UNIT 2: SELF AND OTHERSAREA OF STUDY 1:

INTERPERSONAL & GROUP BEHAVIOUR

ATTITUDES

Ideas that we hold about ourselves, others objects and experiences

Attitudes are learned through experienceThey reflect our unique experience as individuals, as

well as our socio-cultural backgroundThey are relatively long-lasting

TRI-COMPONENT MODEL OF ATTITUDES

EXAMPLE:

Cognitive = the belief that global warming is real and happening in the world

Behavioural = riding your bike to work instead of driving your car

Affective = feeling negative about the state of the world and other people’s indifference

TRI-COMPONENT MODEL OF ATTITUDES

ALL 3 MUST BE PRESENT

IN ORDER TO SAY THAT

AN ATTITUDE EXISTS

All 3 of these are usually

consistent with each other

TRI-COMPONENT MODEL OF ATTITUDES

PSYCHOLOGY 101 VIDEO:TRI-COMPONENT MODEL

COMPLETE THE TRI-COMPONENT MODEL ACTIVITY

HOMEWORK

LEARNING ACTIVITY 8.1 (pg.328)LEARNING ACTIVITY 8.3 (pg.328)

LIMITATIONS OF THE TRI-COMPONENT MODEL OF ATTITUDES

Research shows that understanding a person’s attitude is not often a reliable predictor of someone’s behaviour

(Richard La Piere, 1934 – Chinese People in Hotels, pg.329)

Some psychologists suggest that attitudes only have an affective and cognitive component

ATTITUDES & BEHAVIOUR

Attitudes & Behaviour = Consistent

Attitudes & Behaviour = Inconsistent

STRENGTH OF THE ATTITUDE

ACCESSIBILITY OF THE ATTITUDE

SOCIAL CONTEXT OF THE ATTITUDE

PERCEIVED CONTROL OVER BEHAVIOUR

HOMEWORK

LEARNING ACTIVITY 8.5 (pg.332)

FACTORS INFLUENCING ATTITUDE FORMATION

1. CLASSICAL CONDITIONING

1. OPERANT CONDITIONING

1. MODELLING

1. REPEATED EXPOSURE

FACTORS INFLUENCING ATTITUDE FORMATION

1. CLASSICAL CONDITIONING

FACTORS INFLUENCING ATTITUDE FORMATION

1. CLASSICAL CONDITIONING

EXAMPLES OF CLASSICAL CONDITIONING:

COKE ZERO ADhttp://www.youtube.com/watch?v=DrZ0P95rEQw

Eminem & Chryslerhttp://www.youtube.com/watch?v=SKL254Y_jtc

FACTORS INFLUENCING ATTITUDE FORMATION

2. OPERANT CONDITIONING MORE LIKELY TO

REPEAT

BEHAVIOURREINFORCEMENT

ATTITUDE

PUNISHMENT

LESS LIKELY TO REPEAT

BEHAVIOUR

FACTORS INFLUENCING ATTITUDE FORMATION

2. OPERANT CONDITIONING

EXAMPLE OF OPERANT CONDITIONING:

The Big Bang Theoryhttp://www.youtube.com/watch?v=qy_mIEnnlF4

•What is the positive reinforcement in the clip?•What behaviour was changed?•What was the punishment in the clip? Do you think it will work?

FACTORS INFLUENCING ATTITUDE FORMATION

3. MODELLING

Observation of a model and basing attitudes on famous people you admire

Attitude is strengthened if your friends complement the model on their attitude

FACTORS INFLUENCING ATTITUDE FORMATION

3. MODELLING

Example of modelling using observational learning:

Youtube: A Very Powerful Ad

•How is modelling used in this ad?•Try and think about when you formed an attitude based on modelling

FACTORS INFLUENCING ATTITUDE FORMATION

4. REPEATED EXPOSURE

MERE EXPOSURE EFFECT

Increase in liking for an attitude, object, person, group, event or issue as a result of being repeatedly exposed

to it

Robert Zajonc (1968)

FACTORS INFLUENCING ATTITUDE FORMATION

4. REPEATED EXPOSURE

Advertisers do use repeated exposure on the TV

However…It is possible to begin disliking an ad after repeatedly

viewing endless re-runs(Aronson, Wilson, & Akert, 2002)

HOMEWORK

LEARNING ACTIVITY 8.8 (pg.337)