale:◦I like action movies.◦ Strongly agree Agree Disagree Strongly

disagree

Semantic Differential

Attitude OrganizationAttitude Organization

Attitude Structure ◦Hierarchical (Vertical)

◦Horizontal

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The Structure of The Structure of AttitudesAttitudes

10/16 Cognitive 10/16 Cognitive ConsistencyConsistency

Cognition: Perception of personal attitudes,

beliefs, andbehaviors

Consistency among cognitions is common

Consistency Consistency TheoriesTheories

Balance Theory Relationships between the 3 elements (1) Speaker— (2) Another person—(3) Object

Sentiment relations ◦Evaluations directed toward objects and people

Unit relations ◦Extent of perceived association between elements

Sentiment and Unit Sentiment and Unit RelationsRelations

Balance TheoryBalance TheoryBalanced state

◦All three sentiment relations are positive

◦Or one is positive & other two are negative

◦ Imbalanced state

◦Two of relationships between elements are positive and one is negative

◦Or all three are negative

Restore balance in easiest way

Balance TheoryBalance Theory

Theory of Cognitive Theory of Cognitive DissonanceDissonance

Cognitive dissonance: State of psychological tension

Consistency between two or more elements

Assumes cognitions are either dissonant or consonant

Cognitive Dissonance: Social Commentary http://www.youtube.com/watch?feature=player_detailpage&v=w45Pct9dVj0

Cognitive DissonanceCognitive Dissonance Motivated to reduce

tension◦ Deemphasize one of the

cognitions◦ Change the cognitions

Counter attitudinal behavior

Behave inconsistent with his or her attitudes

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Relationship Between Relationship Between Attitudes and BehaviorAttitudes and Behavior

Can be discrepancy between what people do and what they say.

Studies find only modest correlation between attitude and behavior.

Relationship Between Relationship Between Attitudes and BehaviorAttitudes and Behavior

Four variables (reasons) why correlation is not stronger:

1. Activation of the attitude2. Characteristics of the

attitude3. Correspondence between

attitude and behavior4. Situational constraints on

behavior

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Activation of the Attitude Activation of the Attitude

Brought from memory into conscious awareness

Usually activated by exposure to attitude object

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Characteristics of the Characteristics of the Attitude Attitude

1. Affective-Cognitive Consistency◦ Greater consistency between

cognition and evaluation, greater strength of attitude-behavior relation.

2. Direct Experience◦ Attitudes based on direct

experience are more predictive of subsequent behavior.

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Characteristics of the Characteristics of the Attitude Attitude

3. Strength◦ Greater strength of an

attitude, more likely to influence behavior.

4. Temporal Stability◦ To predict behavior from

attitudes, the attitudes must be stable over time.

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Correspondence Correspondence Measured at same level of specificity

Greater degree of correspondence, (number of elements the same in the two measures)◦Better can predict behavior from attitudes

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Attitude-Behavior Attitude-Behavior CorrespondenceCorrespondence

Every behavior involves a:◦Target◦Action◦Context◦Time

Attitude-Behavior Attitude-Behavior CorrespondenceCorrespondence

To predict behavior from attitude◦Measures of attitude and behavior should involve same elements

◦Target◦Action◦Context◦Time

Larger number of elements in common, greater the correlation between attitude and behavior

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Situational ConstraintSituational ConstraintAn influence on behavior due to likelihood that other persons will learn about behavior and respond positively or negatively to it.

Situational constraints often determine whether our behavior is consistent with our attitudes.

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The Reasoned Action The Reasoned Action ModelModel

Model is based on the assumption that behavior is rational.

Incorporates factors that have been shown to affect consistency between attitudes and behavior.

Behavior is determined by behavioral intention.

Behavioral intention is influenced by attitude and subjective norms.

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***The Reasoned Action ***The Reasoned Action ModelModel

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Assessment of the Reasoned Action Assessment of the Reasoned Action ModelModel

Model used to predict behaviors like whether a mother will breastfeed her baby

Model criticized because it assumes behavior is determined largely by our intentions

In fact, past behavior may be more influential than our intentions