Attitudes_and_Behaviors - Attitudes and Behaviors What is...

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Attitudes and Behaviors What is an attitude? The way people feel. Do you process attitudes or do they just exist? Characteristics of an Attitude 1. Attitudes involves affect. - Attitudes involve likes and dislikes as an evaluation response, rather than a knowledge-based response. - “I Like Ohio State” or, “I don’t like the Dallas Cowboys” 2. Attitudes are tied to an object . - Object = Item, event, person, concept, idea, etc - You must have positive or negative affect toward something. 3. Attitudes tend to be consistent. - While they can change, they don’t move easily in either direction. - In general, if you react negatively to vegetables one day, you would be expected to react similarly another day. 4. Attitudes are a predisposition to behavior. - Attitudes influence/lead to behavior. - This is why we study them. 5. Attitudes are learned. - You weren’t born with a strong dislike for that school up north, you learned it. The Official Textbook Definition From Fishbein and Ajzen: “A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object” (pg. 6) How are new attitudes formed? Learning theories. Three are discussed below: 1. Classical Conditioning - Based on the concept of pairing two things together/ - Pavlov’s dogs. Dogs salivate at the sight of food, and every time he fed them, he rang a bell. -
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This note was uploaded on 04/19/2008 for the course COMM 367 taught by Professor Hoplamazian during the Fall '08 term at Ohio State.

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Attitudes_and_Behaviors - Attitudes and Behaviors What is...

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