4 TEST QUESTIONS NEED IN A HOUR
Lotus
Chapter5.pptxAttitudes, Behavior, Persuasion
Social Psychology Chapter 5
Attitudes = Evaluations
Your attitudes express the relationship between you and an object/person
We hold thousands
Attitudes
Made up on cognitive, affective, and behavioral components
“I love mint chocolate chip ice cream” (Affect)
“I frequently eat mint chocolate chip ice cream” (Behavior)
“Mint chocolate chip ice cream is refreshing and has a great flavor” (Cognition)
Not all equal! My attitudes toward my dishwasher are more cognitive than my attitudes towards my high heels which are more affective.
Affective is generally the strongest determinant of attitude
Attitudes
Purpose
They are useful!
Allow us to determine (quickly and without effort) which behaviors to engage in
SNAKE = BAD RUN AWAY
ICE CREAM = GOOD EAT
Evolutionarily this is VERY important
Attitudes
Our strongest ones are the ones that are more accessible to us
How quick are our attitudes activated when exposed to something
Passion, fear, etc..
Ex: Bicycle vs. War with Iran
If we can states our attitude quickly, without much thought, it’s a strong one.
Strongest attitudes are when all three of the ABC’s line up
Ice Cream vs RIE parenting
Attitudes and Behavior
Social psychology = interested in human behaviors related to attitude
Advertising, marketing, politicians
When ABC’s align, guides behavior
When attitudes are strong
Strong intention to perform the behavior
Attitude and behavior happen in similar social situations
Low self-monitors
Only predict behaviors well under certain conditions and for some people
When the behavior is specific
Attitude Question Attitude towards birth control Attitidue toward birth control pills Attitude towards using birth control pills Attitude toward using birth control pills during the next 2 years 0.08 0.31 0.51 0.56999999999999995
Persuasion
Get attention + send effective message + ensure they process it the way we want
Have to take into consideration the ABC’s
How does this relate to a person’s motivations, desires, goals
Appealing to self-concern (feeling good about themselves)
Attractive communicators (we like them, so we trust them)
Gifts (free merchandise)
People who are similar to us
Expertise
Confident communicators (quick, straightforward)
Fast speech = no time for listener to come up with counterarguments
Lack of Persuasion
When influenced by external causes
Paid spokesperson
Arguing in their own self-interest
Witness paid by a lawyer
Only presenting one side of an argument
Sleeper Effect (attitude change over time)
When info is presented by someone we feel is untrustworthy, we discount it. Over time though, there is a tendency to remember the content but not the person who delivered it. In time, we may forget to discount the message.
