PSYC260Lecture13 - Attitudes

PSYC260Lecture13 - Attitudes - PSYC 260 Oct 16th, 2008...

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PSYC 260 Oct 16 th , 2008 Topic 7: Attitudes 1. Definition of An Attitude: A person’s enduring evaluation of people, objects, and ideas: Genetic to a certain extent, but social experiences play a large role in shaping out attitudes a. Components of Attitude i. Affect (emotional reactions) 1. Affectively Based Attitudes – based more on emotions and values 2. Purpose is to classify pros and cons so that we can quickly tell whether we want to have anything to do with it ii. Cognitive (thoughts and beliefs) 1. Cognitively Based Attitudes – based primarily on the relevant facts 2. Function is not to pain an accurate picture of the world but to express and validate one’s basic value system 3. Could be result from: a. A sensory reaction, or an aesthetic reaction b. Conditioning i. Classical: A stimulus that elicits an emotional response is accompanied by a neutral stimulus that does not until eventually the neutral stimulus elicits the emotional response by itself ii. Operant: Behaviors that we freely choose to perform become more or less frequent, depending on whether they are followed by a reward or punishment iii. Behavioral (actions or observable behaviors) 1. Behaviorally Based Attitudes – stems from people’s observation of how they behave toward an object b. Different Kinds of Attitude i. Explicit Attitude – ones that we consciously endorse and can easily report ii. Implicit Attitude – involuntary, uncontrollable, and at times unconscious evaluations iii. Where do implicit attitudes come from? 1. Habitual attitudes learned in childhood 2. Learned from the culture at large 3. We can learn these associations even if they conflict with our explicit attitudes 4. Implicit Association Test (IAT) Method to measure implicit attitudes What does the IAT show? What is an implicit attitude?
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This note was uploaded on 12/11/2009 for the course PSYC 260 taught by Professor Oishi during the Spring '08 term at UVA.

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PSYC260Lecture13 - Attitudes - PSYC 260 Oct 16th, 2008...

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