PSYC1101_Social_Psychology_I - Attitudes and Impression...

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7/9/10 I. Attitudes a. Evaluations of objects, events, or ideas b. Can be: i. Positive or negative ii. Weak or strong iii. Explicit (conscious) or implicit (unconscious) c. Three components of attitudes (ABC’s of attitude) i. Affective 1. Emotions and feelings a. Example: “Marijuana is extremely dangerous” ii. Behavioral 1. Predispositions to act a. Example: “I will not smoke marijuana” iii. Cognitive 1. Beliefs, ideas a. Example: “Marijuana is a gateway drug” d. Attitude Formation i. Direct experience 1. Mere Exposure Effect (Zajonc) a. The more a person is exposed to something, the more they tend to like it ii. Conditioning 1. Attitudes can be conditioned through classical and operant conditioning 2. The basis for many advertising techniques iii. Socialization 1. Important others in our environments partially shape our attitudes a. Parents, media, teachers, politicians e. Attitudes and Behavior -Several important factors when analyzing the attitude—behavior relationship: i. Strength 1. Resistance to change and durability over time ii. Accessibility
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This note was uploaded on 09/09/2011 for the course PSYC 1101 taught by Professor Leader during the Spring '07 term at Georgia Tech.

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PSYC1101_Social_Psychology_I - Attitudes and Impression...

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