PSYC 2310 Chapter Notes - Chapter 6: Attitude Change, Classical Conditioning, Observational Learning

• School: University of Guelph
• Department: Psychology
• Course: PSYC 2310
• Professor: Saba Safdar

Document Summary

Attitudes: positive and negative evaluations of people, objects, events and ideas. Attitudes include three distinct components: affect, cognition and a behavioural tendency (an inclination to behave in a particular way) Attitudes can also be formed based on a simple association between an object or person and a pleasant or unpleasant event (this is called classical conditioning) Classical conditioning: a type of learning in which a neutral stimulus is repeatedly paired with a stimulus that elicits a specific response, and eventually the neutral stimulus elicits that response on its own. One way in which attitudes can be conditioned is through mere exposure. Subliminal persuasion: a type of persuasion that occurs when stimuli are presented at a very rapid and unconscious level: subliminal processing can also strengthen the attitudes we already hold. Operant conditioning: a type of learning in which behaviour that is rewarded increases, whereas behaviour that is punished decreases: operant conditioning can also influence attitude formation and attitude expression.