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PSYC 2310
Saba Safdar

th September 20 2012 ATTITUDES –chapter 6  Attitudes toward exotic food o Chocolate covered ants o How much money would it take you to....?  Youtube video, how much money would it take for you to kill a puppy  Said they would kill it for an extravagant amount of money but when they came around with the cheque and the puppy, no one could actually kill the puppy  Inconsistency in attitudes – you can say something and do something different  Attitudes are evaluations of ourselves, of other people, and issues with some degree of favour and disfavour o Sense of self esteem is an attitude, a positive evaluation o Positive and negative and anything in between 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 intentional predisposition to act in a certain way, self perception o Cognition: beliefs or idea s people have about the object of an attitude, weighing the pluses and minuses for making a logical decision  Takes longer to process, more stable, have to think about it Theoretical View of Attitudes  Tri-component theory o An attitude is a single entity that has three components (affect, behavioural intention and cognition), all intercorrelated  Have found that people do have inconsistent attitudes o Appears irrational unless you know the whole story o Ie. You agree with blood transfusions, but you won’t give blood  Maybe you’re terrified with the sight of blood  Separate entities view of attitude o Affects, behavioural intention and cognitive are each separate entities which may or may not be intercorrelated Measuring affective components of attitudes  Describe your feelings towards snakes o Hateful -2 -1 0 +1 +2 love o Tense -2 -1 0 +1 +2 calm o Disgusted -2 -1 0 +1 +2 acceptance  Traits of your vacuum cleaner: o Useless – useful o Unsafe – safe o Worthless – valuable  you don’t react to this emotionally, it is more cognitive Attitude Strength  it is not zero or everything, attitudes vary in the strengths  major determinants of attitude strength: o ambivalence – mixed feeling, it is not either positive orrrr negative  ie, towards feminism ( not sure what to make of them)  it doesn’t have much strength, you don’t know what to do with it  the more ambivalent, the easier it is to change o accessibility  the more accessible an attitude is, the more difficult it is to change it  you are aware of arguments with your side and you can articulate your opinion o subjective experience  you reflect on your own experience and based on that you come back and describe your attitude Measuring Attitudes  you can ask people o they could lie if they think its not socially acceptable  self-report measures o problems: wording of questions, ordering of items, reluctance of respondents to express some attitudes o most people will say that freedom of speech is needed if it is after a question about the catholic church. It is a much smaller people saying yes when the question before is about the kkk o doesn’t work with sensitive subjects  Covert measures  IF you still have to do the experiment, use the covert measure: Look at people’s behaviours, loo
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