Chapter 6 - Psych-2310

Chapter 6 - Psych-2310 - PSYCH 2310 Chapter 6- Attitude...

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PSYCH 2310 Chapter 6- Attitude Formation and Change Attitudes include 3 distinct components: o Affect o Cognition o Behaviour In some cases, changes in our behaviour can lead to changes in our attitudes, but not the reverse HOW DO WE FORM ATTIITUDES? Attitudes are formed very quickly- and often without conscious awareness One of the most common ways in which people form attitudes is through the information they receive from their social environment Classical Conditioning Attitudes can also be formed simply based on an association between an object or person and a pleasant or unpleasant event Classical conditioning: refers to learning in which a neutral stimulus leads to a given reaction, after it is repeatedly paired with another stimulus that naturally leads to that reaction o Ex. Ivan Pavlovs experiment showing that dos will start to salivate simply in response to hearing a bell ring, if that ring repeatedly occurs just before the presentation of food Mere exposure: the phenomenon by which the greater the exposure we have to a given stimulus, the more we like it Subliminal persuasion: a type of persuasion that occurs when stimuli are presented at a very rapid and unconscious level Subliminal processing can also strengthen the attitudes we already hold Operant Conditioning
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Operant conditioning: a type of learning in which behaviour that is rewarded increases whereas behaviour that is punished decreases Observational Learning/Modeling Operant conditioning typically involved a direct or conscious transmission of attitudes, but attitudes can be formed in a more subtle way through observational learning or modeling o This type of learning occurs when people form attitudes by watching how others act toward a given object, and in turn adopt those views themselves Observational learning or modeling is most effective when we directly observe our parents, siblings, or friends engage in a behaviour WHEN DO ATTITUDES PREDICT BEHAVIOUR? Strength
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Chapter 6 - Psych-2310 - PSYCH 2310 Chapter 6- Attitude...

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