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03/15/2015
ABCs of Attitudes
:evaluations of people, objects, or ideas (attitude objectsthe thing we have an
attitude about)
Affecctive: emotions toward attitude object (ex: chocolate makes me feel good)
Behavioral: actions towards attitude object (I choose chocolate cake)
Cognitive: thoughts about attitude object (Dark chocolate is good for my health)
-Measuring Snake Attitudes
Affective response would be fear
-Sources of Attitudes
Information
Values (implicit understandings of our world shaped by our cultures that we
live in and our upbringings shape how we look at certain things and concepts)
Mere exposure (people like things that they have already been exposed to, or
have seen a lot)
o Mirror study: we see ourselves as our mirror image
o Participants were shown to pictures of themselves and pictures of their
mirror image
o Ps prefer the mirror image, while others preferred the actual image
-Classical Conditioning
Basic premise: things that are neutral can acquire a valence attitude over time
EX: advertisements for the most part are going to pair their product with
something positive; to get you to buy their product
o Typically appeal to ones visceral feelings
Study: pared dutch with negatives words and Swedish with positive words.
Results conditioned attitude scores reflected more negative attitudes for dutch
-Operant Conditioning
Premised on rewards and punishment
-Body Movement
Headphone Study: half the participants were told to nod and the other shake
o Who was more persuaded by the argument?
o Those who nodded were more persuaded by the argument
o Subtle change in attitudesupports notion of embodiment
Function of Attitudes
-Knowledge Function: help us make sense of the world; what we should approach or
avoid
I know this so I can feel comfortable around it; feel confident/know how to
react
-Value Expression: our attitudes can express our beliefs; also guide our social
behavior to help facilitate smooth interactions
-Social Adjustment Function
Binge Eating Study
o Looked at sorority girls at UMich and their binge-eating behaviors
o Girls would binge over the same time correlated with their friendship
development; become closer over time
o Convergence on behavior that promotes harmony
o Hold attention
o Focus on one kid, or one dogthey can give you a lot of statistics on
large numbers but they dontour culture empathizes with individuals
Fear
o Does scaring people cause people to change their attitudes?
o Study: fear appeals
IV: persuasion technique (pamphlet, scary film, or both
pamphlet and film)
DV: number of cigarettes per day
Over time, scary video immediately caused men to decrease
smoking but this effect didnt last
Those who saw both the pamphlet and film successfully
decreased smoking
*scare people and give them a reason
o The Message: one-sided vs. two-sided appeals
One-sided best for those in support of your argument, two-sided
best for those against
Whom: The Audience (who this is going to, what types of attitudes do they
already have?)
Forewarned is forearmed (give time to counterargue) Stealing thunder may
decrease persuasion
Distraction disarms (increases persuasion); more likely t get out of critical
mindset and go peripheral route
Age: young (18-25) and older (60+) more persuadable
o Collegewho am i?
Attitude inoculation: give dose of argument
Theory of planned behavior
Principle of Commitment- ask one to do a little thing first and then follow up with a
bigger request later; wear small pin, then later request people to make a sizeable
donation
Principle of Liking: more likely to say yes to those who we like and are familiar
with (friend, relative)
Principle of Consensus: more likely to say yes to a request if we have information
that a lot of people around us area also saying yes
Studies
Autokinetic Effect Experiment (Sherif, 1936)
Asch Line Judgment study
Berscheid et. al (1968)
Notes
Conformity:
Informational social influence
Dehumanization
-us and them
-allows you to justify negative treatment
Berscheid et. al (1968)
when subjects couldnt retaliate, participants justified that they deserved
painful shock they had administered
-prefrontal medial cortex activated when you see other humans, less activated when
looking at pictures of homeless
Priming:
-Dehumanization black ape link
primed with black or white faces
speed to recognize degraded images of apes
-another study subliminally primed with either big cat words or ape words
-video of either black or white man being beatenhow likely are patients to say this
behavior is justified?
Studies
Social Facilitation
Cockroaches
Gary Stacer (Miami Uni., Ohio)
Notes
Nature of groups
Group influence on individual
Group influence on collective behavior
Group influence on prejudice
Nature of Groups
What is a group?
3 + people, mutual social influence; needs and goals shape each other
evolutionary purposes (in our dna) and social reality (provide worldview,
meaning, etc.)
leads us to adhere to groups norms
-Group influence on Individual Performance
Social Facilitation (Bob Zience)
o Positive influence on performance with easy task
o Negative influence on performance with hard task
Cockroaches
o Run from light faster when there are observersfacilitation of the
dominant response
*Presence of others creates arousal; for easy tasks arousal facilitates
performance, for hard it harms performance
Social Loafing
Negative implications for easy task, positive implications for hard task
(reduces anxiety)
Deindividuation
:loosening of normative behavioral constraints when in groups
-reduced accountability/increased obedience to group norms
-even positive norms (dark/bright room intimacy study)
-Zombardo: surgical masks decrease accountability
Group Decisions
-groups outperform individuals when they rely on their most competent member and are
stimulated by each others comments
-Process Lost when:
Failure to listen to most competent member
Failure to share unique info
Groupthink
Confidence =/= competence
Gary Stacer (Miami Uni., Ohio)
-Groups of 4 trying to decide best candidate for ojb, one clearly most qualified
Group 1: given 8 pos. 4 neg.
Group 2: 8 pos., 2 bad things given to each individual member of group (amounts to
more than 4)only shared common information, focused on what they had in common
-distribution of information and release by each person varying will induce process loss
Some of the crucial information might not be shared
Groupthink
-The Challenger:
Exploded 76 seconds after liftoff because of leak in rocket booster field joint
There was concern over whether o-rings could withstand the cold
temperatures (concerns suppressed because of group-think)
-Symptoms
Illusion of unanimity
Self-censorship
Belief in moral correctness
Conformity pressure
Mind-guards
-When does this happen?
Isolated from other opinions
Direct leader
Poor decision procedures
Under stress
Women: communal
-kind
- helpful
-sympathetic
-concerned for others
-Role incongruency and leadership implications
Women are less likely to come to mind as leaders
Resume studiesFemal gets less call backs, evaluated differently, offered
lower salaries
Letters of recdifferent descriptive words that may be less desirable for
leadership
Emerge more with implicit assessment
Reaction to same leader traits: men=good leader, woman=bossy/bitchy
Studies
Collins and Feeney, 2004
Notes
Attachment Styles
1.Secure
2. Anxious/Ambivalent
3. Avoidant
2 dimensions:
Anxiety: attitudes towards self
Im afraid I will lose my partners love
Avoidance: attitudes towards others
I prefer not to show a partner how I feel deep down
level of anxiety intersection w/ level of avoidance
-LL: secure
-LH: dismissing avoidant (high opinion of self)
-HH: fearful avoidant (low opinion of self)
-HL: preoccupied/anxious ambivalent
Sex
-secure: good sex life
-preoccupied: may use sex to pull others close, more likely to engage in risky sex
-avoidant: desire for connection, may avoid sex or use it to resist intimacy
-Attachment style can shape how we interpret ambiguous information
-Attachment styles and perception of support
Collins and Feeney, 2004
Dating couples varied in att. Styles
One partner gives speech, the other gives feedback (manipulated to pos. or
neutral notes) before and after speech
Neutral notes:
o high avoidance perceived pre-speech not as less supportive (stressful)
o high anxiety perceived post-speech note as less supportive (stressful)
*attachment styles are flexiblecan be learned in relatinships and helped w/ therapy
Studies
Do you help Carol?
Notes
:act of performing a goal that benefits another person
-Why do we help?
Evolution
Empathy
Social exchange
Social learning
-Altruism: helping even when it costs you
-Egoism: helping for selfish reasons
-Evolutionary approach
Kin selection saving relatvies
prosocial genes exist when c<bXr
cost/benefit/genes shared (r)
-interdependent living (norm of reciprocity, learning social norms)
-Empathy-Altruism Hypothesis (batson)
:altruistic behavior happens in an empathetic mindset
Progression:
-Perception that someone needs our help
-adopt anothers perspective: yes/no
-Instrumental aggression: means to some goal other than causing pain (soldier)
Inborn/Learned?
-Freud: instinct
everyone possesses death drive
aggression towards others is hydraulic release of the death drive
-Genes: Instinct
protection to pass on genes
men higher in testosterone
chimpsbonobos
-Learned
Culture of Honor
o Argumenthomicides are higher among white southern vs. northern
o Honor-based aggression more sympathetic towards southern whites
o Farming (cooperation) vs. herding (vulnerable to theft)
Insult Study
-social situations
Frustration-aggression hypothesis
Triggered-displaced aggression
The weapon effect
-violent media and video games
-Biblical Violence
If God sanctioned the violence, people are more likely to do it
If we see somebody else express violence we think we can too
Studies
Labor Market Audit Studies
informal Discrimination Studies
Jane Elliot blue eyed bias classroom demonstration
Steele and Aronson
Notes
Inter-group Bias
-Defining intergroup bias
-Reasons for it
-goals, individuation
-other peoples attitudes
Changing Implicit Bias
-violent, sexist rap music is a mind bug for racism
more pro-white bias seen after subject exposed
-also exposure to white/black people who were either admired or disliked
exposure to admired blacks reduces bias 24 hours later, less pro-white bias
than the control group
-mind-guards
establish objective criteria
evaluate blind to categories
oversight and accountability
humility in our own objectivity
Inter-Group Bias (stereotype threat)
1. prejudice from target perspective
2. disengagement/disidentification
-female in physics class of mostly men, wants to do well on test to make her social
identity group seem competent
-various achievement gaps:
male/female gap in math/science
Stereotype Threat
:the sense that one can be judged or treated in terms of a sterotype or that one might
confirm the stereotype
a threat in the air
Steele and Aronsonmotivated college students
IV:
black and white participants
threat in the air diagnostic or non-diagnostic
DV:
test performance
Multiple identities
-Asian (good at math), women (bad at math)
-race and gender both made salient in different conditions
-when white men read article about superiority of Asians in math, do more poorly on
math test than the control group
Why does stereotype threat occur?
-arousal? Like social facilitationless performance deficit with easy test
-stress/anxiety (psychophysiology)
-impairs executive function/working memory
NYU study
-black/white college students told that theyre teaching students about either malleable
or fixed intelligence (more of multiple intelligence than fixed)
-malleability: increases identification/and success with school for blacks
-self-affirmation boosts grades for black students in one study