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Attitudes: Evaluating the Social World

Chapter Outline

Attitude Formation Attitude-Behavior Link Persuasion Resistance to Persuasion Cognitive Dissonance

Questions to Consider

How are attitudes formed? Do attitudes influence behavior? How are messages persuasive? Can our behavior influence our attitudes?

Working Definition Attitudes refer to peoples evaluation of virtually any aspect of the social world. Attitudes are not always uniformly positive or negative, some may be ambivalent. By definition, ambivalent attitudes are easier to change.

Why Study Attitudes? They strongly influence our social thought- they help to organize and evaluate stimuli (e.g., categorizing stimuli as positive or negative) They often have a strong affect on behavior- they help to predict peoples behavior in wide range of contexts (e.g., voting, interpersonal relations) They are often ambivalent- evaluate object both positively and negatively It would be useful in determining why they are so resistant to change

Attitude Functions Organize and interpret social info. (schemas) Allow expression of central beliefs Help maintain self-esteem and protect ego from unwanted info. Help to make a good impression on others

Attitude Formation One important way through which attitudes are formed is through social learning. Social learning refers to the acquisition of attitudes from others. Such learning occurs through several processes: Classical conditioninglearning based on association (Subliminal conditioning- without awareness) Instrumental conditioninglearn to hold the right views Observational learninglearning by observing others Social comparisoncompare ourselves to others (Attitudes are shaped by social information from others we like or respect) Genetic factorsinherited general dispositions

(Highly heritable attitudes and gut-level preferences (music, food) are especially influenced) Measurement of Attitudes There are direct and indirect methods of measuring attitudes. Direct Methods Bio-feedback

This method involves measuring a participant's bodily processes such as blood pressure, heart rate, skin temperature, and muscle tension and conveying such information to him or her in real-time in order to raise his or her awareness and conscious control of the related physiological activities. Observation

PARTICIPANT OVERT COVERT Participant (Overt) Participant (Covert)

NON-PARTICIPANT Non-participant (Overt) Non-participant (Covert)

Indirect Methods Attitudinal scales Attitudinal Scales

Nominal scales

Ordinal Scales
eg., Likert scales

Interval Scales
eg., Bi-polar scales

Ratio scales
eg., Bi-polar scales

Examples of Attitudinal Scales Ethnocentrism Scale (E Scale) Attitudes towards Sexuality Scale (ATSS) Click here to view Sexist Attitudes towards Women Scale (SATW) Environmental Attitude Scale

Attitude-Behaviour Link Research has found that there is a sizable gap between attitudes and behaviour. People believe that social attitudes will directly predict behaviour; however a host of norms and laws lead to people not always acting on their attitudes. Social context can also affect behaviour. Thus depending on the degree to which the action is public and there are potential social consequences, attitudes will differentially predict behaviour. Attitudes do not always Predict Behaviour LaPiere (1934) found that virtually all businesses served Chinese couple courteously, yet most owners held negative attitudes Sun-worshippers know the dangers of exposure to the sun, yet they tan anyway Looking good attitude takes precedence over attitudes toward personal health Moderators of A-B Link Attitudes do not always influence behaviour. Certain factors will predict if a ones behaviour is likely to be affected by ones attitude: Aspects of the Situation

Situational constraints (e.g., sparing ones feelings) may prevent us from expressing our true attitudes. Often we choose situations where we can engage in behaviors consistent with our attitudes Aspects of Attitudes

Its Originhow attitudes were formed Its Strengthimportance, vested interest, accessibility Its Specificitygeneral vs. specific Note: strong attitudes formed by direct experience measured at same level of specificity do predict behavior How Do Attitudes Influence Behavior?

Theory Of Planned Behavior (Rational) Behavioral intentions are a function of attitudes toward behavior, subjective norms, and
perceived behavioral control

Attitude-To Behavior Process Model (Impulsive) Attitudes spontaneously shape our perceptions of the situation