Textbook Notes (363,212)
Canada (158,271)
Psychology (2,948)
PSY220H1 (200)
Chapter 6

Chapter 6

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University of Toronto St. George
Jennifer Fortune

Chapter 6 Attitudes and Social Behaviour WHAT ARE ATTITUDES Attitudes Evaluations of TargetsAttitudeindividuals evaluation of a target along a goodbad dimension represents the individuals overall assessment of whether a particular target is positive or negativemust be inferred from individuals observable responses always directed at somethingThree Parts of Attitudes Attitudes come from sources emotional reactions how you feel about the object cognitive information what you know about that particular object and past behaviour Attitudes dissected into three componentsaffect feelings cognition beliefs past behaviourPast behaviours influence current attitudes current attitudes influence future behavioursAttitudes towards certain targets depends mostly on peoples feelings toward those targets blood donationlevel of fear at the thought of it and attitudes towards other targets depend mostly on peoples knowledge and beliefs agreement with arguments of a social issueAmbivalent attitudesevaluations of targets that include both positive and negative elementsex Susans jokes make you laugh but she can also be immaturecan lead to different behaviour over time because either the positive or negative elements about the target come to mind at a particular point and whichever is dominant will drive behaviour Explicit versus Implicit AttitudesExplicit attitudesevaluations that people can report consciouslyex dislike bugs like puppiescan report these attitudes confidently on a selfreport scaleImplicit attitudesautomatic evaluative responses to a target which may occur without awarenessspontaneous immediate goodbad response to that target that cant be consciously controlledreflect low level minimal processing associationsWhy Do We Evaluate Assessing ObjectsObjectappraisal functiona function of attitudes in which attitudes provide rapid evaluative judgments of targets facilitating approach or avoidancequick assessment of whether targets are likely to be helpful or hurtfulprincipal reason why we have evolved to form attitudesAnimals have attitudes as wellbased more on affect than cognition we have a complex cognitive component of attitudes that they dont have serve an objectappraisal function Expressing ValuesValuesbroad abstract standards or goals that people consider to be important guiding principles in their lifeex freedom equality happiness
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