In-Depth Notes on Attitudes and Attitude Change
Definition of Attitudes
- An attitude is an evaluation of a person, object, or idea.
- Types of attitudes:
- Negative Attitudes: We view the person, object, or idea unfavorably.
- Positive Attitudes: We view the person, object, or idea favorably.
- Ambivalent Attitudes: Holding both positive and negative feelings simultaneously.
- Neutral Attitudes: Lacking strong positive or negative feelings.
Components of Attitudes
- Attitudes consist of three main components:
- Affective Component: Emotional reactions associated with the object.
- Cognitive Component: Thoughts and beliefs about the object.
- Behavioral Component: Actions and observable behaviors related to the object.
Origins of Attitudes
- Attitudes are often thought of as personal and private, but they can be socially influenced.
- Influences include:
- Cultural norms
- Social interactions
- Importance of cues from others in forming and changing one's attitudes.
Routes to Attitude Change
Four primary routes to the creation or change of attitudes:
- Biological Routes:
- Heritability of attitudes; certain traits may be inherited.
- Examples of heritable attitudes: positions on abortion, death penalty, organized religion, and interests in activities like athletic sports or reading.
- The role of shared environments, such as family or social groups, in shaping attitudes.
- Affective Routes:
- Quick, automatic attitudes not grounded in logic.
- Often linked to moral values; changing these attitudes can be difficult due to their emotional nature.
- Example: Shifts in societal attitudes towards same-sex relationships over generations.
- Behavioral Routes:
- Development of attitudes based on self-observation and observation of others' behaviors (social referencing).
- Example: Attitudes formed about a person based on friends’ reactions to them.
- Social-Cognitive Routes:
- A focus on beliefs regarding the characteristics of an object.
- Conflicting attitudes possible; e.g., favoring cars for convenience despite knowing their environmental impacts.
Cognitive Rationale of Attitudes
- Negative attitudes often come with cognitive justifications.
- For instance, negative views on immigrants can stem from beliefs about job competition.
- Positive attitudes sometimes derive from affective responses rather than structured beliefs.
Social Transmission of Attitudes
- Attitudes can be transmitted through social contexts and environments, influencing how they are created and maintained.
Summary
- Understanding attitudes involves recognizing their multifaceted nature, the influences behind them, and the processes through which they can change.
- Analyzing attitudes helps to understand social behavior and interactions more deeply, leading to a better grasp of societal changes over time.