Attitude a positive or negative evaluation of a concept

1
Attitude a positive or negative evaluation of
a concept

• Attitudes tend to be based on
• ...values
• ...beliefs
• ...affect
• ...past experience

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Values

• enduring beliefs about important life goals that
  transcend certain situations
• Symbolic Values long standing values
  internalized early in life
• Instrumental values are based on direct costs
  or benefits of the attitude object.

3
Bogus Pipeline

• (Page and Sigall, 1971)
• An instrument designed to induce the belief that
  it was truly measuring attitudes. "Bogus pipeline
  to the heart".
• Used to elicit a person's true attitude.

4
LaPiere (1934)

• Cross - country with the Chinese Couplewent to a
  hundred hotels and restaurants.

5
WHY DO ATTITUDES NOT ALWAYS MATCH BEHAVIOR??????
Level of Attitude Specificity Time
Factors Private vs. Public Self-Awareness
Attitude Accessibility
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Attitudes based on Behavioral Processes

• 1) Instrumental Conditioning
• 2) Self Perception
• 3) Facial feedback

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Affective Processes

• Mere Exposure
• Classical Conditioning

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Theory of Planned Behavior

• (Fishbein Azjen, 1975)
• The theory that contends that people's conscious
  decisions to engage in specific actions are
  determined by their
• attitudes toward the behavior in question,
• the relative subjective norms,
• and their perceived behavioral control.
• Criticisms of the Theory of Planned Behavior
• --spontaneous behavior
• --habits

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Cognitive Consistency

• the tendency to seek consistency in one's own
  cognitions.
• Dissonance a feeling of discomfort while
  performing an action that is inconsistent with
  one's attitude.

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You want your attitudes and behavior to match.
If they do not, you can either change your
attitude or your behavior.
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• Insufficient Justification I wouldnt lie to a
  friend but I lied to a friend.
• Freedom of Choice I hate girls and I sat next to
  a girl
• Justification of Effort If I worked this hard
  for something, I must really want it.
• Post Decision Dissonance I made the right
  decision to stay in Iowa

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Self Perception Theory

• When people behave inconsistently, they first
  seek explanations outside of themselves to
  explain their behavior--when they can't find a
  probable external cause, they assume the cause
  may be internal.

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Self Affirmation Theory

• Explanations based on the notion that people are
  not concerned about maintaining consistency in
  their thought, but instead are motivated to
  reaffirm the general integrity of the self.
• http//www.youtube.com/player.swf?video_idvEWLwz6
  JRNEl357sB4BC76752
• http//www.hrtwrk.com/video/gooddoctor.mov