PSYC1004 Study Guide - Final Guide: Anglo-Celtic Australians, Classical Conditioning, Cognitive Dissonance

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17 May 2018
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Attitudes and Behaviour
What are attitudes?
Attitude - an association between an act or object and an evaluation.
ABCs of attitudes:
Affect: evaluations are based on positive and negative emotions associated with a target/issue/attitude
object.
Behaviour: a behavioural tendency or intention to act in a certain manner towards the attitude object.
Cognition: evaluations based on beliefs and facts.
Dimensions of attitudes (describing attitudes):
o Attitude strength - the durability and impact of an attitude.
o Attitude importance - the personal relevance of an attitude.
o Attitude accessibility - the ease with which an attitude comes to mind.
o Attitudinal ambivalence - the extent to which a given attitude object is associated with conflicting
evaluative responses (positive/negative).
o Attitudinal coherence - the extent to which an attitude is internally consistent. Logically, the cognitive
and emotional aspects of attitudes should be congruent because an emotional evaluation of an object
should reflect a cognitive appraisal of its qualities.
Measuring (implicit and explicit) Attitudes
Eg: Implicit Prejudice Measure
Subliminal Prime (15ms) - BLACK/WHITE XXXXX Target word
Stereotypic of Aboriginal Australians - spiritual, savage, lazy
Stereotypic of Anglo Australians - educated, successful, ruthless, greedy
Respondent needs to say if the target word was a real word or not.
How do attitude develop?
Genetics
Classical conditioning, eg: Pavlov - when attitudes paired with a favourable response, we are more
likely to take it as our own. Eg: Advertising - develop favourable attitude of product as a function of
what it's associated with.
Subliminal conditioning - two things that go together can make us have a more favourable attitude.
Mere exposure - being familiar can make us have a more favourable attitude.
Instrumental conditioning
Social (observational) learning
Reference groups/social networks - attitudes are formed through basic process of learning.
Do attitudes influence behaviour?
La Pierre (1934) - attitudes and behaviour are not always clearly related.
La Pierre travelled around various establishments in the US with a Chinese couple to see if people
would let the couple eat at their restaurants and stay at their hotels.
Despite the stated attitude against them, he sees a positive response in accepting them at the
establishments 1/251 refused.
He then sends a survey asking whether the establishment would accept/reject the Chinese couple. The
survey response shows completely different attitudes.
Provides evidence for the disparity between people's attitudes and behaviour.
Attitude-Behaviour link is weak, Intention-Behaviour link stronger.
Strengths
Weaknesses
Large scale study over long period 6
month interval.
Included control measures (wide range
of places, experimenter removed
from situation).
Follow-up survey.
Did same individual respond on both occasions?
Are attitudes assessed?
Same attitude object (accept Chinese or accept young,
pleasant, well-dressed couple?)
Order: Behaviour-then-attitude hard test attitudes
predict behaviour.
Ethics - couple and establishments didn't know they
were participating in study.
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Document Summary

Logically, the cognitive and emotional aspects of attitudes should be congruent because an emotional evaluation of an object should reflect a cognitive appraisal of its qualities. Subliminal prime (15ms) - black/white xxxxx target word. Stereotypic of aboriginal australians - spiritual, savage, lazy. Stereotypic of anglo australians - educated, successful, ruthless, greedy: respondent needs to say if the target word was a real word or not. Classical conditioning, eg: pavlov - when attitudes paired with a favourable response, we are more likely to take it as our own. Eg: advertising - develop favourable attitude of product as a function of what it"s associated with. La pierre (1934) - attitudes and behaviour are not always clearly related. Provides evidence for the disparity between people"s attitudes and behaviour: attitude-behaviour link is weak, intention-behaviour link stronger. Strengths: large scale study over long period 6 month interval, included control measures (wide range of places, experimenter removed from situation), follow-up survey.

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