Social lec 10
Attitudes : what you feel, what you are likely to do and what you think. The abcs. Attitudes are a like or
dislike that influences our behavior towards something.
Explicit attitudes: fully aware statement. They are aware of the feelings they hold in a certain context.
Ex: a racist man who knows he is racist and doesn’t try to hide it.
Implicit attitudes: attitudes that are stored as an association in semantic network. They are
acknowledged outside of awareness. May or may not be aware that you hold these attitudes.
Initially thought : What you believe about something drives your behavior. You have an attitude and you
Cognitive dissonance: a change in people’s behavior alters their attitudes.
When you behave in a way that Is not align with your attitude, you feel dissonance (unpleasant feeling).
When we change our attitudes to our behavior we don’t feel this dissonance.
You experience dissonance when: you experience contradictory attitudes and when you behave
inconsistently with your attitudes.
You can’t change your behave but you can change your attitude.
Overjustification effect: when an external incentive ex: money decreases a person’s intrinsic motivation .
you think you do it more for the prize than because you like it.
People change behavior according to attitudes.
If you can reappraise your behavior you feel less dissonance.
Overjustification effect: if you can justify an attitude inconsistent behavior, then they will not feel
If you overjustify something reduces dissonance.
Cognitive dissonance: feeling felt when you hold 2 contradicting ideas. So they adjust beliefs and
behavior or justify them to reduce dissonance about the idea.
Post decision dissonance: dissonance arised after making a descision. You can reduce it by making it
seem like your decision was the better decision. And making the rejected ones feel lower.
When you make 2 choices, you devalue the one you didn’t choose to make you feel better about which
one that you chose.
Balance theory: all about how we like things. We keep a balance between our opinions and opinions
ofothers to reduce dissonance. Ex: if you and ur friend like basketball and you like your friend, its all
positive in balance
Ex: if you like ur friend and you like basketball but your friend doesn’t like basketball there’s an
unbalance. Feeling of dissonance. When your unbalanced you can try and change your friends attitude,
or change your attitude, or change your liking of your friend.
You’ll change your attidude to reduce dissonance. Your attitude is easier to change than that of your
Persuasion: altering of old attitude of adopting of a new attitude. Ex: you have no attitude towards rob
ford then you hear a speech persuasive and u have an attitude towards him. Central route to persuasion: when a person takes times and effort to evaluate the logic behind a
persuasive message before decision making.
Peripheral route to persuasion: when people pay attention to indirect factors to make a decision. Ex:
such as the speakers appearance.
How people make others say yes!
-reciprocity norm: we should try and repay what a person has given us. Ex: when you get a tester of
something at the store you feel like you should buy the product.
-consistency bias: people will go to extremes to seem consistent with their behavior. People stay tru to
their commitements. Public commitments are powerful determinants of behavior.
-social proof: we usually accept people’s stories , when we see examples, as proof of a products
promises. Ex: sherri lost 50lbs. by seeing this hearing the story we take it as evidence as something we
should try to loose weight even though we don’t know its completely tru.
The stories are used as evidence to support our decision making.
Liking: if you like somebody your more likely to do what that somebody does. Ex: you like Michael
Jordan Michael Jordan likes nike, therefore you are more than likely to like nike as well.
Liking as a persuasive tool: you can get your friends to buy things from you if the