Lecture 4: Attitudes

1
Lecture 4 Attitudes

• Outline
• 1. Introduction
• A. What are Attitudes?
• B. Why are they important?
• C. Where do attitudes come from?
• 2. How are attitudes measured?
• 3. Do attitudes predict behavior?
• A. Principle of Correspondence
• B. Theory of Planned Behavior
• C. Self-Perception Theory
• 4. Can attitudes be changed?

2
Lecture 4 Attitudes

• Outline
• 1. Introduction
• A. What are Attitudes?
• B. Why are they important?
• C. Where do attitudes come from?
• 2. How are attitudes measured?
• 3. Do attitudes predict behavior?
• A. Principle of Correspondence
• B. Theory of Planned Behavior
• C. Self-Perception Theory
• 4. Can attitudes be changed?

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Lecture 4 Attitudes
1. Introduction A. What are Attitudes?
An evaluative orientation to an entity
(person, place, thing)
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Lecture 4 Attitudes
1. Introduction A. What are Attitudes?
At the most general level, the evaluation in an
attitude ranges from positive to negative.
The positivity-negativity of an attitude is
called its valence
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Lecture 4 Attitudes
1. Introduction A. What are Attitudes?
At the most general level, the evaluation in an
attitude ranges from positive to negative.
The positivity-negativity of an attitude is
called its valence
POSITIVE
NEGATIVE
Entity Jam
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Lecture 4 Attitudes
1. Introduction A. What are Attitudes?
Our evaluation of an entity can be observed in
our - beliefs (cognitive) - feelings
(affective) - actions (behavioral)
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Lecture 4 Attitudes
1. Introduction A. What are Attitudes?
POSITIVE
NEGATIVE
Belief dangerous Feeling disgusted Action
avoid
Belief it is safe Feeling happy Action
approach
Entity Jam
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Lecture 4 Attitudes
1. Introduction A. What are Attitudes?
The tripartite model of attitude
_
- beliefs (cognitive) - feelings (affective) -
actions (behavioral)
_
Attitude
SNAKES
_
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Lecture 4 Attitudes
1. Introduction B. Why are Attitudes Important?

• Attitudes describe our subjective/psychological
  evaluation of the social world

ii. Attitude should be related to Action And,
action matters
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Lecture 4 Attitudes
1. Introduction C. Where do Attitudes Come From?
EVERYWHERE!
(1) Learning - Classical conditioning neutral
stimulus/- stimulus - Operant/Instrumental
Conditioning reinforcement - Observational
learning exposure imitation
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Lecture 4 Attitudes
1. Introduction C. Where do Attitudes Come From?
(2) Functions Katz (1960)

• Knowledge
• Ego-defensive (rationalization of opinions)
• Value-expressive (validation of values)
• - Instrumental (social reward/punishment)

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Lecture 4 Attitudes

• Outline
• 1. Introduction
• A. What are Attitudes?
• B. Why are they important?
• C. Where do attitudes come from?
• 2. How are attitudes measured?
• 3. Do attitudes predict behavior?
• A. Principle of Correspondence
• B. Theory of Planned Behavior
• C. Self-Perception Theory
• 4. Can attitudes be changed?

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Lecture 4 Attitudes
2. How are Attitudes Measured
Likert Scale
1. I adore social psychology
2. I hate social psychology
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Lecture 4 Attitudes
2. How are Attitudes Measured
Likert Scale
1. I adore social psychology
v
2. I hate social psychology
v
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Lecture 4 Attitudes

• Outline
• 1. Introduction
• A. What are Attitudes?
• B. Why are they important?
• C. Where do attitudes come from?
• 2. How are attitudes measured?
• 3. Do attitudes predict behavior?
• A. Principle of Correspondence
• B. Theory of Planned Behavior
• C. Self-Perception Theory
• 4. Can attitudes be changed?

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Lecture 4 Attitudes
3. Do Attitudes Predict Behaviour?
Yes
Especially when they correspond to the Behaviour
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Lecture 4 Attitudes
3. Do Attitudes Predict Behaviour? A. Principle
of Correspondence
Ajzen Fishbein (1975). - Action what
behaviour is to be performed - Target of
attitude (i.e., object) - Context of the
behaviour to be performed - Time in which
behaviour will be performed
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Lecture 4 Attitudes
3. Do Attitudes Predict Action? B. Theory of
Planned Behaviour
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Lecture 4 Attitudes
3. Do Attitudes Predict Action? B. Theory of
Planned Behaviour
Attitudes may not predict Action because of
other factors
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Lecture 4 Attitudes
3. Do Attitudes Predict Action? C.
Self-Perception Theory
when we have weak attitudes about something,
our behavior leads to the development of an
attitude
Perceiving our own behaviour tells us our
attitude
(weak) attitude
behaviour
attitude
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Lecture 4 Attitudes
3. Do Attitudes Predict Action? B.
Self-Perception Theory
Bentler Speckart (1980)
behaviour
(strong) attitude
Dating
(strong) attitude
behaviour
Exercise
(weak) attitude
behaviour
Studying
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Lecture 4 Attitudes
3. Do Attitudes Predict Action? B.
Self-Perception Theory
Bentler Speckart (1980)
Studying
(strong) attitude
behaviour
(weak) attitude
norm
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Lecture 4 Attitudes

• Outline
• 1. Introduction
• A. What are Attitudes?
• B. Why are they important?
• C. Where do attitudes come from?
• 2. How are attitudes measured?
• 3. Do attitudes predict behavior?
• A. Principle of Correspondence
• B. Theory of Planned Behavior
• C. Self-Perception Theory
• 4. Can attitudes be changed?

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Lecture 4 Attitudes
4. Can Attitudes be Changed?
Learning
Functions
Behaviour Modification (self-perception theory)
Persuasion