Ch 4 attitude and behavior

Attitude

A positive or negative evaluation of objects, people, or issues.

ABC Model of Attitude

Components of Attitude: Affective (Feeling), Behavioral (Action), Cognitive (Belief).

Affective Component

The emotional aspect of an attitude towards an object or person.

Behavioral Component

How we act toward the object or person related to the attitude.

Cognitive Component

The thoughts and beliefs about the object or person.

Social Learning

Forming attitudes from influences such as parents, peers, and media.

Classical Conditioning

Associating experiences with feelings to form attitudes.

Instrumental Conditioning

Formation of attitudes based on reward and punishment.

Richard LaPiere’s Study

Demonstrated a gap between attitudes and actual behavior in serving Chinese customers.

Moral Hypocrisy

The phenomenon where individuals appear moral while avoiding the costs of being moral.

Theory of Planned Behavior

Behavior is influenced by attitudes, subjective norms, and perceived control.

Cognitive Dissonance Theory

When attitudes and behavior conflict, creating discomfort requiring adjustment.

Self-Presentation Theory

The desire to appear consistent leads individuals to align their behaviors with attitudes.

Foot-in-the-Door Phenomenon

The tendency for people who agree to a small request to be more likely to comply with a larger request later.

Self-Perception Theory

Inferring attitudes based on observations of our own behavior.

Attitude Strength

The degree to which an attitude influences behavior, with stronger attitudes having a greater impact.

Political & Racial Acts

Individuals begin to believe in what they defend or oppose based on their actions.

Role-Playing Effect

Acting in a role can change self-perception and corresponding attitudes.

Dissonance

The state of discomfort that occurs when attitudes and behavior conflict.