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PSYC 2310 (454)
Saba Safdar (379)
Lecture

January 22.docx

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Department
Psychology
Course
PSYC 2310
Professor
Saba Safdar
Semester
Winter

Description
January 22, 2013 – Attitudes – S. Safdar Attitudes - attitudes toward exotic food - thousands of study on attitude but not good at predicting behaviour o girl eating chocolate covered ant in class – actually chocolate covered raisin o dead puppies video – attitudes changed when the puppy was there – how much money would it take for you to kill a puppy? - Attitudes are evaluations of ourselves, of other people, and issues with some degree or favour and disfavour Bases of Attitudes - the three bases of attitudes are: o AFFECT – emotions or feelings stimulated by the object of an attitude, gut feeling, not rational, not governed by logic o BEHAVIOURAL intention – predisposition to act in a certain way, self- perception o COGNITION – beliefs or ideas people have about the object of an attitude, weighing the pluses and minuses for making a logical decision Theoretical Views of Attitudes - tri-component theory (Rosenbery and Hovland) o an attitude is a single entity that has three components (affect, behaviour intention and cognition) all intercorrelated - separate entities view of attitude (Fishbein and Ajzen) o affects, behaviour intention and cognitive are each separate entities which may or may not be intercorrelated Measuring Affective Components of Attitudes - describe your feelings toward snakes: - hateful love - -2 -1 0 +1 +2 - tense calm - -2 -1 0 +1 +2 Measuring Cognitive Components of Attitudes - describe the traits or characteristics of your vacuum cleaner: - useless useful - -2 -1 0 +1 +2 - worthless valuable - -2 -1 0 +1 +2 - safe unsafe - -2 -1 0 +1 +2 January 22, 2013 – Attitudes – S. Safdar Attitude Strength - major determinants of attitude strength: o ambivalence (“your attitude is ambivalent” - that means your attitude can be changed more easier then if you have a yes or no attitude toward a concept – i.e. easily persuaded)  lots of people have ambivalent attitudes towards:  feminism  immigration  ambivalence will depend on the arguments one hears o accessibility (the more accessible an attitude is, the less likely it is to be shifted and/or changed) o subjective experiences - The more accessible an attitude is, the stronger it is, and consequently, the harder it is to change. Measuring Attitudes - self-report measures o tend to not say true belief when we are asked about sensitive issues o problems – wording of questions, or
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