04 Attitudes

Attitude

A favorable or unfavorable evaluation toward something or someone

Components of Attitudes

Beliefs, feelings, and intended behaviors

Classical Conditioning

Learning attitudes through association

Social Learning

Learning attitudes by observing others

Genetic Predisposition

Innate tendencies influencing attitudes

LaPiere Study (1934)

Showed mismatch between attitudes and behaviors toward minorities

When Attitudes Match Behavior

Social pressure, awareness, salience, and observing multiple behaviors

Tripartite Model of Attitudes (ABC)

Affect, Behavior, Cognition

Affect

Emotional component of attitude

Behavior

Action component of attitude

Cognition

Thought/belief component of attitude

Heider’s Balance Theory

People seek balanced relationships to reduce tension

Cognitive Dissonance (Festinger)

Discomfort from holding conflicting attitudes or behaviors

Ways to Reduce Dissonance

Change attitudes, add cognitions, reduce importance, deny relation

Insufficient Justification

When behavior lacks external reward, attitude changes to justify it

Just World Belief

Belief that people get what they deserve

Behavior Changes Attitudes

Actions can shape beliefs

James-Lange Theory

Physiological response comes before emotion

Schachter-Singer Two-Factor Theory

Emotion = arousal + cognitive interpretation

Facial Feedback Hypothesis

Facial expressions influence emotions

Self-Perception Theory (Bem)

Attitudes inferred from observing one’s own behavior

Foot-in-the-Door Technique

Small requests increase likelihood of larger compliance