5. Attitude and Behavior_2021

Introduction

• Title: Behavior and Attitudes

• Presented by: Karel K. Himawan, Ph.D.

• Email: karel.karsten@uph.edu

Outline

• Attitude and Behavior

• When Attitudes Predict Behavior

• When Behavior Affects Attitudes

• Why Behavior Affects Attitudes

Definition of Attitude

• An evaluation of objects, people, or issues (Wrightsman, 1993).

• Beliefs and feelings related to persons/events (Myers, 2005).

• Associations between attitude objects and evaluations (Fazio & Roskos-Ewoldsen, 1994).

• Evaluations of aspects of the social world (Baron & Byrne, 2001).

Understanding Attitude

• Sikap: Positive (favorable) or negative (unfavorable) evaluations towards topics like issues, ideas, people, social groups, or objects.

Components of Attitude

• Cognitive Component: Beliefs about certain ethnic groups (e.g., laziness).

• Affective Component: Feeling dislike towards people from certain ethnic backgrounds.

• Behavioral Component: Treating these individuals discriminatorily.

Importance of Studying Attitudes

• Attitudes significantly influence cognitive schemas.

• Example: Differing opinions on marriage age between Ibu Ani and Ibu Ina.

Illustrative Example

• Mild Confrontation: Ibu Ani's agreement on early marriage vs. Ibu Ina's view on later marriage highlights differing interpretations of youth behavior.

Measuring Attitude

• Wawancara (Interviews)

• Angket (Questionnaires)

• Scales used:

  • Semantic Differential

  • Likert Scale

Forming Attitudes - Social Learning

• Classical Conditioning: Subliminal learning influences attitudes unconsciously (Cacioppo, 1993).

• Example: Association of classical music with boredom in children.

Forming Attitudes - Instrumental Conditioning

• Parents reinforce behaviors (e.g., rewarding with ice cream after ballet practice).

UTS Teaser

• Discussion Prompt: How does COVID-19 impact children's formation of attitudes towards cleanliness and hygiene?

Forming Attitudes - Social Comparison

• Individuals compare themselves with others (e.g., hairstyles, clothing).

• Comparison often made with respected or loved ones.

Forming Attitudes - Biological/Genetic Influence

• Identical twins share genes and tend to have similar attitudes, regardless of upbringing.

Attitude and Behavior - Empirical Study

• Richard T. Le Piere (1934): Discrepancy between stated attitudes toward Chinese customers and actual behavior in establishments visited.

Attitude vs Behavior - Research Findings

• Batson et al. (2002): Moral hypocrisy illustrated disparity between attitudes and behaviors, such as cheating.

When Attitudes Predict Behavior

• Analysis of factors that link attitude to behavior.

Specific Example of Prediction

• Example: Ani's affection towards Jokowi's figure would correlate with her voting behavior.

Myers (2007) Findings

• Predictive Conditions:

  • Minimal social influences.

  • Examining attitudes specific to behaviors.

  • Potent attitudes increase the likelihood of corresponding behaviors.

Influence of Situations on Attitudes

• Situational factors can either facilitate or hinder behavior exhibition (e.g., moral situations like infidelity).

Situational Influence Example

• Choosing between two seminars highlights how situations influence decision making based on attitudes.

Intensity of Attitude

• Stronger attitudes correlate with stronger behavioral implications.

• Factors affecting importance of an attitude include personal relevance and social identification.

Individual Characteristics

• Lower self-monitoring individuals have attitudes more predictive of their behavior compared to high self-monitors.

Theory of Planned Behavior

• Attitudes, perceived norms, and feelings of control together result in behavior intentions leading to behavior.

Further Example of Behavior Intention

• Attitude toward Psychology studies leading to registration in the program as a behavioral intention.

Subjective Norms and Control

• Influence of aspirations and perceived ability on the decision to pursue a degree in psychology.

Behavioral Impact on Attitudes

• Brainstorming Prompt: Can behavior actually change underlying attitudes?

When Behavior Affects Attitudes

• Discussion on the mechanisms by which behavior can reshape attitudes.

Examples of Behavior Influencing Attitudes

• Hypnosis demonstration indicating how actions can produce justifications for behavior.

Role Playing and Attitude Change

• Zimbardo Study (1971): Attitude change based on assigned roles, showcasing flexibility in attitudes based on situational behavior.

Role Playing Impacts on Behavior

• Individuals often adjust their behaviors to fit prior statements or roles.

Foot-in-the-Door Phenomenon

• Larger requests are more likely to be agreed to after initial smaller requests are accepted.

Justification in Evil and Moral Acts

• Individuals often rationalize their actions, leading to shifts in corresponding attitudes in support of their behavior.

Understanding Why Behavior Affects Attitudes

• Factors explaining the relationship between behavior and subsequent attitude changes.

Self-Presentation and Impression Management

• The need for consistency between attitudes and behaviors influences perception management.

Cognitive Dissonance Theory

• Cognitive Dissonance: Discomfort experienced with conflicting cognitions. Methods of resolving include attitude or behavior alteration.

Cognitive Dissonance Quotations

• Leon Festinger: Illustrates frustration with logical inconsistencies during discussions.

Case Study Example

• Scenario comparing different dissonance experiences between two individuals compensated differently for the same task.

Dissonance Cognitive Resolution

• Budi's approach to reducing dissonance can involve changing attitudes post-experiment.

Individual Perspectives

• Quote comparisons reflecting differing justifications between Andi and Budi regarding their paid participation.

Self-Perception Theory

• Theory positing individuals deduce their attitudes by interpreting their own behavior and situational context.

Various Theories on Behavior Affecting Attitudes

• Self-presentation, self-justification, and self-perception as explanations for why behavior impacts attitudes.

Conclusion and Questions

• Quote by Zig Ziglar: "Your attitude, not your aptitude, will determine your altitude."