10-4_Attitudes-part1 - Chapter 7 Attitudes Lecture Notes for Definition of An Attitude Three Components Affect(emotion Cognitions(beliefs Behavior

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Chapter 7 - Attitudes Lecture Notes for 10/4/07
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Definition of An Attitude Three Components Affect (emotion) Cognitions (beliefs) Behavior
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Cognitively Based Attitudes Beliefs about the properties of the “attitude object” (the thing we have an attitude about) Function as “object appraisal” That thing helps me = good That thing hurts me = bad
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Affectively Based Attitudes Feelings and values associated with the “attitude object” Function as “value-expressive” That thing makes me happy / is cool = good That thing makes me sad / is gross = bad Can be the result of sensory reaction or conditioning
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Affective Attitudes and Conditioning Classical Conditioning - an object that invokes some emotional response is linked with a neutral object. After repeated linking of these objects, the neutral object will take on the emotional response of the initial object. Operant Conditioning - Positive reinforcement and punishment are used to increase or decrease naturally occurring behaviors.
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Behaviorally Based Attitudes Observe behaviors toward the “attitude object” When attitude is weak or ambiguous We have no strong cognitive or affective attitudes No external reason for our behavior Self-Perception Theory (Bem, 1975 – Chapter 5)
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Explicit vs. Implicit Attitudes Explicit attitudes Controllable, reportable, conscious Affects controlled behaviors (e.g., verbal) Implicit attitudes Uncontrollable, un-reportable, unconscious Affects uncontrolled behaviors (e.g., non-verbal)
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Changing Attitudes How do we change attitudes? Behaviorally: Cognitive dissonance
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This note was uploaded on 05/26/2008 for the course PSYCH 221 taught by Professor Signorella,margar during the Fall '07 term at Pennsylvania State University, University Park.

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10-4_Attitudes-part1 - Chapter 7 Attitudes Lecture Notes for Definition of An Attitude Three Components Affect(emotion Cognitions(beliefs Behavior

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