PSY220H1 Lecture Notes - Lecture 6: Implicit Attitude, Cognitive Dissonance, Identity Function

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15 May 2014
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> prediction of behaviour: attitudes have 2 key dimensions. Direction, intensity: direction: positive negative, intensity: more intense less intense positive and negative, not the same as having neutral attitude, how do attitudes form, some methods: Observational learning (modeling: classical conditioning, evaluative conditioning can influence the formation of new attitudes, as well existing attitudes, olson and fazio 2001. Certain pokemon characters consistently paired with negative or positive. Preferred positively paired characters over negatively paired characters as measured on an iat: why do we have attitudes, four key functions of attitude. Utilitarian function (instrumental function: refers to fact that attitudes alert us to rewarding objects or situations we should approach, and punishing objects or situations we should avoid ex. Food preferences: helps us identify rewards and threats. Ego-defensive function: an attitudinal function that enables us to maintain cherished beliefs about ourselves by protecting us from awareness of our negative attributes and impulses or from facts that contradict our cherished beliefs, ex.

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