ATTITUDE

1
ATTITUDE

• Tendency to respond positively or negatively to a
  specific object or person.

2
Attitude? Behavior?

• Does attitude determine behavior?
• Or
• Does behavior determine attitude?

Attitude
Behavior
I am an honest person
I try not to lie
Therefore
Attitude
Behavior
I am an honest person
I try not to lie
Therefore
3
Cognitive Dissonance

• When attitude and behavior are different makes
  the person feel uneasy which motivates them to
  make the thoughts more consistent.
• Two ways to reduce Cognitive Dissonance
• Adding or changing beliefs (Cognitive
  Consistency)
• Counter-attitudinal Behavior (Example)

4
Boring Task Experiment

• Leon Festinger J. Merril Carlsmith
• Induced Compliance Studies
• Boring Tasks completed by groups of students
• 1 or 20
• Students paid 1 said they found the task more
  interesting
• Cognitive Dissonancewhy?

5
Milgrams Experiment

• 65 of teachers gave the full range of shocks
  (up to XXX 450 volts)
• Social Situations involving power authority
  greatly increase chances of obeyeven if inhumane
• Why???
• Cognitive Dissonance Consistency