Factors Influencing Attitude Formation

Attitudes 3Factors Influencing Attitude FormationAttitudes are formed over time from learning..CLASSICAL CONDITIONING

OPERANT CONDITIONING

MODELLING/OBSERVATIONAL LEARNINGTypes of LearningClassical Conditioning Pavlov's Dog3CLASSICAL CONDITIONING Repeated association of two different stimulusA Neutral ObjectPaired with Positively evaluated stimulusproducesPositive feelingsREPEATREPEATREPEATA Neutral ObjectPositive feelingsExamples?Eg.: Eating a burger that makes you sickThe stimulus was originally neutral, but after conditioning it is conditioned because we associate it with something else (eg. a positive feeling).How does this affect attitudes...??

Advertisers use the idea of fun, Freedom and being yourself or good music

With the iPod

Now when you look at an ipod you feel goodWork safe ad

http://www.youtube.com/watch?v=_bozWuGzRik

OPERANT CONDITIONING

We repeat behaviour that has a desirable consequence, and discontinue behaviour that has a negative consequenceEg. Parents ground you for not cleaning your room you will learn to clean your room because you do not want to be grounded

If parents reward you after you clean your room, this would encourage you to repeat the behaviour.Behaviour + CONSEQUENCE- CONSEQUENCEBEHAVIOUR or ATTITUDE IS STRENGTHENEDBEHAVIOUR or ATTITUDE IS WEAKENEDhttp://www.youtube.com/watch?v=guroaQRFsX4MODELLING / (Observational Learning)

When you learn by observing someone elses actions followed by a negative or positive consequence

Attitudes are formed by the way we see others being positively or negatively reinforced for what they believe or feel or the way they behave. E.g.. Observe a student doing good work in class get out early- your attitude towards doing good work changes How does this relate to attitudes?Factors influencing attitude formation Psychologists believe that our attitudes form, usually over a long period of time, through the process of learning. There are three main types of learning. These include: NAME OF LEARNINGSUMMARYCLASSICAL CONDITIONINGThis is a simple form of learning that occurs through the repeated association of two different stimuli. E.g. advertisers of make up regularly using celebrities to sell their products.OPERANT CONDITIONINGThis kind of learning is based on the belief that we tend to repeat behaviours which gives a positive consequence (e.g. praise) & we tend to avoid or not repeat behaviours which give an undesirable consequence (e.g. detention). MODELLINGThis is a form of learning in which someone uses observation of another persons actions & their consequences to guide their future thoughts, feelings & behaviours. E.g. you see a sibling get grounded for swearing, you therefore learn not to swear.

Factors influencing attitude formation cont Another way that a persons attitudes can form is through repeated exposure. This means simply being exposed to an object, person, group, event or issue repeatedly.

Research suggests that if we are exposed to an object, person, group, event or issue repeatedly, we can develop a positive attitude towards it. This is known as the mere exposure effect.

For example, your parents have played James Taylor CDs your whole life. Consequently, you have developed a fairly positive view of his music, simply because you have heard it so often. http://www.youtube.com/watch?v=tsOBSo_jKnM

attitude towards peopleSTEREOTYPINGPREJUDICEDISCRIMINATIONSTEREOTYPINGThe process of grouping or fitting people into a category based on what we know about them

STEREOTYPE A collection of beliefs that we have about the people who belong to a certain group, regardless of individual differences among people in that group.

What are these people and what stereotypical characteristics gives you the answer?In your opinion, what stereotypical characteristics would the following people possess?A policemanA musicianAn athleteA D.J. A politicianA zoo keeperFootballerSomeone who has had a nose jobA member of a bikie gangStereotypes are always rightTRUE OR FALSE..? Stereotypes are always inaccurateWhen we stereotype people into groups we ignore their individuality/uniquenessStereotyping means fitting someone into a category based on what we know about themExample: We may stereotype that all wealthy people are snobs, but not all wealthy people are. Stereotypes are learntHow do we learn stereotypes? In what way can stereotyped views influence how someone thinks, feels, behaves (their attitude) towards people who they consider to fit the stereotype?Question 1PREJUDICESTEREOTYPES CAN LEAD TO PREJUDICE AND PREJUDICE CAN LEAD TO DISCRIMINATION.Pre judgement

Can be positive or negative

Psychology focuses on negative prejudices

-A negative attitude towards the members of a group based solely on their membership of that group. EXAMPLE: You may have a negative attitude towards country music. If you meet someone who writes country music, if you chose to have a negative attitude towards them because they write country music and you hate country music, this is a prejudice. If you then start treating them in a different way because of your prejudice towards them, this would be called discrimination DISCRIMINATIONDiscrimination is when you express a prejudice through behaviourEXAMPLE: Treat someone different because of their gender, race, age, religious belief.Attitudes Towards People contPREJUDICE & DISCRIMINATIONhttp://www.youtube.com/watch?v=ye1C8vMqbHAAgeism Sexism

http://www.youtube.com/watch?v=bFO1b9I-u5Q

Racism

http://www.youtube.com/watch?v=irCS2_27ytI

Stereotype- Belief of how someone is because of a certain characteristicPrejudice- An attitude towards someone because of a prejudgementDiscrimination- a behaviour towards someone or a group If a boss fires someone because they are American, is this discrimination?If a boss fires someone because they constantly do not get to work on time like everyone else, is this discrimination?Whats the difference between prejudice and discrimination?RacistAgeistSexist22