PSY 365 Lecture Notes - Lecture 6: Cognitive Dissonance, Classical Conditioning, Learning
Document Summary
What are attitudes: learned predispositions to respond in a consistent manner to a given object; set beliefs about an object, attitudes are: Not observable: psychological tendency to respond to a give object favorably or unfavorably. Valence, intensity, & centrality of attitudes: valence: an attraction or repulsion felt toward an attitude object (pos or neg) Generally believed that attitudes are bipolar: intensity: the strength of one"s feelings toward an attitude object, centrality: closeness of the attitude to one"s core values and beliefs. People will pay more if something aligns with their core values. Tri-component model of attitudes (1959: cognitive behavioral and affective component, three parts. Behavioral component: action tendency toward an attitude object. Cognitive component: thoughts about an attitude object. Affective component: positive or negative emotion toward an attitude object. Abc model low involvement: learn, feel, do; don"t need highly developed cognitive component. Abc model high involvement: do, feel, learn.
