PSYCH 3CB3 Lecture Notes - Lecture 1: Buy One, Get One Free, Attitude Change
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8 Jan 2015
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Attitude has made its way in the colloquial languages
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Persuasion is everywhere, advertisement
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Attitudes and Persuasion
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Attitudes really took off as a researched topic over the years from 1806 to Now…
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Hypothetical Construct
Definition of Attitude
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Adaptive Functions and Purpose of Attitudes
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How Attitudes are formed?
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How are attitudes represented cognitively?
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Strength, consistency, accessibility
Do we form them or do we store them? Proof for both…
Characteristics of the attitudes
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Relation of attitudes to beliefs, behaviours, emotions
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How attitudes are changed…most important thing people try to do
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Mechanisms of persuasion (BOGO - Buy One Get One free)
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What Will We STUDY?
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Just an idea, hypothetical construct
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Convictions, Desires, Beliefs, Inclinations
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Attitude is a mental and neural state of readiness, organized through experience.
Exerting direct influence on everything related to the attitude
Categorization of something on an evaluating dimension
Simple Definition:
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What is an Attitude?
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Utilitarian Function - attitudes guide us to meet or leads toward meeting our
needs/goals/desires
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Social Adaptation Function - attitudes help us fit in
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Economy Function - save mental energy, allow us to react quickly
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Expressive Function - attitudes express our values, it makes statements about WHO we
are!
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Freudian Idea
Think how biggest homophobes are likely to get MORE aroused by homophobic
images
Ego-Defensive Function - attitudes protect us from our own repressed feelings
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Functions of Attitudes
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Attitude change and formation is going to be easy IF the method of forming or changing the
attitudes MATCHES the function and purpose the attitude is supposed to serve.
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Lecture 1 - Introduction
December-22-14
10:47
Psych 3CB3 Page 1