Attribution formation and change

Attitudes

• feelings that affect how we react to things, people, or events. They are shaped by what we believe and can make us respond in a positive or negative way.

  • The cognitive component of an attitude is what you believe about a particular object, people, or issue 

  • The affective component consists of your feelings toward the attitudinal object, people, or issue 

  • The behavioral component refers to your actions toward various people, objects, or institutions. 

Attitudes are formed through

• Direct experience with the attitudinal object, person, or issue. 

• Chance conditioning as a result of a small number of contacts with an attitudinal object

• Interaction with others, including families and other groups

• The media including newspapers, magazines, television/radio, and the Internet

Belief perseverance

• people’s attitudes and beliefs persist even when information contradicts those attitudes and beliefs.

• Linked to confirmation bias—seeking information that supports existing beliefs.

• Example: A voter sticks with their candidate despite negative evidence.

Study (Lord et al., 1979)

• People with opposing views on capital punishment reviewed mixed evidence.

• Each side favored the study that supported their belief and dismissed the other.

• Result: Exposure to the same evidence increased disagreement.

• Motivated Reasoning: Using beliefs to judge evidence instead of the other way around.

Cognitive Dissonance Theory

• We try to reduce discomfort when our thoughts or actions conflict.

• Example: A smoker knows smoking causes cancer but enjoys it.

• Dissonance: Conflict between belief (smoking is harmful) and behavior (smoking).

• Resolution: Change behavior (quit smoking) or change belief (“At least I’m enjoying life”).

prejudice

• An unfair and negative attitude toward a group.

• Involves stereotypes, negative feelings, and discrimination.

• Means “prejudgment” and often targets race, gender, or beliefs.

Factors involved in prejudice

• Negative Emotions: Feelings like hostility or fear.

• Stereotypes: Generalized beliefs about a group.

• Heuristic: Stereotypes act as mental shortcuts to process new situations.

• Effect: Leads to quick judgments based on limited info.

• Discrimination: Acting unfairly toward a group.

Discrimination

• A negative behavior

• Ex: choosing not to date a person because of their race

Ethnocentrism

• Belief that one’s ethnic group is superior.

• Prejudice: Viewing other ethnicities as inferior or threatening.

• Historical Impact: Fueled colonialism and imperialism.

• Example: European powers justified colonization by labeling other groups as "uncivilized" or "inferior."

Implicit vs. Explicit Prejudice

• The brain processes information on two levels.

• Explicit Prejudice: Conscious, deliberate biases.

• Implicit Prejudice: Unconscious, automatic biases.

• Impact: Implicit bias can lead to discrimination without intent.

In group

• “us” - people with whom we share a common identity

• example: your athletic team, your ethnicity, your sex

Out group

• “them” - those perceived as different or apart from our in group

• example: your rival high school, those kids over there, the other sex

Ingroup bias

• Favoring one’s own group over others.

• Studies: People give more rewards to their group.

• Real-World Example: Hiring a friend’s child over other candidates.

• Heterogeneous

outgroup homogeneity bias

• Belief that people in the out-group are all the same.

• "Them": People different from me, seen as uniform and lacking individuality.

• Effect: Viewing out-group members as homogenous.