Attitude and Stereotypes - Allport

Attitude

An evaluation a person makes about of an event, object, group or issue. They are learned ideas we hold about ourselves, others and experiences. They are not innate. It is a judgement which can be based on either experience or observational learning.

How can we form Attitudes

Social activity, media like magazines, tv

Implicit attitude

An involuntary evaluation that occurs without consciousness, we may not know we hold them yet it will still be influential. Our behaviours can reveal them

Explicit attitude

Voluntary and conscious evaluation of an idea, object, person or place. A response based on conscious judgement and can be measured directly by self report.

What does the Tri-Partite Model of Attitude propose?

There are three elements that contribute to attitude formation and provides a framework to unpack an attitude

Three components of Tri-partite model

Affective: feelings or emotions towards an object or person

Behavioural: actions towards various people, objects or institution

Cognitive: the belief about an object or person

Limitations of tripartite model

Does not indicate strength of an attitude, only direction

Strong attitudes are resistant to change, dont change over time and have a big impact on behaviour

Accessibility of attitude, how often and quickly it comes to mind

Inconsistencies can occur between what a person thinks and feels and their behaviour

Doesnt include ambivalent attitudes

Cognitive dissonance

Social comparison

We take on board other peoples attitudes , attitudes can be changed or challenged, no social interaction-if youre apart of it because you share similar attitudes

How can we view attitudes

Indirectly, observational learning, collective attitudes, communicating

Social learning of attitudes

Direct experience and observation other → attitude → behaviour as evidence of thoughts and feelings

What factors influence whether you adopt someone else’s attitude or ignore it?

Your intelligence and self-esteem influence whether you adopt or ignore someone else’s attitude.

How does intelligence and self-esteem affect how likely someone is to be persuaded by a one-sided message?

Intelligent people, whether they have high or low self-esteem, are less likely to change their attitude based on a one-sided message than less intelligent people with moderate self-esteem.

Attitudes can be dangerous..

If they are negative and will lead to prejudice, stereotypes and discrimination

Why study attitudes?

Every choice made is affected by attitudes, allow the prediction of human behaviour for a given situation, information abt attitudes needs to assessed in line with persoanlity and other psychological characteristics

What is behaviour affected by

Cognitions and affect

What are cognitions and affect affected by?

Attitudes

Most influential?

affect and cognition

Strong attitudes….

predict better than weak attitudes, cause by personal expereince

How aware are we of attitudes?

We are influenced more by attitudes we can express and those that come to mind quickly

Culture

Shared rules can define behaviour, defines identity, learned attitudes, beliefs, values and traditions

Attitudes and values can change

They are learned and respond to influences

Conformity, self-interest or lack of strength of our own culture?

We learn to accept different ways of doing business or meeting people, as to ignore the values and attitudes of other cultures could be considered rude

What is a stereotype?

An oversimplified belief about an outgroup pertaining to either positive or negative thoughts about its members

How can children learn stereotypes?

Children as young as five can develop racial stereotypes by picking up cues from parents, friends, teachers, group labels, derogatory jokes, or other behaviour, even if they are not explicitly taught.

How can stereotypes form when we first meet someone?

Our initial impressions of a person from an identifiable group can form the basis of a stereotype.

What role does the media play in stereotypes?

The media can form or strengthen stereotypes by repeatedly presenting certain ideas or images about groups of people.

Can a person’s behaviour activate existing stereotypes?

Yes, the behaviour of an individual can trigger or activate stereotypes we already hold.

Are stereotypes always negative?

No, stereotypes can be positive or negative, but they are generally disliked because they prevent people from being seen as individuals