Chap 6 - Lauren .docx - The nature and Origin of attitudes...

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The nature and Origin of attitudes We evaluate the world, form likes and dislikes about almost everything o Weird to find people feeling neutral about something Attitudes: evolutions of people, objects or ideas (Ajzen and fishbein 2005) o Evaluation in that they consist of positive or negative reactions, sometimes even mixed feelings towards something o Ex. University of waterloo conducted research and found Ambivalence towards feminists, capital punishments and abortion (Macdonald and Zanna 1998) o Western university found ambivalence towards native people and towards Asians immigrants to Canada Constantly evaluating what we see but sometimes observations can be neutral An attitude is made up of 2 components: components combine form attitude o An affective component, consisting of emotional reactions towards the attitude object o A cognitive component, consisting of thought and beliefs about the attitude object o A behavioral component, consisting of actions or observable behavior toward the attitude object Where do attitudes come form? Affective, behavioral and cognitive experiences Attitudes aren’t created equally o Attitudes can be based more on one type of experience then another Affectively based attitudes An attitude based primarily on peoples emotions and feelings about the attitude object Ex. Falling in love with someone despite knowing that person has a history of being untrustworthy Affectively based attitudes are likely ones that shouldn’t be discussed at a dinner table o Politics, sex Based on people values Come from peoples values, morals and religion Maio and Olson (1995) conducted a study at western and found the posters that targets people values (help others live) had a positive correlation to them donating money vs. help your future Affectively based attitudes have 3 things in common: 1. They do not results from a rational examination of the issues 2. They are not governed by logic (e.g. persuasive arguments about the issue seldom change affectedly based attitudes)
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3. They are often linked to peoples values so that trying to change them challenges those values Cognitive based attitudes An attitudes based primarily on a persons beliefs about the properties of an attitude object Purpose is to classify the pluses and minuses of an object so we can quickly tell weather it is worth out time to have anything to do with it o Ex, vacuum How much is it? How much dirt does it pick up? Behavioral based attitudes Based primarily on observations of how one behaves towards an attitude object Self perception theory o People doesn’t know how they feel until the see how they behave Ex. Do you like the gym? o Well I guess because I am going there now Comparing affective, cognitive and behavioral bases of attitudes When attitudes are negative towards a particular group. They are often cognitive based o Based on thoughts o Homosexuals, Pakistanis Symbolic beilifs
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