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Psychology 331 Social Psychology

Psychology 331 Social Psychology. Behavior and Attitudes Chapter 4. Attitudes. Beliefs that have an evaluative connotation attached to them, whether it be positive or negative. Three Components of Attitudes. Affective (feelings, likes, & values) Behavioral (intent to act)

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Psychology 331 Social Psychology

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  1. Psychology 331Social Psychology Behavior and Attitudes Chapter 4

  2. Attitudes • Beliefs that have an evaluative connotation attached to them, whether it be positive or negative

  3. Three Components of Attitudes • Affective (feelings, likes, & values) • Behavioral (intent to act) • Cognitive (beliefs; informational)

  4. Four Basic Characteristics • Inferred from behavior • Directed at a psychological object • Learned (and thus can be changed) • Influence behavior

  5. Attitudes and Affect • Attitudes can influence Affect • Zilmann & Cantor (1977) • Affect also can influence Attitudes • Griffitt & Veitch (1971) • Baron (1987) • Schwarz & Clore (1985) • Schachter & Singer (1962)

  6. Attitudes and Behavior • Attitudes influence Behavior • Borgida & Campbell (1982) • Behavior influences Attitudes • Lewin (1947) • Festinger & Carlsmith (1959)

  7. Attitude-Behavior Consistency • Do attitudes predict behavior? • LaPiere (hotel study)

  8. When are attitudes a better predictor of behavior? • Attitudes are very strong • Attitudes are specific • The closer together the attitude and behavior are measured • Other social influences are minimized • Subjective norms • Bogus Pipeline (Jones & Sigall, 1971)

  9. Cognitive Consistency Theories • Heider’s Balance Theory (1944) • People’s attitudes and behaviors can be balanced or unbalanced • People have a tendency to desire balance • Examples of balanced and unbalanced states • Aronson’s “my enemy’s enemy should be my friend” study

  10. Heider’s Balance Theory (1944) Zeke + + Michael Jordan ? Katie

  11. Heider’s Balance Theory (1944)Balanced States Zeke + + Michael Jordan + Katie

  12. Heider’s Balance Theory (1944)Balanced States Zeke + - Michael Jordan - Katie

  13. Heider’s Balance Theory (1944)Balanced States Zeke - + Michael Jordan - Katie

  14. Heider’s Balance Theory (1944)Balanced States Zeke - - Michael Jordan + Katie

  15. Heider’s Balance Theory (1944)Unbalanced States Zeke + + Michael Jordan - Katie

  16. Heider’s Balance Theory (1944)Unbalanced States Zeke + - Michael Jordan + Katie

  17. Heider’s Balance Theory (1944)Unbalanced States Zeke - + Michael Jordan + Katie

  18. Heider’s Balance Theory (1944)Unbalanced States Zeke - - Michael Jordan - Katie

  19. Heider’s Balance Theory • How do we change unbalanced states to balanced? • Zeke starts to like Katie • Katie starts to like Michael • Zeke starts to like Michael

  20. Festinger’s Cognitive Dissonance Theory • Cognitive Dissonance • State of tension when a person holds 2 attitudes that are psychologically inconsistent • Dissonance is unpleasant, so people are motivated to reduce it

  21. Festinger’s Cognitive Dissonance Theory • Three types of cognitions • Consonant (I like you, you like me) • Dissonant (I like you, you don’t like me) • Irrelevant (I like you, you like cheese)

  22. Festinger’s Cognitive Dissonance Theory • How can we reduce dissonance? • Reduce the importance • Change one or both of the cognitions • Increase consonant cognitions

  23. Festinger & Carlsmith (1959) DV: Task Enjoyment

  24. Brehm (1956) – Post-decisional Dissonance Fan Liking Toaster Choice Before Choice After

  25. Dissonance vs Self-Perception • Dissonance Theory says: • To avoid feeling bad, people think about good qualities of the chosen product and bad of the unchosen • Self-Perception Theory says: • What did I do? I chose the fan. Why? I must like it.

  26. Zanna & Cooper –Dissonance as Arousal DV: Attitude Change

  27. Dissonance vs Self-Perception • Dissonance causes Arousal! • Self-Perception theory explains attitude formation • Dissonance theory explains attitude change

  28. Dissonance Theory Paradigms • Induced Compliance • Zanna and Cooper

  29. Dissonance Theory Paradigms • Effort Justification • Aronson & Mills (1959) – initiation study • Cooper (1980) – snake phobics

  30. Dissonance Theory Paradigms • Insufficient Justification • Festinger & Carlsmith – boring task study • Aronson, Turner, & Carlsmith (1963) • Forbidden Toy Study • Mills (1958) – cheating study • Nel, Helmreich, & Aronson (1969) • Marijuana study • Zimbardo et al. (1965) • Grasshopper study

  31. Aronson, Turner, & Carlsmith (1963) DV: Liking for Toy

  32. Self-Discrepancy Theory - Higgins • People are motivated to maintain a sense of consistency among their beliefs and perceptions of themselves • Actual, ought, and ideal selves

  33. Self-Completion TheoryWicklund & Gollwitzer • Holds that any threat to a valued identity will motivate seeking social recognition of the identity through “self-symbolizing activities” • Gollwitzer (1986) – dancer study

  34. Self-Evaluation Maintenance Theory - Tesser • Holds that one’s self-concept can be threatened by another individual’s behavior, and the level of threat is determined by both the closeness of the other individual and the personal relevance of the behavior. • Threatened • Bask in the reflected glory

  35. Self-Evaluation Maintenance Theory - Tesser • What if a friend outperforms you in an important domain? • Distance self from friend • Change importance of domain • Improve you own performance to be better than the friend’s

  36. Self-Affirmation Theory - Steele • Suggests that people will reduce the impact of a dissonance arousing threat to their self-concept by focusing on and affirming their competence in some dimension unrelated to the threat. • Fail math test; focus on winning football game

  37. Self-Verification Theory - Swann • Suggests that people have a need to seek confirmation of their self-concept, whether the self-concept is positive or negative • Positive self-concept, seek positive info • Negative self-concept, seek negative info

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