ATTITUDE CHANGE. Overview. Attitude-behaviour problem: how do internal mental activities relate to overt behaviour? ( attitude – behaviour relations ) To what degree our are attitudes internally organised? Why do so many people share similar attitudes on particular issues?. Research strands.
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Under what conditions do what kinds of attitudes of what kinds of individuals predict what kinds of behaviour?
Situational moderators; attitudinal qualities; personal moderators, individual differences; behavioural properties…
Can we change attitudes by changing these components?
Changed by persuasive communications (i.e., new information)
Three important factors:
Two Dual Process models of persuasion (drawn from memory research - Depth of Processing)
Deliberative (reasoned action, planned behaviour models) vs. automatic processing modes
Classically conditioned by repeated association of attitude object with positive or negative events.
Do feelings ever change without thought?
Conditioning without awareness
Changed through rewards & modelling
We change our attitudes to reduce the aversive arousal we experience when we have two cognitions or thoughts that contradict each other or are dissonant.
To change thoughts, get people to act counterattitudinally
People who do not have strong attitudes sometimes infer their thoughts and feelings from their own actions.
Schachter & Singer 1962 ‘2 factor’ theory of emotion
Some critics suggest actually testing:
(Ch 6, Hogg & Vaughan) esp. Fazio & Cooper 1984
Chapter 4. Augoustinos, M., Walker, I. & Donaghue, N. (2006) (2nd ed.).Social Cognition. London: Sage.