Chapter 4 - C Cognitions-what do they think about it...

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Chapter 4- Attitudes Attitude o The attitude is the most distinctive and important concept in contemporary American social psychology – Gordon Allport o Defn: Attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor o Evaluation of a person, object, or idea o Can be positive, negative, neutral, or ambivalent (both positive and negative) o Components of attitude: A- Affective (emotional) -how do people feel about this? Positive or negative feeling about the attitude object B- Behavior -what do they do about it? Behavior reaction to attitude object Approach vs. avoid
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Unformatted text preview: C- Cognitions -what do they think about it? Cognitive representation that summarizes one’s evaluation of the attitude object (thoughts and beliefs) • Attitude formation o 1. Classical conditioning – condition someone to react a certain way to a stimulus, Pavlov dogs Mere exposure- attitudes toward an object can become more positive by simply seeing something previously whether or not its stored in memory o 2. Operant (instrumental) conditioning – behavioral reinforcement, either positive or negative, Skinner 3. Observational learning – social learning theory, Bandura, using models to learn behaviors...
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