PSY220H1 Lecture 6: Lecture 6 - Attitudes and Persuasion - October 28.docx
15 Nov 2013
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Attitudes have two key dimensions: direction (or valence) Think about your attitude toward the following objects: Sometimes our attitudes toward objects can be both positive and negative: known as ambivalent attitudes. Not the same as having a neutral attitude: example: chocolate cake. It"s tasty and you love how tasty it is. How do attitudes form: classical conditioning. Evaluative conditioning can influence the formation of new attitudes, as well as existing attitudes. E. g. , pokemon characters, black and white faces: olzon and fazio, Pachirisu: also preferred positively-paired characters over negatively-paied characters as measured on an implicit association test (iat, got same results with pictures of white young men vs. black young men. E. g. , advertising, pairing good things with products: this is a process that has been long exploited by advertisers: beautiful women, babies, smiles, etc. have been paired with products, operant conditioning. Rewards and punishments: observational learning (modeling)
