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Lecture 4

PS270 Lecture 4 notes

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Christine Zaza

Tuesday October 2 2012 Lecture 4 Attributions and social interactions: YouTube video (big bang theory) - How does making attributions about others when interacting through social media change the way we think we make attributions compared with face to face interactions? • You have the power to post what you want people to see. - Is it more accurate or less accurate? • I believe attributions made through social media are a lot less accurate because you can’t tell the way people actually feel and you can’t see emotions or tones of sarcasm through the internet *Midterm next week 7-9 (no lecture afterwards) - worth 80 marks - 20 marks short answer (none will be work more than 6 marks) - Choice answer questions - 60 multiple choice - 2 bonus marks 4 important classic studies *Classic studies: know names and details (don’t need to know dates) Attitude and behaviour - When does attitude predict behaviour? When doesn’t it and why? How? Examples? - When does behaviour predict attitude? When doesn’t it? Why? How? Examples? Attitude: 1. Agree 2. Agree 3. Disagree 4. Agree (or undecided) - A persons evaluation, positive or negative, of a person, object, or idea - Attitudes include the following components • Affective:  Based on values/ moral beliefs/ feelings  sensory reaction  conditioning (classical and operant) • Behavioural:  based on self-perceptions of one’s own behaviour  when attitude is ambiguous or weak  when no other plausible explanations for the behaviour • Cognitive  Based primarily on a person’s beliefs about the properties of the attitude object  The purpose is to evaluate the object  Ex. Good Life vs. Athletic Club vs. YMCA When attitude predicts behaviour - Do attitudes predict behaviour? Yes but it depends… • Not a direct link - When do attitudes predict behaviours? When; • We minimize other influences on our attitude expression • There are minimal other influences on the behaviour • We measure specific attitudes not general ones • The behaviour in question is a deliberative one • The attitude is potent Attitude strength - Strongly held attitudes are more resistant to change - 4 major determinants: • Ambivalence: mixed feelings easier to sway • Accessibility: the speed with which you can say you feel about something • Subjective experiences: how easily we can come up with arguments for or against • Autobiographical recall: stronger attitudes if we can recall personal experiences to something When don’t attitudes predict behaviour? - Bickman (1972) studied 500 people re. attitude about littering • 94% in favour of not littering • 2% actually picked up litter left by experimenters - Situation matters- external influences override internal thoughts Why (how) do attitudes predict behaviour? - Theory of planned behaviour • Ajzen and someone • To predict and understand motivational influences on behaviour • To identify how and where to target strategies for changing behaviour Attitude+ subjective norms+ perceived control = intention= behaviour Intention: an indication of how hard the person is willing to try and how much of an effort they will exert in order to perform the behaviour Assumptions of TPB - People are rational and make systematic use of information available to the - People consider the implications of their actions before they decide to engage or not
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