Attitudes arelearnedtendenciesto

_____________________________
_____________________________;
suchevaluationsmaybe_________,
____________,orambivalent

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 Attitudes can be thought of as existing along a continuum:

Non-attitudes Strong attitudes

Non attitudes Strong attitudes

not held with any highly durable
conviction highly stable over time
not based on prior based on a substantial body of
thought knowledge
not based on much based on a great deal of prior thought
knowledge about the high degree of personal importance
topic held with great certainty

Entity being evaluated is called

an ______________________

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 WHEREDOATTITUDESCOMEFROM?

Onespositioninsociety
_______________________
_______________________
_______________________
Individualbackground
Influenceofsignificantothers

HOW DO WE MEASURE ATTITUDES?

One of Social Psychologys

greatest successes
Measurements are triangulated
with several methods ________
__________________________.
Some methods include:

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 Self-report measures:
__________- ask people about their attitudes
_____________- assemble a group of people,
put them in a situation and then watch how
they behave (artificial setting, may be
different than how they behave in real life)
The Bogus Pipeline used to ________________________ their true
attitudes

Covert measures:
______________________- when you
watch people in real life (real behaviors,
but you cant control who you will be
watching)

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 Physiological measures:
Facial Electromyography (EMG): An electronic instrument that
_______________________________________________
_______________________________________________
______________________________________________.

Facial EMG (Electromyography)

FACIAL EXPRESSIONS Example #1 Example #2

People tend to _____________

________________________
________________________.
So, is a facial EMG accurate?
What precautions would an
experimenter have to take?
(Just something to think about!)

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 Physiological measures:
Functional Magnetic Resonance Imaging (fMRI): An MRI
scan that measures change in __________________
due to neural activity

BRAINIMAGING FMRI(THOUGHTSANDEMOTIONS)

IMPLICIT ATTITUDES TEST (IAT)

IAT background info from Harvard:

Psychologists understand that people may not say what's on
their minds either because they are unwilling or because they
are unable to do so.

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 IMPLICIT ATTITUDES TEST (IAT), CONTINUED

For example, if asked "How much do you smoke?" a smoker

who smokes 4 packs a day may purposely report smoking only
2 packs a day because they are embarrassed to admit the
correct number. Or, the smoker may simply not answer the
question, regarding it as a private matter. (These are examples
of being unwilling to report a known answer.) But it is also
possible that a smoker who smokes 4 packs a day may report
smoking only 2 packs because they honestly believe they only
smoke about 2 packs a day. (Unknowingly giving an incorrect
answer is sometimes called self-deception; this illustrates
being unable to give the desired answer).

IMPLICIT ATTITUDES TEST (IAT), CONTINUED

The unwilling-unable distinction is like the difference between
purposely hiding something from others and unconsciously
hiding something from yourself. The Implicit Association Test
makes it possible to penetrate both of these types of hiding.
The IAT measures implicit attitudes and beliefs that people are
either unwilling or unable to report.

https://implicit.harvard.edu/implicit/demo/background/

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 3COMPONENTSOFATTITUDES

____________Component
(logical/rational part in your conscious mind)

AffectiveComponent
(____________________________about an attitude object)

____________Component
(theactionthatstemsfromtheothercomponents)

If you ask someone about their

attitude, they will tell you about the
cognitive component. Speech is a
cognitive act. HOWEVER, what
people say (cognition) is not
usually correlated with what
people do (behavioral).

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 DO ATTITUDES AND BEHAVIORS MATCH UP?

Measurement: Level of specificity

Correlation
Attitude Measure with behavior

Attitude toward birth control .08

Attitude toward birth control pills .32
Attitude toward using birth control pills .53
Attitude toward using birth control .57
pills during the next two years

WHY DO WE HAVE THE ATTITUDES

WE HAVE?

The following concepts are theories or

perspectives on why we might hold
the attitudes we have

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 BEHAVIORISTPARADIGM
Rewardsandpunishmentsteachbehavior

Reinforcement: when the consequences of

a behavior increase the likelihood that it
will be repeated
Punishment: when the consequences of a
behavior decrease the likelihood that it will
be repeated

APPLICATION
Individuals act in ways that will maximize
social rewards
Therefore, attitudes are reflected by those
behaviors which are most persistent

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 SOCIALLEARNINGTHEORY

People may also learn by observing the

punishments and rewards received by others
Ex. The _____________ Study

FUNCTIONALIST PERSPECTIVE ON ATTITUDES

People have attitudes that are

functional in nature. Having a
________________________________
________________________________
________________________________
_______________________________.

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 DANIEL KATZ (FUNCTIONALIST)

Believed that attitudes served one of

four possible functions:

adjustment function- we tend to have attitudes

that maximize our pleasure and minimize our
pain- people will adjust their attitude if it is
necessary to increase pleasure and reduce
pain.
ego-defense function- we may have an attitude
which will serve to preserve our ego.
value expressive function-we will pick attitudes
that express our values to the world
knowledge function- people will tend to have
attitudes that serve to simplify the world-
limiting the amount of knowledge you need

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 Nave Psychology- Fritz Heider-
most peoples view of the world
is simple and nave.

LIGHTNING BOLT PERSPECTIVE

Most peoples attitudes will be the path of

least resistance with the challenges that
they face.
Ex: As I go through life I may face barriers
that will make my attitudes change, and
they will continue to change in order to
create the path of least resistance.

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 BALANCE THEORY- FRITZ HEIDER

all people will attempt to keep their attitude in

balance- _______________________________
_______________________________________
_______________________________________
_______________________________________
______________________. If they cant, they
will change their attitude to adjust.

COGNITIVEDISSONANCE

An unpleasant state of psychological

arousal that occurs when __________
________________________________
_______________________________.
We try to minimize this feeling.

Zimbardos grasshopper experiments

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 PREJUDICE
A negative attitude towards
people who belong to a specific
social group

Cues- __________________
______________________ -
an attitude may not lead to
behavior if there is no cue.

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 Anchoring- if the persons attitude
is supported by _______________
_____________________________,
it is anchored in those sources

BEHAVIORSWILLCOINCIDEWITHINTERNALATTITUDES
WHEN:

Attitudes are anchored in ________

_____________________________
Attitudes are extreme
Attitudes are formed through _____
______________________________
You anticipate a positive response
from others for acting in a certain
way

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 INFLUENCING/CHANGINGATTITUDES

___________________________
Consistent __________________
___________________________
___________________________
___________________________

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