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Lecture

4. Attitudes (Jan 21).pdf

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Department
Psychology
Course
PSYC 2310
Professor
Saba Safdar
Semester
Winter

Description
PSYC*2310▯ Tuesday, January 21, 2014▯ Attitudes▯ Chapter 6▯ ▯ - prior to 1930, social psychology was the study of attitudes▯ - mismatch between what we do and what we say we will/will not do▯ - link between attitude and behaviour is unstable ▯ ▯ Attitudes▯ - attitudes are evaluations of ourselves, of other people, and issues with some degree of favour and disfavour ▯ - self esteem is your attitude toward yourself▯ - prejudice is an attitude▯ ▯ Bases of Attitudes▯ - the three bases of attitudes are:▯ - affect; emotions or feelings stimulated by the object of an attitude, gut feeling, not rational, not governed by logic▯ - behavioural intension; predisposition to act in a certain way, self-perception▯ - cognition; beliefs or ideas people have about the object of an attitude, weighing the pluss and minuses for making a logical decision▯ ▯ Theoretical Views of Attitudes▯ - Tri-Component theory (Rosenbery and Hovland, 1960)▯ - an attitude is a single entity that has three components (affect, behavioural intention, and cognition), all intercorrelated▯ - behavioural intentions/cognition could be different than emotional reaction▯ - Separate Entities View of Attitude (Fishbein and Ajzen, 1975)▯ - affects, behavioural intention, and cognitive are each separate entities which may or may not be intercorrelated▯ ▯ Measuring Affective Components of Attitudes▯ - describe your feeling towards snakes▯ ▯ Hateful▯▯ ▯ ▯ Love▯ -2▯ -1▯ 0▯ 1▯ 2▯ ▯ Tense▯ ▯ ▯ ▯ Calm▯ -2▯ -1▯ 0▯ 1▯ 2▯ ▯ Disgusted▯ ▯ ▯ Acceptance▯ -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▯ Unsafe▯▯ ▯ ▯ Safe▯ -2▯ -1▯ 0▯ 1▯ 2▯ ▯ Worthless▯ ▯ ▯ Valuable▯ -2▯ -1▯ 0▯ 1▯ 2▯ ▯ - attitudes with strong emotional component have a stronger impact than attitudes with a stronger component▯ ▯ Attitude Strength▯ - major determinants of attitude strength:▯ - ambivalence:▯ - doesn’t have a strong opinion, can be influenced by a strong opinion▯ - accessibility:▯ - you have thought about a subject, considered the pros and cons against it▯ - attitude is less likely/easily to be changed ▯ - subjective experiences:▯ - reflect on your behaviour and based on that, attitudes will be consistent with what you have done▯ - example: arguments towards/against co-ed residence based on own experience▯ ▯ Measuring Attitudes▯ - self-report measures▯ - ask people how they feel about a certain topic (scale)▯ - problem: people may not answer honestly, wording of questions, ordering of items, reluctance of respondents to express some attitudes▯ - covert measures▯ - Implicit Association Test (IAT)▯ - ask people to respond to pictures quickly▯ ▯ Relation Between Attitude and Behaviour is Complicated!▯ - behaviours and attitudes are not always consistent ▯ - Corey’s (1937) study on cheating:▯ - 90% said cheating is wrong▯ - after given the opport
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