Psy 352AB Social Psychology

1

• Attitudes
• Our evaluation of virtually any aspect of our
  social world
• Favorable/unfavorable reactions to objects,
  people, events, ideas, .....anything/everything

2
Structure

• pro choice pictures

• Affect
• Cognitions
• Behavior

3
Attitude Formation

• Social Learning
• Social Comparison
• Genetic Factors

4
Functions

• Knowledge function
• Identity function
• Self-esteem function
• Behavioral guide function

5
Fundamental Issue of this area
Attitudes
Behaviors
?
6
Do attitudes lead to behavior?
Attitudes
Behaviors
Moderators

• constraints
• choice

• Situational factors

• origins
• strength
• specificity

• Attitudinal factors

Simple answer NO, not as expected Real answer
Depends what you look at
7
Review

• definition
• structure
• formation
• functions
• do attitudes influence behavior?
• Yes, it depends
• then how does this work?

8
Theory of Planned Behavior
How do attitudes lead to behavior I?
Attitude towards tattoos

• Fishbein Ajzen, 1975 Ajzen Fishbein, 1980
  Ajzen, 1991

Subjective Norm
TATTOO
Intentions
Perceived Behavioral Control
9
Attitude to Behavior Process Model
How do attitudes lead to behavior II?
Attitude towards tattoos

• Fazio, 1989

Behavior
Defines Event/Object
Event Object
Social Norms
10
Prototype/Willingness Model
How do attitudes lead to behavior III?

• Gibbons et al, 1998

Subjective Norms
Behavioral Intention
Behavior
Prior Behavior
Attitude
Prototype
Behavioral Willingness
11
Attitude - Behavior Review
Do attitudes lead to behavior?
Attitudes
Behaviors
Expressed Attitude

• Situational characteristics

• Attitudinal characteristics