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Attitudes

Attitudes . Tri-Component Model Attitudes and Behaviour Attitude Formation. Limitations of the Tri-Component Model. Does a person’s attitude ALWAYS enable us to predict their behaviour ?

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Attitudes

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  1. Attitudes Tri-Component Model Attitudes and Behaviour Attitude Formation

  2. Limitations of the Tri-Component Model • Does a person’s attitude ALWAYS enable us to predict their behaviour? • La Piere – 1934 – Conducted an experiment on people’s attitudes and behaviour toward the Chinese race in America • All but one establishment accepted the couple as customers/tenants • However, when La Piere sent a questionnaire to the visited establishments, 50% said they would turn a person of Chinese race away • Concluded that attitude does not always determine behaviour

  3. Learning Activity 8.4 • 7. Identify two limitations or criticisms of the research method • 8. Identify a key ethical issue relevant to the research • CAN YOU NAME SOME CIRCUMSTANCES OR CONDITIONS THAT MAY RESULT IN OUR BEHAVIOUR NOT MATCHING OUR ATTITUDE?

  4. Strength of the Attitude • Strong attitude = Usually thought about, well known and easily accessible… • It is often personally relevant and emotive to the individual • More likely to be consistent over time, resistant to change and influence behaviour • Do you think someone’s exposure or knowledge on a certain topic would effect the strength of their attitude? • Direct vs Indirect experience • SAME SEX MARRIAGE & WOMEN IN SPORT • WHAT DO YOU FEEL STRONGLY ABOUT?

  5. Accessibility of the Attitude • Similarly to the strength of an attitude, the more accessible an attitude is to an individual, the more likely it will predict behaviour • One way to identify the accessibility of an attitude is through the speed in which an individual can state it…(Fazio & Williams 1986) • VOLUNTEER – ONE WORD – ONE RESPONSE

  6. Social Context of the Attitude • Do you think that where you are, who you are with and other social circumstances influence your behaviour, no matter what your attitude is? • Who has a part time job? Retail? • Felt pressured into something?

  7. Perceived Control Over the Behaviour • Definition: Perceived control is the belief an individual has that they are free to perform or not perform behaviour linked to an attitude and a belief that they can actually perform that behaviour (Ajzn & Fishbein, 2002) • Define perceived control in YOUR OWN WORDS – If you are having trouble, read the example in your text book • Complete Learning Activity 8.7

  8. Factors Influencing Attitude Formation • Attitudes are formed! • Learning – Classical Conditioning, Operant Conditioning and Modeling

  9. Classical Conditioning • Classical conditioning is a simple form of learning which occurs through repeated association of two different stimuli • Stimulus = event which may trigger a response – i.e. A gun shot may trigger fright (scream, jump, duck for cover etc. • Some stimuli do not trigger a response – but we can be conditioned to change/activate a response to a particular stimulus through classical conditioning

  10. Pavlov’s Dog http://www.youtube.com/watch?v=hhqumfpxuzI

  11. Operant Conditioning • Operant conditioning is a kind of learning which is based on the assumption that we tend to repeat behaviour which has a desirable consequence or result, and tend not to repeat behaviour which has an undesirable consequence or result • http://www.youtube.com/watch?v=I_ctJqjlrHA • Activity: Are you as smart as a pigeon?

  12. Modelling • Modelling occurs when someone uses observation of another persons actions and their consequences to guide their future thoughts, feelings or behaviour… • http://www.youtube.com/watch?v=hHHdovKHDNU&feature=related

  13. Repeated Exposure • Attitudes can also be formed through simply being exposed to an object, person, group, event or issue repeatedly… • Mere exposure effect – The increase in liking for an attitude, object, person, group, event or issue as a result of being repeatedly exposed to it

  14. How do these learning processes effect attitude? • Classical Conditioning – The pairing and consequent association of two stimuli that is essential for learning to occur and attitudes to form • Operant Conditioning – Reinforcement strengthens our attitude, punishment weakens our attitude • Modelling – Media and social relationships – you see your parents or people you idealise being complimented for a particular attitude, you are more likely to adopt it • Complete Learning Activity 8.8

  15. Cognitive Dissonance • Psychological tension or discomfort when the way in which we actually behave is different from the way we believe we should behave • What do we do to decrease the unpleasant psychological feeling?.... • If someone you really liked and saw a future with broke up with you, how would you change your attitude? • Instead of changing the attitude, what else can we change to decrease cognitive dissonance?

  16. Cognitive Dissonance • Simply reducing the importance we give our attitudes towards the behaviour will avoid dissonance • “Playing strenuous sport is not such a good idea, and I probably get enough exercise in daily activities anyway” • Or we can add new elements to the situation to support our belief in the attitude or behaviour • “I don’t play sport because I have a bad knee”

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