Transcript Document

Chapter Introduction
Section 1: Attitude Formation
Section 2: Attitude Change
and Prejudice
Section 3: Persuasion
Chapter Objectives ·
Section 1
Attitude Formation
Describe how our attitudes are
the result of conditioning,
observational learning, and
cognitive evaluation. Explain
how attitudes help us define
ourselves and our place in
society, evaluate people and
events, and guide our behavior.
Chapter Objectives ·
Section 2
Attitude Change
and Prejudice
Explore how attitudes are
formed through compliance,
identification, and
internalization. Explore how
attitudes may be changed as a
result of cognitive dissonance.
Chapter Objectives ·
Section 3
Persuasion
Explain how persuasion is a
direct attempt to influence
attitudes and how we determine
the credibility of a message by
evaluating when, where, and
how a message is presented, as
well as the message itself.
Main Idea
Our attitudes are the result of conditioning,
observational learning, and cognitive
evaluation. Our attitudes help us define
ourselves and our place in society, evaluate
people and events, and guide our behavior.
Vocabulary
• attitude
• self-concept
Objectives
• Trace the origin of attitudes.
• Describe the functions of attitudes.
Where do you think you learned your
attitudes toward life?
A. Parents
B. Teachers
C. Friends
D. Other
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A.
B.
C.
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D.
B
A
B
C
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C
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D
Where Attitudes Come From
• Attitude
• Three main elements:
– A belief or opinion about something.
– Feelings about that thing.
– A tendency to act toward that thing in
certain ways.
Where Attitudes Come From (cont.)
• Attitudes are formed through:
– Conditioning—classical conditioning can
help you learn attitudes in different
situations.
– Cognitive evaluation—sometimes we
develop attitudes toward something
without stopping to think about it—we
use a mental shortcut, or heuristic.
Attitude Formation Through
Classical Conditioning
What was Pavlov’s dog an example of?
A. Conditioning
B. Cognitive Evaluation
C. Culture
D. Observational Learning
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A.
B.
C.
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B
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B
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Functions of Attitudes
• Two functions of attitudes:
– A self-defining mechanism—we develop
a self-concept—how we see or
describe ourselves; our total perception
of ourselves.
– Cognitive guidelines and guides to
action—attitudes guide us toward or
away from particular people, objects,
and events.
A Theory of Planned
Behavior
What kind of attitude do you bring to
your family or a part-time job?
A. Positive
B. Negative
C. Neutral
D. Not sure
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A.
B.
C.
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D.
B
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B
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Main Idea
Attitudes are formed through compliance,
identification, and internalization. Attitudes
may be changed as a result of cognitive
dissonance.
Vocabulary
• compliance
• identification
• internalization
• cognitive dissonance
• self-fulfilling
prophecy
• prejudice
• discrimination
• counterattitudinal behavior
• self-justification
Objectives
• Cite the sources of attitude change.
• Describe prejudice and its relationship to
stereotypes and roles.
Do you think there is a positive
aspect to stereotyping?
A. Yes
B. No
C. Not sure
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A
A. A
B. B
C.0%C
B
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C
Attitude Change
• Three main processes involved in forming
or changing attitudes are:
– Compliance
– Identification
– Internalization
Which is NOT a process in forming or
changing attitudes?
A. Compliance
B. Force
C. Identification
D. Internalization
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A
A.
B.
C.
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D.
B
A
B
C
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D
C
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D
Cognitive Consistency
• Cognitive consistency—peoples’ attitudes
change because they are always trying to
get things to fit together logically inside
their heads.
• Cognitive dissonance
Balance Theory
Cognitive Consistency (cont.)
• People reduce dissonance in several
ways:
– Denial
– Evasion
– Change in attitude or reevaluation of the
event.
An environmentalist that litters is an
example of what?
A. Chaos
B. Cognitive dissonance
C. Cognitive consistency
D. Internalization
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B.
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B
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B
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D
Attitudes and Actions
• Actions affect attitudes.
• Counterattitudinal behavior
– Explanations for this phenomenon:
• To reduce the dissonance of the contradiction,
he or she will change either the behavior or
attitude.
• Self-justification
• Self-fulfilling prophecy
What is confessing to a crime an
example of?
A. Counterattitudinal
behavior
B. Self-justification
C. Self-fulfilling prophecy
D. Internalization
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A
A.
B.
C.
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B
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B
C
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C
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D
Prejudice
• Prejudice
• Prejudice is strengthened and maintained
by inflexible stereotypes and roles.
• Patricia Devine theorized that if a specific
stimulus is encountered, it automatically
activates your stereotype mechanism.
Prejudice (cont.)
• Thomas Pettigrew suggests that in
situations where a dominant group and a
deferential group can be identified,
members of each group may play roles
that foster and maintain their respective
positions.
Prejudice (cont.)
• Some causes for prejudice:
– Social, economic, or physical factors
– “Guilt by association”
– Fear of people who are different
– Parents, or authority figures, may foster
prejudice in children
Prejudice (cont.)
• Discrimination
– This should be distinguished from
prejudice.
What can prejudice be based on?
A. Social
B. Economic
C. Physical factors
D. All of the above
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A.
B.
C.
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D.
B
A
B
C
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D
Main Idea
Persuasion is a direct attempt to influence
attitudes. When determining the credibility of
the message, we evaluate when, where, and
how a message is presented.
Vocabulary
• persuasion
• boomerang effect
• sleeper effect
• inoculation effect
• brainwashing
Objectives
• Describe the factors involved in the
communication process.
• Explain the different types of persuasion
processes.
Would you be more likely to trust
someone with a British, Eastern
European, Middle Eastern, or Southern
accent?
A. British
B. Eastern European
C. Middle Eastern
D. Southern
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A
A.
B.
C.
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D.
B
A
B
C
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D
C
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D
Persuasion
• Persuasion
• The communication process can be broken
down into four parts:
– The message itself—there are two ways to
deliver a message:
• central route
• peripheral route
Using Heuristics
Persuasion (cont.)
– The source of the message—a person
receiving the message asks herself a few
questions:
• Is the person giving the message trustworthy
and sincere?
• Does he or she know anything about the
subject?
• Is he or she likable?
• The boomerang effect can occur too—a
change in attitude or behavior opposite of the
one desired by the persuader.
Persuasion (cont.)
– The channel through which it is delivered—
where, when, and how a message is
presented also influences the audience’s
response.
Persuasion (cont.)
– The audience that receives it—the
audience includes all those people whose
attitudes the communicator is trying to
change.
• Two strategies effectively involve the audience:
– The foot-in-the-door technique
– The door-in-the-face technique
Persuasion (cont.)
• Two different levels of thinking activity are
possible:
– Central route processing—when the
recipient thoughtfully considers the
issues and arguments.
– Peripheral route processing—
characterized by considering other cues
rather than the message itself.
Persuasion (cont.)
• The heuristic model—a rule of thumb or a
shortcut that may lead to but does not
guarantee a solution.
– The recipient may tune in to the peripheral
aspects or central aspects of the message.
Using Heuristics
Persuasion (cont.)
• The sleeper effect—the delayed impact
on attitude change of a persuasive
communication.
Persuasion (cont.)
• Explanation for this effect:
– Differential decay hypothesis
– The inoculation effect
– Brainwashing
What is the definition of heuristic?
A. Powerful
B. Indignant
C. Effective
D. Rule of thumb or
shortcut
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B.
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B
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Attitude Formation Through Classical Conditioning
Suppose you meet Jane. Jane seems to enjoy making comments that embarrass you.
After a few encounters with Jane, even the sound of her voice upsets you. So you
learn to avoid her.
A Theory of Planned Behavior
Psychologists have proposed a theory that three factors determine a person’s
behavior. The strength or weakness of each of these three factors explains why
certain people behave differently despite shared attitudes.
Balance Theory
According to Fritz Heider’s Balance Theory—another means of analyzing cognitions
related to attitudes—people are inclined to achieve consistency in their attitudes by
balancing their beliefs and feelings about an object, person, or event against their
attitudes about other people. When someone we care about strongly disagrees with
us, an uncomfortable state of imbalance occurs.
Using Heuristics
We use heuristics, or shortcuts, to evaluate many messages. This saves us time and
energy.
Chapter Concepts
Transparencies
Components of Self-Concept
Process of Attitude Change
Select a transparency to view.
attitude: predisposition to act, think, and
feel in particular ways toward a class of
people, objects, or an idea
self-concept: how we see or describe
ourselves; our total perception of
ourselves
compliance: a change or maintenance
of behavior to avoid discomfort or
rejection and to gain approval
identification: seeing oneself as similar
to another person or group and
accepting the attitudes of another person
or group as one’s own
internalization: incorporating the values,
ideas, and standards of others as a part
of oneself
cognitive dissonance: the
uncomfortable feeling when a person
experiences contradictory or conflicting
thoughts, attitudes, beliefs, or feelings
counterattitudinal behavior: the
process of taking a public position that
contradicts one’s private attitude
self-justification: the need to rationalize
one’s attitude and behavior
self-fulfilling prophecy: a
belief, prediction, or expectation that
operates to bring about its own fulfillment
prejudice: preconceived attitudes toward
a person or group that have been formed
without sufficient evidence and are not
easily changed
discrimination: the unequal treatment of
individuals on the basis of their race,
ethnic group, age, gender, or
membership in another category rather
than on the basis of individual
characteristics
persuasion: the direct attempt to
influence attitudes
boomerang effect: a change in attitude
or behavior opposite of the one desired
by the persuader
sleeper effect: the delayed impact on
attitude change of a persuasive
communication
inoculation effect: developing
resistance to persuasion by exposing a
person to arguments that challenge his
or her beliefs so that he or she can
practice defending them
brainwashing: extreme form of attitude
change; uses peer pressure, physical
suffering, threats, rewards, guilt, and
intensive indoctrination
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