Attitudes1
-
Upload
arihant-chordia -
Category
Career
-
view
104 -
download
0
description
Transcript of Attitudes1
ATTITUDE
By-Arihant Chordia.P,Chennai (9840200004) Facebook : www.facebook.com/Mr.Arihant.Chordia
Definition of Attitude
Originally meant as indicating physical properties such as a position of the body, figure, or statue. Later, in aeronautics, it refers to orientation of an aircraft relative to the horizon.
• Leaning
• Stance
• Position
• Direction
A more current definition of attitude ---
A psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor *
* From: Eagley and Chaiken (1993). The Psychology of Attitudes.
Components of Attitudes
A) Affective (Emotional)
B) Behavioral
C) Cognitive (Thinking)
Evaluation
Process
Stimuli
Observable Inferred
Attitude
Cognition
Affect
Behavior
Observable
WHO
CommunicatorVariables
Examples:
Credibility
Attractiveness
Status
MessageVariables
Examples:
Single personal example
versus factual
Fear appeals
One-sided versustwo-sidedarguments
Repetition
AudienceVariables
Examples:
Knowledge
Personality(e.g., self-esteem)
Pre-existingattitudes
Gender
Basic factors that influence persuasion
What To Whom
Text (in favor of fluoride)
versus
Factual approach
Emotional approach
Campaign For and Against Adding Fluoride to Drinking Water
(Against fluoride)
Don’t Put Rat Poison in Your Drinking Water
Which approach would be the most effective?Which approach would be the most effective?
Text (in favor of energy
conservation in homes)
Campaign to Make Homes More Energy Efficient
Factual approach
Emotional approach
Which approach would be the most effective?Which approach would be the most effective?
Fear Appeals
Do they work?
Create a lot of fear in the message (within ethical
limits)
Give audience additional information on how to deal with their fear (e.g., where to go, when, why)
Self-esteem
Personal relevance
Perception of control
Influence of other factors
Examples of Fear Mesages
Drunk driving
Drug Use
Seat Belt Use
Skin Cancer
Condom Use
• Odds of negative outcome (low)
• Time frame may be long between behavior and negative outcome
• Abiliity fo control behavior (e.g., habit, addiction)
Why May They Not Work?
Traditional Persuasion Techniques
A) Greater rewards lead to more responses
B) Greater punishment leads to less responses
C) Use of "credible" sources (experts, authority figures)
D) Use of conformity paradigms (e.g., Asch, Sherif)
Some Weaknesses of Traditional Persuasion Approachs
A) Effects not very strong
B) Short-term effects
C) Limited to less important issues
THEORY OF COGNITIVE DISSONANCE (1957) BASIC HYPOTHESIS
The existence of dissonance, being psychologically uncomfortable, will motivate the
person to try and reduce the dissonance and achieve consonance
Attitude Behavior inconsistent
with the attitude
Creation of dissonance
Leon Festinger
Some Options
1) Change behavior (e.g., Throw pack away)
2) Change cognitions (e.g., “Smoking isn’t all that bad”; “I don’t really smoke that much”)
3) Add supporting cognitions (e.g., “ Smoking relaxes me” “it helps me think better”
Attitude: “I’m not going to smoke cigarettes anymore”) Behavior: Smoke cigarettes
COGNITIVE DISSONANCEFESTINGER & CARLSMITH (1$ - $20 Study)
Perform boring task
Asked to tell participant that the task was interesting
$1
$20Rate task
• Which group rated the task as more interesting after lying, those paid $1 or $20?Key is lack of sufficient external justification for one’s behavior
“TOY” STUDY
Children rate desirability of toys
Told not to play with the most desirable toy
MILD THREAT SEVERE THREAT
Children did not play with the desired toy
Children rate the desirability of the toys a 2nd time after not playing with the desired
Which group viewed the desirable toy most attractive?
ATTITUDES REGARDING MARIJUANA LEGALIZATION
Original belief = “No”
Asked to give speech opposite of their attitude
(for legalization)
Speech watched by research team
Told speech taped and would be shown to high
school students
Attitudes regarding marijuana legalization
More positive views of
legalization
1) Choice is involved
2) Commitment has been made
3) Individuals are responsible for any consequences of their behavior (and if the consequences could be anticipated)
4) Negative consequences are believed to be likely to occur
5) One’s self-concept is involved
More Cognitive Dissonance Occurs When:
SELF-PERCEPTION THEORY
Internal States (e.g., “So-called “private” stimuli, physiological)
“Gross” evaluation (e.g., “I feel happy”; “I feel sad”
Use of external social cues for precise discriminations (e.g., other people’s behavior or
one’s own actions, statements, thoughts)
Attitudes formed
DARYL BEM
Attutude survey (on
environmental issues
WEAK STRONG
Behavioralsurvey (what
people actually did about
environmentalissues
Attitude survey (on
environmental issues
Those with weak initial environmental attitudes had their attitudes affected by
their responses to the behavior questionnaire
SELF-PERCEPTION STUDY
Do Changing Attitudes Lead to Changes in Behavior?
• Norms regarding proper behavior in a given situation (& consequences)
• Availability or absence of alternatives
• Extraneous events
Factors Affecting The Consistency of Attitudes and Behaviors
ATTITUDES
• Specific Role of • Strength personal • Accessibility
Range of behaviors assessed
BEVAVIOR
experience
CentralProcessing
PeripheralProcessing
In-Depth Thought; Detailed Analyses of
Information
“Lazy” Thinking; Superficial Analyses
of Information
• Ability (IQ, knowledge base, distracters, message complexity)
• Motivation (e.g., personal relevance)
Elaboration Likelihood Model (ELM)Elaboration Likelihood Model (ELM)
Message
Motivation to Motivation to Process?Process? (e.g., relevance, need for cognition, responsibility
Peripheral Cues Present in
Message? (e.g., attractive source,
emotional content)
Peripheral Processin
g
Ability to Process?Ability to Process? (e.g., knowledge, distractions, message comprehensibility)
Nature of Cognitive Processing
Favorable thoughts
Unfavorable thoughts
Neutral thoughts
Cognitive Structure Change (e.g., new thoughts stored in memory)
Central positive attitude change
Central negative attitude change
No
YesNo
Yes
~ ELM Detail ~
Relatively permanent attitudes, More predictive of behavior
Keep initial attitude
Yes
Low High
Low argument
qualityHigh
argument quality
Relevance RelevanceLow High HighLow
STUDY OF ELM
MODEL
If high perceived relevance exists, argument quality is most important
Status of Presenter
Issue: To institute a comprehensive university exit exam
Behavioral BeliefsBehavioral Beliefs (beliefs about the likely
consequences of a behavior and the evaluation of the
consequences
Normative BeliefsNormative Beliefs (beliefs about the
expectations of other people and the
motivation to comply with these expectations)
Control BeliefsControl Beliefs (beliefs about the existence of
factors that may help or hinder the performance
of a behavior and the perceived power of these
factors)
Attitude toward the behavior (the specific attitude toward a behavior, favorable or
unfavorable)
Subjective norms (beliefs about how other
people will view a behavior; social pressure)
Perceived behavioral control (ease with which
people believe they can perform the
behavior)
BehavioralIntention
Behavior
Actual behavior control
~THEORY OF PLANNED BEHAVIOR~
Beliefs
Behavioral BeliefsBehavioral Beliefs (beliefs about the likely
consequences of a behavior and the evaluation of the possible outcomes
Normative BeliefsNormative Beliefs (beliefs about the
expectations of other people and the
motivation to comply with these expectations)
Control BeliefsControl Beliefs (beliefs about the existence of
factors that may help or hinder the performance of a behavior and the
perceived power of these factors)
Predicting the use of birth-control pills; An example
• My taking the pill regularly will reduce my chances of becoming pregnant:
Extremely unlikely _____________________ Extremely Likely
• Reducing my chances of becoming pregnant is:
Extremely bad _______________________ Extremely good
• My close friends believe that
I should __________________________________ I should not
take birth control pills.
• On average, I really care what my close friends thinks I should do.
Not at all _________________________________ Very much
• I forget to do some very important activities.
Very rarely _______________________________ Very often
• My forgetfulness would make it very difficult for me to remember to take birth control pills
Definitely not true _______________________ Definitely true
Beliefs
Attitude toward the behavior (the specific
attitude toward a behavior, favorable or
unfavorable)
Subjective norms (beliefs about how other
people will view a behavior; social pressure)
Perceived behavioral control (ease with which
people believe they can perform the
behavior)
For me to be able to take a birth control pill on a regular basis would be:
Impossible ___________________ Possible
Most of my close friends are using birth control pills
Definitely untrue _______________________ Definitely true
For me, taking birth control pills regularly is:
Extremely valuable_______________________ Worthless
B ~ BI = w1AB + w2 SN + w3 PC
BehavioralIntention
• I plan on taking birth control pills regularly
Definitely not true ______________________ Definitely true
• I will make every effort to take birth control pills regularly
Definitely not true ______________________ Definitely
true
Behavior
Regularly taking birth control pills or
not
• Role of past behavior and habits
• Focus on the prediction of individual behavior; what about the role of others (e.g., cooperation), obtaining resources not possessed by an individual
• Assumption that people engage in elaborate cognitions before behaving
• Role of self-identity and/or moral obligations
~ Some Shortcomings the Theory of Planned Behavior ~
Attitude Inoculation
Small (“weak”) doses of arguments against one’s
position
Larger, stronger arguments given later
Less likely to change one’s attitudes
(more able to fight off the stronger attack; received an
inoculation earlier)
Advertising --- Product Placement
Quite frequent (e.g., greater than 40 products displayed in the move Iron Man)
Why can this approach work?
• Defenses are down (do not recognize our attitudes are being manipulated)
• Failure to generate counterarguments
Reactance Theory
Persuasion messages, if too strong, can lead to a boomerang effect
Why?
Belief than our freedom is being threatened
DO NOT write on these walls under any circumstances**
Versus
PLEASE DON’T write on these walls** Significantly more graffiti writing on walls with the stern message