Psychology 2070A/B Lecture Notes - Lecture 5: Fear Appeal, Cognitive Dissonance, Hard Sell
1 Nov 2016
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Example of attitude, target might be a person, an object, an issue, a group. Allow us to convey identity to others. Attitude formation: affective reactions (emotions, cognitive appraisals (beliefs, assessment of past behavior. Attitudes relying on principally on affect: politics, sex, religion, not governed by logic, not often linked to values. Evaluative conditioning: come to really like a song playing during first kiss, attitudes can easily be influenced by associations. Moreland and beach 1992: woman who attended class most often were more liked, li(cid:373)itatio(cid:374): does(cid:374) t (cid:449)ork if target i(cid:374)itially causes (cid:374)egati(cid:448)e affect. Foot in the door technique: make small request, when person agrees, then make larger request. Davidson and jaccard 1979: birth control correlation . 08, birth control pills correlation 0. 32, using b. c. pills correlation 0. 53, using pills for the next 4 years 0. 57. Suggestive of implicit prejudice toward older people. Explicit attitudes: controlled evaluations, less stable, can result from affective, cognitive sources, personally endorsed, predict behavior.
