PSY100H1 Lecture Notes - Lecture 16: Cognitive Dissonance, Persuasion, Elaboration Likelihood Model
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Topics we will cover are: attitudes and persuasion. Impression formation: our use of stereotypes as well as prejudice, social influence, conformity and obedience. Attitudes are our evaluations of objects, events, or ideas. It is central to social psychology. We can have attitudes towards absolutely everything. An attitude is simply our positive or negative evaluation of a particular object. Implicit attitudes tend to reflect more automatic, less controllable aspects of evaluations: they predict automatic, spontaneous behavior. Explicit attitudes tend to reflect some more conscious, controllable aspects of evaluations: they predict controlled, deliberate behaviors. These different types of attitudes are implicit in predicting certain kinds of behaviors. These attitudes may not always agree. You may have the exact same object/person, and your implicit/explicit attitude with that person may not line- up together. You may have a positive implicit attitude but a negative explicit attitude. Cognitive dissonance: an uncomfortable mental state that arises when conflicts occur between attitudes or between attitudes and behavior.
